ie volume 32 issue 4 by International Festivals & Events Association

the business of international events

Work Smarter, Not Harder, Ways to Make Your Event More Efficient My Event Is Over – What Do I Post for the Rest of the Year The Ten Commandments of Successful Event & Festival Can a “Return to Sponsorship Partnerships Normal”and Happen in 2021?

the business of international events

Work Smarter, Not Harder, Ways to Make Your Event More Efficient My Event Is Over – What Do I Post for the Rest of the Year The Ten Commandments of Successful Event & Festival Sponsorship and Partnerships Friday Night at Astroworld

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© 2020 First Data Corporation, a subsidiary of Fiserv, Inc. All Rights Reserved. The First Data name and logo are trademarks owned by First Data Corporation and registered or used in the U.S. and many foreign countries. All trademarks, service marks and trade names referenced in this material are the property of their respective owners. The Clover marks are trademarks owned by Clover Network, Inc., a wholly-owned subsidiary of First Data Corporation, and registered or used in the U.S. and many foreign countries. 647915 2020-4

IFEA VISION A globally united industry that touches

Publisher & Editor Steven Wood Schmader, CFEE, President & CEO

lives in a positive

Assistant Editor Nia Hovde, CFEE, Vice President

way through

Director of Marketing & Communications

celebration.

Advertising Kaye Campbell, CFEE, Director of Partnerships & Programs

Art Director Craig Sarton, Creative Director

Contributing Writers Steven A. Adelman, Lisa Apolinski, Robert Baird, Jason V. Barger, Alison Baringer English, CFEE, Dave Bullard, Angela Civitella, Bruce L. Erley, APR, CFEE, Professor Joe Goldblatt, Nicole Harrell, Bailey Judson, Florence May, Susan Robertson, Teresa Stas, Russell Trahan, Megan Tramonte, Liz Uram, Robert Wilson, Kate Zabriskie, Alex Zelinski

For association or publication information: IFEA World Headquarters 2603 W. Eastover Terrace 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. 8180.

Boise, ID 83706, U.S.A. +1.208.433.0950 Fax +1.208.433.9812

http://www.ifea.com 6

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Good Times Need Quality Insurance. Festivals are always a fun time, but they do come with their own set of inherent risks. Be proactive and protect your event with Haas & Wilkerson Insurance. Entertain the idea of insurance solutions for your festival including food, music and cultural heritage, art, agriculture, and more. Get traditional property and casualty insurance customized to your unique industry needs. With more than 80 years of experience and access to exceptional markets, we’re able to provide quality solutions that are cost-effective and event-specific.

For a comprehensive review of your coverage and exposure, call 913 . 432 . 4400 or visit hwins.com/GoodTimes Independent agent representing Westchester, a Chubb Company, Programs Division. Insurance provided by Ace American Insurance Company and its U.S. based Chubb underwriting company affiliates. Chubb is the marketing name used to refer to subsidiaries of Chubb Limited providing insurance and related services. All products may not be available in all states. For a list of these subsidiaries, please visit www.chubb.com.

the business of international events

Work Smarter, Not Harder, Ways to Make Your Event More Efficient

F E AT U R E S

My Event Is Over – What Do I Post for the Rest of the Year The Ten Commandments of Successful Event & Festival Sponsorship and Partnerships Friday Night at Astroworld

On the Cover: Zedd performs on the Wind Creek Steel Stage during w in Bethlehem, Pa. Photo taken by ArtsQuest Volunteer Photographer Jeff Auger on Friday, August 13, 2021. Approximately 1.2 million people attended this festival which featured hundreds of musical performances over the course of 11 days.

DEPARTMENTS

My Event Is Over – What Do I Post for the Rest of the Year By Bailey Judson

Top 7 Tips for Good Decision Making When Feeling Stressed Out By Angela Civitella

26 30

Finding the Hidden Innovators in Your Company By Susan Robertson

The Ten Commandments of Successful Event & Festival Sponsorship ad Partnerships By Alex Zelinski

10 IFEA President’s Letter 14 IFEA World Board 16 IFEA Foundation Board

Don’t Be the “Hot Mess” Boss By Liz Uram

6 Mindsets to Help Your Team Reboot by Jason Barger

18 Adelman on Venues

24 May I Help You?

Business is Blooming – Use Targeted PR to Sow Success By Russel Trahan

Work Smarter, Not Harder, Ways to Make Your Event More Efficient By Megan Tramonte

Four Steps to Get More Eyes on Your Digital Content By Lisa Apolinski

Help for the Horrible Hybrid Meeting – Five Ailments and Remedies By Katie Zabriskie

The 3 C’s of DEI Data and How to Avoid Them By Lisa Apolinski

More Than a Million Fans Return to Musikfest By Nicole Harrell

Friday Night at Astroworld By Steven A. Adelman

28 The Sponsor Doc 36 Prune & Bloom 40 The PR Shop 48 Small Events Big Sponsorship 52 The Digital Life 58 Festivals Without Borders 62 The Uncomfort Zone 74 Adelman on Venues 90 Marketplace Winter 2021, Volume 32, Issue 4 “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.

Why Again? By Professor Joe Goldblatt

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

FOCUS ON YOUR

MENTAL HEALTH

The Thanksgiving holiday here in the United States is one of my favorites. A chance to slow down a little bit and take some well-earned perspective of all that we are fortunate enough to have and enjoy. A list that may include family, friends, our homes, our jobs, our health, having enough to eat, our peace-of-mind. Peace-of-mind. The absence of mental stress or anxiety. I think it is fair to say that the last two years has been especially stressful for our world; and our industry. Certainly not the absence of mental stress and anxiety. Dealing with a pandemic which has taken away much of the certainty and control in our lives and our jobs, around which most in our industry would argue is the foundation for their own peace-of-mind. During these last two years, some have lost friends and loved ones; some have lost jobs; some have reached the financial brink of losing their businesses; and some have simply thrown in the towel and chosen an early retirement, when that option has seemed feasible. In the midst of our endless Zoom calls, while looking for new guidance and ‘best practices’ to emulate, we listen to our peers, painting wonderful pictures of success amidst chaos and somehow feel even more out-of-control. What happened to the ‘normal’ that we had built and honed and nourished and understood for so long? What happened to our ‘comfort zone’? Now, I am not trying to paint a very non-Thanksgiving picture here, but one that I believe may be more of a reality than we know, and one that deserves a very real focus. I received a call from a respected industry friend recently, who, based upon their own experience and realities, asked how the IFEA might help draw attention to the mental health of those in our industry. A topic that rarely gets addressed (if ever), but is so very important, especially now. 10

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Gymnast Simone Biles brought global attention to mental health within the sports world this year, when, during the Olympic Games in Tokyo, Japan, she suddenly withdrew from competition, bravely sharing with all of us the pressures that we never see or understand, especially among these elite athletes. I believe that those in our industry are no less elite, nor any less susceptible to the chronic pressures around them, especially when amplified by the exponential unknowns that have been thrown our way by the Covid-19 pandemic. If you find yourself feeling mentally stressed and anxious, I assure you that you are not alone. I would also encourage you to seek some professional help and support. A resource to help you manage the challenges. As the current television campaign emphasizes, Mental Health is Health (www.MentalHealthisHealth.us), and yours is important to protect and care for. Talking about our emotional struggles almost always helps us start feeling better. Speaking up is a sign of strength, and our friends and family members are usually more understanding and supportive than we thought they’d be. Start by sharing your feelings with someone you trust or reaching out to a professional counselor or therapist. The real power of the IFEA has always been the many global friends that we are connected to, who provide a remarkable resource and a wealth of creativity and experience, but who can also serve as a great outlet of support for all of us, at a time when we couldn’t need it more. So, talk to someone; listen to your friends and peers a little closer; be there for one another. Let’s all focus on each other a little bit more, and see if we can’t help everyone achieve a little more peace-of-mind for the holidays and the year ahead.

Steven Wood Schmader, CFEE President & CEO

HELP A FELLOW IFEA MEMBER MAKE A DONATION TO THE

MEMBER

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

A MEMBER CAMPAIGN TODAY!

Over the past year, a number of valuable and long-standing members within the IFEA Membership, have had to make the difficult financial decision not to renew their IFEA Membership and, by doing so, have lost access to those many important resources and opportunities to connect with their professional peers. Can you . . .

Help a Fellow IFEA Member Get Back on Their Feet. Help Provide a Festival with Access to Important Professional Resources. Help Provide an Event with Access to Critical Educational Opportunities. Help Provide Vendors Important Access to our Valuable Industry Network. Help the IFEA Support Our Essential Global Industry! Extend a supportive hand and help others see beyond their hurdles to the hope and possibilities that still lie ahead, by making a donation to the IFEA Foundation’s “Member-Fund-A-Member Campaign” today. For every $100 raised, the IFEA will provide a 12-month “Welcome Back” IFEA Membership to a Member who has not been able to renew their IFEA Membership in the last year.*

MAKE A DONATION TODAY!

BRING BACK

EVENTS T he fastest way through the current global pandemic, with a return to normalcy for all global events, is to take a leadership role in encouraging all of those whom we influence – locally, nationally and globally – to take the steps and do the right thing, starting with each individual, that will bring this COVID-19 virus under control. In support of that leadership initiative, the IFEA has created a series of ‘Bring Back Events’ messages that we invite you to use and share on your own web sites and social media platforms. Download and use our predesigned and ready-to-use messages, HERE.

BRING BACK EVENTS - GET VACCINATED

One of the greatest tools that will allow us to save lives and ‘Bring Back Events’ is for everyone to get vaccinated as soon as they are allowed and able, aiming for a ‘herd immunity.’ If your attendees understand that the result will allow us all to gather again, sooner than later, to celebrate our events, our communities and who we are at our best, we will all benefit from the result.

BRING BACK EVENTS - WEAR A MASK

A simple, but proven and highly effective method of lowering the spread of the virus and saving lives, please encourage others to join us in this step that will help ‘Bring Back Events’ for everyone. If you are interested, the IFEA has a series of event-oriented masks. Or, you may want to consider creating one or more custom masks for your own event(s). Learn more HERE.

BRING BACK EVENTS - SAFE DISTANCE

At events and gatherings of all sizes, safe distancing will help ensure that the transmission of the COVID-19 virus is kept at bay, while still allowing for some welcome, and often necessary, human encounters. Be considerate and encourage safe distancing of 6’ or more.

THANK YOU FOR HELPING US

‘BRING BACK EVENTS’.

BRING BACK EVENTS.

WEAR A MASK. I

t’s a simple action with results that have the power to be profound.

Here at the IFEA, we’re continuing to do our best to help speed the return of festivals and events to their full operating capacity, while working to protect the health and safety of those all around. We believe that wearing a face mask will be a part of the ongoing risk management requirements and expectations for some time to come, and wanted to offer some fun and festive masks of our own with elements of the industry. As a result, we have partnered with long-time IFEA Member Steve Thomson with Dynamic Displays/ Fabulous Inflatables, and his new company Maskcott, to create IFEA branded face masks for purchase. Your mask purchase helps the IFEA to raise funds for much-needed programs and services and serves as a vivid reminder and show of support to others that while our industry may be at a temporary standstill, it is not to be forgotten.

COMES IN 2 STYLES

OVER THE EAR & OVER THE HEAD

AND 3 SIZES

LARGE $19.99 MEDIUM $17.49 SMALL $14.99

Click Here to Order Today!

IFEA WORLD BOARD

BY TED BAROODY, CFEE

INVEST IN YOURSELF

AND YOUR ORGANIZATION BY SUPPORTING IFEA!

t was not that long ago that we were all together in Williamsburg, Virginia for the 64th Annual IFEA Convention & Expo, yet it seems like a lifetime now and at times difficult to carry forward all of the good work and networking that took place that fall of 2019. At that time, IFEA was leading us through challenging topics such as succession plans, risk management, inclusivity for those with special needs and safety protocols for extremely serious topics such as active shooters. We could not have predicted or prepared for the months ahead that changed the world in 2020, but as always, IFEA rose to the challenge for those critical 18 months and beyond, uniting us, guiding us and leading us into the new normal. As we move forward, IFEA will once again navigate us through uncharted times mapping a clear course to the future with their many resources, benefits, programs, education and networking opportunities. As we focus on the future and how our industry moves forward, I wanted to take a moment to highlight three IFEA programs that can provide guidance. IFEA Membership There is no greater gift that you can give you festival or organization than the gift of an IFEA Membership. Becoming a member of the IFEA not only provides you with instant access to a community of like-minded Festival & Event industry professionals from around the world, but also access to so many self-investment opportunities including educational webinars; networking virtual affinity groups; sponsorship mastery webinars; educational articles in “ie” magazine; industry news and important updates and so much more – all included for free as part of your IFEA Membership! Additionally, IFEA Members have the opportunity to advance their careers by obtaining their Certified Festival & Event Executive Certificate. There is no better return on investment than investing in yourself, your teams and your organization and maintaining a membership with the IFEA makes it so easy and affordable to make that investment. I encourage you to join the IFEA if you are not a member, and renew your membership if you are already a member! IFEA/NRPA Event Management School With so many of us having to hire new team members or build the experience of our current employees, there is no better place to get a crash course in the world of festivals and events, than the IFEA/NRPA Event Management School. Held January 16-21, 2022, the Event Management School is presented in partnership with the National Recreation and Park Association (NRPA) and takes place at the Oglebay National Training Center in West Virginia. The school was designed around the concept of bringing new and mid-career industry professionals together with some of 14

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the most highly respected and experienced professionals in the field, for a comprehensive educational and networking opportunity that covers the critical basics of successful event management the first year, followed by putting students to the test in an applied-knowledge project environment, the following year, to share what they have learned. If your team is in need of such a crash course, I strongly encourage you to look into the IFEA/NRPA Event Management School. More details can be found here. The IFEA Leadership 100 Retreat For those who are senior leaders in the Festivals and Events industry, who have tirelessly battled the past 18 months and are guiding us into 2022, we must take the opportunity to refresh and reset ourselves and our leadership abilities, before we can focus on resetting and refreshing our events. For this, the IFEA has created the Leadership 100 Retreat. With the goal of coming together as a combined, creative IFEA global professional network, the retreat’s sole focus will be to focus on ourselves as leaders, to make sure we as individuals are committed, aligned and motivated for the new year! We must be good leaders of ourselves so that we may be good leaders of others! Attendees will also have the opportunity to further our common industry knowledge; share insights; and prepare ourselves for what new challenges and opportunities may lie ahead, with a special ‘Focus on the Future’ working session. In true retreat style, this gathering will be hosted in the intimate, creativity-conducive environment provided by West Virginia’s Oglebay National Training Center and Resort, this January 21-23, 2022. More information can be found here. Though much of the sports, arts, entertainment and travel categories of our industry are back, it remains critical to bring all corners of our diverse communities together, for united celebrations that are safe, healthy and memorable. Invest in yourself and your organization by supporting IFEA! 2022 will be an important year for the industry and it all can start now on a positive note with a visit to IFEA.com.

Ted Baroody, CFEE IFEA World Board Chair President Norfolk Festevents Norfolk, VA

IFEA FOUNDATION BOARD

BY KEVIN GROTHE, CFEE

A TIME

TO BE THANKFUL

nless you have been hiding underneath a rock for the last 18 months or so, it has been a very difficult time for the festival and event industry. Postponed events. Cancelled festivals. Postponed events only to be postponed further. More cancelled festivals. In some cases, early on we were able to move forward with virtual events. More recently, live events have come back, often with reduced capacities and several limitations. I am not pointing this out to be negative. Instead, I want us to be thankful...thankful for what we have accomplished as an industry the past couple of years. Our backs were against the wall, and still are to a large degree, yet we persevered. We created new avenues to showcase our programs to replace traditional live festivals and events. We demonstrated to our sponsors what true partnerships are all about. We worked with government agencies and local authorities to ensure our festivals and events were conducted in the safest way possible. There are so many success stories that we should celebrate. The Portland Rose Festival created a virtual parade. The 500 Festival held a virtual half marathon. MusikFest held a virtual concert series. These are just three of numerous examples of where IFEA members rolled up their sleeves and were determined not to be stopped by a global pandemic. And since Spring, there have been so many live events that have taken place. Here at Memphis in May, we held our World Championship Barbecue Cooking Contest during it’s annual time in mid-May on the banks of the Mississippi River in Tom Lee Park. We created an enhanced Safety and Security measures that included reduced number of teams and patrons. Despite the restrictions we still had 130 teams compete for prestigious bragging rights as World Champion and sell out crowds three of the four days. Competitors and spectators alike were so thankful we forged ahead and held the most prestigious barbecue contest on the planet. We were not alone in producing live festivals and events. The Philadelphia Flower moved their entire event outdoors as opposed to their traditional home in the Convention Center. Other IFEA members that shined recently include the Des Moines Arts Festival, Kansas City Irish Fest, The Great New York State Fair, Macy’s 4th of July Fireworks, Cedar Rapids Freedom Festival, Artfest Fort Myers, North Carolina Azealia Festival, National Cherry Festival, Summerfest, Winterfest, Cherry Creek Arts Festival, Treefort Music Festival, Macon Georgia’s International 16

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Cherry Blossom Festival, Parker Peach County Peach Festival, Bristol Rhythm & Roots Reunion Festival, Pittsburgh Irish Festival, National Cherry Blossom Festival, Camp Leavenworth, and St. Louis Arts Festival all were held with great success and fanfare. I’m highlighting these few examples because we do have reason to be excited and thankful as an industry. To emphasize the point, I would like to offer this quote from author Roy T. Bennett. “Be thankful for everything that happens in your life; it’s all an experience.” Yes, it has been quite an experience and one we hope to not face again, but we will all be better for it. While on the topic of being thankful, I would be remiss if I did not recognize the IFEA Foundation Board. I have had the honor and privilege as serving as the IFEA Foundation Board Chair in 2020 and 2021. The IFEA Foundation Board has worked side by side with the IFEA World Board and Staff in heading up the organization’s fundraising efforts. I am so proud of the IFEA Foundation Board for taking the lead to come up with new and creative ways to generate much needed funds for IFEA. Thank you, Alison English, Erin Fortune, Annie Frisoli, David Knutson, Sam Lemheney, Delores MacAdam, Keli O’Neill Wenzel, Kat Paye, Cassie Roberts Dispenza, Ira Rosen, Bruce Smiley-Kaliff and the recently passed Gayle Hall for serving with such dedication and honor. However, our efforts would not be as meaningful if it was not for the IFEA membership. We understand the personal and organizational challenges you have and still are facing. Yet, despite facing adversity and uncertainty, IFEA members have stepped up in so many ways. You have volunteered to take pies in the face. You have secured special trips and packages not to mention silent auction items. Lastly, you have shown the importance of IFEA through your pocketbook. For that, on behalf of the entire IFEA organization, we are thankful.

Kevin Grothe, CFEE IFEA Foundation Board Chair Vice President of Sponsorships Memphis in May International Festival Memphis, TN

ADELMAN ON VENUES MANDATES, FACTS

AND OBJECTIONS

In this issue of Adelman on Venues, we are back to all COVID, all the time. This is not to say that the rest of the event world is tranquil – it’s not.1 Just that for the moment, this most shiny object really does deserve our full attention. The Biden Vaccine Mandate Will Not Directly Affect Most Event Professionals On September 9, 2021, President Biden announced new vaccination and testing requirements for federal employees and contractors and also for certain private employers. Since I am not a fan of getting one’s news filtered through social media or Cardi B’s cousin’s non-existent friend in Trinidad and Tobago, I have linked the actual text of the announcement, with its explanations, here. Relevant to event professionals, there is a simple takeaway: the mandate doesn’t much affect us. Private employers with more than 100 employees will have to ensure that all employees are vaccinated or tested weekly. The key is “employers.” Most of us are engaged as independent contractors, not hired as employees. The venues and event spaces where we hold events do have many employees, so the mandate will affect them. But not yet. This is because statements by a government Executive, whether the President or a state governor, are not self-enforcing. Rather, the rules must be written by members of whatever administrative body enforces rules on that subject. In this instance, the good folks at OSHA, the Occupational Safety and Health Administration, are busy writing federal regulations to create enforceable proof of vaccination and testing guidance for employers. That takes time. Then there is generally a 60-90 day period after the new regulation issues before it takes effect and enforcement begins. You can imagine the enforcement apparatus that has to be invented and staffed, which makes event planning seem like child’s play. For private employers, it is likely that nothing will change regarding their duty to enforce new COVID-related requirements before early 2022. Of course, now is a fine time for them to get ready. Anyone who is already complaining about burdensome federal regulations should just chill out until something actually happens. For people more focused on working, they should probably ensure their vaccination status is up to date, because a growing list of employers is taking matters into their own hands and requiring their workers – whether employees or independent contractors – to be vaccinated.2 A Few Facts About Vaccines as of Today In any conversation about COVID-19, time and location matter. Our knowledge about the virus, vaccines, variants, and our culture change all the time, and willingness to accept or resist 18

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science is amazingly regional. (I’m amazed, anyway.) Before the world changes too much more, here are a few facts about which I’m confident today. The Pfizer-BioNTech, Moderna, and Johnson & Johnson COVID-19 vaccines are all highly effective at reducing the likelihood a vaccinated person will become infected by SARS-CoV-2 (the virus that causes COVID-19). They also reduce the likelihood of serious illness due to a breakthrough infection and the risk of transmitting coronavirus to others. They are free, widely available everywhere, and have extremely rare side effects. Here is a brief review of the science, with much more available from the Centers for Disease Control and Prevention (CDC) and the World Health Organization (WHO), among other reputable sources. Vaccination is unquestionably the way out of this pandemic. In the United States, the latest research shows that unvaccinated people are 11 times more likely to die from COVID-19 than those who are fully vaccinated. Vaccinated people are nearly five times less likely to get infected and 10 times less likely to get so sick they end up in the hospital. Although there remains a risk of “breakthrough infection” among fully vaccinated people, the risk is very small. Data from Utah, Virginia, and King County, Washington show that about 1 in 5,000 vaccinated people test positive for COVID each day. That figure is worse in low-vaccination areas, and better – closer to 1 in 10,000 – in high vaccination areas like Seattle. The risk of a breakthrough infection is equivalent to risks people accept every day, like riding in a vehicle. Two outdoor events last month underscore the difference vaccination makes. The 2021 Lollapalooza festival in Chicago attracted about 385,000 people over four days. The organizers required proof of vaccination or a negative COVID test. The local health department estimated that at least 88% of attendees were vaccinated. Two weeks later, just 203 infections and no hospitalizations had been reported, with the highest rate of infection among unvaccinated guests. Just a week after Lollapalooza, about 700,000 people attended the Sturgis motorcycle rally in South Dakota with no pandemic-related measures at all. In the ensuing three weeks, daily coronavirus cases in the state increased 685%. The infections in South Dakota were both more numerous and more serious, with more than 200 people hospitalized and at least 40 people kept alive only with the help of ventilators. Because this is the science as I, a lawyer who reads a lot about COVID, understand, I tend to offer my view in strong declarative statements such as that EVERYONE SHOULD GET VACCINATED, AND PEOPLE WHO DON’T ARE EITHER DUMB OR SELFISH OR BOTH. Things like that. Let’s pull back the curtain for a moment. I do this because I believe it, and also for effect. When I speak this way in webinars or in print, it’s because my goal is to show a clear path that

WITH STEVEN A. ADELMAN

anyone can follow. But like a plan for any event, we know we will deviate from our well-considered decisions as soon as other people and circumstances are involved. Plans are not handcuffs. Rather, they help us set our sights on some north star of our own. I think the best way to achieve a healthy and safe event is to require everyone to submit proof of vaccination. But I live in the real world (well, in Arizona) where that is not always possible or legal. So, when you read my emphatic statements, understand that I am doing what planners always do – I’m setting a goal to remind me where I want to wind up, knowing there are few straight and narrow paths to anything worthwhile. To paraphrase far too many t-shirts, ‘Just get there.’ COMMON OBJECTIONS TO VACCINATION, WITH RESPONSES As a public service, I am providing (less excited versions of) responses that I have given to people objecting to health and safety rules I’ve written for clients over the last few months. Feel free to adapt the language to suit your circumstances. This is offered primarily to make you feel confident in your answers, however you say them. One further thought is that the more information you can convey before potentially belligerent guests or workers reach your doors, the more confrontations you will avoid. It’s good to be right, but less good if you get punched in the nose for it. HIPAA Objection: I don’t have to present proof of vaccination status because the privacy of medical records is protected by HIPAA. Response: It is perfectly legal to require proof of vaccination status as a condition of participation in events. This is because the “Privacy Rule” of the Health Insurance Portability and Accounting Act of 1996 (“HIPAA”) applies only to health care providers for the purpose of medical care. Therefore, it does not infringe on any privacy right for venue and event professionals to demand proof of vaccination status. Let’s say this one more emphatically: HIPAA HAS NOTHING TO DO WITH EVENTS. MEDICAL EXEMPTION Objection: I am medically exempt from getting vaccinated against COVID-19. Response: This is less of a bright line, more a question how much you want to trust, but verify. Here’s what you need to know. There are few legitimate bases for a medical exemption from

vaccination. I suggest that any request for such exemption should be accompanied by a doctor’s note. CDC has issued guidance regarding vaccine allergies that makes it clear that allergic reactions will be rare, primarily to polyethylene glycol (“PEG”), which is a compound commonly used in household products such as skin care, cosmetics, and baby wipes, as well as each of the vaccines available in the United States. Likewise, testing has shown that pregnant women may safely get vaccinated and should therefore comply with vaccine requirements. Any children who are not eligible to be vaccinated should obviously be exempt, and they should be required to wear face coverings. RELIGIOUS EXEMPTION Objection: I am entitled to a religious exemption from any vaccination requirement. Response: Title VII of the 1964 Civil Rights Act requires American employers of more than 15 employees to accommodate employees’ religious beliefs, among other things. Like President Biden’s vaccine mandate, the Act does not apply to independent contractors or event guests at all. For employees covered by its provisions, they are entitled to accommodations only for “sincerely held religious beliefs.” There is, however, no basis in any major Judeo-Christian religion to refuse vaccination: Pope Francis supports vaccination as “an act of love;” evangelical leader Franklin Graham concluded that Jesus would have supported vaccination; Christian Science allows vaccination against COVID-19 in the name of public health. I have read that there are self-proclaimed “religious leaders” who are printing exemption letters for anyone who wants one. Event professionals will have to decide on a case-by- case basis how much they want to fight with someone who goes to this much trouble to avoid a life-saving vaccine. STATE OR LOCAL LAW Objection: The Governor signed an Executive Order, or my state legislature passed a law precluding anyone from asking about vaccination status. Response: The only circumstance in which an organizer may not require proof of full vaccination is where state or local law precludes it from making vaccination a condition of participation. Be aware that many of these state rules are currently subject to legal challenge, enforcement of some laws or executive orders has been temporarily enjoined, and new federal mandates are making vaccination a condition of employment for many workers, so organizers should check the legal situation carefully where the event will be held. Continued on page 84

Winter 2021

IFEA’s ie: the business of international events

My Event Is Over, What Do I Post for The Rest of The Year? By Bailey Judson

We have all heard, social media is the future, social media is where everyone gets their news. Print is a dying art, so on and so forth. So, if social media is where we are supposed to put out all of our information, why is it so difficult to figure out what to post? We are in an industry where we are selling something but only at certain time of year, we don’t have new items coming out every week like those selling goods. So our social media channels are flooded, posting multiple times a day for a few weeks or months, but what about those other days, weeks, and months. Do we go silent? Is it enough to post once a week? Month? Or should we try to keep up with a consistent posting schedule year-round? That is what I will explore in this article, and for those who need to post year-round, I will help you find content for how to do so. The first item we need to decipher is, do you need to keep your pages active all year round? The answer for most events is yes! There are exceptions, such as if you are not trying to draw attention or sell anything even during your event. If your page is solely for getting event information out there and people know that is where to find it, then you can consider keeping your social media active only during your 20

event. The other consideration is how many events do you have under your umbrella? For example, at the Festival Foundation, we have the National Cherry Festival, Iceman Cometh Challenge, Leapin’ Leprechaun 5K, and the CherryT Ball Drop. The National Cherry Festival and Iceman Cometh Challenge are both nationally recognized events that bring hundreds of thousands and tens of thousands of people, respectively, to the Grand Traverse Area, these events have multiple social media channels that stay active all year round. For the smaller, more local events, Leapin’ Leprechaun 5K and CherryT Ball Drop, unless there is something that pertains to the event, they are only active about 2-3 months of the year as most of the information would be repetitive and they do not have as wide of a reach. So, if your event’s social media channels ‘should’ be active year-round, but you don’t know how to approach that, here is how I approach creating content. Find Your “Thing” The first step is to find your “thing”, that niche market that your event falls into. For the National Cherry Festival it is cherries, for the Iceman Cometh Challenge it is mountain biking. Looking at your focal point

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or mission you can expand on that in many different directions. You can find a social media content calendar online and it might outline to post something educational once a week, research the health benefits of cherries, or tips for mountain bike training. When you are able to narrow your focus to one subject, you can take more time to be creative with that focus. During cherry harvest we might put out some new cherry recipes. At back-to-school time, we might find safe biking tips for kids who will ride to and from school. With your niche, you always have a general topic, you just need to find ways to put that topic out there. All it takes is a simple google search to look up social media content calendars and they will provide you with 100’s of ideas. This includes piggybacking on trends, like if you are posting recipes, hop on the #meatlessmonday train (unless of course your niche is BBQ), or during the off season, capitalize on #ThrowbackThursday and post photos from old festivals. As long as you are focused on your niche, it opens up a world of relatable doors of content for you to use. Capitalize on Influencers Finding your niche also allows you to capitalize on influencers. Now you might be

thinking that your event is too small to have Brad Pitt endorsing a product or helping you with a social media campaign. But mirco-influncers are just as influential, if not more. “A micro-influencer is an individual who has between 10,000 and 50,000 followers on social media. They are known for the particular area of interest and have very high rates of engagement from their audiences” (ana.net). There are people in your community that are locally famous or have a very high rate of engagement, who would be willing to talk about your event or something related to your event, for just free tickets or a free registration into your event. Bloggers also fall under this category. Many people are trying to make travel blogging their side hustle so they are more than willing to come experience your event and write about it for complimentary admission. Any of these provide great and free content for you to use, because ultimately people trust other people over businesses. The other people who provide great free content are your consumers. Consumer generated content. While it mostly happens during or around your event, don’t count it out for a throwback Thursday if your social calendar is looking dry. Just make sure you get permission, as consumer generated content rules and regulations have been changing in many different countries and states. Engage with the Community The next thing to do to fill your content calendar, is to engage with the community around you. As a business that needs the support of other businesses, your sponsorship director, if you have one, is already asking you to do this. And highlighting sponsors or doing cross promotion can be very beneficial to both parties. This does not always have to be a direct correlation to your brand either. For example, Bissell is a large sponsor of one of our events, the Iceman Cometh Challenge, and every year they sponsor a ‘clear-the-shelters’ dog and cat adoption event. This is an event that we promote, not specifically related to our event however, but it is a good cause and strengthens our relationship with a sponsor. The other way to engage with the community around you to is highlight other events and non-profits that are doing great things in your community, that don’t compete with your event. Maybe a new nonprofit is doing great things in town, but their social media presence is much smaller than yours, add a post about the upcoming event they are hosting on your social channels. It will show consumers you are engaged in your local community which

consumers want to see, but also those who volunteer at this nonprofit will see that and, in the future, may volunteer with your event. It is also a great way to show when you and your team donate time or equipment to others around the community. For example, the National Cherry Festival purchased their own water barricade when the city made the decision to move to the more secure option, we often loan those out to other events or entities in town. Our social channels are the perfect plan to mention some of those good deeds. Show Behind the Scenes After all, it is your organization’s story and a major part of that story is that of those who work for the organization or who volunteer their time to that organization. This gives an opportunity for the community to meet those who make the event possible. It also gives the opportunity to give a look behind the scenes. Share the story of who your team is and how everything gets pulled together to put on the incredible events that are done every year. We always post a happy birthday to our staff on our social channels, which our long-time volunteers enjoy. Also, when we have the opportunity to go on outings, work with other groups, and volunteer for other events, these are all things we like to post on our social channels. It is important for viewers to see us out in the community as ourselves, not just as the event. For example, a new charter boat company wanted to thank us for all we do, with a tour of the bay, so we posted about that adventure. On the other side of spectrum, every year we put together a volunteer team and work the trash totes at a local community picnic. We will often post about events like that one, as it shows that we are good to the community that is good to us. And keep in mind this may be something you put more on one social channel than the other. For example, we mostly “tell our story” on Instagram, and give more event facts and sponsorship posts on Facebook. Go Viral All of this being said, social media was made to be fun, and one of the interesting phenomenons, that still goes on is “going viral”. While it is impossible to predict what will go viral, you can always get in on the action. Do you have a mascot? Suit someone up and have them do one of the viral dance routines on Tick Tok or Reels. Does someone in the office have a dog that comes into the office often? Capitalize on that cuteness. Have them do Winter 2021

a trend or event. Build a whole campaign around it. Have that dog or cat do a day in the life of each employee or have them volunteer for the day. Use the National Days Calendar Still looking for more things to post on social media? Us too! One of the final steps I take with trying to fill out my content calendar is to look at the national days calendar. I go through the calendar about 3-6 months at a time depending on how far out you are creating your content calendar. I sift through the National Days and find the ones that apply to our niche or our story. It is surprising that they have national days for everything from National Fun at Work Day, to National Cherry Turn Over Day. There are a lot of National Cherry Days that I will post a recipe for that play into our niche very well. There also happens to be a National Popcorn Day! We are so obsessed with popcorn in our office, that we have an old school popcorn machine! Those who follow us on social media probably already know this, because we post about that every year! Social Media is meant to be fun, make sure to embrace that aspect of it! With social media, there is also the chance to combine all of these things. On National Cherry Pie Day, work together with a local business that makes cherry pie and give some away or at least buy some to support a local business. There are no bounds to what information can be shared and what innovation can come about from a crazy idea. Often working in social media, we are so focused on the correct information, the number of those engaged, and the ROI for our sponsors. But remember, social media is meant to be social, it should be engaging with the outside world, not just always information on a screen. Take your mission through the screen and make a difference, then all the content will come to you. Bailey Judson is the creative director for the Festival Foundation, a 501(c)3 that organizes The National Cherry Festival, The Iceman Cometh Challenge, The CherryT Ball Drop, and The Leapin’ Leprechaun. As the creative director she oversees all marketing including social media for the Festival Foundation. When she isn’t working, she is spending time with her yellow Lab, Daryl and her Fiancée, Cole.

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TOP

TIPS FOR

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Good Decision Making

When Feeling Stressed Out By Angela Civitella Whether you want to admit it’s a problem for you or not, stress has infected the American workplace. Just how bad is it? According to the American Institute of Stress, the stats are troubling: • 83% of U.S workers suffer from work-related stress. • U.S. businesses lose up to $300 billion yearly as a result of workplace stress. • Work-related stress causes 120,000 deaths and results in $190 billion in healthcare costs yearly. November 3 is National Stress Awareness Day, and a good time to evaluate how stress impacts you at work and in life. One of the biggest challenges I hear from my coaching clients is that stress builds quickly, especially when there is too much going on and they are forced to make decisions on a moments notice. Next time you find yourself in this situation, stop and remember these seven tips to better decision making when feeling stressed out. Take a Breath Even when it seems like there is absolutely no time to stop and consider all of the details, pause for a moment and make sure you are making a decision based on reason, not desperation. Even just giving yourself a silent count to 10 and taking a deep breath may help bring you back to center and evaluate the merits of the choices before you. Think About Next Year - Think About Last Year When we are faced with choices that require an immediate decision, it might feel like such a monumental moment that we have to go for it now or else we will have either missed our one big chance or have just this one time to avoid disaster.

In reality, this is rarely the case. Try and picture yourself a year or more in the future. Do you think this choice will still be so important then, or will it even still be on your radar? What about similar situations you faced in the past? If you had decided a different way, would your life really be so much worse or better today? Priorities When we find ourselves in a stressful position, it may be easy to lose track of priorities. We might feel like everything is riding on this moment or we have to act right now. With all of this stress we might find ourselves giving up something very valuable in exchange for something that turned out to not be worth it. Make sure you stay true to yourself, your colleagues and your loved ones when making any important decisions. Always protect yourself and act in your best interests and those of those around you. Don’t act in a way in which you will disappoint them or yourself. Informed Gut Decision You should always try to obtain as much information as possible before making a big decision, but sometimes it really comes down to going with what feels right. However, if you find that you are trying to talk yourself into something, or if you are trying way too hard to shut that little voice inside of you up who keeps talking you out of it, you may want to pass. Strings Attached (Watch Out!) Remember that there is no such thing in life as a free lunch. Any offer, no matter how good it sounds, will have some strings attached. Make sure you fully understand all of the terms, conditions, and ramifications of any decision you make, or you might find that the gold you are reaching for is really your gilded cage. Winter 2021

Don’t Look Back - Don’t Forget For every action, there is an opposite and equal reaction. This is just as true when it comes to stressful decisions as anything else. The strong impulsive urge to decide is often followed by an equal amount of buyer’s remorse after the decision is made. Instead of putting yourself through the ringer, simply accept your decision and move on. Always keep looking forward, not back. A lot of times a decision that we regret will turn out to have unexpected benefits and turn out to be not so bad after all. If it really was a mistake, don’t beat yourself up. It’s okay to keep going as long as you don’t make the same mistake twice. No Pressure There is one factor that should be a red flag when making a decision: pressure. Never let yourself be talked into doing something if you are unsure. Listen to the sales pitch and weigh the pros and cons, but don’t let yourself be conned by a pro. If it doesn’t feel right, it probably isn’t, and pressure is a clear indication that the best decision is to walk away. The Takeaway Everyone experiences stress, especially in these crazy times we are living and working in. It doesn’t have to impact your ability to make important decisions. When you feel rushed and like you have to make a choice that second, it’s okay to stop, take a moment and carefully think about what is in front of you. The best leaders will tell you this can be a difficult part of the job, but like most things, the more you work at it, the better you become. Angela Civitella is an executive, business leadership coach and the founder of Intinde.

IFEA’s ie: the business of international events

MAY I HELP YOU? | THE VOLUNTEER LET’S TALK ABOUT EXHAUSTION

(OR VOLUNTEER LEADERSHIP IN DIFFICULT TIMES)

During the last five years this column topic has focused largely on … 1. Recruiting with major emphasis on working with corporate, charitable, church, school and other groups. Volunteer trends particularly for events lean heavily towards groups and the pandemic has only intensified this trend. 2. Creating space for volunteers to form networks and community. 3. Clearly defining volunteer needs and expectations. 4. Great communications pre, during and post event. 5. Rewarding your volunteers for productive work. But the pandemic has added complexity to the basic volunteer management tenants. Legal matters. Health matters. Insurance matters. Regulation matters. All shifting. And feeding constant change. The result is exhausted staff and volunteers. There is enormous employee and volunteer turnover in our industry. Recently I was talking with a foundation leader and asked about the leadership challenges during this period of high burn out. She commented that when leaders become exhausted, their tone changes. Staff and volunteers then pick up on that exhausted tone and it begins to permeate through the organization. This is a Moment for Reflection As leaders, we all need to take a step back and ask ourselves some tough questions. What tone am I conveying in the office? A tone of exhaustion or high energy? Of frustration or resilience? Of negativity or optimism? Or even hopelessness instead of hopeful spirit? The reality is that we are all tired, but we can’t wallow in it. It’s time to branch out and explore this topic. 24

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Seeking Motivation Searching for a little inspiration was first. I started with the book “Motivational Myths” by Jeff Haden. I was struck by his take on the motivation topic. Mr. Haden wasn’t big on finding inspiration first. He emphasizes setting a big goal for the organization (or yourself). But then don’t focus on the big goal. Only focus on the day-to-day smaller steps. Mr. Hayden stresses a virtuous cycle, “Seemingly little successes create a virtuous cycle. Improving feels good. Feeling good breeds confidence. Confidence helps you keep going, which leads to further improving. Rinse and repeat.” The inspiration is driven from the small successes which build and reinforce each other. This completely resonated with me. But what happens when there are major challenges? “Many obstacles knock us off the virtuous cycle and make us demoralized. Don’t focus on the mountain. Focus on the next step. Put time and effort into creating the right environment – it’s far more important than willpower.” Mr. Hayden continues, “Make your daily plan specific and achievable. In other words, do less well. And do less to achieve more.” There are many chronic overachievers in the event and festival space, perhaps revisiting our goals and the steps to get there is a good starting place. But how do we reinforce positive leadership throughout our very public organizations? While I was looking back through some of my leadership guides and seeking newer sources, several colleagues (and my husband) mentioned the TV show, Ted Lasso, as a refreshing take on positive leadership. Admittedly, I don’t watch much television, but was quite taken with this brilliantly uplifting series and the positive response to it.

WITH FLORENCE MAY

Finding Inspiration from Winning EQ and Lasso Leadership Winning EQ thought so also and provided the great list of inspirational leadership qualities found in the program on their website at winningeq.com. I’ve shamelessly paraphrased or directly quoted their summaries below. (Please visit the original source for a deeper dive on leadership) 1. LEAD WITH EMPATHY Do you listen to the staff and volunteers around you, and try to put yourself in their shoes so you can fully understand them, and determine how you can encourage their best outcomes? As a result of empathy, the staff, volunteers and public you interact with are more likely to feel cared for and heard. 2. NEVER TAKE THINGS PERSONALLY Your credibility and leadership methods will be subject to judgment. You may have distractors on your staff, volunteers and even from the public. It can be challenging to stay grounded in who you are and hold true to your leadership philosophies in times of overwhelming scrutiny. 3. WINNING AND LOSING IS NOT EVERYTHING Winning and losing provides incentive and motivation to perform at our best, and yes, both carry consequences, especially in public eye. Yet winning isn’t everything, or indeed the only thing. It is the journey of inspiring staff and volunteers to grow and step into possibility that must drive leaders. 4. EQUALITY OVER HIERARCHY Forge relationships at all levels of your organization. Strive to bridge the gap to the highest level of the organization, always encouraging the higher ups to “join the team” more often and in particular to get input from your volunteers.

9. EMBRACE CHANGE The thought of running big public events in the face of a pandemic and major social change is challenging for most people. But it is important to embrace each challenge with humility and grace, always looking for the opportunities presented.

5. EMPOWERMENT BREEDS CONFIDENCE Empower your staff and volunteers to perform tasks beyond their role. Encourage your staff and volunteers to give their input on tactics, which creates a sense of ownership, leading to more engagement and motivation.

10. BE A GOLDFISH Which is the best animal to embody when you make a mistake? The one with a memory that lasts between 5 – 10 seconds of course. Next time you need to shake it off and get back to optimal performance...be a goldfish. And encourage staff and volunteers who make mistakes to learn from the experience but not to wallow in it.

6. NOBODY IS BIGGER THAN THE TEAM Leading high performing staff and volunteers often means managing large egos and resolving personality conflicts. Tirelessly communicate the message that the organization (team) comes first, no matter your talent or hierarchal status. As the leader, you need to remember your role as a coach. 7. OPTIMISM IS INFECTIOUS A “can-do” attitude creates a ripple effect with staff, volunteers and the public that raises the collective vibration around you. Enough said. 8. HUMOR CUTS THROUGH TENSION There is something to be said about injecting humor into a high-pressure environment at the right time, helping to ease the tension and remind staff and volunteers to relax and enjoy their work.

11. COURAGEOUS LEADERSHIP EARNS TRUST Find the courage to have the crucial conversations and address the tough topics, because it will improve the individual, and serve the culture of the organization. Ignoring major problems breeds further problems. 12. BELIEVE Self-doubt can be crippling, especially when the odds seem stacked against us. It is virtually impossible for us to achieve our desires if we don’t believe we are either capable or deserving of achieving them. We must believe to achieve and remember to have as much fun as possible on the journey. Or as Ted Lasso says, “You say impossible, but all I hear is ‘I’m possible.’” Continued on page 84

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e ’t B Don The “H M OT ES S” s

Bos

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5 COMMUNICATION HABITS of the Emotionally Intelligent Leader By Liz Uram We’ve all seen it. The leader who receives bad news in a meeting and with a loud outburst of disgust, slams their fist on the table. Or, the leader who becomes overcome by their emotions and breaks down in tears. From one emotional extreme to the other, neither of these leaders instill confidence or trust in their team. Working for an emotionally unstable boss results in a group think culture or an eggshell culture. A Group Think culture is formed when the group realizes that the only acceptable response to the boss’s latest and greatest idea is agreement. Have you ever sat in a meeting where the whole group just did the ‘smile and nod’? If so, you have experienced group think. Leaders who are prone to impulsive outbursts when they feel like they are being questioned create a culture where people are afraid to do anything but go along. An Eggshell Culture is when everyone is ‘walking on eggshells’ and that is no fun either. This is created when you have a leader who goes from one extreme to the other. You never know what you’re going to get. It all depends on their mood that day. One minute everything is fine. The next minute they are in a rage because traffic was a nightmare and they are running late. They are an emotional hot mess. You clearly do not want to create either of those cultures, and in almost all cases they are created unintentionally. That’s the scary part. The leaders don’t realize the impact they have. They lack emotional intelligence. Simply put, emotional intelligence is your ability to cope with adversity. When people are doing what you want them to do and your plans are working out the way you hoped, life is easy. But, how do you react when people aren’t doing what you want them to do and your plans aren’t unfolding the way you had hoped? That’s the true test. The good news is that emotional intelligence is a skill that can be developed over time. Just follow these five communication habits of emotionally intelligent leaders: 1. Self-Awareness. Most leaders are not intentionally creating negative workplace

cultures. They just aren’t aware of how their reactions can impact other people and create a sense of uneasiness. The emotionally intelligent leader is not only aware of the impact of their words, they are also aware of what message they are communicating through their facial expressions and body language. They understand that the perceptions others have of them, real or imagined, impact how their message is received. They strive to develop a heightened level of self-awareness through feedback, self-reflections, and assessments that can help them understand their natural personality style. 2. Positivity. The emotionally intelligent leader pays close attention to their thoughts and takes swift action to shift to a positive outlook when they catch themselves getting sucked into negativity. You can train yourself to have more positivity simply by paying more attention. What do you think of first thing in the morning? Do you think about your day ahead and say things to yourself like, “This is going to be a hard day”? If so, guess what kind of day you’re going to get? A hard day. It’s simple, just changing your thought to “Today is going to be a great day” can make all the difference. 3. Mission-Minded. The emotionally intelligent leader looks ahead to where they’re going. They know that their reactions can either help them or hurt them as they work to achieve their professional and personal goals. They talk about the mission of the company with their team. They know that having a shared sense of purpose will motivate and energize a team in ways that an angry outburst never can. They share the success stories that show the mission in action and help their team see the “why” behind the “what” in everything they do. 4. Resilience. Stress and setbacks are a part of life. How you bounce back from a setback sets the tone for the rest of Winter 2021

team. The emotionally intelligent leader is aware of their stressors and their natural reaction. Do they go into fight mode or flight mode? They take steps to proactively counter-act the negative impacts of stress on their life. They understand the serious health effects of long-term stress. One study revealed that 60% of all basic health issues are caused by chronic stress. By controlling their own stress levels, they are better able to help their team walk through stressful situations. 5. Conflict Management. The emotionally intelligent leader doesn’t accept every invitation to engage in conflict that they get invited to. They understand that conflict is a natural outcome of a group of people working together. Every individual on a team is bringing their own set of beliefs, values, perceptions, and personality to the workplace. These leaders understand that when a particular person seems “difficult” it’s usually just that they are “different.” They can see, and appreciate, the strengths that different personalities and backgrounds contribute to the greater whole. They accept individual differences rather than insisting that everyone see things their way. There you have it. Five communication habits that can increase your ability to handle any situation in stride. Not only will you feel better, you will enjoy the results that come from a team of people who respect and trust you as a leader. Liz Uram is a nationally-recognized speaker, trainer, consultant, and author. She equips leaders with the tools they need to communicate like a boss so they can make a bigger impact, get better results, and motivate others to do their best. With 20 years of experience, she’s developed systems that work. Uram’s written four books packed full of strategies leaders can implement to get real results, real fast. For more information, please visit www.lizuram.com.

IFEA’s ie: the business of international events

THE SPONSOR DOC

WITH BRUCE L. ERLEY, APR, CFEE

WHAT DOES YOUR

CRYSTAL BALL TELL YOU? Dear Sponsor Doc: I’m really struggling to predict what sponsorship sales will look like in 2022. Are we going into a third year of struggling to secure partners or will things begin to “return to normal” whatever that means? Given your years of experience, can you share what you are seeing in your crystal ball?

LL – Seattle, WA

Dear L.L.: Let me preface my thoughts with this…as I looked back at my predictions over the past two years, I would say that I have been correct a little more than 50% of the time. It seems every time I make a forecast, something changes in the marketplace whether it’s a Delta variant surge, renewed health restrictions or just a change in client confidence. As I sit here today, there are new considerations to factor into your 2022 planning. • Supply chain disruptions are impacting many consumer brands from automotive to aviation. If they don’t have products to sell, they are less likely to spend dollars on marketing. • Workforce struggles are impacting promotional agencies’ ability to return to mobile marketing tours. If they can’t put together event teams, they can’t get back on the road. • Continuing corporate hesitancy and ongoing moratoriums on staff returns to offices and public engagement. If they can’t activate or host clients, they are not likely to sponsor. In the world of events 2020 was the lost year, and 2021 was the year of experimentation and cautious reemergence. But I am an optimist and hopeful that, assuming a continuing improvement in public health, 2022 will be a year of genuine recovery. All the events and festivals with which we were involved this year DID take place and frankly the public response was overwhelmingly positive. In fact, I believe it is the excitement and energy of our attendees which I believe will drive companies back to event marketing and sponsorship. Brands will see that festivals and special events provide an engaged and appreciative audience that will be receptive to their messaging. Our approach to sponsor prospects will underscore the genuine opportunities they will encounter at our events…that 2022 will be a renaissance in experiential marketing before an audience that is eager to consume. We will be working to rebuild sponsorship revenue for our events to reach or exceed 2019 benchmarks. As it is a new world, here are some of the tactics we are using: 1. Early renewal efforts will all 2020 sponsors. Express your appreciation for sticking with you and give them the first bite at the 2022 apple. 28

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2. Reengage all those sponsors you lost during the pandemic with the message that your audience is back and ready to engage. They may not have the ability to return at the same level, so provide options. 3. Take a clean slate look at your historic prospect list. Much has changed in the marketplace during the past two years and “no’s” from the past may be far more open to opportunities in 2022. You certainly will not know unless you ask. 4. Start NOW! While traditional planning and budgeting cycles were disrupted over the past couple years, we are hearing from our long-term partners that they are returning to a traditional fiscal planning calendar which means many budgets will be set before the end of this year. 5. Have some solutions in mind for staffing support (with volunteers) or passive engagement activations if they are concerned about being able to have an event team in place. I hope these insights are helpful and that you are able to return to some level of normalcy in your sponsorship efforts. Work to keep yourself ahead of the curve and stay positive. The Sponsor Doc With more than three decades in sponsorship sales and consultation, Bruce L. Erley is the President and CEO of the Creative Strategies Group, a full-service sponsorship and event marketing agency based in Denver, Colorado he founded in 1995. Accredited in Public Relations (APR) by the Public Relations Society of America and a Certified Festival & Events Executive (CFEE) by the International Festivals and Events Association, Erley is a highly-regarded speaker on event marketing and sponsorship having spoken on the topic around the world in such places as Dubai, Vienna, Beijing, Toronto and New York. Contact Info: Bruce L. Erley, APR, CFEE President & CEO Creative Strategies Group Phone: +1-303-558-8181 Business Email: berley@csg-sponsorship.com Column Enquiries Email: bruce@sponsordoc.com

Finding the HIDDEN INNOVATORS

in your Company:

Leonardo da Vinci,

Thomas Edison and The Rest of Us By Susan Robertson Most people who work in a corporate environment are familiar with some type of personal style indicator — Meyers Briggs Type Indicator, Strengths Finder, DISC profile, and many others. However, there’s a less well-known one that’s particularly 30

relevant and useful in innovation and it is specific to your creative thinking style. At the heart of creativity and innovation is problem-solving. Since all humans problem-solve, by definition, all humans are creative. However, we each go about

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our problem-solving in our own preferred style, and society has come to label only one style as being “creative” – the style called “Innovator” on this assessment. Think of Leonardo da Vinci as an extreme example of that Innovator style.

He was an idea machine, constantly jumping around in numerous disciplines— including art, cartography, anatomy, botany, astronomy, geology, and others. Many of his ideas were truly ground-breaking. He conceptualized a helicopter, a tank, a calculator, and concentrated solar power. He even outlined a rudimentary theory of plate tectonics. Thomas Edison is a great example of a creative thinker with an Adaptive style. He held more than 1,000 US patents. However, many of the products he patented, perfected, and commercialized were not originally conceptualized by him. For example, he did not actually invent the light bulb, he developed a light bulb that was practical. He was able to improve, fix, optimize, and operationalize ideas better than perhaps anyone else in history. Creativity Style Characteristics It is important to note that your thinking style is an indicator of preference, not of ability. Any of us can think and behave in another style—and we all do it effectively when we recognize it’s needed. But we go back to our preferred style as soon as we can. It’s where we’re most comfortable and probably where we’re most consistently successful. The chart below illustrates some key traits of extreme Adaptors and extreme Innovators. The important question becomes - who should you have running your innovation projects? Extreme innovators are great at coming up with ideas, and their energy and passion for ideas may get other people excited about them, at least at the beginning. But then their greatest strength – their zest and constant quest for new ideas - becomes a weakness that starts to create problems. In short, they’ll drive everyone on the team crazy and jeopardize the success of the project. So, an extreme Innovator may not be the person you want to run the show. They’re one of the actors, and probably a lead actor, but they shouldn’t be the producer. So, if it isn’t that person, the next logical conclusion might be that the extreme Adaptors should manage the process. They’re organized, disciplined, and efficient. But similarly, their strengths can also become weaknesses at the extremes. High Adaptors’ discomforts with ambiguity will likely result in attempting to define the scope of projects too early, or kill them altogether if the ambiguity can’t be resolved quickly. And their focus on the stated problem may prevent them from

EXTREME ADAPTORS

EXTREME INNOVATORS

Find rules and structure helpful in solving problems.

Find rules and structure limiting in solving problems.

Solve the stated problem.

Redefine the problem.

Find a few workable solutions within the existing paradigm.

Think of many varied ideas inside and outside of existing systems. Some ideas may seem unacceptable to the group.

Accepts change in the interest of improvement.

Likes change simply because it’s different.

Use more methodical, disciplined approach; more likely to document work.

Approach may seem undisciplined and disorganized to others.

Focus on getting things done efficiently and methodically on a dayto-day basis.

Spontaneous and unplanned. Can be efficient when extreme circumstances require massive change, because willing to throw out existing systems.

Dislike ambiguity.

Regularly creates ambiguity.

Aware of and concerned with group norms.

Has difficulty conforming to group norms.

seeing solutions or opportunities outside their day-to-day world. So now what? If you’ve ruled out extreme Innovators and extreme Adaptors as the best candidates for managing the process, where does that leave you? With everyone else. Here’s the great news: everyone else is most of us. 67% of the population is in the middle of these 2 extremes. If you want someone who may be naturally inclined to manage an innovation process, pick someone more in the middle, who can be a Bridger. The benefits of a Bridger in this role are numerous because they naturally exhibit moderate traits of both adaption and innovation. So with a Bridger, you get a bit of the best of both. They “get” the vision of the big idea that the extreme Innovator came up with. They’ll get excited and energized about ideas. They can live with ambiguity for a while. But they also see the need for organization and documentation. They’ll understand the challenges that will have to be solved in order to implement that big idea. They can stay focused and see projects through to the end. They’ll understand group norms and will bridge the communication gap between the high Innovators and the high Adaptors on the team. Winter 2021

The problem may be in getting these people to understand that they are the ones who should be running the innovation process. Since they’re not high Innovators, they haven’t had people telling them their whole lives that they’re creative thinkers. So they may not think of themselves as a good fit for innovation. The role of those responsible for innovation in your company should be to convince the “everyone elses” in the middle that they’re needed in the innovation process—and help them see how their unique contributions can be incredibly valuable in this arena. Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity. To learn more, please go to: https://susanrobertson.co/

IFEA’s ie: the business of international events

The Ten Commandments of Successful Event & Festival Sponsorships and Partnerships By Alex Zelinski

The last two years have been a wild ride for the good folks creating, selling, and executing event and festival sponsorships and partnerships. We had to get creative, defer or cancel things, and put some opportunities on the backburner. The festivals and events landscape still looks different and some things have permanently changed, but the fundamentals remain the same. There are a number of factors that contribute to successful sponsorships and partnerships. A good combination of soft skills and hard skills is required. Although these commandments are simple and obvious on the surface, it is sometimes difficult to put them into practice and it is always nice to be reminded of such things. I do my best to live by the following ten commandments 32

(and the bonus one!) when working on a successful sponsorship and partnership: I.

IFEA’s ie: the business of international events

Empathy. We must have empathy in order to create a successful sponsorship or partnership. Put yourself in the other person’s shoes. When you are selling to someone, it is imperative that you consider the opportunity and the value from their point of view. It is sometimes difficult I know. It is human and natural to think what we can gain from a situation or opportunity, but to truly sell, we must practice empathy. When I first began selling partnerships and sponsorships, I was really focused on what I had to gain, not what the client or prospective client was looking to gain or achieve. Winter 2021

I should have been more focused on: what the client or potential client was trying to achieve or what value they would receive; what their objectives were – I knew mine – but theirs were equally important; being hyper focused on what the client valued most in a partnership or sponsorship. When we practice empathy, we can better understand the client or prospective client’s objectives, goals, needs, and vision. Once we have clarity, we can offer more value or revise the value proposition and thus increase our chances of a successful sale. If we only view the sale from our perspective, we won’t be as successful. Empathy is an extremely valuable and underrated soft skill.

We will be better humans and better salespeople if we practice empathy. II. Trust and Honesty. These two go hand-in-hand. Long term sponsorships and partnerships are built on trust and honesty. All parties involved must be honest with each other and must be able to trust each other, but especially us as salespeople. Our reputation is on the line – plus, being honest and truthful is always the right thing to do. It is fundamental to any healthy relationship and it applies in our business as well. Growing up we heard our parents say, “honesty is the best policy.” It is extremely important when selling and executing sponsorships and creating long term partnerships. It is good practice to under promise and over deliver. Do not fall into the trap of selling and promising something that you cannot deliver. No one wants to work with someone who simply provides lip service – our actions speak much louder. Before we send a proposal or tell someone yes, make sure the value that is promised can be delivered. In a perfect world, we would deliver more value than we promised, which usually makes the renewal process better. Who knows, you might just upsell, too! Developing a relationship with clients takes time and actions speak louder than words – it is always best to be truthful and honest. As salespeople we sometimes need to have a difficult conversation in which we may have to deliver bad news to the client – don’t lie about anything. Or maybe we have to discuss increasing the sponsorship investment – we must be honest. Often times we have to redirect their ideas to something else, which can be tough if they are really excited about their original idea. Sometimes we have to temper and set expectations, which might make the sale smaller than we want. We cannot go wrong being truthful and honest. On one occasion we had a long term, successful sponsor who was up for contract renewal. At the same time, we had another prospective, local company in the same industry that wanted to sponsor the event. We decided to do a RFP (request for proposal). The prospective, local company had a better proposal, which we accepted. I had to have a truthful and honest (and tough) conversation

As much as one plans, there is almost always something that arises that is unplanned and could affect or impact the sponsorship execution and agreement. with the existing sponsor in which I told them we weren’t accepting their proposal. I told them thank you, let’s stay connected, and if there is ever anything that I can do to help please let me know. III. Flexibility and Adaptability. Change is the only constant, right? As much as one plans, there is almost always something that arises that is unplanned and could affect or impact the sponsorship execution and agreement. Sometimes things work out better than we had planned or anticipated. Sometimes things don’t work out the way we had hoped. When things don’t go as planned it is wise to be flexible and adapt. Fortunately, most people are still kind and understanding (despite what the media says). Last year was extremely tough on festivals and events, but there was a sense of unity, and in my experience, everyone was kind, patient, and understanding. Throughout this COVID-19 pandemic, I have been lucky enough to work with truly amazing partners and sponsors. They have demonstrated flexibility and adaptability. We shifted Sam’s Club, one of our National Cherry Festival air show sponsors to our new virtual run series, Michigan Harvest Challenge, which was extremely popular and successful in 2020, but we decided to discontinue after 2021. Sam’s Club made the change fun and easy while also experiencing benefits of the new collaboration effort. IV. Innovation and Creativity. Many of us are fortunate to retain legacy sponsors, which means, year after year, we do the same thing. Doing the same thing year after year is easy and common, but if we don’t continually innovate and get creative, over time the value of the sponsorship decreases. In order to stay relevant, Winter 2021

we must do our best to creatively evolve, adapt and innovate so that we can continually increase the value to the sponsor and also to the festival attendee or event guest. The global pandemic of the last 20 months has really given us the opportunity to exercise our creative and innovative muscles. Our partners and sponsors were always willing to hear us out and in a number of cases they brought some neat ideas to the table. We created a new podcast, National Cherry Festival Radio, with our partner Blue Cross Blue Shield of Michigan, and the last two years we have had a Porch Parade, which our dear friends at Consumers Energy sponsored. V. Punctuality and Follow Up. This commandment is critical for any sales position. It is useful to use technology for this commandment. Whether it is your Outlook calendar, Slack, Teams, or SalesForce, make sure you use your tools to follow up and stay on track. We have found it useful to use the Task feature in Teams or even the Outlook calendar. It doesn’t matter if we are working on a sale via phone or email, we always make sure we immediately set a reminder to follow up. Or we immediately put in our calendar, the next meeting or phone call. As salespeople, punctuality and follow are two crucial factors for success. Follow up is key to sales. It isn’t often that sales simply come to us – and I hate to admit it – we are not always on our clients’ minds. Luckily, we have a number of tools that allow us to schedule follow ups and quickly communicate. Scheduling follow up calls, emails, letters, texts, whatever it is, on the calendar is a proven strategy. Humans are visual creatures. If we put something on our calendar with an alert, we will be more successful with our partnerships and sponsorships.

IFEA’s ie: the business of international events

Communication. Often and clearly is our motto. Whether it is calling, emailing, texting, or snail mail, there are many methods of communication, and each send a different signal. We are almost always connected on some level. We have seen a shift to more people using social media to communicate. Communication is critical to a successful partnership and sponsorship. The three channels of communication that I have found to be most effective currently are: text, email, phone call – in that order. My team has half-jokingly said they were going to trademark “the Zelinski Method.” I took that as a compliment. VI. Appreciation and Gratitude. We live in a hypercompetitive world. One in which we as sponsorship sales people are constantly competing for a limited and scarce pool of marketing/sponsorship dollars. Showing appreciation and gratitude goes a long way. Mail your clients hand written thank you cards. Send them a wreath at Christmas. Text them congratulations if you know something good has happened to them or their family. After each event, I hand write thank you cards and mail them to our partners letting them know how much we are grateful for them and appreciate their partnership. Some partners are excited to let me know that they received the card and loved it. VII. Organization. Creating a system that works for you is crucial to success. The good news is that there is an array of cost effective (sometimes free) tools that we can utilize to keep us organized and focused. Microsoft Teams, Slack, and Google are three different platforms that offer various tools. Any of these three are cost effective, intuitive, and extremely helpful in keeping one organized. Sales people like us, work with a large number of people inside and outside our firms. It is imperative that we stay organized. Use your resources. It takes time to find and create your own processes, best practices, and systems. Each morning I pray to the Microsoft and Apple gods. I am grateful to have access to wonderful technological tools that offer many organizational benefits. Using Microsoft Teams, SharePoint, 34

and Excel, my incredible team and I can easily and quickly stay organized and execute. VIII. Zen. Oommmm. Deep belly breath in. Hold it. Slow breath out. Working in our industry is often times fun and exciting. But it can sometimes be a double edged sword. Often times we are planning an event that is a year into the future (sometimes even further into the future). That sort of timeframe gives us many chances to overthink and over analyze. Focus on what you can do today. Live in the present. Be calm and cool. Show your inner equanimity. We all know that things don’t always go according to plan. Stay cool. We adapt creatively to life’s fun surprises and mishaps. Murphy’s Law states that, “everything that can go wrong, will.” This will sometimes present itself in our event or festival. We don’t have to search far or wide for an example. The COVID-19 global pandemic has given us all the chance to practice our zen. It is challenging to always remain calm, collected, and cool during these turbulent times. It is wise to realize that most of the things in our life are out of our control. Once we accept that, we can breathe deep, smile and move forward. IX. Fun! This one might be the most crucial of all. Most of us are in the business to create fun memories and experiences. I often times forget to have fun, although I am getting better. We must not lose sight of the fact that we need to have fun so that those we work with have fun. There is a time and place to be serious. There is also a time and place to have fun and after the last 18 months, having fun should be a top priority for us as salespeople, but also for those with whom we work. Smile. Laugh. Ask your clients questions that do not pertain to the sponsorship or partnership. Grab a beer and chat. Our jobs can be high stress. We need to remember to have fun. If we are having fun, there is a good chance those around us will have more fun. When I first began selling sponsorships and partnerships, I took myself and my job way too seriously. Yes, we need to be serious. But we also need to have fun. One of our partners would remind me that it is just a festival,

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loosen up! It was much needed advice, especially coming from a client. X. BONUS! Continuous Learning and Continuous Improvement. We must always do our best to remain relevant and competitive. In order to do these two things, we must remember to keep learning and keep improving. It is common to get complacent. I do it. We all do from time to time because we are human. We must do our best to continuously learn and improve. I use Microsoft Teams and Google Workspace to create standard operating procedures, to track items, and to take notes before, during, and after the event or meeting. This increases the probability that I will learn and improve. During my time as a partnership and sponsorship salesperson, I have created some basic standard operating procedures. Along the way I make revisions, updates, and changes so that I can do my best to keep learning and improving. Using tools such as this, is a great way to stay focused and organized while at the same time learning and improving. When it comes to selling, creating, and executing successful event and festival partnerships and sponsorships, there is no silver bullet or formula that works for every situation. We must employ soft and hard skills. I have found that when I follow the above ten commandments (plus the bonus one!) I set myself up for success. Truly the foundation of any successful sponsorship or partnership is having a solid working relationship with the client. Success stems and flows from our relationships with our clients. I realize in today’s world, a lot of business is transacted digitally or virtually, and that is fine, but at the very least we still need to have a good working relationship with our point of contact. Born and raised in beautiful Traverse City, MI. Alex Zelinski has been fortunate to have already spent five wonderful years working full time creating and executing sponsorships and partnerships in the events and festivals world with Festival Foundation (shout out to the amazing team: Jess, Bailey, Alexis, Kay, and Kat!). Alex enjoys running, reading, biking, sampling craft beers and spirits, and spending time with family and friends.

WITH SEAN KING

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 sponsorship 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. Interested in becoming an Association Endorsed Partner? Contact Kaye Campbell, Director of Partnerships & Programs (208) 433-0950 ext. 8150 or kaye@ifea.com

PRUNE & BLOOM

PANDEMIC 2021:

DID YOU PRUNE OR DID YOU BLOOM?

I recently had a Zoom call with the Michigan Festival and Events Association: Michigan Fun, regarding giving a presentation at their annual conference this year. I had been recommended to them by an IFEA friend; I suspect the association itself did not know about the North Carolina Azalea Festival. I filled them in on my role as Executive Director, my history in the events industry, and what the Azalea Festival had been up to during the pandemic. The association representative I was speaking with was wide-eyed and excited the entire conversation. When we were done, he commended me and our Festival for adapting as needed, yet also hosting in-person events in 2021. He knew it had been no small feat and appreciated the dedication to our industry. I ended that call feeling like a rockstar. We all know how much work planning 36

and orchestrating large-scale events are, but how often do we truly get thanked for the joy and impact it brings to our communities? And especially during times like these? We had just completed the longest Azalea Festival season in 74 years, we even coined it: the 74th North Carolina Azalea Festival 20-21; Celebrating All Year Long! Our 2020 April Festival dates were canceled at the beginning of Covid; we were only three weeks out from our Festival week, so we rolled all planning and revenues into a new date set in Fall 2020. That got postponed to April 2021 (our next Festival dates) ...but we then made the decision in late Fall 2020 to push our largest fundraiser, the Garden Party (3,000+ attendance) to July 2021, and our Main Stage Concerts and Street Fair and Parade to August, 2021. We

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knew the Festival and our community needed the economic impact of these large events to be as “normal” and in person as they could be. But the azaleas only fully bloom in April, and we missed celebrating that Spring beauty so much in 2020. So Festival week in April, 2021 we still went big, but in small doses. Each year we have a Queen Azalea who normally gets crowned at the first event of Festival week. We Re-Presented this into 74 “Mini-Coronations” to celebrate Festival week - we called it Queen Azalea’s 74 Waves! (To coincide with our 74th year). We used this as a way to personally thank many of our top-level sponsors who stuck by us throughout the past year. We visited approximately 15-20 stops over 5 days, each stop lasting only 5-10 minutes where we presented the location with Festival artwork and took professional photographs which we flooded our social media accounts with to stay relevant “Festival week.” Most stops took place outdoors and all stops were mask mandated. We also visited historical landmarks in town, our City and County friends, law enforcement agencies... anything important to the successes of the Festival. That week we also had a Chefs’ Series at local restaurants and introduced a virtual 5K and a Porch Parade. Our July and August rescheduled live, in-person events were able to happen as well. We had a Garden Party (hottest on record with a 108-heat index), Street Fair, Parade, and three nights of headliner artists (complete with massive, flare-up summer thunderstorms but luckily no major cancellations). It was a grand time and sometimes it even felt like Festival again. We had reconnected with our Festival family, volunteers,

WITH ALISON BARINGER ENGLISH, CFEE

to town. I can remember our Youth Art Contest winners waving proudly from their float in the Parade. I am proud of our staff for sticking together. I am proud of our community for continuing to support safe events. We have all grown so much through this experience. An unknown quote says, ““Fate whispers to the warrior, ‘You cannot withstand the storm.’ The warrior whispers back, ‘I am the storm.’” My friends, I fear fate is going to continue to throw waves our way. We need to become the storm if we are to survive.

and sponsors...and we all appreciated the connection and togetherness. It also was not without its obstacles and at times, painfully challenging. I may not be the most tenured industry leader, but I have gone through hosting a full Festival season during a pandemic, and even some of the most tenured experts cannot say this. As such, let me share just a few observations of my time from the front lines: • Everything is harder. • Resources are even more limited. • Your vendor supply/staffing issues are more prevalent and have greater impacts on your event. • Public criticism is louder and harsher. • Communication is even more critical and time-consuming. • People (staff, volunteers, vendors) are tired and losing morale.

as normally as you could? We’ve almost made it to the end of 2021, and I still don’t believe there is any one right answer to hosting events during this time. There are so many individual variables that need to be considered, specific to your event and to your region. (Check out that IFEA Task Force findings to see what some of these variables are which you should consider). Pruning may be the best thing for your organization right now. Or maybe, for your community, a bloom is necessary to bring life back. It’s been a long year and a half for all of us, but for me, I can look back at 2021 and see smiling faces in our photographs (sometimes behind masks!). I can read the words on our social media accounts, thanking us for bringing a favorite band

Alison Baringer English. CFEE is the Executive Director of the North Carolina Azalea Festival. She is a Leadership Wilmington graduate of 2013 and was President of the Junior League of Wilmington in 2014-2015. In 2019, Alison was selected into the inaugural class of the WilmingtonBiz 100, an initiative of the Greater Wilmington Business Journal to recognize the top power players, influencers, innovators, and connectors in the region. The Star News selected Alison as a Top 40 Under 40 business leader in 2020. Alison currently serves on the International Festival and Events Association (IFEA) Foundation Board as Chair-Elect and the UNC-Wilmington Alumni Board on the Executive Committee in the role of Secretary.

The IFEA Covid Task Force I participated in during the summer of 2020 foreshadowed the magnitude of the decision on whether or not to host events during the pandemic. An entire task force was devoted to: RE-PRESENT: The When, Why and How Considerations behind Re-Presenting a Postponed or Cancelled Event. Multiple IFEA CEO phone conferences in 2020 and 2021 focused on this as well. What was everyone doing with their events, and why? Would 2021 see you pruning back your events to virtual or smaller capacities? Cutting them back completely until 2022? Or did you march on with your full events Winter 2021

IFEA’s ie: the business of international events

6 MINDSETS

TO HELP YOUR TEAM REBOOT BY JASON V. BARGER

IFEA’s ie: the business of international events

Winter 2021

Did you know that 7.6 million people quit their jobs in the months of April and May of 2021? Reports of loneliness at work are as high as ever. Divorce rates are up 34% from last year. To say people have been a little stressed would be an understatement. Let’s dig a little deeper into what the research is also telling us. 9 out of every 10 employees say they want to work for a more meaningful culture. People want to feel like they are a part of something bigger than themselves, they want to feel appreciated, valued and cared for. In the midst of so much angst, division and uncertainty in the world that seems out of our control, people need to be reminded about what is within our control. Teams and companies need a reboot. Most teams and companies are still figuring out how to help support their people and engage with them remotely, in hybrid settings, and in-person gatherings. With all that people have been navigating, differing modes of communication, the expansion of remote workers, global health, issues of racism, social injustice and equity, political and economic uncertainty, they are also expected to maximize the experience, product or service that you are delivering to the marketplace. Here are six mindsets to reboot your team:

ideas, perspectives, and experiences have a seat at the table. Teams and organizations will lead the way forward in society by modeling how to have civil, respectful dialogue and educate people on the strengths of diversity, equity and inclusion. When our teams are inclusive and welcoming, it breathes life and energy into all. We’re stronger together.

the planet breathe. They connect the things they say they will do with positive accountability and action. Accountability isn’t a negative word, it’s a positive mantra that all take ownership of. In a world where people are quick to gossip, point fingers, and be critics about what isn’t working, the best leaders reboot themselves and their people and shift conversations from blame to solutions-focused.

3. Agility — Possibility + Adaptability is the name of the game in a changing world. Leaders have to practice an occasional reboot that allows their mind to find new ways of doing things and the courage to adapt to opportunities that emerge. If leaders return to the “this is the way we’ve always done it” mindset then they will sit back and watch their people leave the room.

The best cultures proactively help their people navigate through obstacles, together. They intentionally choose to inhale positivity and the 6 mindsets above and exhale negativity, blame, gossip and division. The ecosystem of their culture is grown, developed, cultivated and led with intentionality, one breath at a time. The process for developing high-performing and engaged teams never stops and the best leaders, teams and organizations are committed to rebooting how they hire, onboard, do performance evaluations, develop emerging leaders, and recognize excellence. The best leaders invest in their teams, together. If you’re experiencing a lack of energy, passion or hope for the road ahead, it may be the air you’re breathing. It may be time for a reboot.

4. Grit — Resolve + Toughness is critical to help people navigate their way through obstacles, challenges, negativity, finger pointing, and division. Leaders help their people reboot to stay focused on the present moment and the actions that are needed in order to take the next step. Toughness isn’t about being physically stronger than others, it is about being able to be vulnerable with your people and still have the resolve to find solutions, together.

1. Clarity —Is your Mission clear? Is your Vision clear? Are you Values for how your team is committed to travel clear? Is your Strategy for the next priorities clear? Take this time as an opportunity to reboot and make sure all are aligned with clarity. The outcome is that everything on the path forward becomes clearer. Your team may not have all the answers, but they’ll have energy and clear direction on how to take the next step.

5. Rest — Teams and organizations have an unhealthy association with the concept of rest. Americans last year left 768 million days of vacation on the table with their employers. That equates to nearly $66 billion of lost benefits. We’ve forgotten that the research actually shows that deliberate rest is essential to elite performance. When we allow our bodies, minds and hearts to deliberately rest, we breathe more efficiently and are better at everything else.

2. Inclusivity — Leaders in the world play an enormous role in widening the circle so that more diverse backgrounds,

6. Ownership — Accountability + Action are mindsets and oxygen that the best leaders and team cultures on Winter 2021

Jason V. Barger is the globally-celebrated author of Thermostat Cultures, ReMember and Step Back from the Baggage Claim as well as the host of The Thermostat podcast. His latest book Breathing Oxygen is set to be released in early 2022. As Founder of Step Back Leadership Consulting, he is a coveted keynote speaker, leadership coach and organizational consultant who is committed to engaging the minds and hearts of people and growing compelling cultures. Learn more at JasonVBarger.com or on social media @JasonVBarger

IFEA’s ie: the business of international events

THE PR SHOP

WITH DAVE BULLARD

IN 2022, CHALLENGE WHAT

YOU THINK YOU KNOW

Each year, we hire performers and acts at the Great New York State Fair -- a comic juggler, a diving-dog show, racing pigs, colorful stilt walkers and more. Each year, after the fair is over, we sit down to decide which performers should return next year and which should not. Normally, that process is driven by our perception of the quality of the act and the size of crowd it draws. As you can imagine, this is a very subjective process. No one can watch every performance, every day. Also, the staff member may just be in the wrong mood -- hot, tired or hungry (for example, research shows that parole boards grant parole far more often after lunch than before lunch). This year will be different. This year, I asked the research company that conducts our annual survey of fairgoers to visit each grounds entertainment show a few times and ask less than a minute’s worth of questions to attendees as the show ended. As I write this, I’ve just received the results and it’s safe to say our committee is in for a few surprises -- what we think we know may not be what we ought to know. In the larger picture, the pandemic has upended so many things we used to know and take for granted. Could 2022 be the year you examine some long-held beliefs for signs of change? Take, for example, customer service. Our festivals and events are public, and the public often has questions and occasionally has comments or criticisms. How are you set up to respond to the public? If your answer is that the primary means of communicating with you are by phone and email, this may be an assumption you should challenge. The social media software firm Sprout Social finds in its annual survey that social media is the number one path consumers prefer to take to resolve a question or offer feedback. It also finds that consumers make purchases from companies that respond quickly to their questions. The survey highlights the disconnect between what consumers want and what companies believe they want. Consumers say great customer service on social platforms is the #1 reason why a brand is the best in its class, while marketers rank great customer service on social only #6. Most festivals have someone assigned to answer the phone. Who answers the social media “phone”? Is 2022 the year you shake up your media mix? Newspapers continue to die the death of a thousand paper cuts and the decay has finally begun to reach the smaller markets. Marketers have always relied on print for advertising, in part because newspapers also provide coverage of their events. They are often media partners. The media landscape, however, continues to change and change hit warp speed during the pandemic. 40

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Winter 2021

The radio consulting firm Edison Research publishes an annual survey called The Infinite Dial. This year’s edition is striking. We all know that when it comes to reaching an audience via social media, Facebook is still king. Except that’s not exactly true. While Facebook remains a massive #1 for most consumers, when the consumer is under age 35, there is no dominant single platform. The top platform for people age 12 - 34 (which is an important demo for events such as modern music festivals and also for influencing kids to get their parents to take them to an event) is Instagram, used most often by 33% of people in that age group. Facebook, SnapChat and TikTok follow behind. It also finds that about 193 million Americans age 12 and up -- 68% of the population -- listened to online audio sometime in the last month, from services such as Pandora and Spotify, about a quarter of those surveyed had listened to SiriusXM satellite radio, 41% of those surveyed had listened to a podcast in the last month and regular listeners caught an average of five podcasts each week and many people have three smart speakers such as Alexa in their homes. If ever there was a time to think hard about breaking away from your traditional media mix, it’s now. There are also large assumptions about race and class that are being challenged in the wider world and, as we embrace diversity, equity and inclusion, these are issues ripe for re-examination as well. People have always been resistant to change. Doing the same thing year after year requires less work than making changes and it’s less likely to be punished by risk-averse bosses. However, it’s a simple argument in the end: The world has changed and if we stay the same, we’re actually falling behind. Dave Bullard is the Public Relations and Marketing Manager for The Great New York State Fair in Syracuse, the nation’s first and oldest state fair, dating to 1841. He has spent his entire life in and around media, spending many years in print, radio, TV and online media in addition to running a solo PR, marketing and video production business and founding one of the nation’s first online-only local news publications in 1999. Dave is also the moderator for the IFEA PR and Marketing Virtual Affinity Group every 2nd Tuesday of the month and welcomes you to attend their monthly chat! Dave can be reached anytime at dave.bullard@agriculture.ny.gov and is here to support the great people and events of our industry. Don’t hesitate to drop him a note with suggestions, thoughts or counterarguments anytime.

Good

Great

CFEE

An Important Step in the Career Track of Industry Leaders As a professional in the Festivals & Events Industry, you know the difference between Good and Great. You’ve dedicated yourself to the “whatever it takes” approach that has become your hallmark. You understand the importance and value of continuing to hone your skills, growing your knowledge base, expanding your professional network, and surrounding yourself with others who have reached the top levels of their careers as well.

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 CFEE FastTrack® Program, contact Cindy Lerick at cindy@ifea.com or call +1-314-614-7152.

The CFEE Professional Certification Program is Sponsored by

Business is Blooming

IFEA’s ie: the business of international events

Winter 2021

Use Targeted PR to Sow Success By Russell Trahan Regardless of what date the calendar shows, business is blooming – and the season for sowing success is officially here. The ways businesses can promote themselves is blooming, too – blogs, podcasts, social media, television, magazines! How can business owners, subject matter experts, and thought leaders weed out what will land on the rocks and what will bear fruit when it comes to publicity? You see, a targeted publicity campaign is much like gardening. It requires an innate understanding of the medium where your expertise best fits, properly nurturing the attention that you generate, and reaping the rewards of increased awareness of your unique space in the business market. So where to start? The soil, of course. The Soil – Your Market A successful publicity campaign starts with deep knowledge of where your knowledge works. Whether you excel at providing management solutions or the art of making the most of the clock, you don’t simply want to blast out your content like a defective garden hose. Just like different substrates, different avenues exist for your expertise – and you need to choose the one that’s best for your expressed goals. Whether that means pitching your content out to a specific geographic area or DMA that pertains to a coming event, or providing comment on a national news story, you have to possess a keen awareness of where your knowledge best fits and the outcome that you’re hoping to elicit. Sowing – Targeted Pitching Just like you shouldn’t take a scattershot approach to planting seeds you hope will eventually produce fruit, you shouldn’t assume you can just cover each and every aspect of the media with a publicity campaign. It’s about targeted pitching of content to editors, writers, and producers. Plant your expertise seeds where you have the strongest opportunity for success. That means having a firm grasp on your target market where you know you have a strong shot of developing enduring roots – not just a momentary glimpse of sunlight.

Nurturing – Building Relationships Anyone who has ever seen that first seedling sprout in their garden or field knows that immediate feeling of elation. Things are happening! I wasn’t just tilling and watering this soil for no reason! It’s a burst of excitement in knowing that your work had paid off. But those same folks can also identify with watching their work wilt on the vine and the inescapable thought that more could have been done. Once you have started the process of pitching out your expertise – be it to daily newspapers in the form of interview availability, or articles to trade, industry, and association publications, it’s imperative that you nurture those leads by properly tracking and following up with the editors who have requested your comment or content. One of the biggest mistakes that is made during a publicity campaign is fostering a one-sided relationship. Each one of those columnists and editors is looking to fill space with intriguing content on a consistent basis. Just like you wouldn’t prune your leaves or fertilize all at once when it’s convenient, you need to maintain a dialogue with those who are looking to you for answers. That doesn’t mean to bombard them with emails or phone calls—it simply entails having a firm process in place to touch base on the status of your article or interview, and be ready to reach out when a mutually beneficial opportunity arises. The Harvest – Frequency and Repetition The pinnacle of sowing season is the harvest—where you can reap the rewards of your time, efforts, energy, and dedication. After months of tending to your crops, it’s finally time to take out your bushels and account for your yield. In a PR campaign, the sowing season runs year-round as a well-targeted campaign means you’ll receive a bounty of coverage on a consistent basis – regardless of the date on the calendar.

Winter 2021

To the Market – Benefiting from Publicity Off to the market with your haul! This is where the hard work really pays off and you can assign a definitive, tangible value to the time investment to planting, tending, and harvesting your crop. With publicity, post-placement marketing is a key, critical component in a campaign’s life cycle. Without effective marketing to the associations and industries who utilized your expertise in their publication you cannot truly capitalize on the commitment you made to growing your business or enhancing your audience at the outset. Effectively marketing the publication that you receive involves outreach to the industries who found direct value in your content—be it your perspective in an interview or your unique selling propositions in articles. Without leveraging these placements and marketing to those industries, you’ll be left with a bounty without a buyer. With business back in full bloom, events are currently being planned and organizations are seeking experts to enrich their audiences with their point-of-view. To enjoy the full range of benefits of a publicity campaign you must think like a farmer or gardener—determine the fertile soil for your content, sow the seeds of your expertise with targeted pitching, with a green thumb frame-of-mind (in a monetary context, of course), nurture the relationships built, and then leverage your placements to begin marketing your content. As the gardeners and farmers among you know, it doesn’t happen overnight. But with time, care, and dedication you’ll enjoy the rewards of a fruitful publicity endeavor. Russell Trahan is the Owner/President of PR/PR Public Relations and the Author of Sell Yourself Without Saying A Word. PR/PR/ Public Relations is a boutique agency specializing in thought-leaders and subject-matter experts. He positions his clients’ expertise in front of their target market. PR/PR Public Relations has a 20+ year history of getting 100% of their clients results. For more information, please visit: www.PRPR.net.

IFEA’s ie: the business of international events

Work Smarter,

NOT Harder:

Ways to Make Your

Event More Efficient By Megan Tramonte 44

IFEA’s ie: the business of international events

Winter 2021

Mr. Webster defines efficiency as “the ability to do something or produce something without wasting materials, time or energy.” For event organizers, the most valuable resource is time. We always need more of it. Efficiency comes in the form of technology, your people, and your processes. Overhauling these all at once is probably not wise, but selecting a couple of ideas to implement can be very beneficial in efficient time management. Tech Tools Getting organized is the first step for an event planner before efficiency can permeate through the whole event. The following programs are just some of the many on the market that can streamline processes and make an event run smoother. Google Keep • Make simple checklists and notes and set reminders for them. • Share your lists with people and access from anywhere using the Google Keep app. • Change the color of lists to color code related items. Airtable • Database program that allows files to be added, change the status of things, makes notes, link out to websites, and sort items. • Data can be turned into a calendar, Gantt chart, grid, form, etc. • Useful for managing the progress of signage, vendor contracts, print items, social media campaigns, and more. • Completely customizable. Doodle • Online scheduling program that is great for arranging meetings that have a large number of participants with varying availability.

• Polls potential participants regarding meeting dates and times. • Participants select which dates and times work best for them. • Doodle selects the date and time that is most popular and emails participants. Basecamp • Online project management program. • Create projects and corresponding to-do lists. • Links Calendar with To-Do Lists. • Collaborates projects and to-dos with people inside and outside your team. Dropbox & Google Drive • File saving & sharing programs that use “the cloud”. • Integrates with desktops enabling access to files as though they reside on the local computer and not the cloud. • File accessibility and file sharing anywhere through the Dropbox app or Google Drive app. • Google Drive provides access to Google Docs, Google Sheets, and Google Slides for free. These are the Google versions of the Microsoft programs Word, Excel, and PowerPoint. Dividing Your Site Dividing the event site into zones may be the single most important thing event managers can do for the efficiency of their event. Zones are a way to divide a festival site into sections that are easily distinguishable from one another and allow for a way to distribute work evenly among volunteers or committee members.

Winter 2021

At ArtFest Fort Myers, there are 3 zones each with their own color. The number of zones and their colors can be whatever works for the event. Once zones and zone colors are determined, everything going to the festival site needs to be “branded” as such. And that means everything! If there is a bin of supplies that is going to the VIP club in zone 3, that bin should have green tape around it and be labeled “VIP.” If you have tables that go to zone 2, they should have yellow tape and be labeled for the zone and area. I go so far as to buy ladders and dollies in the colors of our zones. Committee leaders are assigned to each zone in the festival and these leaders are responsible for everything in their zone. By assigning people to a specific zone, responsibilities are evenly divided into smaller, more manageable areas of the festival. Furthermore, if the whole site is branded by zones, it becomes really easy to give directions to volunteers by asking them to only grab the yellow labeled bins or only take the red labeled furniture. The People of Your Event Events are nothing without the people behind the scenes. At ArtFest, there is a steering committee of about 75 people. Each person has a very specific job to do. When the work is divided evenly, it takes the strain off of any one person. Committee members know how to do their job better than anyone, especially if they have been part of the committee for many years. The downside, however, is that they often don’t know other areas of the event. If someone gets sick, other committee members are forced to fill in. For this reason, everyone needs a backup. At least two committee persons per area is ideal. That way, in the event of an alien abduction, the event still functions without a hitch.

IFEA’s ie: the business of international events

and we know it is up to the fire marshall’s standards. Yes, contracted vendors cost money but time is a currency too and sometimes it’s worth working a service into your budget. Festival Binders You probably have a binder or notebook of information for yourself but you might not have binders for your volunteers or committees. Everyone who is in charge of something needs a binder. Binders have all the information they need to work the event and most importantly serve as a backup in case a committee member gets “abducted by aliens”. The information doesn’t do anyone any good if it is only in one person’s brain.

Even if you have a great team behind you, there are still some things that can be, and perhaps should be, contracted out. We all know how exhausting it is moving heavy tables and equipment around after a week of grueling setup. Consider hiring day labor throughout setup week and festival weekend to help eliminate some of the physical as well as mental strain. An added bonus is that they are also covered by Worker’s Compensation which is an important protection for your organization as well as the day laborers. The fact of the matter is, you always need people who can come

in fresh and ready to work so you can conserve your energy and make it through the event. Another reason to outsource services is that often the job is just too tedious. A perfect example of this is fire extinguishers. ArtFest used to have someone specifically in charge of driving to get 50 fire extinguishers and setting them up one by one. It took an entire day. Now, a company who specializes in fire safety equipment at events is contracted for the job. They come at a specified time and function independently. They do a better job than when we did it ourselves

The fact of the matter is, you always need people who can come in fresh and ready to work so you can conserve your energy and make it through the event. 46

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Binder contents can be tailored to your event but these are things that you should consider including: • pens, pencils, scissors, and assorted binder clips in a zipper pouch • location of storage vans and who has the keys • contact info for other people in the committee or even for other people working the event in other areas • equipment operation instructions • event timeline specific to the job the committee is doing • detailed layouts for the area that the committee is working on • sign setup instructions with mocked up photos of how signs and banners are to be hung. • schedule of volunteers signed up for a shift with that specific committee • inventory list of all of the supplies that the committee has been given • emergency plan that is easy to read and understand Planning & Purchasing Your Inventory Events need a lot of “stuff.” Consequently, planning and maintaining supply inventory can be one of the most chaotic parts of planning an event. You need to stay on top of it or else you end

up wasting money on excess purchases, under purchasing due to overestimating leftover inventory, or simply not buying the things you truly need. To keep things organized, start by making an Excel sheet of every single supply for each area of the event. Make Quantity columns for “Wanted On Site”, “Prior Year Post Inventory’’, and “Current Year Shopping”. Fill in your quantities of how much you need to have on site and how much of an item you have left over from last year. Let Excel do the math for how much you need to purchase by setting up the formula in the “Current Year Shopping” column and copy that formula all the way down the column. Once you have the quantities of how much you need to buy, you can make your cumulative shopping list. The first year you do this it will be a beast, but it makes life easier down the road. Organizing Inventory at the Warehouse Once all of the supplies have been purchased, it’s time to pack it up. Each area of the festival should have its own set of supply bins. These bins contain everything that the committee for that area will need. Things like blue tape, zip ties, zip tie cutters, binder clips, pens, trash bags, paper towels, decor items, etc. Make sure that you provide everything that they need and plenty of it so that they do not have to waste time going to look for it somewhere else. Clear bins work best because you can easily see what is inside without opening it.

Each bin should be labeled on at least 2 sides with the corresponding zone color so you know what area it belongs in. The front and back of every bin has a

A helpful tip when loading your vans is to put what you will need first closest to the door. You don’t want your dolly buried in the back because you need it first when unloading the van. color-coded label with the area the bin goes to and tape around the bin in the zone color. Each zone of the festival has its own section in the warehouse where all of the bins are grouped together. Transporting Your Inventory Now that your inventory is packed, you need to transport it. You never want to transport your inventory unorganized. If it gets to the site unorganized, things go missing and end up somewhere they don’t belong. You waste more time at the site sorting through everything than if you just organized it ahead of time.

First, get your warehouse staged by zones. Every single thing that belongs in Zone 1 needs to be grouped together. Supply bins, signs, furniture, flags, all of it. Load your vehicles with everything you staged by zone. Cargo Vans and box trucks are how we transport our supplies but storage pods work too. Each zone gets its own van. And if you don’t have need for a full van for each, you can consolidate to putting supplies for nearby zones in the same van. Or use smaller vehicles for each zone. Make sure you label the vans/trucks with their zone and color. Tape a laminated sign on the front and back windows. This makes it clear which van goes where. A helpful tip when loading your vans is to put what you will need first closest to Winter 2021

the door. You don’t want your dolly buried in the back because you need it first when unloading the van. It helps to make a list ahead of time of the things you know you will need first so you can make sure they are closest to the door. After everything is loaded, you can drive the vans to the site and park them in the zone that they belong to. Vehicles work great for this reason because you have control of when and where you take them and you can easily move them if they end up in an inconvenient spot. Once the vans are parked, they serve as storage of extra supplies for volunteers and committee members during the event. Efficiency is all about finding ways to make things work better for you and give you back your precious time. So, if you have a need for something, make it happen. Whether that means hiring someone, changing up a process, or adding a committee job. Find a way to make it work for you. There is always a solution. But you can’t do it all. Put the onus on other people. Work hard ahead of time with detailed preparation and then hand it all off to your team and trust that they’ve got it. And if all else fails, just remember that we are event planners and we are in the business of fun, so don’t take things too seriously. Megan Tramonte is a graduate of Florida Gulf Coast University and has a degree in Resort and Hospitality Management with a concentration in Event Management. She is currently the Associate Director of ArtFest Fort Myers, Southwest Florida’s largest weekend event. In her free time, Megan’s travels have taken her to various art shows across the country. She is a chalk street painting hobbyist and participates as an artist in the Lake Worth Street Painting festival. Her experience as an artist and event organizer gives her a unique perspective into the world of art shows.

IFEA’s ie: the business of international events

BIG

SMALL EVENT,

SPONSORSHIPS

TECHNOLOGY FOR

SPONSORSHIP PROSPECTING

Last year when all our event clients were having to cancel and postpone, I decided to use my unexpected extra time to get my Master’s in Hospitality Management with Specialization in Mega & Large-Scale Events through Florida International University. I just finished up a Hospitality Technology class where I was required to write a research paper. I chose a topic that centered around cloud-based sponsorship technology tools that allowed me to deep dive into several different products that are currently out on the market. After I finished the paper, I thought that my research might be beneficial for my colleagues here in the event industry. Here is a summarized snapshot of two of the most common tools that I get asked about when it comes to sponsorship prospecting. Technology for Sponsorship Prospecting Before an event secures a sponsorship, the event team must first find a prospect, also sometimes known as a “qualified lead.” Prospecting is done through research: first, by understanding what a company is doing in its marketing and how that could align with an event, then, the event manager faces the hurdle of finding the correct contact information. This information can be found on the Internet, but the process to locate it is time consuming. Most events are run by very small staffs who don’t have the proper time to canvas the world wide web in search of company happenings and sponsorship contact information. Prospecting programs can make this task much simpler for event teams. Sales intelligence software is widely available and can provide companies with news, data, and contact and other important information; however, there are very few sales intelligence software programs that are focused on sponsorship. Of those available, most address professional sports. Currently, two software programs are the major players in the prospecting programming world: SponsorPitch and Winmo. Although they can be used for professional sports events, these software programs are adaptable to other live events as well. There are three things that inherently make a “good” prospecting tool. The first is that it must have updated and reliable industry news. Knowing what companies are doing, and if they are making moves in the sponsorship world, is information that helps an event make efficient prospecting decisions and competing pitches. Second, the tool must have the most up-to-date contact information. If it doesn’t, then what’s the point? The reason to invest in a sponsorship prospecting tool like this is because it can save the event team time, by helping them find the correct 48

IFEA’s ie: the business of international events

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contact information. The third factor is price: Is the tool worth the money? Is it providing information valuable enough that it pays for itself? Examining these two prospecting software programs gives event managers insight into how current technologies can assist with event sponsorship prospecting. SponsorPitch.com Sorrells (2017) describes SponsorPitch best: SponsorPitch is a real-time online recommendation engine for sponsorship that uses predictive intelligence and analytics to help members find new partnerships. [It] provides access to a searchable database with company profiles, reports, recommendations, analytics, and more. Members can filter through thousands of potential sponsors to get to a targeted list in a few clicks, instantly see those companies’ existing partnerships, and receive alerts about new sponsorship deals in targeted categories or locations. (“SponsorPitch” section) The price range for SponsorPitch is $420 to $4,800 annually, depending on the number of people using the software and the features chosen. SponsorPitch looks like it could be an amazing tool, at first glance. It has everything a sponsorship seeker would be looking for in this type of software. According to the SponsorPitch website (2021), the software is cloud based, so there is nothing to download and no hardware; it is subscription based, so there aren’t any financial risks; and it promises to help find qualified partners and identify key decision markers quickly (“Home” page, “Pricing” page). How does SponsorPitch do this? It uses a recommendation engine called “Suggested Sponsorships.” The SponsorPitch recommendation engine analyzes a brand’s spending and business category to delineate the criteria used to suggest targeted sponsorship opportunities. The engine then uses that criteria to siphon through thousands of sponsorship opportunities and gathers the ones that have the highest parallel to the formed criteria. The SponsorPitch subscribers who match receive updated suggestions on a biweekly basis and have the chance to offer feedback to help strengthen the algorithm (Belzer, 2013). This use of data mining to generate possible opportunities and contacts could be a huge win, but does it actually work the way it says it does? The key to SponsorPitch was buried in their website FAQ page (2021), and that key is the route by which they get their

WITH TERESA STAS

information. SponsorPitch retrieves their data from their members, and “publicly available resources,” which means press releases, social media, and websites (“Where does the information on SponsorPitch come from?” section). One thing potential clients should keep in mind when it comes to SponsorPitch is that the program might save an event team time, but it is not providing anything that the team cannot find for free. Another thing to consider is that by the time the information about a sponsorship deal has hit a press release, it is too late to have an impact; the information is essentially outdated. Reviews of SponsorPitch on their website “Success Stories” page (2021) reveal that most customers found it to be a positive industry tool for keeping up on stories and what’s happening in the market but not as useful for making deals happen. Winmo The SaaS review website Cuspera (2021) describes Winmo as: A sales intelligence platform supporting Agencies, Media Sales, Marketing Tech, and Sponsorship sales teams across various industries with sales prospecting information and new leads … [Its] database provides information on key decision makers including contact information, projected opportunity time-lines [sic] and other data that has been verified by researchers and filters enable filtering leads based on territory, title, revenue, industry and more. Winmo is equipped with a Sales predictor—Winmo Edge—which provides a list of lead opportunities, including new funding, product launches, new markets, and more, enabling quick action and deal closures. Winmo Alerts allow setting up of custom alerts to get information on changes in the prospects in the selected areas. The software integrates with all the sales systems in the business. (“About Winmo” section) The price range is $6,000 to $25,000 annually, depending on number of people and features chosen. First, the price for Winmo is a huge increase from SponsorPitch. Interestingly, Winmo (2021) has several different landing pages on their website, which are targeted to different types of users. There was one landing page that was specifically geared to sponsorship seekers looking for a prospecting tool (“Sponsorship Events” page), and there was another landing page optimized for business to business (B2B) leads (“Agency New Business”

page). There is yet another landing page for searchers who are looking for adverting sales leads (“Ad Sales” page). Winmo promises many of the same things that SponsorPitch promises, but one of the one major differences is that all of the contact information in the Winmo database is verified by humans (“Targeted Contact Search” page). So, although it might be found initially on the web, similar to SponsorPitch, the contact information in the Winmo software is then double-checked to make sure it is current and correct, which accounts for the price increase. It also provides predictive information on upcoming trends in the industry so that an event team can anticipate a prospect’s potential buying pattern or reach out to someone they might not have thought of before. It does this by using its predictive engine, Winmo Edge, which tracks industry shifts and verified sales intelligence in order to forecast new opportunities months before they happen (“Account Insights” page). After examining both Winmo and SponsorPitch, it appears that Winmo is the superior product because of its predictive technology for its trends and its human-based verification for data mining. However, the Winmo pricing may be prohibitive for some event management professionals. The software is expensive, and if sales are variable or insecure, the price tag won’t provide a suitable return on the investment for small and midsize events. New technology is constantly being developed to meet the needs of various users, both in and aligned to event management and sponsorship. While many software programs are still focused on meeting the needs of sports event management, there seems to be movement toward customizing event management technologies for many other types of events as well. Like any developing industry, the technology for event management needs to be honed; however, these programs indicate great progress toward workable, usable event management software that professionals can get excited about. Teresa Stas is an author, national speaker, and the CEO of Green Cactus, an event sponsorship agency based in Fresno CA and Portland. OR. She has brokered millions of dollars in sponsorships working with regional and national brands throughout the United States. Teresa is the author of “Sell Your Event! The Easy to Follow Practical Guide to Getting Sponsors.” and her online course SellSponsorships. com has been used in university coursework.

Winter 2021

IFEA’s ie: the business of international events

t e G o t s p r e u t o S Y r n u o o F s e y E t e n r Mo l Conte a t i Dig Apolinski a s i L By

Think you know how much data is created every day? Think again. Here are some shocking data growth statistics from techjury: 1. Every single day, humans create 2.5 quintillion bytes of data (a quintillion is a one followed by 18 zeros) 2. If we look at data created since 2019, it would account for 90 percent of the world’s data 3. Just today, 95 million photos and videos were shared, 306 billion emails were sent and 500 million tweets were created, and that will repeat tomorrow. Digital content is the fastest way to share your company with prospects. As more content is created, however, the harder it to get your content discovered. Must-Read Content Is the Holy Grail Every company wants to have content that resonates. What many companies have not learned is that persuasive content starts with your company’s story. This communication shift is important to understand to get content to break out of the digital fray. Here are four steps to get more eyes on your digital content. Step #1: Create Values-Based Marketing That Leads with the Organization’s Values Values-based marketing is described as leading with “purpose” and aligning with customer values. The issue with digital content arises when companies use customer values as their center point and not their own core values. As smart companies know, the customer base can, and oftentimes does, shift as the company matures and grows. If this same company makes the organization’s values those of the customer, there is a high probability those values will be in flux. Companies who jump from value system to value system erode the very thing that makes content stick. Understanding your values makes sense in theory – demonstrate how your company values are similar to the people who buy your products. The execution of this marketing strategy has been mixed at best, because companies have not clearly articulated why they were created. Keep Calm And: Document your company’s birth story. Every company was started from an idea, comment or thought. Interview the founders to learn

about that moment of creation or review historic documents and interviews to find any hidden information. Woven into that story are the company’s values. Step #2: Share Your Organization’s Values as a Digital Story Once your company has identified its birth story and uncovered the company values, it is time to create the digital story that shares those values. There are several reasons to share your company values. First, sharing your values allows them to become part of the fabric of your digital storytelling. Why your organization solves problems is as vital to your prospects as how your organization solves problems. Second, sharing those values help to reinforce them with your customers, going from words to action. The values of your company have a life of their own. Sharing the values help to strengthen their use in your company’s everyday existence. Finally, if you are not sharing that story, someone else can develop and share that story for you. That narrative will not only be inaccurate, it could be negative. Keep Calm And: Create digital stories that make those values come to life. If your company has the value of sharing knowledge, for example, this should be a cornerstone action in your stories of your client engagement and how that knowledge made a difference. Step #3: Allow Your Company to be Relatable and Human to Build Trust When companies identify and share their moment of existence, they create a space for being open, being raw and where audiences understand their reason for existing. A human element to their brand story makes it have meaning. Because there is an inherent vulnerability, there is resistance to it by organizations. By sharing their own digital story that is relatable, companies are allowing their audience to trust in the company messaging and the company brand. This type of communication will touch, move and inspire beyond an organization’s target audience. Each organization’s moment is uniquely theirs - a single moment in time when the founder(s) took a new and completely unforeseen path. That is what makes this type of communication so powerful. Identifying that moment is simple and oftentimes the hardest thing for a company to master. Winter 2021

Keep Calm And: Let the human element of your brand story in. While many marketers talk about B2B or B2C communication, what is occurring is P2P (people to people) communication. Each company has people behind it, so instead of resisting the human element of your organization, embrace it. Step #4: Once You Have Shared Your Company Story, Focus on the Audience Your company has just felt the powerful shift associated with sharing your story. Many companies continue to focus their communication on their company instead of the audience. Once that birth story has been shared, the focus now needs to be on prospects and their pain points. The rationale for sharing your company birth story is to establish your company’s reason for being and the values that were created from that. Now the shift comes to taking those company values and highlighting them in your client success stories. Consumers want to read content that is relatable. While they won’t be able to see themselves in your company’s brand story, they will be able to see themselves in your client success stories. That does not mean, however, the values you have ascertained and established shift. Keep Calm And: Consider what your audience gets from purchasing your products and services. In your client success story, the focus moves from what your company did to the benefit the client received. Your brand values help guide you in showcasing those benefits. These tips help your organization guide the audience through your digital content, showing the relatable qualities of your organization. Even with digital content being created every day, current content misses the first step of establishing the company story. By sharing your company story, your values will also be shared and prospects can learn about your organization on a human level. Lisa Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Persuade With A Digital Content Story, is available on Amazon. For information on her agency’s digital services visit www.3DogWrite.com.

IFEA’s ie: the business of international events

THE DIGITAL LIFE

10 WAYS TO INCREASE

YOUR EVENT REVENUE!

lanning an event is expensive, and roughly one-third of event planners say that increasing revenue is their biggest challenge. We’ve seen and heard of many creative methods in 2021, but here are just 10 ways you can improve sales and revenue for your next event! Sell Tickets Online Shocking, right?! Saffire always recommends you make sure your event tickets are as accessible as possible to attendees! The main goal of ticketing is to get folks through the gates, but it’s also about improving your bottom line. Most Saffire clients see a remarkable increase after strategically selling more through their online channel. Clay County Fair first partnered with SaffireTix in 2019, and after increasing their budget to get more fans on their site, they saw a staggering 118% increase in online ticket sales. Don’t Stop Selling Tickets Online Once Your Event Starts Just because the physical gates are open doesn’t mean online sales should stop. After selling 13,000 tickets before their event, Red River Valley Fair kept their tickets online during their fair and sold an additional 11,000 tickets! Host a Flash Sale Northwest Washington Fair hosted a flash sale for their tickets last year and hit their revenue goal out of the park! By capitalizing on demand, NWWF was able to secure an enormous percentage of their revenue with over a month left to go before the fair. Offer a VIP Experience If you build it, they will come. And the same is true for VIP experiences! Offer 52

exclusive tiers where you can charge more per ticket for attendees to have a more impactful experience at your event. This could be everything from a special fenced area for seating, to semi-private port-apotties to special access to an artist! Implement a Cashless System Are you hand counting tickets until the wee hours of the morning? Buckets of tokens? Did you know utilizing a closed-loop cashless system can actually increase on-site guest spending by 15-30% when compared to events using traditional forms of payment? Additionally, you will save money by not needing staff or security to count and handle cash at the event. Utilize RFID Like going cashless, RFID systems have had a higher adoption rate since COVID. In addition to cutting out cash, RFID technology can also provide opportunities for brands to engage with attendees and track live data of attendees. Leverage Your Sponsorships A good relationship with sponsors is beneficial for all parties involved. Work with your sponsors to see what they are able to offer, and how to best utilize their brand into your event. One way to do this is by selling sponsorship packages. Selling a headline spot with additional promotional items or additional brand exposure can actually help to make certain parts of your event paid for. Make & Sell Some Merch People want to represent the places they’re from and where they’ve gone. Work with your graphic designer (or a local artist!) to produce hats, shirts, hoodies and any other kind of collectible

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merchandise. Merch can be sold on-site or even on your Saffire website! Spend Advertising Dollars Wisely Are most of your marketing dollars going to print or radio ads? Team, it’s 2021. There are far better and way more measurable ways to get a return on your investment! Digital platforms are one of the best ways to reach your audience. Trust us, our social and digital marketing strategies have been crushing sales goals all year, and YOU could be next! Strategically Use Your Email List If you’ve collected attendees’ contact information, make sure you’re marketing to them! Send out emails reminding everyone of ticketing flash sales, a countdown to the event, and more. You could also send out an email following the event to gather attendee feedback to improve your next event! Have you implemented a creative strategy to increase your event’s revenue streams? Connect with us and let us know! Saffire empowers hundreds of clients with beautiful, unique and engaging websites, and integrated SaffireTix ticketing, including online, advance and box office sales, all with amazing real-time reporting. Saffire’s Spark content management system puts live editing power in clients’ hands by making content and tickets easy to update with unlimited help when needed. Social media, email and text marketing are also included to fuel client success. To learn more about SaffireTix, visit www.saffire.com.

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Help for the Horrible Hybrid Meeting:

Five Ailments and Remedies By Kate Zabriskie

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Some people are in the office, some are home, others are on the road, and they’re all part of the same meeting. Who is looking forward to this hybrid get-together? Nobody, absolutely no one. What makes these blended meetings so bad? A lot of the same factors that cause in-person confabs to go south plus some new complications brought to us courtesy of the virtual world. What can you do to stop the pain? Identify your ailment and apply an appropriate remedy. Ailment One: People Come to Meetings Unprepared Unprepared participants are certainly nothing new. If people weren’t prepared when you met in person, what on earth made you think they would experience an epiphany and suddenly embrace pre-work? What was that; it’s not just the participants who don’t prepare but the person calling people together too? That’s not newsworthy either. Unprepared meeting leaders are a dime a dozen. Remedy: Embrace Discipline Workplaces with positive meeting cultures often have rigorous requirements of their meeting leaders and attendees. When a meeting goes into hybrid mode, discipline becomes even more important. The leader crafts the agenda, assigns ownership where others must contribute, estimates the time needed for each meeting segment, and outlines any required preparation. People who work in cultures with good meeting discipline adhere to a few more rules too. For example, don’t meet if there isn’t a reason to get together and an email will suffice, and don’t schedule a gathering before you’ve planned the agenda. If you are on the receiving end of an invitation, don’t accept anything that doesn’t come with a plan. If that’s not an option, at least ask if the meeting requires you to prepare anything in advance. Ailment Two: People Don’t Have Time to Complete Meeting Pre-Work “I would have prepared, but I didn’t have time to get through 200 pages.” Reading requires undivided attention, and unless a few hours materialize from the ether, people with heavy time demands will often struggle to digest large documents. Consequently, meeting time becomes briefing time instead of collaboration and discussion time. This is not good when people meet in person, and it’s worse when some attendees go remote.

Remedy: Take Advantage of Your Virtual Platform’s Recording Feature Virtual platforms have opened a door to a new way to present pre-work. Instead of sending people 90 standalone slides to digest, how about recording 30 minutes that discuss the highlights? People can listen to you talk while they are checking email, going through paperwork, or otherwise multitasking, and you’ve moved your briefing out of the meeting and freed time for discussion and questions. The better job you do making pre-work easy, the more likely people will do what you want them to do. Ailment Three: Participant Groups Are Not Equal Often, the people in the room count more than those online, and those dialing in from a distance might as well be on Mars. Nobody acknowledges them, nobody makes eye contact, and nobody asks for their input. Who is frustrated? Everyone. The people together feel as if they do all the work, and those at a distance feel ignored and undervalued: not a good formula for happy times in the workplace. Remedy: Level the Playing Field To get the most out of hybrid meetings, everyone should get a seat at the physical table and the virtual table. What this means is having people log in on laptops from the same conference room so everyone can use the chat and creating nametags or placeholders at the physical table to represent those attending virtually. The digital presence will allow everyone to see facial expressions. The physical reminders will help the leader and others remember to address virtual participants more often. Ailment Four: Conversations are Awkward and Unnatural Sounding “Brian, Brian, you’re on mute.” “Patty, go ahead. I didn’t mean to answer at the same time you did.” “I’m hearing an echo. Can everyone mute.” “Bill, turn on your conference microphone. We can’t hear you.” “What’s that horrible buzzing sound?” “Woof! Woof! Buster, get down!” Bad audio is brutal. It stops the flow of natural conversation, causes people to check out, and is generally irritating. Remedy: Attack Sound Problems from Multiple Angles Mute master is an essential role for someone to occupy or several people to share during virtual meetings. Mute masters silence those who have inadvertently unmuted, and they do it without a lot of fanfare. Winter 2021

With the click of the mouse, background noises disappear just as soon as they occur. Now that we’ve addressed the sounds we don’t want, let’s look at words we do and how to get them. Skilled meeting leaders build the request to unmute into their narrative when asking for people to contribute. “Brian, could you please unmute and give your report.” With a gentle reminder, most people will do what’s asked. In addition to those basics, to reduce the likelihood that people will talk over each other when you ask a question, ask for hands and answer stack. “Great. I see we have questions or comments from Larry, Katie, and Greg. Let’s take them in that order.” To further reduce noise and speed up responses to short questions by leveraging visual cues and the chat function. “Type ‘yes’ in the chat if you have a hard stop at noon today.” “By a show of hands, who agrees we should move forward with a pilot program?” Ailment Five: People Are Caught Off Guard When You Question Them “Sam, what are your thoughts on that?” “I’m sorry could you repeat the question?” People can tune out and go on mental vacation regardless of a meeting’s format. When a virtual element enters the picture, the odds of someone missing something increase. Remedy: Provide a Warning That a Question is Coming As a meeting leader, you can take a simple action that will go a long way toward helping your colleagues stay focused. “Jimmy, I’m going to talk through this next slide about credit risk. I’d then like you to add a little color and tell us about trends you are seeing in the southern market.” Not only is Jimmy going to listen to you for the next few minutes, he’s also going to get his finger ready to unmute himself or to turn on a conference microphone. As a bonus, Jimmy will also appreciate that you didn’t put him on the spot and may like you better. Hybrid meetings offer challenges – some familiar and some new. Regardless of the source of your meetings’ ailment or ailments, with careful actions, you can move these here-or-there gatherings from horrible to healthy in short order. Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team help businesses establish customer service strategies and train their people to live up to what’s promised. For more information, visit www.businesstrainingworks.com.

IFEA’s ie: the business of international events

CONTEXT CORRELATION CREDENCE

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T HE 3 C’s OF DEI DATA AND HOW TO AVOID THEM By Lisa Apolinski Diversity, equity and inclusion are becoming an increasing focus in many facets of life. A simple example of these three key areas can be applied to a classroom and a student’s birthday party. Diversity is everyone in the class is invited to the party. Equity is everyone receives the same party favor and the same size of birthday cake. Inclusion is everyone has the opportunity to play or dance. The business focus on diversity, equity and inclusion (commonly known as DEI) impacts more than just employee satisfaction. Research done by Quantum Workplace discovered that 61 percent of employees believe these strategies are essential and affect the workplace environment. What’s more, cognitive diversity can increase workplace innovation by as much as 20 percent, which affects the bottom line. DEI is typically applied to areas like the workplace, church, communities, schools, etc. What may surprise you is that DEI can also be applied to data analysis. Companies review data to interpret actions of groups of people and use that interpretation to develop additional strategies. Because there is a human element to how and why data is collected, there are assumptions that can quickly derail DEI efforts through unknown bias. These 3 C’s of DEI data are critical to consider and can be avoided. CONTEXT The Assumption: Data does not exist in a vacuum. Data must have some context around it to create a story. The number 2 does not have any context and therefore cannot be interpreted. If that number is $2, one additional data point now exists but more information is needed – is it $2 for a cup of coffee or for an acre of land? The issue becomes what context the data is put into, and how that context can make the data seem positive, negative or neutral. Avoiding Context Assumption: In the

above example, if this was an example of a price for land, did you assume it must be in an undesirable location? What if that price was for an acre of land in 1823? Looking for additional data points helps to fill in the data picture. Avoid this assumption by adding additional data points so context is not filled in based on individual bias. CORRELATION The Assumption: Data correlation is one way in which data is applied. This becomes a working hypothesis as we develop strategies based on the data and how the data points affect one another. For example, your organization is looking to increase diversity in a particular department and the job is advertised with a recruiter and includes an educational requirement. The number of qualified people of color is less than expected and the assumed correlation is that, because of the educational requirement, the pool of diverse candidates is less. Avoiding Correlation Assumption: When the recruiter in this example is interviewed, it is found out that the advertisement targets did not include communities of color. A correlation of education to applicants was assumed that was not accurate. Unless testing for a direct correlation, take the time to dig deeper into why the data shows something unexpected. Be suspicious of possible correlation unless it can be statistically verified. CREDENCE The Assumption: The idea of credence is to have a belief that something is credible or having confidence in something as accurate. Data, if tortured long enough, can give up any story required. Data simply is and has no bias. What causes bias and shades of credibility is the viewpoints of the analyzer. Put another way, people see what they want to see in the data. Because of individual Winter 2021

experiences, data points can be elevated or diminished based on those experiences and that bias. Avoiding Credence Assumption: In the last example, the educational requirement was given higher credence and the community target strategy was given less credence. It is a common and subconscious practice to focus on a subset of data. Before focusing on a subset of data, consider the data as equal and look at trends to help identify areas of interest. Changes in trends reduces credence assumption and highlights important data. With so much information coming in, leveraging the learnings of past experiences and focusing on seemingly important data points should be expected. Those experiences do not need to be labeled right or wrong, they simply help eliminate data overload. When companies recognize the assumptions that are automatically applied and become aware of bias that have the potential to change the analysis of data, those companies are removing blinders that could have them miss opportunities or worse, lead them down a path that harms the business. These 3 C’s are some of the first biases applied to data during the analysis phase. They are the first because they are inherent and as such, become embedded in the data application DNA. Having an awareness of how those 3 C’s also affect DEI can have a ripple effect in an organization. Lisa Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Persuade With A Digital Content Story, is available on Amazon. For information on her agency’s digital services visit www.3DogWrite.com.

IFEA’s ie: the business of international events

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

A NEW WORLD RISING

he novelist Thomas Wolfe contributed a popular expression to the English language in 1940 with the publication of “You Can’t Go Home Again.” It meant that you can’t return to the past because it will never be as you remember it – time has marched on and circumstances have changed. And the pandemic has made this a reality for us in all aspects of the performing arts: festivals will never be the same, venues will never be the same, performances will never be the same, and artists will never be the same. And, as with all things, change is a two-edged sword, offering both good and bad. It is sad that we cannot go back to where we were before the pandemic, but it is a positive change that there will be improvements to what we knew as the status quo back then. We have lost much: family and friends have succumbed to the pandemic; colleagues have retired or changed career paths; we have all had to adapt to new protocols in order to avoid serious consequences in our social lives. But we have also gained a new awareness of the inequities in our society, along with an appreciation of the contributions that we must now allow to be made by persons and groups who were previously and thoughtlessly excluded from full participation in our endeavors. It is a brave new world rising and we all have the opportunity to get on board. So, how can we do this and be a part of the future and not cling to a past that we are unable to resurrect? First of all, we need to ensure that our practices conform to heightened expectations created in recent times, not only our internal policies but our external policies. Does our organization recognize the necessity to have a workplace free of prejudice with a commitment to inclusion, equity and justice? If not, then we have to revise our practices to demonstrate this commitment. Do 58

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our external policies, including our hiring practices and our treatment of our customers reflect this commitment? Secondly, we need to be open to a greater diversity in our choices and more accommodations in our practices. Do we include all segments of our demographics? Does our organization reflect these demographics? Do we include women and people of color in our administration, on our staff and in our volunteers? Do we accommodate disabilities of all kinds? Are we sensitive to the needs of the very young or the elderly? Thirdly, we need to connect with our community more than we ever have before so that we can listen to different viewpoints and tailor what we do to a wider audience. We need to foster ties with the LBTGQ+ population and with various cultural groups in the community. Each group will have different expectations and we will have to understand these expectations and create a welcoming milieu where they will feel comfortable. For some of us, it would feel most comfortable going back to the way things were and ignoring the many and serious ramifications of the pandemic. But, “you can’t go home again” and isn’t it better to acknowledge our changed world, face our discomfort head-on, and embrace this brave new world rising? Let’s all work together to make it a reality. Robert Baird is President of BAM! Baird Artists Management Consulting in Toronto, Canada and an acknowledged expert in international touring including visas, withholding and taxation. He offers free advice to artists, agents, managers and venues and has an international clientele. He served for many years on the Executive Board of Festivals and Events Ontario (FEO) and is a former Vice-President of that organization. He can be reached at: P: 1-800-867-3281 E: robert@bairdartists.com or for more information go to: www.bairdartists.com

THE VALUE OF PARTNERSHIPS – The IFEA would like to thank the below partners for their important support of the association. Through their generosity, we are able to strengthen our support of the festivals and events industry and continue to provide high quality, educational programs, products and services to our members. Help us show appreciation for their support, by first turning to those on this list for the opportunity to earn your business, whenever the need arises.

ASSOCIATION ENDORSED PARTNERS

ASSOCIATION SPONSORS

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

ASSOCIATION SUPPORTERS | BENEFIT PROVIDERS

Interested in sponsoring? Contact Kaye Campbell, Director of Partnerships & Programs at (208) 433-0950 ext. 1 or kaye@ifea.com

MORE THAN A MILLION FANS RETURN TO Amid economic challenges, the nonprofit ArtsQuest, located in Bethlehem, Pa., hosted a successful 11-day live music festival in the summer of 2021. MUSIKFEST By Nicole Harrell

BETHLEHEM, Pa. – Musikfest, twice named the No. 1 Music Festival in North America by the USA Today/10Best readers’ poll, kicked off with a sold-out crowd on Aug. 5, 2021. ArtsQuest’s 38th annual festival, which features live musical performances on stages throughout Bethlehem, Pennsylvania, came together in record time this year thanks to the flexibility of artists, the demand from local businesses and a strong partnership with the City of Bethlehem. Overall, an estimated 1,127,000 people attended Musikfest in 2021 and the 11-day festival had an estimated $67 million impact on the Lehigh Valley Region of Pennsylvania. The ‘fest featured approximately 500 free performances from more than 300 musical artists, providing paying gigs for musicians after a challenging year and a half in the 60

industry. Highlights of this year’s ‘fest included headlining acts Darius Rucker, Zedd, Sam Hunt, Shinedown, Phillip Phillips, Preservation Hall Jazz Band, Jimmie Allen, Colin Hay Band, The Wood Brothers, Black Violin, Hector Tricoche and Michael Stuart. “More people than ever stopped me during Musikfest and said, ‘we needed this,’” ArtsQuest COO, Curt Mosel said. “A few months ago, we did not even know if we would be able to have Musikfest. To see it all come together has been incredible. None of this would be possible without the hard work of our team, hundreds of dedicated volunteers, sponsors, members and local businesses and community leaders.” Musikfest featured 150 corporate sponsors, more than two dozen artisans/ retailers and over 30 food vendors. In

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2021, Musikfest also introduced The Inclusion Zone, a sensory-supportive space that provided services, tools and amenities to benefit individuals with sensory-processing difficulties of all ages and abilities. Alongside regular programming, in honor of those impacted by COVID-19, ArtsQuest and another local nonprofit, New Bethany Ministries, joined forces to present Poppies of Remembrance, Lanterns of Hope. Artists were asked to #PauseTheMusik and red lanterns were illuminated in honor of those we lost, those still struggling and those fighting on the frontlines of the pandemic. Proceeds benefited both organizations. This year’s original Musikfest poster painting, created by Pennsylvania artist Mandy Martin, was auctioned off with all proceeds benefitting The Fund for Racial Justice and Equity

(FRJE) powered by the United Way of the Greater Lehigh Valley. ArtsQuest and the City of Bethlehem annually welcome visitors from across the country and around the globe to Musikfest. Established in 1984, the festival provides opportunities for hundreds of performers, as well as local and regional small businesses, to support their livelihood via performances, food stands, artisan booths and more. This past year and a half, the future of the ‘fest was unclear. ArtsQuest was not able to announce plans until May 2021, meaning the timeline for putting together one of the largest free music festivals in the country was condensed to only a couple of months. As a nonprofit arts and cultural organization that offers 50 percent of its programs annually for free, ArtsQuest was hit hard by the COVID-19 related shutdowns. In

a typical year, ArtsQuest presents more than 4,000 in-person programs and events for the community, including 800 free concerts year-round. In March 2020, the ArtsQuest team went from planning a busy summer schedule, to not being able to offer a single piece of programming overnight, losing 90 percent of its revenue streams in the blink of an eye. ArtsQuest worked closely with the Bethlehem Health Bureau and the region’s two largest health care networks to put on the safest event possible in 2021. The organization also welcomed input from the community and a large group of self-identified “Musikfest Super Fans” during the planning process. In 2020, the organization created a virtual ‘fest which had a $2.5 million economic impact on the region with fans viewing the streams from more than a Winter 2021

dozen countries and 150 cities in the U.S. The next Musikfest is set for Aug. 5 – 14, 2022. Visit musikfest.org for more information. ArtsQuest’s mission is to provide access to exceptional artistic, cultural and educational experiences using arts and culture as key elements of economic development for our urban communities. ArtsQuest™ supports this mission via the presentation of performing and visual arts, film, arts education classes and outreach, youth programming and cultural events. Aside from Musikfest, ArtsQuest provides countless opportunities for the community to enjoy, year-round. Nicole Harrell is the Director of Communications at ArtsQuest.

IFEA’s ie: the business of international events

THE UN-COMFORT ZONE

WITH ROBERT WILSON

PROTECT YOURSELF FROM

VERBAL SLEIGHT OF HAND

Don’t be fooled by these rhetorical tricks that mystify and manipulate. A few years ago, I wrote about a Facebook exchange among two friends of mine that upset me because one of my friends resorted to name-calling instead of addressing the other friend’s arguments (see Facebook Drama Triangle). In retrospect, that was mild. More recently I’ve been shocked by some disturbingly excessive name-calling, in the comment sections of articles I’ve read, that was directed at other commenters. The name-calling is bad enough, but the number of people who find that to be an acceptable method for engaging in debate is appalling. No one is going to be motivated or persuaded by vitriol. Two months ago, I wrote an article on the importance of critical thinking in our age of information overload (see A Survival Guide for the Era of Fake News). Developing the ability to judge the veracity of the information we receive is important because there are many people, seeking power or profit, who will say anything in order to push their agenda. We must protect ourselves from the lies, propaganda, and fake news that we get from politicians, government, corporations, and the media. People seeking power and influence will use verbal trickery in order to convince you to accept their point of view. They will speak confidently with tones of authority so that you won’t scrutinize their words too carefully. But, you can protect yourself by learning to recognize their logical and rhetorical fallacies. Here are the most common: Ad Hominem Attack or Name-Calling: in this fallacy, the proponent will attack their opponent by attaching a negative label to them rather than support their argument or opinion with facts. Ad Populum or Bandwagon: in this fallacy, the proponent will argue that you should agree because everyone is doing it. They want you to feel left out, or encourage you to try to “keep up with the Jones.” I’ll never forget my mother shutting this argument down by asking me: “If all your friends jump off a cliff are you going to follow?” Appeal to the Stone: in this fallacy, the proponent will dismiss an argument as absurd (or unworthy of serious consideration) without giving any proof or reason for believing it is absurd. Cherry Picking or Card Stacking: in this fallacy, the proponent will omit key information in order to slant a position in his favor. In this case, you are receiving a partial truth and you will have to do your own research to find out the rest. False Analogy: in this fallacy, the proponent will present two things as being similar even though they are not. 62

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False Dilemma: in this fallacy, the proponent will present only two options as if these were the only choices. Also called an “Either/Or” argument because it offers no middle ground and disregards compromises, alternatives, or new ideas. Straw Man: in this fallacy, the proponent will distort or misrepresent their opponent’s position then proceed to attack this false and fabricated viewpoint instead. This fallacy creates the illusion that the opponent’s argument has been refuted, when only a straw man has been knocked down. Red Herring: in this fallacy, the proponent will ignore a question, topic, or argument and attempt to shift the discussion/debate to a separate issue which he or she is more comfortable addressing. False Cause: in this fallacy, the proponent will suggest that because two events are related that one caused the other to happen. It’s important to remember that correlation and/or coincidence do not prove causation. Hasty Generalization: in this fallacy, the proponent will use a sample size that is too small to support an overriding conclusion or to declare a universal principle. Appeal to Authority: in this fallacy, the proponent will use a famous person to endorse his position. You must ask yourself what this celebrity knows about the issue, and what they have to gain from it. It’s one thing to attempt to persuade someone with facts, but it’s fraudulent when someone starts twisting them. Arm yourself against these fallacies by knowing and understanding how they work. Many times you won’t know that a fallacy has been used until you do your own research and verify the information for yourself. Once you have mastered these, there are many more fallacies you can learn about by searching online. Print a copy of this article and keep these fallacies handy; you’ll be able to use them every day. You can also use them for a fun drinking game during political debates. Every time you catch one, you get to take a shot! Robert Evans Wilson, Jr. is an author, humorist/speaker and innovation consultant. He works with companies that want to be more competitive and with people who want to think like innovators. Robert is the author of ...and Never Coming Back, a psychological thriller-novel about a motion picture director; The Annoying Ghost Kid, a humorous children’s book about dealing with a bully; and the inspirational book: Wisdom in the Weirdest Places. For more information on Robert, please visit www.jumpstartyourmeeting.com.

Stay Informed – Stay Connected With the IFEA! The IFEA is here to support you, share resources with you, help educate you, provide important information updates to you, help establish and strengthen your industry connections, and so much more! Gain access to important and valuable member benefits and resources:

JOIN the IFEA Today RENEW Your IFEA Membership, Today!

Presented by a Partnership For Excellence in Event Education.

THE SCHOOL Quality festivals and events are among the most successful tools available to communities, states, regions, and even countries to increase tourism, create powerful and memorable branding and imaging opportunities, bond people together, encourage positive media coverage, enhance economic impact, and add to the quality of lives for those who live there. On the other hand, a poorly planned, managed and executed event can have a reciprocally opposite effect. Over time, events themselves have changed; from often informal affairs to spectacular productions, requiring new sets of skills, experience, creativity, financing, planning and leadership. As a result, event management has evolved into a business and an industry, with new demands, challenges and expectations every day; from attendees / participants; sponsors; host communities and a plethora of other partners that the success of any event depends on. Presented by two of the most respected professional associations in our industry – the International Festivals & Events Association (IFEA) and the National Recreation and Park Association (NRPA) – the Event Management School at Oglebay National Training Center in West Virginia was designed around the concept of bringing new and mid-career industry professionals together with some of the most highly-respected and experienced professionals in the field, for a comprehensive educational and networking opportunity that will cover the critical basics of successful event management and then put students in an applied-knowledge project environment to test and further what they have learned.

“No other investment is more important for the board of a festival or special event than to assure that their staff is growing in their professional development. The Event Management School at Oglebay provides our industry with one place for new and mid-management level professionals to receive intensive, comprehensive training in the core competencies of event management, conducted by many top professionals in the field. It is the equivalent of a full-brain download for those who want to have a well-rounded, working understanding of our profession.” Bruce L. Erley, CFEE, APR President & CEO Creative Strategies Group

“If you were applying to my organization for a job - and I knew that you had completed the IFEA / NRPA Event Management School program – your resume would rise to the top of the pile.” Jeff Curtis, CEO Portland Rose Festival Foundation

THE PROGRAM The Event Management School is designed as a two-year continuing education program. Students live on-site at the Oglebay Resort and National Training Center with their professional peers and instructors during the one-week institute each year, adding a unique one-on-one networking opportunity for everyone. Year One Students at the Event Management School follow an intensive, interactive, classroom pathway through 24 hours of topical training, from a clear definition of event management as a profession through to the final and important evaluation phase of an event. Year Two Students take it up a notch in applied workshop settings and a unique hands-on, deadline-driven, event concept design, team project experience that combines many critical event management skills, that can be transferred to multiple, real-life scenarios. Event-expert team advisors help to guide event teams through a week of market research, concept creation/design, budgeting reality checks, human resource challenges, and presentation stages of an all-new event concept, for a specially selected city, with a

limited-use “Client” contact. Teams will present their completed plans/concepts to a panel of industry leaders and fellow-students on the last day, who will offer critiques, insights and accolades. Plans/Concepts approved by the expert panel will be shared with the selected city for consideration in their market.

top-level experience and continued education. Additionally, all students enrolled in the program will receive one full year’s access to the IFEA’s professional education on-line Webinar series (a $1000 value). (Live Webinar presentations only.)

THE REWARDS

• Current mid-management event staff looking to broaden their knowledge base while enhancing their professional networks. • Parks and Recreation managers and staff who produce and/or work with local events. • Those new to the Event Management field. • Event Management students looking to strengthen their professional resumes. • Key event volunteers looking to expand their capabilities.

The Event Management School will bestow an Event Management School Diploma to those successfully completing both years of this intensive continuing education program. For those needing CEU credits, the NRPA will provide 2.0 CEU’s for each completed year. Additionally, for those desiring to ‘raise the bar’ by registering for the IFEA’s professional certification program (separate registration required), successful completion of the twoyear Event Management School will earn you designation as a ‘Certified Festival & Event Associate’ (CFEA), the first phase toward future attainment of your ‘Certified Festival & Event Executive’ (CFEE) designation, which recognizes an industry-focused combination of

WHO SHOULD ATTEND

INSTRUCTORS

Event Management School instructors are selected by the International Festivals & Events Association (IFEA) from among the top event management professionals in our industry today.

THE CURRICULUM The Event Management School first-year curriculum was created with the goal of providing a strong basic understanding and awareness of the multiple, critical components involved in event planning and management. The second-year curriculum builds upon that first-year knowledge-base by providing more applied workshop-styled opportunities in specific areas, together with a project-based opportunity to help bring the ‘real world’ a little closer to the classroom. NOTE: The Event Management School curriculum is not targeted at the corporate meeting-planning niche of our industry, but rather the outdoor public event sector.

“The Event Management School at Oglebay has created a vital tool in developing festival and event industry professionals. As any event producer can attest, training new staff often amounts to a “sink or swim” option. To have a venue where personnel can learn, interact and network with industry leaders, instructors, and peers from other events and markets increases professionalism and output multiple-fold.” Ted Baroody, President, Norfolk Festevents

THE COVID-19 PANDEMIC The Covid-19 Pandemic took a large toll on the global festivals and events industry, throwing ‘Best Practices’ out the window and causing us all to reimagine the future in the midst of unimaginable challenges. And while recovery of the industry – collectively and individually – is still ongoing and will likely take a number of years, we all answered the call, together, by learning how to re-present our events in new formats; how to re-open safely as able; how to re-connect with our communities and stakeholders; how to re-imagine the future of events in an extended or post-pandemic world; and how to re-structure our events to maintain our financial sustainability moving forward. These lessons and new ones, yet to come, as all of our vendors, sponsors, volunteers, host communities, staffs and attendees recover from and respond to their own specific challenges, will be addressed by our Event Management School instructors, as it pertains to each of their focus areas. Looking forward, our events have become more important than ever to bonding our communities and world together.

YEAR ONE CLASSES Strong Foundations: Understanding Event Management and the Importance/Impact of Quality Events The success and sustainability of any event boils down to the commitment and passion of the leadership and team that make it all happen. We’ll take a moment to get us all off on the same foot, to clarify the multiple niches/specialties that make up our broader industry; the professional and personal returns that you can expect from working in event management; and the passionate leadership, dedication to quality and creativity, and professional skills that will help to ensure your success. This session will lay the foundation for the realities of our field and the training to follow in the week ahead. Step One: Business Plans A successful event doesn’t start with the fireworks finale. Behind every exciting, fun-filled event is a well-run business, complete with paperwork, planning meetings, legal obligations to be met, and partnerships to be built. Reputations are often based far-more upon the business side of your event than on who your headline entertainers are. We’ll teach you what you need to be thinking about. Arriving at the Bottom-Line: Event Budgeting and Budget Management Every time there’s a good idea, someone brings up the budget! A realistic and informed

budget can set the stage for a less stressful and more profitable event. We’ll teach you how to create and use a budget to guide your success. Putting the ‘Community’ in ‘Community Events’: Building a Successful Volunteer Program Volunteers put the ‘community’ in ‘community events’ and some events have legions of dedicated workers who bring valued skills to the table while holding costs to a minimum. This session will cover critical components of a successful volunteer program, including recruiting, training, management, communications, retention and rewards. Event Administration & Legal Considerations Really? I have to think about that? Despite being a ‘fun’ industry, there are lots of behind-the-scenes ‘t’s’ to be crossed and ‘i’s’ to be dotted; obligations to be met; risks to be avoided/protected against; staffs and boards to be managed and supported; services to be secured and contracts to be signed. We’ll do our best to help you understand them. Operations: From Vision to Reality The expansive area of ‘Operations’ is where the rubber meets the road and this session will cover multiple areas that can make or break an event.

• Event Infrastructure: The infrastructure for many events is a lot like building a small village where the day before there was nothing. Stage, lights, sound, tents, vehicles, decorations, bleachers, food delivery, trash pick-up, communications, utilities, parking, et al., we’ll talk about what you may need, where to go get it, and lots of insider-tips to remember in the process. • Attendee & Support Services: Whenever you plan to draw a crowd, you’ve got to be thinking about what their needs may be: information, medical, lost kids, rest areas, ATM’s, restrooms, trash disposal, signage, communications, safety and security plans; accessibility; and much more. We’ll make sure you don’t forget anything. • Programming, Site-Design and Event Flow: When did having fun require so much thinking? Like a theme park, effectively planning your event programming, site layout, service accessibility, etc., can ultimately affect sales; safety; friendly-neighbor relationships; and the overall experience for your attendees. We’ll cover some important, if not critical, considerations that will keep your event flowing smoothly. • Environmental Realities: Events can play an important role through education and as a role model in protecting the environment. We’ll touch on some of the ‘Green Reality’ options that events can consider today. NOTE: All sessions are subject to change.

Merchandise Programs From keepsakes to entry tickets; sponsor promotions to retail outlets; on-line and onsite; a successful merchandise program can drive both memories and revenues. This session will cover the components and considerations of a successful merchandise program. The Basics of Sponsorship Sales and Service There are very few events today that can operate without sponsorship support, but successful sponsorship doesn’t just happen. This session will cover the basics of sponsorship and successful sponsorship sales, including why sponsors sponsor and how to identify and create a valuable menu of sponsorship benefits/assets for your event. Students will also learn about the valuable world of mobile-marketing. And we’ll cover the critical role of sponsor service; the key to renewing and keeping those all-important sponsor partners we all depend on. Marketing & Mediums: Traditional, Social and Creative All the planning in the world won’t make for a successful event unless it is properly marketed. This session will talk about how to develop an effective marketing plan and considerations for working with traditional media (television, newspaper and radio…yes, they are still around and still important) as well as today’s newest technology options. Food & Beverage Programs A well-run food and beverage program can add to both the event experience for attendees and the bottom-line for the event. This session will cover the components and considerations of a successful on-site food and beverage program. NOTE: All sessions are subject to change.

Introduction to Event Risk Management Risk management is a central part of any event organizing committee’s planning cycle – it’s both an operational and “duty of care” requirement. What is it? It is a process whereby the event planning team methodically addresses the risks associated with their activities, with the goal of treating or mitigating those risks which may have an adverse impact (financial, image, reputation, etc.) on the event if the risk is materialized. We’ll make sure you are focusing om the critical considerations. Social Media Marketing: Understanding the Landscape, Benefits and Challenges It’s a new and quickly changing world, with Facebook, Twitter, LinkedIn, Instagram, blogs and many, many more. How do you decide which ones are important and use them as an effective part of your event marketing mix? This session will provide a more in-depth look at maximizing new technologies and opportunities. The New World of Event Ticketing, Financial Transactions and Audience Expectations Technology has impacted every part of our world, including events, in ways we could never have imagined just a few short years ago. This session will talk about options, changes and new considerations in the critical areas of event ticketing, financial transactions, and the constantly changing expectations of those attending our events. The Common World of Events and Cities: Building Community through Proactive Events Management For events to meet their full potential, to all interested parties, we must learn to

see ourselves as a singular team of partners working toward common goals. Key among those partnerships is the one between events and cities. This session will talk about what a successful partnership looks and feels like when it works. Is Everyone Invited? How to Include Fans with Disabilities In the United States, events that are open to the public are required to comply with the Americans with Disabilities Act, known as the world’s most stringent disability rights law, but the lessons are important ones to consider at events around the world. This fast-paced session provides practical information and a format for designing a comprehensive Access Program for your festival/event. What are important but often forgotten aspects of a well-managed Access Program? Are you required to accommodate every request? What are some low-cost solutions? Help to avoid litigation by being prepared. How’d You Do? Surveys, Evaluations and Economic Impact Studies No event is complete until the last survey and evaluation is in. This is the first step in all future events and this session will teach you how to do it effectively and cost-effectively. Year-Two Team Event Presentations Year-One Event Management School students will participate in the City Event Concept Project reports by second year student teams, asking questions, and serving in the shared role of Panel Judge #4.

YEAR TWO CLASSES The Application of Project Management to Events Events are the end result of countless details, processes, and tasks, all coming successfully together; but how do you manage all of those priorities and make sure nothing falls between the cracks? Project Management is an accountable management method using tools and techniques honed over 50 years of use around the world by governments, corporations, and selected events. This session will set the stage for coordinating everything else that follows and provide an important tool for all those attending. Human Centered Design to Enhance the Event Experience Design Thinking is a process to assist you and your organization in developing a common language for innovation and creative problem-solving skills. Design Thinking keeps your event planning focused on the people for which you are designing the experience. By participating in this interactive session, students will leave with a newfound creative confidence to change how they think about designing human-centered, memorable event experiences. Participants will work together through a challenge in which they apply their Design Thinking skills to an actual problem and come to a common creative resolution. Advanced Risk Management / Contingency Planning and Event Security / Emergency Management The tragedy of realities like the Las Vegas shootings and Boston Marathon bombings, together with concerns like stage collapse or vehicular incidents, airshow crashes, crowd panic or control situations, sexual assault, gang-related violence and drug-related deaths at events and in cities of all sizes, serve as stark reminders of the need to plan and prepare for all the many incidents / possibilities that can / may affect our events on a moment’s notice. This important session will address what keeps us up at night and the steps that we can realistically take to address those concerns through contingency planning and preparation, as well as on-site during an event. Inside Perspective: What Cities Want from Events and the New Age of Partnership in Municipal Event Management The relationship between cities and events has been evolving (sometimes devolving) for many years. Whether you are creating a new event or continuing to build upon a long-ex-

isting one, you must first start from a level of understanding about what cities want from events. Combining your goals with theirs, you can build a lasting and powerful partnership that will provide exponential benefits for everyone. This session will define some of those key goals and how to achieve them. Is Everyone Invited? Advanced Considerations for Including Fans with Disabilities Following on our introduction course in Year One, this important session will delve a step deeper into the design and management of a comprehensive Access Program for your festival/event, assuring that everyone is invited and welcome. From service animals to signing to infrastructure, we’ll help make sure that you are prepared. Applied Sponsorship Research Before you start selling your event, you have to first do your homework. This session will instruct students on how to conduct sponsor research, where to look, what to look for and how to use what you find. Applied Budget Development Working from a draft event program plan, and other desired ‘bells and whistles’ that impact the event ‘experience’, students will learn how to develop an event budget, discussing what to include, how/where to research, fair and realistic estimates, the keeping of formula and assumption notes/records, use of a budget in managing an event throughout the planning and production process, budget reports, tracking expectations and more.

the most feasible will be offered to the selected city for consideration in their own internal creative process and the winning team will be recognized for pride and posterity on the Event Management School ‘Oglebay Cup’ trophy. During the week, each team (assigned randomly to reinforce the reality of an event environment) will participate in the following project steps: • Research and Development of Creative and Innovative Event Concepts to Serve Market Audiences, Event Calendar, Organizational Mission, Available Venues, and Unique Capabilities • Research & Development of an Event Programming / Management / Operational Plan and Expense Budget to Meet Defined Goals • Research and Development of an Event Income Budget with Suggested and Realistic Sources, plus Sales Strategies, to Meet Defined Goals • Professionally Delivered City Event Concept Presentations (all team members must play a role in the final presentation) in the format of an outside consulting firm presenting concepts to a client Teams will be assessed on Team Work, Event Proposal / Plan and Presentation.

Applied Sponsorship Proposals and Follow-Up Reports “It’s all in the presentation…” or so goes the old (and true) adage. Students in this session will learn about and practice writing sponsorship proposals and follow-up reports; two points-of-critical-impact with sponsors. City Event Concept Project & Presentations The City Event Concept Project will provide a substantial hands-on experience with an event focus. Event expert team advisors will help to guide event teams through a week of market research, concept creation/design, budget reality checks, and presentation stages of an all-new event concept(s) for an actual city (including limited-use “Client” contact). Teams will present their completed plans/concepts to a panel of industry leaders and fellow-students on the last day, who will offer critiques, insights and accolades. Final plans/concepts deemed NOTE: All sessions are subject to change.

2022 Event Management School Schedule TIME

Sunday January 16

7:00 a.m.

Monday January 17

Tuesday January 18

Wednesday January 19

Thursday January 20

Breakfast

Educational Sessions

Lunch 11:45 a.m. - 1:15 p.m.

Educational Sessions

Free Evening: Oglebay Shops, Zoo and Festival of Lights Tour Open

Dinner and Evening Roundtable Sessions

Free Evening and / or Group Planning Sessions

7:30 a.m. 8:00 a.m. 8:30 a.m. 9:00 a.m. 9:30 a.m.

Educational Sessions

10:00 a.m. 10:30 a.m. 11:00 a.m. 11:30 a.m. 12:00 p.m. 12:30 p.m. 1:00 p.m. 1:30 p.m. 2:00 p.m. 2:30 p.m. 3:00 p.m.

Educational Sessions

3:30 p.m. Registration

4:00 p.m. 4:30 p.m. 5:00 p.m. Orientation

5:30 p.m. 6:00 p.m. Welcome Reception and Dinner

Graduation Reception and Banquet

Presented by a Partnership For Excellence in Event Education.

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JAN UA RY 1 6 - 2 1 , 2 0 2 2 GENERAL INFORMATION.

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❍ 2nd Year Student

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PACKAGE INCLUDES: • School tutition • 5 nights lodging • 4 breakfast buffets • 4 buffet lunches • Continuous coffee/ beverage breaks • 5 beverage tickets • Sunday and Tuesday buffet dinners • Thursday Graduation Banquet plated dinner • Friday morning continental breakfast • All taxes and applicable fees included in package price

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www.IFEA.com +1. 208.433.0950

OGLEBAY.com/NTC 800.624.6988, ext. 4126

ADELMAN ON VENUES

WITH STEVEN A. ADELMAN

FRIDAY NIGHT AT

ASTROWORLD

Friday night, November 5, 2021 at Astroworld, a festival held at NRG Stadium in Houston, at least eight people died and more than 300 others received medical treatment in a crowd crush during Travis Scott’s performance. Because we have seen too many heartbreaking incidents like this before, it is tempting to rush to judgment about the causes of this one. Let’s do better than that. Let’s ask the right questions first, then see what the facts reveal. Unfortunately, I have some practice at this. Almost twenty years ago, the lawsuit that caused me to focus my work on safety at events was a crowd crush, in which a young man suffered compressive asphyxia near the front of a general admission crowd during a festival at a stadium. Subsequent work - first with IAVM, then as a leader of the Event Safety Alliance - has put me in the room with some of the smartest people in the world about crowd management and event security. All this learning and experience helped with drafting and editing of the authoritative standard for crowd management that should have been followed last night, ANSI ES1.9-2020. Here goes. SECURITY STAFFING. In many crowd-related incidents, the first target is the event security. That’s logical enough. But I don’t care how many total guards or guest services people were on property, or whether no call-no shows caused there to be fewer staff than intended. How many security people were near the stage where the occupant load apparently rose too high? Crowd density is hard to see in the dark unless one is close by. The issue is what staffing was in that area. CROWD MANAGEMENT TRAINING. Another easy but misleading numerical target is whether event security met the NFPA 101 requirement of one trained crowd manager for each 250 people present on property. As principal author of the ANSI standard on point, I obviously think crowd manager training is important. Again, though, what’s causally relevant to this incident is, What did the people closest to the incident understand about crowd dynamics, and what were they prepared to do to keep guests safe? RESPONSE TIME. It is extremely difficult to prevent a crowd crush. Even a reasonably attentive observer who can see a tightly packed crowd will probably perceive no imminent danger until people start falling down. The issue, therefore, is how long after the first indication of trouble did it take until help arrived? The human body cannot survive long without sufficient oxygen, so time is of the essence. This is why there should be as much visual access into a GA crowd as reasonably possible. BARRICADES. Barricade configuration is easy to get right and dangerous to get wrong. Tightly packed crowds suffer from basic physics in which the people in them tend to oscillate from side to side until someone cannot control their own body weight and falls down. Then the person next to them suffers the same fate, until there is a pile of people who are nearly invisible in the dark, pressing the air out of each other. Barricades in a T-shape at the front of a general admission crowd divide the force of sideways crowd pressure, and 74

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also create an aisle for security to see into the crowd in ways that are impossible with a barricade straight across the front of the stage. What was the barricade configuration at the front of the stage? ARTIST INCITEMENT. I have long objected to the demonization of any particular type of entertainment or crowd configuration. The music or sporting event does not cause injury - instead, it is the choices made during event planning and how people behave at the event that make the difference. At any type of event, including this one, it is worth exploring whether something said or done onstage influenced the crowd to move or respond in a way that incited the crowd crush. I worked a case a few years ago where the artists definitely caused the crowd to rush forward, and then barricades failed and people fell onto a concrete concourse below the GA lawn. Incitement does happen, but one should not assume just because of the genre of the event. Did anyone on stage do or say anything to increase the likelihood of a crowd crush? OTHER POTENTIAL INCITEMENT. The history of disasters at live events of all kinds shows that crowds tend to react tribally. One person who hears something they think is gunfire, who then shouts “Shooter!” can cause people around them to react when nothing has actually happened. I have seen the same thing happen with pyrotechnics. For good reason, we are sensitive to the perception of threats, which can cause rapid crowd movements even without any actual cause at all. Fortunately, I gather that NRG Stadium has good CCTV footage from last night, and they are cooperating with authorities. If there was a “stampede,” as some early news reports have put it, what set it off? There are many more issues to consider and questions to pose. We are the professionals who know enough about event operations, particularly crowd management and event security, to brush past the easy narratives likely to appear in mass media. I, for one, will not blame all rap shows, or general admission crowds, or “crowd panic,” or any of the other usual suspects that are almost invariably wrong once one works harder to understand the root causes of a crowd disaster. Let’s show enough respect for the people who died or were injured that night, as well as for those who will try to makes sense of what happened, to insist that the right questions be asked, and to base any judgment we might render upon the answers.

Steven A. Adelman is head of Adelman Law Group, PLLC in Scottsdale, Arizona, and Vice President of the Event Safety Alliance. His practice focuses on risk and safety at live events throughout North America, he provides health and safety consulting for event producers, and he serves as an expert witness in crowd-related lawsuits. He is principal author of the authoritative Crowd Management standard, ANSI ES1.9-2020, as well as three prior rounds of reopening guidance for the event industry.

! u o Y k Than to the 2020/2021

IFEA World Board of Directors

CHAIR TED BAROODY, CFEE Norfolk Festevents Norfolk, VA

DIANA MAYHEW, CFEE CHAIR-ELECT National Cherry Blossom Festival Washington, D.C.

SECRETARY JOHAN MOERMAN Rotterdam Festivals Rotterdam, The Netherlands

IMMEDIATE PAST CHAIR JANET LANDEY, CSEP IFEA Africa Johannesburg, South Africa

BOB BRYANT 500 Festival Indianapolis, IN

KAREN CHURCHARD, CFEE City of Scottsdale Scottsdale, AZ

JAZELLE JONES City of Philadelphia Office of Special Events Philadelphia, PA

STEPHEN KING, CFEE Des Moines Arts Festival Des Moines, IA

SAM LEMHENEY, CFEE Pennsylvania Horticultural Society Pennsylvania, PA

CINDY LERICK, CFEE The ART of Events LLC Saint Paul, MN

STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID

WRIGHT TILLEY, CFEE Boone & Watauga County Tourism Development Authority Boone, NC

VANESSA VAN DE PUTTE dfest ® San Antonio, TX

JOE VERA, CFEE City of McAllen McAllen, TX

KEVIN GROTHE Chair - IFEA Foundation Board Of Directors Memphis in May International Festival Memphis, TN

The IFEA World Board of Directors is an elected, non-compensated body of industry professionals responsible for overseeing the successful operations of the IFEA. In addition to approving policy and direction, Board members serve as an active and involved industry leadership advisory source to the President & CEO. Members proactively support IFEA programs and visions through their input, use of their professional networks on behalf of the association, and personal participation in association programs and activities.

WHY AGAIN? How to Finally Prevent the Future Death of Young People at Events By Professor Joe Goldblatt Eight young people are dead and hundreds more have been severely injured during a music festival in Houston, Texas on November 5, 2021. As a scholar and former producer in the field of planned events, I am concerned that once again greed and weak legislation has led to this preventable disaster. There is a long distinguished history of scholarship in the field of crowd control at live events. As early as 66 AD there is recorded history of the death of 10,000 Jews during a stampede by pilgrims during Passover when the emperor Flavius Josephus made rude remarks and gestures. In more recent history, in 1979, a concert by The Who at Riverfront Coliseum in Cincinnati, Ohio led to a crowd crush and the death of 11 people. Closer to home, the Ibrox and Hillsborough disasters in 1971 and 1989 caused hundreds of injuries and in the latter case, nearly 100 deaths. I have some personal experience with death as a result of crowd crushes. In 2003, I was the Dean of a University in Providence, Rhode Island when I read in the newspaper of the overnight death of 100 young people who perished during The Station Nightclub Fire. Most of these young people died at the front door of the venue as they tried to exit and were stampeded by the rest of the guests. The Governor of Rhode Island appointed me to chair a committee to investigate how these tragedies could be avoided in the future. My committee recommended that all future events must incorporate better exit signs (including posting those at floor level so that if the venue filled with smoke and people were forced to crawl they could still see the signs and find the exits) and an audio announcement notifying the guests of the location of the fire exits be made prior to the start of each event. Therefore, when I witnessed the televised news clips of the deaths of 76

eight young people between the ages of 18 and 27 in Houston, I become angry and despondent. Since the beginning of 2001, there have been over 50 major catastrophes resulting in thousands of deaths caused by crowd crushing at events throughout the world. Surely by now we should have learned how to prevent these avoidable disasters? I believe that both local government who have the statutory responsibility to provide public safety, and the commercial event organisers are complicit in the errors and omissions that have led to these disasters. Local government must enact more stringent legislation that requires increased advance scrutiny of event planning procedures and stronger penalties including major fines and long term imprisonment for unscrupulous organisers. The event organisers have the legal duty to provide a safe and secure experience for their guests. Many of these guests at music festivals are often not fully in command of their senses due to alcohol, drugs or simply the euphoria of the event itself. Therefore, detailed advance crowd control planning and adequate on-sight staffing is even more important than at other large crowd events. I cannot understand how after the tragedy in 1979, that led to the dramatically reduced use and often banning of festival seating, how I could witness thousands of young people rushing toward a stage and being crushed by thousands more who followed them. The scene from the concert reminded me of John Martin’s 1841 painting of Hell entitled Pandemonium. He based his painting on John Milton’s masterwork Paradise Lost. In Martin’s dooms day painting an armoured Satan raises his arms as he calls unseen rebel angels to action. I believe it is now time to call our better angels to action to finally prevent these avoidable catastrophes in the future. I recommend the following changes be

IFEA’s ie: the business of international events

Winter 2021

implemented as soon as possible to protect and preserve human life. • First, we must ban all future festival seating. Festival seating allows guests to stand in an open area, often scrambling to get as close to the stage as possible. • Secondly, we must increase the stewarding requirements and number of highly trained personnel for each future event. • Thirdly, we must improve the use of signs and audio announcements at events to promote better crowd control. • Fourth, we must only allow ingress and egress to and from the venue in carefully staged groups of smaller and more manageable number of guests. • Fifth and finally, we must enact a zero-tolerance policy for event organisers who fail to produce and execute a crowd control written plan that meets or exceeds the standard of care that is their duty within the jurisdiction where their event is being conducted. These catastrophes are preventable. It is immoral and illegal to continue to tolerate this egregious behaviour. Therefore, I am calling for the events management industry and local government leaders to immediately work more closely together and call upon their better angels in preventing this horrific Armageddon from returning again. Professor Joe Goldblatt is Emeritus Professor of Planned Events at Queen Margaret University. He has produced hundreds of events in his career and has served as an expert witness and consultant for dozens of events where tragedy occurred due to errors and omissions in the planning and permitting process. To learn more about his views about live events visit www.joegoldblatt.scot.

! u o Y k Than to the 2020/2021 INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

IFEA Foundation Board

CHAIR KEVIN GROTHE Memphis in May International Festival Memphis, TN

CHAIR-ELECT ALISON ENGLISH North Carolina Azalea Festival at Wilmington, Inc. Wilmington, NC

SECRETARY CASSIE ROBERTS Saffire Austin, TX

IMMEDIATE PAST CHAIR KELI O’NEILL WENZEL O’Neill Marketing and Event Management Kansas City, MO

ERIN FORTUNE, CFEE Music for All Indianapolis, IN

ANNIE FRISOLI, CFEE Creating Community, LLC Goodyear, AZ

DAVID KNUTSON City Of Santa Clarita Santa Clarita, CA

SAM LEMHENEY, CFEE Pennsylvania Horticultural Society Pennsylvania, PA

DELORES MACADAM City Of Ottawa Events Central Branch Ottawa, ON, Canada

KAT PAYE, CFEE National Cherry Festival Traverse City, MI

IRA ROSEN, CFEE Temple University Philadelphia, PA

BRUCE SMILEY KALIFF, CFEE Kaliff Insurance San Antonio, TX

STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID

TED BAROODY, CFEE Chair - IFEA World Board Of Directors Norfolk Festevents Norfolk, VA

The IFEA Foundation Board of Directors is an elected, non-compensated body of industry professionals responsible for overseeing the successful operations of the IFEA Foundation. Members proactively work to raise and secure important funding that helps to support and protect the educational mission of IFEA World.

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Commission Your IFEA Economic Impact Analysis Today

ic Imp

H Street Festival Impact The average visitor spent $63 during the festival, generating $6.1 million in sales along the corridor. Eating and drinking establishments experienced the largest increase in sales during the festival with an average increase of 132% more sales than on a Festival Impact typical Saturday in September. Neighborhoods Goods & Services and Merchandise stores were also positively impacted by the festival, experiencing a sales increase of 57% and 22% respectively.

Restaurants Goods and Merchandise On-Street and Bars Services Retailers Vendors

Overall Impact On H Street Retail

Avg. Sales on a September Saturday

$15,381

$5,175

$2,074

n/a

$10,526

The average visitor spent $23 on food, $20 on alcohol, and $13 shopping during the festival.

The H Street Festival attracts visitors from all across the region.

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The H Street Festival is public, free, and openDev oingall. H Street sult Cont Main Street relies on contributions to fund and operate this important event.

JS&A

The festival draws a young and diverse crowd.

The H Street Festival resulted in nearly $2.3 million in salaries and the equivalent of 58 fulltime positions, and generated approximately $728,000 in tax revenue for the District.

Avg. Sales During the H Street Festival

$35,684

$8,112

$2,535

n/a

$22,812

Direct Impact

Indirect Impact

Induced Impact

Overall Impact

Avg. Increase in Sales Per Business (%)

132%

57%

22%

n/a

117%

Jobs Created

Avg. Increase in Sales Per Business ($)

$20,303

$2,936

$461

n/a

$12,286

Labor Income

$1.9 M

$241,650

$155,318

$2.3 M

Corporate Tax

$31,448

Number of Businesses on H Street

176

138 businesses (excluding vendors)

Sales Revenue

$6.1 M

$648,069

$337,611

$7.1 M

Personal Income Tax

$27,925

Increased Sales Due to the Festival

$1,543,051

$146,822

$5,531

$4,419,953

$6,115,356

City Permits & Fees

$134,699

Increased Tax Revenue Due to Festival

$728,706

Fiscal Impact for the District of Columbia Sales Tax

Overall Impact

There are many ways to get involved and support the H Street Festival. H Street businesses and local artists and performers can participate in the event as vendors or volunteers. A range of sponsorship opportunities exist, and are vital to making the festival possible. Contact H Street Main Street to learn more about how you can help!

$534,634

Leverage Cost & Credibility IFEA’s cost effective, industry credible program brings a critical tool within financial reach and provides reliable results from a trusted and recognized resource.

Quantify & Articulate Value Understand and communicate the impact your event brings to your local economy and local tax revenue.

Gain Support & Increase Funding Demonstrate how your event benefits area businesses and your city at large, convey the need for public and private assistance, and secure additional financial support.

Enhance Participation Increase business participation, recruit additional vendors, and strengthen stakeholder commitment.

Improve Operations Incorporate a data-driven approach to evaluate and make adjustments to your event or program each year.

READY TO GET STARTED? Find Out More on our IFEA Professional Products & Services Web Page or Contact Kaye Campbell, CFEE, Director of Partnerships & Programs • +1-208-433-0950 Ext. 8150 • kaye@ifea.com

IFEA P I H S R L EAD E

RETREAT January 21 – 23, 2022 Oglebay National Training Center Wheeling, West Virginia, U.S.A. In partnership with:

nprecedented challenges call for unprecedented responses. As our industry continues to respond, react and re-imagine the future, on almost a daily basis, after nearly two years since the COVID-19 pandemic first came on to our radar, the leadership of our industry has been put through a gauntlet of trials, tests and stresses like never before. Working to keep our events and organizations financially sustainable; protecting staff and human resources; guiding our boards, sponsors, volunteers and vendors through the process with us; struggling with the need/ability/viability of postponing, canceling, or finding new ways to re-present our events – live and/or virtually; becoming quick studies on new government support programs; mastering new communications channels and work-from-home scenarios; implementing and advocating for new health, safety, and risk management initiatives; et al., has been draining and exhausting on all of those leaders who are used to having all of the answers; controlling all of the possibilities; and being visionary vs. uncertain.

THE FOCUS With in-depth, participative workshop sessions that will help you to redefine ‘Leadership & You’ through world-class, research-based leadership development content, in partnership with Creating Community, LLC (a Channel Partner for the Center for Creative Leadership), this unique opportunity will cover areas of individual focus, including:

hile the IFEA understands and has worked diligently throughout these challenging times to provide critical education, information, resources and publications, industry representation, peer-to-peer networking opportunities, and much more, we understand that in order to protect the future of our industry, long-term, we must protect those who lead it. Before we can reset and refresh our events, we must provide the critical opportunity to reset and refresh those who are guiding us through the storm. To that end and vision, we have reimagined our role and created our all-new ‘IFEA Leadership 100 Retreat.’ A true leadership retreat, that we hope will continue annually into the future, no matter what our challenges and opportunities may be. A retreat focused on each of you. Hosted in the intimate, creativity-conducive environment provided by West Virginia’s Oglebay National Training Center and Resort (home of the IFEA/NRPA Event Management School), the ‘IFEA Leadership 100 Retreat’ will focus first and foremost on you…all those attending.

• Your Leadership Motivations & Values Learn more about why you want to lead and why you are attracted to leadership roles and opportunities; Assess what motivates you the most, identify your core values and make more conscious choices to align your motivations and values with the work you do; clarify the connection between your leadership vision and your core values. • Action Planning for the Future Articulate who you are as a leader and your purpose for leading; clarify specific goals for furthering your development as a leader; develop an action plan for achieving your goals. We’ll also be covering critical areas of leadership that you will be able to take back home and use directly to raise the bar for your team and organizations (with instruction on how), helping them to navigate through any challenge: • Direction, Alignment & Commitment How can you improve results through effective leadership? When you get down to what leadership is really about, it’s not so much what any ONE person does as it is what a group of individuals do together to produce collective results. The Direction, Alignment & Commitment (DAC) portion of our retreat will provide attendees with the tools to enable internal conversations about what it takes to achieve better results and provide

a framework that encourages individuals to work together as a cohesive group, producing collective results they could never achieve working as individuals. Attendees will achieve a better understanding of the difference between a leader and leadership; apply a framework for effective leadership; assess how well leadership is happening at their organization; and create an action plan to improve leadership effectiveness. • Boundary Spanning Leadership We live in a world of vast collaborative potential. Yet, all too often, powerful boundaries create borders that splinter groups into ‘Us’ and ‘Them’, leading to limited possibilities and uninspiring results. To transform these borders into innovative frontiers in today’s global, multi-stakeholder organizations, this workshop will assist attendees to: – Identify the types of boundaries that limit potential – Learn and practice the six principles of Boundary Spanning Leadership – Recognize your role in spanning boundaries to achieve more than you imagined.

“I can’t imagine a time when our industry has needed this type of leadership retreat more than ever. The last two years have been unprecedented in their challenges, and sometimes our ‘best practice’ needs to be taking care of ourselves as leaders. Staying refreshed, re-motivated, and re-inspired is critical to our continued success and sustainability.” - Ted Baroody, CFEE President & CEO Norfolk Festevents 2020/21 IFEA World Board Chair

Focus on the Future And, we’ll be using the assembled brain trust and ‘crystal ball’ of the gathered retreat leadership attendees to further our common industry knowledge; share our insights; and prepare ourselves for what new challenges and opportunities may lie ahead, with a special ‘Focus on the Future’ working session.

“To re-imagine ourselves as leaders…our motivations, realities, and visions; To realign, and commit ourselves to the success of everyone on our teams; To (re)connect with our professional peers and open new channels of resources and knowledge that are our greatest assets and support bases throughout the year; that is the focus and critical importance of the ‘IFEA Leadership 100 Retreat.” - Annie Frisoli, CFEE, Founder & CEO, Creating Community, LLC

100 LEADERSHIP REASONS TO ATTEND

In the interest of health and safety, as well as the ability to effectively manage and maximize the unique networking opportunities provided through the ‘IFEA Leadership 100 Retreat,’ we have targeted this special gathering to 100 leaders, each with their own unique experiences, expertise, visions, challenges, thoughts and solutions to share. 100 leaders who understand what you are dealing with every day. 100 reasons to attend and network with the best in our industry. If you are a top-level festival and event industry-related leader…CEO’s, CFO’s, CCO’s, Executive Directors, Presidents, senior management innovators, and other top-level visionaries from throughout the global festivals and events industry…we invite and encourage you to come together with your professional peers, after an unimaginable (and continuing) pandemic, to imagine and shape the future.

LEADERSHIP NETWORKING

The friendly and welcoming atmosphere of West Virginia’s Oglebay National Training Center and Resort provide the ideal setting for networking at every opportunity. One-on-one, in smaller groups, or in larger common sessions. In every lounge area, restaurant, bar and hallway. You may even want to take advantage of the Oglebay Resort fitness center and spa facilities. And we have done our best to provide plenty of meal functions and non-structured time to allow for just that.

SETTING THE LEADERSHIP EXAMPLE

Taking our role as industry leaders seriously, and our desire to see festivals and events return safely and fully as soon as possible, we will be working closely with our partners at the Oglebay National Training Center & Resort to follow or exceed every West Virginia CDC health and safety guideline that may be in place at the time of our retreat in January (details to be sent out and updated beforehand). This will/may include masking; safe distancing; increased sanitation; and more. We will be asking that all those planning to attend provide proof of vaccination against Covid-19 OR proof of a negative PCR test with 48 hours prior to your arrival.* *See registration form for additional details.

TRANSPORTATION

For those traveling by air into the ‘IFEA Leadership 100 Retreat,’ you will want to fly into the Pittsburgh, Pennsylvania International Airport. The Oglebay Resort and National Training Center is about a 45-minute drive from the airport. You may choose to rent a car, or you can arrange discounted round-trip shuttle transportation by contacting the Wheeling Limousine Service.

Thank you to our IFEA Association Endorsed Partners.

INVESTMENT & PRIORITY REGISTRATION The IFEA Leadership 100 Retreat is an investment in you; in your team; in your organization and events; in your host market; and in the future of our industry. To promote and maximize the networking, exchange and training opportunities of this unique gathering, the ‘IFEA Leadership 100 Retreat’ (a participative event) will be limited to the first 100 leaders who register. Priority will be given to IFEA Members through Friday, November 19th, 2021. Following that date, as space may allow, registration will then be opened to non-members, at non-member pricing. Different from other IFEA conventions, conferences and seminars, registration package-pricing is all-inclusive of the following: • IFEA Leadership 100 Retreat Registration • 3 Nights Premium Resort Accommodations at the Oglebay Resort’s Wilson Lodge (Registrants can choose an in Thursday and out Sunday, or an in Friday and out Monday, arrival/ check-out pattern. Single extra nights, on either end of the retreat dates, are available on the registration form.) • 3 Bountiful Breakfast Buffets in the Ihlenfeld Dining Room overlooking Schenk Lake and offering a commanding view of the surrounding countryside. A great way to start your day of education and networking. (Friday, Saturday & Sunday or Saturday, Sunday & Monday) • 3 Networking Lunches with your Professional Peers (Friday, Saturday & Sunday) • 2 Social / Networking Dinners. Catch up socially with your professional friends and peers after a full day of education and brainstorming. (Friday and Saturday) • 5 Drink Tickets for use during our dinner functions or in the Glassworks Grill & Bar • Continuous Coffee Breaks • All Training Materials • All related taxes and fees

IFEA Member All-Inclusive Package: $1425.00 IFEA Non-Member All-Inclusive Package (available after November 19th, as available): $1725

January 21 – 23, 2022 • Oglebay National Training Center • Wheeling, West Virginia, U.S.A. EMAIL, MAIL OR FAX THIS FORM TO: IFEA World Headquarters: 2603 W. Eastover Terrace, Boise, ID 83706, USA | Fax: 208-433-9812 | Email: kaye@ifea.com The IFEA Leadership 100 Retreat runs from: 12:00 p.m. on Friday, Jan 21 to 1:30 p.m. on Sunday, Jan 23, 2022

ATTENDEE DETAILS: Name: _______________________________________________________________ Position Title: _______________________________________________ Organization: ______________________________________________________________________________________________________________________ Address: __________________________________________________________________________________________________________________________ City, State/Province, Postal Code: ________________________________________ Country: ___________________________________________________ Phone: _______________________________________________________________ Cell Phone: _________________________________________________ E-mail: _______________________________________________________________ Website: ____________________________________________________ Special Dietary Needs:

❍ No Special Requirements

❍ Vegetarian

❍ Gluten Free

REGISTRATION DETAILS: All registration amounts listed are in US Dollars. IFEA MEMBER IFEA LEADERSHIP 100 RETREAT REGISTRATION RATE: ❍ $1425 Registration for the IFEA Leadership 100 Retreat is an ALL-INCLUSIVE REGISTRATION and is priced per person.

$ _________________________

Registration Includes: Registration for the IFEA Leadership 100 Retreat | 3 Nights Premium Resort Accommodations at the Oglebay Resort’s Wilson Lodge. (Two, 3-night accommodation package options are available. Please make your selection on this form below. Single, extra nights are available to be added to this package at additional cost.) | 3 Breakfast Buffets (Friday, Saturday, Sunday OR Saturday, Sunday, Monday) | 3 Networking Lunches (Friday, Saturday, Sunday) | 2 Social / Networking Dinners (Friday, Saturday) | 5 Drink Tickets for use during dinner functions throughout Retreat or at Glassworks Grill & Bar | Continuous Coffee Breaks throughout Retreat | All Training Materials | All related taxes and fees

HOTEL NIGHT SELECTION:

Three nights accommodation is included in your IFEA Leadership 100 Retreat registration. Please select which 3-night hotel block you wish to book with your Registration Package from the options below. Once your registration has been received, IFEA will submit your reservation to Oglebay Resort who will then contact you directly, to provide your room confirmation and any additional details. Room will be assigned by Oglebay Resort and may be a single king or two queen bedded room, based upon availability.

❍ Thurs, Jan 20 | Fri, Jan 21 | Sat, Jan 22 – 2022

❍ Fri, Jan 21 | Sat, Jan 22 | Sun, Jan 23 - 2022

ADDITIONAL ROOM NIGHT SELECTION:

To add an additional hotel night to your 3-night hotel block, please select from the following options. Additional cost listed includes all taxes and applicable fees. Does not include any additional meals.

❍ No Additional Night Added

❍ THURSDAY, Jan 20, 2022: $176.75

❍ SUNDAY, Jan 23, 2022: $176.75

$ _________________________

FUND FOR THE FUTURE CAMPAIGN DONATION:

Over the past 66 years, the IFEA has been here to support the Festivals & Events Industry by helping to establish and strengthen industry connections, share important resources and information, provide critical updates, present valuable education and so much more! But we can’t do all of this, without your support. Are you able to help the IFEA Foundation raise important funds for the IFEA “Fund for the Future” Campaign, a joint fund-raising campaign of the IFEA Foundation and IFEA World Board of Directors to ensure that the IFEA will continue to lead, serve and support our industry, for many years to come? Donations to the “Fund for the Future” Campaign and the IFEA Foundation are tax deductible. A donation receipt letter will be sent for your records. For more details about the IFEA Foundation / “Fund for the Future Campaign, go to: https://www.ifea.com/p/foundation/waystogive/fundforthefuture

Donation Amount (USD): ❍ $25

❍ $50

❍ $100

❍ $250

❍ $500

❍ Other Organization Gift: ________

$ _________________________

METHOD OF PAYMENT:

A check, purchase order or credit card for the full package amount must accompany this form in order to complete registration. When paying with a credit card, the package amount will be charged to your card upon receipt of registration.

❍ Check (make check payable to IFEA)

❍ Purchase Order #___________ ❍ VISA

❍ MasterCard

❍ American Express

❍ Discover

TOTAL $ _________________

Print Cardholder Name: ______________________________________________________________________________________________________________ Credit Card Number: ________________________________________________________________________________________________________________ Expiration Date: ____________________________ CVC Security Number: _____________ (MC/Visa-3 digit code back) (AMX-4 digit code front) Signature: _________________________________________________________________________________________________________________________ TERMS & CONDITIONS:

Health & Safety: We will be working closely with our partners at the Oglebay National Training Center & Resort to follow or exceed every West Virginia CDC health and safety guideline that may be in place in West Virginia at the time of our retreat in January, 2022. This will/may include masking; safe distancing; increased sanitation; and more. Complete details will be shared and posted on ifea.com prior to the retreat. We will also be asking that all those in attendance at the IFEA Leadership 100 Retreat provide proof of vaccination against Covid-19 OR proof of a negative PCR test with 48 hours prior to your arrival. PCR test will be your responsibility and at your expense. Details on how to provide proof of vaccination or negative PCR test will be shared at least 30 days prior to your arrival at the Oglebay National Training Center & Resort. Cancellation Policy: A cancellation fee of $100 will be charged for cancellations made 30 days prior to the IFEA Leadership 100 Retreat (on or before, Wednesday, December 22, 2021). Cancellations made 30-7 days prior (between Wednesday, December 22, 2021 and Friday, January 14, 2022) will be issued a 50% refund. No refunds will be issued for cancellations made within 7 days (on or after, January 15, 2022). Please contact Kaye Campbell, CFEE for registration questions or cancellations (kaye@ifea.com or call +1-208-433-0950, Ext. *8150).Contact Info/Photo Permission: By registering for and attending the IFEA Leadership 100 Retreat, you provide the IFEA express permission to use your name, photo and/or likenesses in any and all promotional and/or advertising materials in any medium, including the internet. Additionally, by registering, providing complete contact information and attending the IFEA Leadership 100 Retreat, consent is provided by you, for the IFEA to send emails to the email address listed on this form, on the IFEA Leadership 100 Retreat Attendee List. IFEA Code of Ethics: As a not-for-profit 501(C)6 organization, the IFEA reserves the right to refuse or cancel the registration of any individual or organizational attendee, who, at its sole discretion, may represent/display unprofessional, unlawful, unethical, unsafe, or other actions/positions deemed contrary to the best interests of the IFEA and our global industry. Additionally, the IFEA does not discriminate on any basis including race, sex, age, religion, national origin, sexual orientation or disability. For the complete Code of Ethics, visit www.ifea.com. Your registration to the IFEA Leadership 100 Retreat, is acknowledgement of the above terms.

Stay Connected When You Can’t Connect in Person Through IFEA’s Virtual Affinity Groups!

eaturing participant discussion between some of the top professionals in our industry today, IFEA’s Virtual Affinity Groups provide an online platform on ZOOM* to keep the connections, brainstorming and networking going. Join us to participate-in these valuable discussion groups and network with your peers. Be sure to come with questions and professional experiences to these valuable open-topic dialogue sessions taking place each month as we’ll be discussing current trends, issues, challenges and opportunities.

FIRST TUESDAY OF THE MONTH

IFEA SPONSORSHIP VIRTUAL AFFINITY GROUP Meets at 12:00 p.m. – 1:00 p.m. MT Moderated by: Kevin Grothe, CFEE 2020 IFEA Foundation Board Chair Vice President of Sponsorship at Memphis in May International Festival IFEA ART EVENTS VIRTUAL AFFINITY GROUP Meets at 2:00 p.m. – 3:00 p.m. MT Moderated by: Cindy Lerick, CFEE IFEA World Board Member President at The ART of Events, LLC

SECOND TUESDAY OF THE MONTH

IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP Meets at 12:00 p.m. – 1:00 p.m. MT Moderated by: David Knutson IFEA Foundation Board Member Arts & Events Administrator for the City of Santa Clarita IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS Meets at 2:00 p.m. – 3:00 p.m. MT Moderated by: Dave Bullard Public Relations and Marketing Manager The Great New York State Fair

THIRD TUESDAY OF THE MONTH

IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Meets at 12:00 p.m. – 1:00 p.m. MT Moderated by: Kim Lowell-Leverett Director of Volunteer Services & Tours The Parade Company IFEA Parades Virtual Affinity Group Meets at 2:00 p.m. – 3:00 p.m. MT Moderated by: Ed Bautista, CFEE Chief Creative and Strategic Officer Bautista Event Specialists Team

FOURTH TUESDAY OF THE MONTH

IFEA DIVERSITY, EQUITY & INCLUSION (DEI) VIRTUAL AFFINITY GROUP Meets at 10:00 a.m. – 11:00 a.m. MT Moderated by: Steve Schmader, CFEE President / CEO International Festivals & Events Association IFEA OPERATIONS VIRTUAL AFFINITY GROUP Meets at 12:00 p.m. – 1:00 p.m. MT Moderated by: Becky Genoways, CFEE President Genoways Event Management IFEA CEO VIRTUAL AFFINITY GROUP Meets at 2:00 p.m. – 3:00 p.m. MT Moderated by: Diana Mayhew, CFEE IFEA World Board Member President at National Cherry Blossom Festival

IFEA’s Virtual Affinity Groups are available to current IFEA Members as one of the many valuable benefits for being a member of the IFEA. If you’re interested in networking and brainstorming with your peers in the virtual networking Affinity Groups, we encourage you to join the IFEA to participate, in addition to receiving many more great benefits.

LEARN MORE | REGISTER HERE www.ifea.com/p/resources/ifea-affinity-groups

CONNECT Exclusive opportunities for vendors to

with top-tier festival & event professionals

VENDOR OPPORTUNITIES In an industry with an annual spend of 1 trillion in the United States, you need to reach industry buyers everyday wherever they go online. With these digital opportunities, you’ll be able to reach top-tier festival and event professionals through the IFEA Event Insider, Event Resource Marketplace, and IFEA website box ads, as they explore ways to improve their business.

IFEA EVENT INSIDER

EVENT RESOURCE MARKETPLACE

IFEA WEBSITE BOX AD

Reaching over 6,500 festival and event professionals, these premier placements will give your company the attention it deserves. The newsletter will focus on news and information that professionals need to run a successful business. That means your message will reach the decision-makers you’re looking to target.

More advertising opportunities designed to fit any marketing budget are within the Event Resource Marketplace. Festival and event professional buyers count on the guide to put them in touch with suppliers for all their project needs, and the ads help lead them to you.

Highlight your core message and drive traffic to your website with exlusive positions on the IFEA website. These box ads will occupy prime real estate to help sell your products and services to industry decision-makers. Retargeting opportunities are available as well, allowing your ad to be seen AFTER the festival and event professionals leave the association website.

Viewable online, 24/7

Digitally distributed each week

Event Insider

Viewable online, 24/7

Event Resource Marketplace

IFEA website box ad

IFEA has partnered with MultiView to provide these advertising opportunities. For more information about them, contact salesinquiries@multiview.com or call 972-402-7000. For more information about IFEA, email kaye@ifea.com or call 208-433-0950 ext: 1 POWERED BY

Continued from Adelman on Venues, page 19

There are many more COVID-related topics to cover. In the next week or so, I anticipate that the Event Safety Alliance will release new health and safety guidelines for professionals bold enough to contemplate in-person events. Until then, this should be enough to get you started. If you have questions, email me at sadelman@adelmanlawgroup.com. I like hearing from you. Steven A. Adelman is head of Adelman Law Group, PLLC in Scottsdale, Arizona, and Vice President of the Event Safety Alliance. His practice focuses on risk and safety at live events throughout North America, he provides health and safety consulting for event producers, and he serves as an expert witness in crowd-related lawsuits. He is principal author of the authoritative Crowd Management standard, ANSI ES1.9-2020, as well as three prior rounds of reopening guidance for the event industry.

1. In the last week, three people tragically died falling from an upper level of Petco Park in San Diego and a haunted mine shaft ride at an amusement park in Colorado. We focus exclusively on COVID at our own risk. 2. On a personal note, I am envious that Equinox, a high-end fitness company, is on this list. The gym to which I belong in Arizona, EoS Fitness, has a stupid sign at the front desk that begins, “We support our Members’ right to exercise their choice of wearing or not wearing a mask in the gym, based on vaccination status and comfortability level.” [Emphasis and made-up word in original.] I wrote a negative Google review that should have generated a response from management. Crickets. Thus, I call them out again to you, dear readers. To quote my Grandma Mary, of blessed memory, “Don’t let them s—t on your head, open your mouth.”

Continued from May I Help You?, page 25

The Journey All the change and challenges, as uncomfortable as they may be, are part of our journey. In this moment of enormous flux, we need to step back and consider our leadership approach: • How are you leading a positive and sustainable path for your organization and event? • What elements of motivation, goal setting and establishing a virtuous cycle need evolution in your office and on site at events? • Which inspirational leadership qualities are you bringing to your staff and volunteers? • Are you simply surviving or are you “coaching” your staff and volunteers through this difficult period? Find inspiration in your journey from the words and actions of Ted Lasso, “Doing the right thing is never the wrong thing.”

IFEA’s ie: the business of international events

Winter 2021

Florence May is the Founder and President of TRS Volunteer Solutions. Her company provides myTRS Software for hundreds of Festivals, Conventions, Non-Profits, corporations and Sports Commissions. Among these support for 26 Final Fours, 5 Super Bowls, 2 Republican National Conventions, 2 Democratic National Conventions, 18 F1 Races, 12 Special Olympic Organizations, Indy 500 Events and so many others. Flory is a national Speaker, Author and Workshop Leader on Volunteer Management Trends. You may contact Flory with volunteer management questions at fmay@my-trs.com or 317.966.6919. And there is a library of volunteer management resources at www.my-trs.com/articles.

Our Parade Balloons are engineered to use the least amount of helium possible, saving you money. Visit our website for an up-to-date inventory and current photos.

bigeventsonline.com 760-477-2655 Contact: charles@bigeventsonline.com

IFEA’s ie: the business of international events

Winter 2021

Remember the Helping Hands that Got You Where You are Today?

The IFEA Foundation “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! It allows the organization to keep pace with new and changing

technologies necessary to communicate with and serve our global industry and it supports a continued expansion of our services, resources, programming and outreach around the world. In a nutshell… it enables those who power celebration.

Now You Can Pay It Forward. Help Sustain the “Premier Association Supporting and Enabling Festival & Events Worldwide”

Donate Today IFEA.com / Foundation / Ways to Give Questions? Contact Kaye Campbell, CFEE, Director of Partnerships & Programs

at kaye@ifea.com or +1-208-433-0950, ext. 8150

Welcome W

hile we were disappointed that we weren’t able to gather together with INSURANCE everyone in person in 2020 or David Olivares | 210-829-7634 2021, we can’t wait to be able david@kaliff.com www.kaliff.com to do that again safely in 2022. In the meantime, we invite you to learn more about the exhibitors below who have committed to join us at our next live Expo event, and who continue to support the IFEA and weather the storm with us as our industry navigates through these especially challenging times.

Support Those Who Support Our Industry – Those businesses who invest their time and resources to exhibit, play an important role in helping to make our convention and programs possible. Help us recognize their efforts to support our industry, by emailing one with a question or brief introduction and the chance to learn more about what they can do. You just may be surprised by the options and savings available! Questions? Interested in exhibiting at a future IFEA Expo? The dates and location for the next IFEA Expo, part of the IFEA Annual Convention, Expo & Retreat presented by Haas & Wilkerson Insurance, will be announced in January 2022. Registration and additional details, once available, will be announced by email and shared on our Expo page.

OTHER QUESTIONS? CONTACT Kaye Campbell, CFEE Director of Partnerships, Programs & Finance +1 208.433.0950 x8150 or kaye@ifea.com 90

IFEA’s ie: the business of international events

Winter 2021

TICKETING / WEBSITE DESIGN Cassie Roberts Dispenza | 512-430-1123 cassie@saffire.com www.saffire.com

BANNERS / FLAGS Vanessa Van de Putte | 210-227-5039 vanessa@dixieflag.com dixieflag.com

INSURANCE Andrew Vandepopulier | 800-821-7703 Andrew.Vandepopulier@hwins.com www.hwins.com

INFLATABLES Steve Thomson | 800-411-6200 steve@fabulousinflatables.com www.fabulousinflatables.com

TO A PREVIEW OF THE EXHIBITORS YOU’LL FIND AT THE NEXT LIVE IFEA CONVENTION, EXPO & RETREAT!

CASH MANAGEMENT Tina Hollis | 239-287-8221 tina.hollis@firstdata.com www.firstdata.com

EVENT SOFTWARE / APPS Jerry Waddell | 423-894-2677 jerryw@videoideas.com www.pointsmap.com

GROUP TRAVEL PLANNING Mark Browning | 770-825-0220 mark@tripinfo.com www.tripinfo.com

SAFETY / SECURITY Matt Pipkin | 208-830-3885 matt@wevow.com www.wevow.com

TICKETING Ryan Kintz | 503-559-6183 ryan.k@aftontickets.com www.aftontickets.com

ATTRACTIONS Michael Lawton | 800-275-0185 m.lawton@ppentertainmentgroup.com www.artificialiceevents.com

ENTERTAINMENT Evan Schaefer, CSEP, CFEE | 732-818-9600 x2 evan@degy.com www.degy.com

SAFETY / SECURITY Erikka Hamer | 703-235-9352 erikka.hamer@associates.cisa.dhs.gov www.cisa.gov/office-bombing-prevention-obp

VENDOR MANAGEMENT Wendy Freiwald | 630-896-0084 wendy@expocad.com www.expocad.com

TICKETING Shadi Hayek | 916-400-0737 shadi@webconnex.com www.ticketspice.com

INSURANCE Andrew Klaus | 913-253-1215 aklaus@guaranteedweather.com www.vortexinsurance.com

FIREWORKS Kim Ceyrolles | 724-658-6611 kceyrolles@zambellifireworks.com www.zambellifireworks.com

Winter 2021

IFEA’s ie: the business of international events

MARKETPLACE SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM ATTRACTIONS

EVENT SOFTWARE / APPS

ARTIFICIAL ICE EVENTS / FALL FEST EVENTS - Unique Winter and Fall attractions for rent nationwide. Available for short-term or long-term needs. Synthetic ice rinks to haunted houses! Contact: Michael Lawton | 147 Summit St. Unit 3A, Peabody, MA 01960 USA | 800-275-0185 | m.lawton@ppentertainmentgroup.com | www.artificialiceevents.com

EXPOCAD - EXPOCAD® professionally manages the map and placement of vendors and exhibitors for festivals and events. Process payments, contracts, sponsorships and promote exhibitors via customized listings on the directory and interactive map available on desktop and mobile devices. Ask us about ELI, an event location interactive tool that will pinpoint locations of incidents for operations or security concerns to stay ahead of growing threats domestic and abroad. Contact: Wendy Freiwald | 69 S LaSalle St., Aurora, IL 60505 USA | 630-896-0084 | wendy@expocad.com | www.expocad.com

BANNERS/FLAGS DFEST ® – Designs and manufactures creative decor solutions for festivals and events. We specialize in custom flags, banners, directional signage, entryways, street banners, installation and hardware. Contact: Vanessa Van de Putte | 1930 Interstate 35, San Antonio, TX 78208 USA | (800) 356-4085 | vanessa@dixieflag.com | www.dixieflag.com CASH MANAGEMENT FIRST DATA / CLOVER – Cloud-based point of sale and full business solutions for cash or cashless events. Clover is uniquely designed to be customized to fit your business needs. Clover accepts all payment types - EMV/Chip, Card Swiped, Keyed and Apple Pay/Google Pay. Clover’s product line is available with WIFI, ethernet, or 4G/LTE data connectivity and can be leased, purchased or rented month-to-month. First Data has exclusive pricing for hardware and card processing for the festivals and events industry. Contact: Tina Hollis | 8812 Crosswood Ct., Riverview, FL 33578 USA | 239-287-8221 | tina.hollis@firstdata.com | www.firstdata.com COSTUMES HISTORICAL EMPORIUM – Historical Emporium specializes in authentic, durable, high quality historical clothing and accessories. Victorian, Edwardian, Old West and Steampunk for men and women. Since 2003. Contact: Noel Matyas | 188 Stauffer Blvd, San Jose, CA 95125-1047 USA | (800) 997-4311 | amusement@historicalemporium.com | www.historicalemporium.com DÉCOR/DISPLAYS/BACKDROPS YOUR-TYPE 3D EVENT LETTERS/SHAPES – Rent 3D, larger than life letters and stand out at your next event! Letters are available for purchase or rent in sizes from 2 ft. through 8 ft. tall to anywhere in the United States. Contact: Todd Hoffman | 4970 Service Dr., Winona, MN 55987 USA | 507-454-7816 | contact@your-type.com | www.your-type.com ENTERTAINMENT DEGY BOOKING INTERNATIONAL – Degy Entertainment is a worldwide talent buying agency specializing in customer service and professionalism. Contact: Evan Schaefer, CSEP, CFEE | 9826 Montpelier Dr., Delray Beach, FL 33446 USA | 732-818-9600 | evan@degy.com | www.degy.com

IFEA’s ie: the business of international events

Winter 2021

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 | 1100 Riverfront Pkwy, Chattanooga, TN 37402-2171 USA | 423-894-2677 | jerryw@videoideas.com | www.pointsmap.com FIREWORKS ZAMBELLI FIREWORKS – America’s leading manufacturer and premier exhibitor of domestic and international fireworks. Spectacular custom designed indoor and outdoor productions, choreographed to music. Contact: Kim Ceyrolles 120 Marshall Dr., Warrendale, PA 15086 USA | 724-658-6611 | kceyrolles@zambellifireworks.com | www.zambellifireworks.com INFLATABLES BIG EVENTS, INC. – Worldwide leader for quality inflatables and parade balloons. Rental and sales for special events and parades. Excellent design and highest quality artwork set the industry standard. Contact: Charles Trimble | 3909 Oceanic Dr., Ste. 402 Oceanside, CA 92056 USA | 760-477-2655 | charles@bigeventsonline.com | www.bigeventsonline.com 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 | 6470 Wyoming St. Ste #2024, Dearborn MI 48126 USA | 800-411-6200 | steve@fabulousinflatables.com | www.fabulousinflatables.com INSURANCE / RISK MANAGEMENT CYBERSECURITY AND INFRASTRUCTURE SECURITY AGENCY (CISA) / OFFICE FOR BOMBING PREVENTION - Leads the Department of Homeland Security’s efforts to implement the national policy for countering Improvised Explosive Devices and enhances

the nation’s ability to prevent, protect against, respond to, and mitigate the use of explosives against critical infrastructure, the private sector, and federal, state, local, tribal and territorial entities. Contact: Erikka Hammer, CGMP | 245 Murray Ln. SW, Washington, D.C. 20025 USA | 703-235-9352 | erikka.hamer@associates.cisa.dhs.gov | www.cisa.gov/office-bombing-prevention-obp HAAS & WILKERSON INSURANCE – Celebrating 80 years 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: Andrew Vandepopulier | 4300 Shawnee Mission Parkway, Fairway, KS 66205 USA | 800-821-7703 | andrew.vandepopulier@hwins. com | www.hwins.com KALIFF INSURANCE – Founded in 1917, Kaliff Insurance provides specialty insurance for festivals, fairs, parades, rodeos, carnivals and more. We insure the serious side of fun! Contact: David Olivares | 2009 NW Military Hwy., San Antonio, TX 78213-2131 USA | 210-829-7634 | david@kaliff.com | www.kaliff.com

Roberts Dispenza | 248 Addie Roy Rd, Ste B-106, Austin TX 78746-4133 USA | 512-430-1123 | sales@saffire.com | www.saffire.com TRAVEL PLANNING (by Groups) TRIPInfo.com – Since 1996, first online reference for all segments of group travel planners – website and weekly newsletter and subject-specific digital magazines – including festivals. IFEA Member organizations included online. Contact: Mark Browning | 4850 Gaidrew, Johns Creek, GA 30022 USA | 770-825-0220 | mark@tripinfo.com | www.tripinfo.com WEBSITE DESIGN SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Roberts Dispenza | 248 Addie Roy Rd, Ste B-106, Austin TX 78746-4133 USA | 512-430-1123 | sales@saffire.com | www.saffire.com

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 | 1712 Magnavox Way, Fort Wayne, IN 46804 USA | 1-866-554-4636 | mark.herberger@kandkinsurance.com | www.kandkinsurance.com VORTEX INSURANCE AGENCY - Vortex Insurance provides weather index insurance to help minimize revenue loss due to rain, heat, cold, snow or a combination of weather elements. Contact: Andrew Klaus | 7400 W 132nd St., Ste. 260, Overland Park, KS 66213 USA | 913-253-1215 | aklaus@guaranteedweather.com | www.vortexinsurance.com SAFETY/SECURITY WEVOW – Build a culture that elevates thinking above sexual misconduct. Year-round and seasonal programs available for both staff and volunteers. Contact: Matt Pipkin | P.O. Box 2308, Boise, ID 83702 USA | 208-830-3885 | matt@wevow.com | www.wevow.com TICKETING AFTON TICKETS – Afton Tickets has set out to change the ticketing industry. We provide more features and better service to our clients and have simplified the entire ticketing process. We offer low and honest services fees to the customer, provide on-site Afton staff at events, 24/7 client support, state of the art scanners and box office equipment, and thermal ticket printing. Contact: Ryan Kintz | 1001 SE Water Ave., Portland, OR 97214 USA | 503-559-6183 | ryan.k@aftontickets.com | www.aftontickets.com SAFFIRE – Saffire empowers clients with beautiful, unique and engaging websites that are easy to manage, with integrated SaffireTix ticketing and unlimited help when you need it. Contact: Cassie Winter 2021

IFEA’s ie: the business of international events

Partnership with the IFEA The IFEA Foundation provides an all-important source of support that allows the IFEA to confidently provide convention scholarships, host top-quality industry presenters, speakers and programming, and help raise the bar for everyone in our global industry. A very special thanks to all those who have contributed along the way, and we look forward to working with you towards the success of our industry for many years to come.

ie volume 32 issue 4

Articles inside

Why Again?

Adelman On Venues 2

The Un-Comfort Zone

More Than a Million Fans Return to Musikfest

Festivals Without Borders

The 3 C’s of DEI Data and How To Avoid Them

Help for the Horrible Hybrid Meeting: Five Ailments and Remedies

The Digital Life

Four Steps to Get More Eyes on Your Digital Content

Small Event, Big Sponsorships

Work Smarter, Not Harder: Ways to Make Your Event More Efficient

Business is Blooming – Use Targeted PR to Sow Success

The PR Shop

6 Mindsets to Help Your Team Reboot

Prune & Bloom

The Ten Commandments of Successful Event & Festival Sponsorships and PartnershipS

Finding the Hidden Innovators In Your Company:

The Sponsor Doc

Don’t Be The “Hot Mess” Boss

May I Help You? | The Volunteer

Top 7 Tips For Good Decision Making When Feeling Stressed Out

My Event Is Over, What Do I Post for The Rest of The Year?

Adelman On Venues 1

IFEA World Board

IFEA Foundation Board

IFEA President’s Letter