ie volume 33 issue 1 by International Festivals & Events Association

the business of international events

Is There a Doctor in the House? Nonprofit Board Member Cultivation for Unprecedented Times

The Experience Equation – How Can a Elevates “Return to & Events Alignment Festivals

Normal” Happen in 2021?

The PR Shop - What Happens When the Crisis Hits?

the business of international events

Is There a Doctor in the House? Nonprofit Board Member Cultivation for Unprecedented Times

The Experience Equation – How Alignment Elevates Festivals & Events The PR Shop - What Happens When the Crisis Hits?

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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 Advertising

celebration.

Kaye Campbell, CFEE, Director of Partnerships & Programs Art Director Craig Sarton, Creative Director Contributing Writers Gail Lowney Alofsin, Lisa Apolinski, Bryce Austin, Robert Baird, Jason V. Barger, Alison Baringer, CFEE, Doreen Biela, CEM, CFMM, CPRP, Dave Bullard, Annie Frisoli, CFEE, Laura Grunfeld, Susan Robertson, Susanne Tedrick, Sarah Umlauf, Sara Wesche, Robert Wilson, Kate Zabriskie Contributing Illustrator Matea Sarton

For association or publication information: IFEA World Headquarters 10400 Overland Rd. #356 Boise, ID 83709, U.S.A. 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.

IFEA’s ie: the business of international events

Spring 2022

+1.208.433.0950 Fax +1.208.433.9812

http://www.ifea.com

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

Is There a Doctor in the House?

F E AT U R E S

Nonprofit Board Member Cultivation for Unprecedented Times

The Experience Equation – How Alignment Elevates Festivals & Events The PR Shop - What Happens When the Crisis Hits?

On the Cover: The Pasadena Tournament of Roses 133rd Rose Parade presented by Honda. Pictured is the Michael D. Sewell Memorial Foundation Float, “Saluting America’s Band Directors. We Teach Music. We Teach Life.” This float raises awareness about the importance of music and the dedication of America’s band directors. The float was accompanied by a band of 275 band directors from all 50 states and Mexico, making it the first parade entry to incorporate both a float and a marching band.

DEPARTMENTS 10 IFEA President’s Letter 12 IFEA World Board 14 IFEA Foundation Board 20 Prune & Bloom 24 Festivals Without Borders 28 The Uncomfort Zone 32 The Intentional Leader 40 Everyone’s Invited 46 The PR Shop 52 Leadership at All Levels 61 Pinnacle Awards Call for Entries 102 Hall of Fame Call for Nominations 103 Leadership Legacy 108 Volunteer of the Year Call for Nominations 114 Marketplace Spring 2022, Volume 33, Issue 1 “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.

Is There a Doctor in the House? By Sarah Umlauf

Anchors, Signposts, Echoes, and Loops By Kate Zabriskie

Ransomeware Readiness and Recovery 8 Do’s and Don’ts By Bryce Austin

The A B Cs of Digital Marketing By Lisa Apolinski

The Experience Equation – How Alignment Elevates Festivals & Events By Doreen Biela, CEM, CFMM, CPRP

Three Reasons Why Hiring Salespeople “Just Doesn’t Work Like That” by Sara Wesche

5 Agreements For Your Future Culture By Jason V. Barger

It’s Me, Not You (Actually, Maybe It Is!) When It’s Time to Divorce Your Clients By Kate Zabriskie

104

The Neuroscience of Innovation By Susan Robertson

110

10 Things to Know If You’re New to Cloud Computing By Susanne Tedrick

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

TESTING…

TESTING

33 years ago, in January of 1989, I had the pleasure of being involved in the Bicentennial Presidential Inauguration of George Bush, Sr. As part of a special performance at the Lincoln Memorial, I can remember waiting as the Beach Boys went through a sound check, which consisted of each of the members of the band going through an hours-long, tedious repetition…mic by mic…as they each whispered, yelled, and enunciated in every way imaginable, the word ‘TEST. TEST.’ (insert a brief pause here and repeat) ‘TEST. TEST.’ (continue this pattern, with no obvious changes, adjustments or results to the sound, until no one, not in the band, had any sanity left). I never wanted to hear the word ‘Test’ again. And yet, 33 years later, I find that life has chosen to repeat itself, just in a different format. After two years of living through the unprecedented Covid-19 pandemic, one which has taken an unimaginable toll on our industry and so many others around the world, with continuing uncertainties as we begin the 2022 new year, we have all been, and continue to be, tested on many fronts: • Many of us have been, and should continue to get, personally tested for the actual Covid virus, to protect ourselves and those around us. • Our Relationships have been tested…within families; among friends, neighbors, and co-workers; with retail, hospitality and service workers; and others who make up our everyday community activities and interactions. • Our Partnerships have been tested…as our host cities; state and national governments; health care providers; law enforcement agencies; sponsors; vendors; entertainers; and service suppliers, struggle to balance their own obligations; resources; brands and images; and comfort zones, as every cog in our proverbial wheels face their own version of the same challenges. • Our Audiences have been tested. Just as we face the decisions of how, if and should we safely move forward with our events, our audiences must face those same decisions, as to how, if and should they attend and participate. There is no question that everyone is anxious and more than ready to get back to ‘normal,’ but at what potential price? • Our Staffs and Boards have been tested…working remotely; increased workloads; dealing with decisions/realities that they have never had to face before - event cancellations; financial sustainability; working in areas that they have no experience in/with (locations and expertise); and reimagining their events and function areas as they have been turned upside down - with no absolute end in sight. • Our Volunteers, our greatest assets and allies, have been tested. While never imagining a day that they would not be by our side, helping to provide memories and pulling off successful icon events in their communities, a change in concern for their own health and that of their families, friends, co-workers, employers, and fellow volunteers has changed their world. • Our Systems (internal/external; human resources; technology; safety, security and risk management; et al.) and Our Ability 10

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to Pivot/Flex/Change, often multiple times within short timeframes, have been tested. • Our Financial Sustainability has been tested. Reserves have been drained; staffs have been downsized; products, programs and services have been dropped or added to support financial health; critical resource costs/needs have increased…if they are available at all; and government support programs (when and where they have been available) have demanded that new learning curves be shortened and perfected. • Our Creativity has been tested. Given new challenges; no fixed parameters; limited experience; and no ‘best practices’ history to draw from; we have all had to call upon our belief that nothing is impossible, and a trust in the creative abilities of our teams and global industry to get us through. • Our Optimism has been tested. In an industry that is known for our eternal optimism; our forward vision; our pride in the positive value of what we bring/provide to our communities; over time, it has not always been easy to find the ‘bright side’ each day. And, as a result of all of the above, • Our Mental Health and Stamina have been tested…which is not a bad thing to acknowledge, or to ask for help, when needed. As it is important to be there for others, as we are able to be. And while we continue to be tested every day, it is important to stop and take stock of all the many tests that you/we have already passed; with flying colors, over the last two years, and given current circumstances and realities. If you are reading this, you are on the peak of the bell curve for surviving tests. Whatever position you may find or feel like you are in, you are still here and still standing. And as we all move forward, with more tests ahead (I am sure), I assure you that the IFEA, our global network, and your industry friends and peers around the world, are all still here with you and for you. While we are going through whatever tests may present themselves, our successes will lie in knowing that we are doing that together. That the IFEA network, communication channels and professional resources that you need - our global study guide and cheering section for any test - are here for you. And I do believe that better times are ahead, even when the ‘new normal’ doesn’t yet feel normal at all. So rather than making this ‘the winter of our discontent’, let’s make it a time to continue strengthening and reimagining who we are, what we are capable of, and what may be. Except for the Covid virus itself…I wish you all positive test results in 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!

IFEA WORLD BOARD

BY DIANA MAYHEW, CFEE

BUILD BACK

BRIGHTER

s the 2022 Chair of the IFEA World Board, I am committed to providing leadership to the Board of Directors, and to supporting our IFEA membership around the world. Together, I look forward to continuing our organizational focus on programs and resources that will allow us all to get to the light at the end of the very long tunnel that we have been going through for the last two years. As we look to the year ahead, yes, uncertainty continues to be prevalent. In my own organization, the National Cherry Blossom Festival, we continue to re-evaluate and shift priorities as our surrounding circumstances are changing at a fast pace and our spring event is only a few months away. As we all know by now, we need to constantly evolve to keep up with it. As we evaluate our own realities, knowing the questions to ask are often more important than knowing the answers. Do our current sponsors and their mission still align? How are the behaviors and expectations of those we serve changing? Do we have the right staff in place to make the necessary changes? What is working or not working with our peers? Why or why not? Most importantly, are our short-term solutions contributing to the long-term strategic plan and sustainability of our organization? As we refer to our organization’s strategic road map, we keep an eye on the destination (desired results) and make sure that we are still headed in the right direction. I personally always tackle anything with the end in mind. What do we want people to say about the experience we provided? How do we want them to feel about the brand of the organization and the programming we presented? What do we want the media headlines to say? We know that being informed, and strong relationships and consistent networking with our peers, is critical as we navigate what’s around the corner. We regularly look to the IFEA, and the benefits from our membership - including engagement opportunities with our professional peers - to help us along the way. IFEA serves as a funnel for industry information and has the mechanisms in place to share and keep us connected. The benefits of understanding different perspectives; what new practices are being tested or adopted; and sharing what is working for others, as we strategize and evolve under these ever-changing times, is critical. Even during these challenging times, the IFEA has been there, working harder than ever on our behalf, while facing many of the same challenges that each of us face…including limited financial and staffing resources, and reserve funds that have been largely depleted during the continuing pandemic. The IFEA continues to support our global industry, providing resources, programs, and other support however we can, but we, too, need to build back our reserves, expand our staff, and 12

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replace aging technology, so that we can continue to deliver all of this, and so much more, in the future. To that end, we ask that you rally with us in 2022, to give back and support the IFEA, who has been there for all of us for the past 66 years. Continuing to build our membership is the first important step. As we continue to learn from one another, the more voices and experience at the IFEA table, the more valuable it is for everyone. So, in addition to renewing your own membership, we ask that you further show your support by encouraging new IFEA memberships, as well. We also ask that you join us in rebuilding the IFEA’s ‘Fund for the Future’. The “Fund for the Future” is an ongoing, joint fundraising effort, by the combined IFEA Foundation and IFEA World Board of Directors, separate from the annual IFEA Foundation Auction, whose purpose is to help raise monies to support IFEA’s educational and professional programs that are a part of the regular annual budget. The ‘Fund for the Future’ was created to specifically protect the organization from things like the current pandemic, ensuring that the IFEA will continue to lead, serve and support our global industry, especially when it is in need, for many years to come. That includes building protections against current and future economic realities and keeping pace with new technologies that will allow us to expand our services, programming, and support, and to keep our professional network connected under any circumstances. We appreciate the important support of all those who have given/pledged in past years, and encourage everyone with a tie (direct or indirect) to our common global industry to consider a(nother) gift toward this important effort. I have linked you here to more information about how you can donate. We are all part of an important industry, that is more relevant and needed now than ever, providing hope, and resilience, and bringing our global communities together, safely, in uncertain times. Together we can build back for a brighter and even more creative future than ever!

Diana Mayhew, CFEE IFEA World Board Chair President National Cherry Blossom Festival Washington, DC

r u o e m W e lc o

NEW 2022 IFEA World Board of Directors

CHAIR DIANA MAYHEW, CFEE National Cherry Blossom Festival Washington, D.C. dmayhew@ncbfdc.org

CHAIR-ELECT KAREN CHURCHARD, CFEE City of Scottsdale Scottsdale, AZ kchurchard@scottsdaleaz.gov

SECRETARY JAZELLE JONES City of Philadelphia Office of Special Events Philadelphia, PA Jazelle.Jones@phila.gov

IMMEDIATE PAST CHAIR TED BAROODY, CFEE Norfolk Festevents Norfolk, VA BaroodyT@festevents.org

ALISON BARINGER, CFEE IFEA Foundation Board Chair North Carolina Azalea Festival Wilmington, NC alison@ncazaleafestival.org

BOB BRYANT 500 Festival Indianapolis, IN bbryant@500festival.com

DAVID EADS Pasadena Tournament of Roses Pasadena, CA deads@tournamentofroses.com

WARWICK HALL, CFEE Safety Set Consulting Section 646 Taupo, New Zealand contact@s646.com

STEPHEN KING, CFEE Des Moines Arts Festival Des Moines, IA sking@desmoinesartsfestival.org

SAM LEMHENEY, CFEE Pennsylvania Horticultural Society Pennsylvania, PA slemheney@pennhort.org

CINDY LERICK, CFEE ArtFest Fort Myers Fort Myers, FL cindy.lerick@artfestfortmyers.com

JOHAN MOERMAN Rotterdam, The Netherlands johan@johanmoerman.eu

STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID schmader@ifea.com

VANESSA VAN DE PUTTE DFEST ® San Antonio, TX vanessa@dixieflag.com

JOE VERA, CFEE City of McAllen McAllen, TX jvera@mcallen.net

KELI O’NEILL WENZEL, CFEE O’Neill Marketing and Event Management Kansas City, MO keli@oneillevents.com

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.

IFEA FOUNDATION BOARD

BY ALISON BARINGER, CFEE

THIS IS YOUR YEAR…

DO BIG THINGS!

appy 2022! As you are starting this new year, you probably have visions and dreams of all 2022 is going to bring you. Personal, relational, and financial goals - and aspirations to take your festival, event, or business to new heights. I encourage each of you to consider making one of these goals to become a better industry leader. This goal hits both your personal and business buckets…and no doubt will help you grow in your career. When I think about how to be a better industry leader as it relates to the IFEA, I’m reminded of the phrase, “You get what you give.” This saying can be traced to spirituality (karma), the Bible (Luke 6:38, Proverbs 11:24-25), and a 1998 song by the New Radicals. Now, by give, I’m not referring to money (but it can, and I will ask later in the year!), but rather what energies you give to the IFEA as an organization, and what you will get from that investment. It is sometimes easy to forget about the IFEA; we’re all busy with our own festivals and events, and without the convention the past two years we’ve missed that camaraderie-building time together. Some people may think the convention is the only benefit of the IFEA. I’m embarrassed to say this was my feeling before I jumped all in and became more involved. I paid my membership dues and waited for that one time a year to take classes and network, and to show off my festival’s skills with the Pinnacle Awards. More than anything else, the COVID pandemic has shifted this thinking for me. Investing my time in participating in an IFEA Covid Task Force in 2020 came back to me threefold. Here I had weekly conversations with other Festival producers who were going through the same things I was and leading their communities through these hard times. We were there for each other for the emotional support we all needed. If there is ever a call for IFEA members to take part in a future Task Force, make it a goal to invest in yourself as an industry leader and say yes. You will get what you give, I can testify to that. I have also used this time to become more involved in the Affinity Groups IFEA offers, and to encourage my team to as well. Affinity groups are once-a-month virtual sessions where you get to help decide the content. Each group also has a corresponding Facebook group for immediate contact with your peers. Available to IFEA members are the following Affinity Groups: • Arts Events • CEO • Cities, CVB’s, and Tourism • Diversity, Equity, and Inclusion • Marketing & PR • Operations • Parades • Sponsorship • Volunteer Programs 14

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I encourage you to invest in yourself as an industry leader and sign up for at least one Affinity Group today. Ready to REALLY make an investment in yourself? Get your CFEE Certification. The CFEE (Certified Festival & Event Executive) Certification states to other industry leaders and peers that you have made all the efforts to be a top event professional. As a CFEE graduate, you will have taken core education classes in: Non-Sponsorship Revenue, Project Management, Operations/ Risk Management, Marketing & Media Relations, Administration & Management, and Sponsorship/Sponsor Service. You will have published a written article and performed a speaking presentation. You will have the experience necessary to call yourself an industry leader! Did I mention you’ll share a bond with your classmates, making new friends and networking contacts along the way? Working on your CFEE Certification is definitely a goal worth pursuing to become the best. So, what if you have already done all these things? Huge congrats! Now it’s time to get creative. What do you want more of? What areas in your professional life are you ready to “level up”? What do you see others doing that you want to be doing? What table do you want to be invited to? For me in 2022, it’s my personal and professional goal to build and develop connections with my IFEA (and potential IFEA) peers. I learn so much by watching others and truly get excited and inspired when I see other industry professionals doing something cool and new. I also love the “family” feeling festivals and events professionals exude and I want more of it! As such, I intend to reach out to one industry professional a week, outside the scope of “normal business.” I am still not quite sure what I’m going to say in each of these reaches. I don’t have a specific intent or goal for them, other than to open doors of communication and friendship. Who knows what may come of it? I don’t really need to know…but it is my hope that when we can finally convention again, myself and 52 new friends will take over the Dfest Hospitality Suite, toasting the largest cheers ever! So, here’s to the new year, to new hopes and goals. Here’s to you becoming the industry leader you were made to become. This is your year…do big things!

Alison Baringer, CFEE IFEA Foundation Board Chair Executive Director North Carolina Azalea Festival Wilmington, NC

r u o e m W e lc o

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

NEW 2022 IFEA Foundation Board

CHAIR ALISON BARINGER, CFEE North Carolina Azalea Festival at Wilmington, Inc. Wilmington, NC alison@ncazaleafestival.org

CHAIR-ELECT CASSIE DISPENZA Saffire Austin, TX cassie@saffire.com

SECRETARY KAT PAYE, CFEE National Cherry Festival Traverse City, MI kat@cherryfestival.org

IMMEDIATE PAST CHAIR KEVIN GROTHE Memphis in May International Festival Memphis, TN kgrothe@memphisinmay.org

DAVE BULLARD The Great New York State Fair Syracuse, NY dave.bullard@agriculture.ny.gov

LUANN CHAPMAN The Gatts Group Grapevine, TX luchap@aol.com

ERIN FORTUNE, CFEE Music for All Indianapolis, IN erin.f@musicforall.org

ANNIE FRISOLI, CFEE Creating Community, LLC Goodyear, AZ anniefrisoli@gmail.com

JESSICA KAMINSKAS The Parade Company Detroit, MI jkaminskas@theparade.org

DAVID KNUTSON City Of Santa Clarita Santa Clarita, CA dknutson@santa-clarita.com

CURT MOSEL ArtsQuest Bethlehem, PA cmosel@artsquest.org

COLEEN MURPHY Des Moines Arts Festival Des Moines, IA cmurphy@desmoinesartsfestival.org

DAVID RAMIREZ TINT San Antonio, TX david.ramirez@tintup.com

IRA ROSEN, CFEE Temple University Philadelphia, PA irosen@temple.edu

BRUCE SMILEY KALIFF, CFEE Kaliff Insurance San Antonio, TX bas@kaliff.com

STEVEN WOOD SCHMADER, CFEE IFEA World Boise, ID schmader@ifea.com

DIANA MAYHEW, CFEE Chair - IFEA World Board Of Directors National Cherry Blossom Festival Washington, D.C. dmayhew@ncbfdc.org

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.

IS THERE A DOCTOR IN

THE HOUSE? Nonprofit Board Member Cultivation for Unprecedented Times By Sarah Umlauf

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A robust Board of Directors is paramount for the success of nonprofit organizations. When cultivating new Board Members, organizations often prioritize individuals that facilitate the business of running the organization. Nonprofits seek out attorneys, financial experts, corporate executives, fundraisers, and philanthropists all while promoting diversity, equity, and inclusion on their boards. According to the National Council of Nonprofits, “Board members are the fiduciaries who steer the organization towards a sustainable future by adopting sound, ethical, and legal governance and financial management policies, as well as by making sure the nonprofit has adequate resources to advance its mission.” In the aforementioned statement, “resources” may, by some, be synonymous with money. Organizations should challenge themselves to expand the definition of “resources” so as not to be limited, but rather creative, in board member cultivation. Through creative recruitment, nonprofits not only add depth to their boards, but also may find surprising resources in unprecedented times. As event producers, the ongoing pandemic created a mountain of challenges to overcome. In 2020, public health directives from local government officials postponed or cancelled community events. During this time, we looked to our Board of Directors for guidance and advice when navigating the ever-changing public health policies and mandates regarding the pandemic. After receiving initial feedback from attorneys serving on our board, it was clear that in order to fully understand the implications of these public health policies and mandates, we needed to hear from

a board member that spoke the same language found in these directives; we needed to find a medical professional to help us interpret the gravity of the situation. The Saint Louis Art Fair, produced by Cultural Festivals, a nonprofit 501c3, was founded in 1994 by a group of passionate art enthusiasts who wanted to breathe new life into the cultural landscape of St. Louis, Missouri. Its mission is to, “inspire and engage our community with the foremost celebration of exceptional visual art.” In its

Spring 2022

long history, the Saint Louis Art Fair has faced challenges, but like so many other event-based organizations, was presented with a new obstacle in 2020 with the onset of the global pandemic. Our organization was fortunate to rely on the expertise of Dr. Stacey Tull, long-time volunteer and Board Member. Dr. Tull was initially cultivated for the Board of Directors due to her passion for the arts and her support of the organization’s mission. During the pandemic, she became an invaluable resource advising the organization and spearheading a new Health and Safety Committee to ensure best practices during the organization’s 3-day event, the Saint Louis Art Fair. A state of emergency was declared in St. Louis County on March 13, 2020, resulting in several executive orders and Department of Public Health orders, policies, and rules to implement those executive orders. As the producers of the Saint Louis Art Fair, an event that takes place the weekend after Labor Day in September, we were hopeful that a resolution to the pandemic would be forthcoming and we would be able to hold our event planned for September 11-13, 2020. Local leaders worked with event producers, like Cultural Festivals, to review event plans to ensure the safety of the public. All public events taking place in St. Louis County required the approval of the county public health committee. Dr. Tull advised staff on the development of the

IFEA’s ie: the business of international events

and patience while we implement new Health and Safety measures to ensure a successful Saint Louis Art Fair presented by Centene Charitable Foundation. All are welcome, but we encourage volunteers and guests who are not vaccinated or high-risk to consider their own safety when choosing to volunteer and/or attend. Some changes you will see: Artist Booth “Pods” • Exhibiting Artists will be grouped into “pods” of four booths • “Pods” will be separated by a minimum of ten feet We will forgo the Artists Hospitality area and instead deliver prepackaged meals to our artists.

event operations plan for the 2020 Saint Louis Art Fair. The stated goals for the proposed 2020 Saint Louis Art Fair included: This year, in the midst of a global pandemic, the Saint Louis Art Fair has worked hard to move art forward with the health and safety of Art Fair patrons, artists, volunteers, performers, sponsors, vendors, and staff is always our top priority and planned for accordingly. The Cultural Festivals Board of Directors is working with staff on the plan to ensure its 2020 annual event still shines and inspires amidst the challenges tied to COVID19. In 2020, the Saint Louis Art Fair is dedicated to Keeping Art Essential. The goal of the protocols outlined in the document is to minimize contact thereby reducing the risk of virus spread among both staff and guests. Should we need to implement additional health and safety measures, we will make those decisions in consultation with local, and state public health authorities and we will communicate those changes to patrons, performers, sponsors, volunteers, vendors, and staff immediately. With the help of Dr. Tull, the Saint Louis Art Fair developed and presented a plan that was received positively by the public health committee. Ultimately, due to mandated capacity restrictions, the 2020 Saint Louis Art Fair was held virtually but the organization now had a framework for moving forward with plans for the 2021 Saint Louis Art Fair. Dr. Stacey Tull is a graduate of Duke University with her MD and MPH (Masters in Public Health) from the University of North 18

Carolina in Chapel Hill. She completed her plastic and general surgery training at Washington University, where she also completed her Mohs surgery fellowship. Dr. Tull is also a former art major and incorporates her talent in all aspects of her practice. She has been a volunteer leader with the Saint Louis Art Fair for close to 17 years and served on the board from 2011 to 2020. As a volunteer, Dr. Tull worked closely with exhibiting artists and the Art Fair jurors. Her intimate knowledge of the event made Dr. Tull uniquely qualified to advise on best practices regarding public health. Although Dr. Tull termed off the Board of Directors for Cultural Festivals in 2020, she continued to advise staff for plans to return to an in-person event. In order to accomplish this, Dr. Tull agreed to chair the new Health and Safety Committee for the organization. The transition from a Virtual event in 2020 to an in-person event in 2021, required careful planning and action. Dr. Tull continued to advise staff on current health mandates and recommended event certification through the Missouri Arts Council. Utilizing the 2020 Operations Plan developed for approval by the St. Louis County Department of Public Health in the prior year, Dr. Tull made updated recommendations and the organization received the Missouri ArtSafe Certification. In doing so, the organization pledged: The 28th annual Saint Louis Art Fair presented by Centene Charitable Foundation is taking place on the streets of downtown Clayton, Missouri on September 10th, 11th, and 12th, 2021. With the repeal of restrictions due to COVID-19 in St. Louis County, the Art Fair will continue to be free and open to the public. But we will ask for our community’s help

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Creative Castle • Our children’s area will feature “grab and go” activities for kids and their families Cashless Payment • Beverage and Merchandise Booths will be cashless • Avoid lines by ordering beverages early using QR codes available at the festival Health & Safety Team • Led by Dr. Stacey Tull, our Health & Safety Team will advise staff on current CDC guidelines • Health & Safety Team members will be on site to ensure best practices Masks • Staff, vendors, volunteers, and attendees that are unvaccinated are asked to wear masks while at the festival Virtual Content • For those unable to attend a large gathering, visit www.saintlouisartfair. com for available virtual fair amenities Much of what you have come to love and expect from the Saint Louis Art Fair presented by Centene Charitable Foundation will return including: • 2019 Award-winning Artists • 2020 Juried artists selected from a competitive field • Main Stage entertainment featuring local musical talent • Performing Arts Stage highlighting the diversity of our region through dance, song, and spoken word • Pleasures of the Palate with culinary delights from across the region

To ensure that we may Create Safely, Present Safely, and Attend Safely we pledge to: • Facial coverings (see update on protocols changes as of May 28) • Social distancing • Health checks (see update on protocols changes as of May 28) • Contact tracing (see update on protocols changes as of May 28) • Contactless experience • Reduced capacity • Enhanced sanitation • Training in COVID-19 safe practices • Missouri Arts Council ArtSafe Certification Pledge for the Saint Louis Art Fair, 2021 In addition to her assistance in developing an operations plan based on local Public Health Orders, Dr. Tull reviewed all event signage related to public health and recommended safety protocols where necessary. In order to ensure compliance at the event itself, Dr. Tull utilized her invaluable connections with the local medical community and recruited a team of health professionals as volunteers for the 2021 Saint Louis Art Fair. This team of medical professionals surveyed the festival site throughout its hours of operation and advised staff on any concerns or questionable behavior. Their oversight provided an invaluable service for staff. In the recruitment of medical professionals to serve as volunteers during the festival, Dr. Tull recommended that the Saint Louis Art Fair set straightforward expectations and desired outcomes. According to Joyce M. Johnson and James A. Calderwood from their 2016 article in the Journal of Osteopathic Medicine, “Many health care professionals are unaware of the level of commitment and involvement board service requires, particularly fiduciary boards, which have accompanying risks and

legal functions.” It is important to “provide a checklist of questions to ask… and discuss how to decide whether one is the right fit for a specific position.” The Saint Louis Art Fair set clear goals for the team of volunteer medical professionals in their role as compliance monitors for the 2021 Health and Safety initiatives at the 3-day festival. Although 2021 represented a scaledback version of the Saint Louis Art Fair with fewer exhibiting artists, musical performances, and restaurant vendors in order to reduce the density of persons on the site, we feel fortunate to have had the chance to produce the 28th annual Saint Louis Art Fair, the seemingly magical return of this event to the streets of Downtown Clayton, Missouri. The 2021 event featured worldclass art, delicious food, fantastic drinks, and live entertainment dazzling audiences from two performance stages. The help and guidance of our key stakeholders helped to ensure that the 2021 Saint Louis Art Fair took proper health and safety measures and provided a safe outdoor space for a unique art buying experience.

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While we are fortunate to have the advice and guidance of leading professionals, it was Dr. Tull that helped provide the critical interpretation of the current health orders and her intimate knowledge of the event which allowed her to assess potential risks and provide preemptive resolutions. The future of events and mass gatherings remains complicated as the current pandemic continues. Nonprofit Boards will continue to rely on its board members to navigate the complicated landscape. This includes leaning on financial experts to advise on investment strategies and utilizing attorneys for sound legal advice. A nonprofit would be wise to also solicit the input of medical professionals who, because of their medical training, previous medical leadership positions and respect among colleagues, provide valuable input on conducting safe, successful events. Sarah J. Umlauf is the Executive Director of Cultural Festivals, producers of the Saint Louis Art Fair. Sarah came to the Cultural Festivals organization from the City of Clayton, where she served as Museum and Community Outreach Specialist for over 11 years. Sarah completed her undergraduate degree at Washington University and received an M.A. in Art History from The George Washington University. For the past 13 years, she has served as a docent for the St. Louis Art Museum. Sarah Umlauf is uniquely qualified to lead Cultural Festivals and the Saint Louis Art Fair, with expertise in art history, strong relationships with area businesses and city government, and years of experience as a Saint Louis Art Fair volunteer.

IFEA’s ie: the business of international events

PRUNE & BLOOM

WITH ALISON BARINGER, CFEE

IT’S THE MOST WONDERFUL

TIME OF THE YEAR

One of my most favorite times of the year is that gloriously awkward week between Christmas and New Year’s. You’ve probably seen the meme about it: “That time between Christmas and the New Year when you don’t know what day it is, who you are, or what you’re supposed to be doing.” I love this time of year because I use it for ME time. I take stock of my past year and dream about what I want the future year to be like. I envision the type of person I want to become, or a character trait I want to improve. I don’t call these New Year’s Resolutions; these seem to have an inherent connection to us failing at them. No, I don’t set resolutions…I look at who I want to become and set mini-goals to get myself there. But what a big question this is…who do you want to become?! I don’t think our society spends enough time pondering this question. I suspect it’s because our culture doesn’t allow much time for pondering at all, which is a topic for another day. There are tools to help you answer this question though, and I’d like to share a few of them with you below. Review Your Journals Writing nerds, unite! If you don’t keep a journal, I encourage THIS to be your first step this year. More than anything this could be the catalyst for your greatest change; if you don’t believe me, just Google “Why It’s Good to Keep a Journal.” Here’s what I write in mine: • 3-5 things I am grateful for, each day, bonus points if it’s a full 1-2 sentences of why you are thankful for this thing (P.S. even in the hardest of times, there is always something to be thankful for – air to breathe, water to drink, laundry machines, true crime documentaries, SO MANY THINGS!) 20

• Anything I highlighted/underlined in a book I read: I do this immediately after I finish a book so I can summarize my key take-aways and have them easily accessible for later • Talks with God/the Universe/the Energies of the world: I do this when something is on my mind and I want or need to flush it out. Ok, now that we’re writing in our journals, why do we review them? I started the reviewing practice only a few years ago, and it’s become a favorite! I love seeing all the blessings I’ve had in my life that year, and all the knowledge I’ve taken from authors. I also can see how far I’ve come (and, regrettably, how far I have yet to go). Another great take away is noticing trends in things I am thankful for and making sure I implement more of that in the next year. Examples of this would be my morning quiet time journaling/reading, stopping to watch my dog play with her toys, and sitting outside on my patio. My One Word This one comes from a local church. From Port City Community Church’s website: • Step One: Determine the Kind of Person You Want to Become • Step Two: Identify the Characteristics of That Person How would you describe the person you want to become? What aspects of your heart need your attention? • Step Three: Pick Your Word Post this word on your desk, in your phone…anywhere you need to see it. Remember the word when you feel stressed, anxious, overwhelmed, or sad. My One Word for 2022 is TRUST. If you want more information on My One Word, there is a book that will fill you in.

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Check out My One Word: Change Your Life with Just One Word, by Mike Ashcraft and Rachel Olsen. Personal Retreat This same church has an end-of-year journaling retreat .pdf that you can print off and work through at home. It is heavily Christian based, so if that isn’t your jam you may want to skip this one. Check it out at: www.portcity.church/personalretreat. I would suspect there are year-end or “take stock of your life,” activities for most religions and faiths that would be beneficial. Review Your Past Year’s Calendar This one was truly eye-opening for me. For this you take a piece of paper and divide it into two columns. Then, review your calendar week-by-week, day-by-day, starting in January. If any item or meeting makes you feel negative, it goes in one column on your paper. If an item or meeting makes you feel happy and warm, you put it in the other column on your paper. When reviewing your list, you’ll discover the types of activities you really enjoy, and the ones you maybe should try to do less of in the next year (or find a way to make them more enjoyable). This discovery will help point you in the direction of your true self, where you are truly happiest. Brainstorm About Life Balance In their book, The 12 Week Year, Brian P. Moran and Michael Lennington describe the seven areas of life balance as: • Spiritual • Spouse/Partner • Family • Community • Physical • Personal • Business Continued on page 107

ANCHORS, SIGNPOSTS, ECHOES, AND LOOPS Four Essential Tools to Make Messages Stickier By Kate Zabriskie

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They’re with me, I just know it, at least I think they’re with me, okay maybe not. Oh no! They’re gone. Well, thank goodness that’s over! I addressed this issue thirty minutes ago. How did they forget so soon? They have minds like colanders – easy in and easy out. Frustrating! He seemed surprised when I called on him. It’s his area of expertise. He kind of recovered, but imagine what would have happened if he hadn’t known the topic. Frankly, it wasn’t a great moment for either of us. Too often, trainers, facilitators, and speakers think people are with them and retaining information, but in truth, they’ve misheard, drawn incorrect conclusions, taken mental vacations to the Bahamas, or worse. Fortunately, fixing those problems isn’t as tough as it may initially seem. When used consistently, anchors, signposts, echoes, and loops can help improve the clarity and stickiness of a message. These four devices help people way find, hear instructions or key messages more than once, and recall earlier messages. Anchors Anchors ground people and tell them where they are in a presentation. Anchors include such tools as agendas, navigation slides, page number references, and instructions to focus attention on something specific, for example, a line on a spreadsheet. “We have five topics to discuss today. We will begin with an update from marketing. John, the stage is yours.” “We’re looking at the table on the top of page 23. Let me draw your eyes to the second line.” “We’re moving to part three on our agenda, the annual budget. We’re on slide 34.” When a training class, meeting, or presentation goes virtual, anchors become more important. With a virtual audience, the question usually isn’t will people get distracted, it’s when. Solid use of anchors

can help those who have checked out, check back in with greater ease. Signposts “Mark, what do you think about that?” Crickets. “Mark, are you with us? Mark? Poor Mark. If he’d known a question was coming his way, chances are he’d be alert and ready to answer. The facilitator could have used a signpost and solved this problem before it happened. Signposts are clues about what’s coming. “Mark, I’m going to talk to the numbers on this next slide, and then I’d like you to weigh in.” When people know they’re next on deck, they’re better focused more likely to say something of value. Answer stacking is another way to signpost. For example, “I see three hands. Let’s hear from Keisha, Charles, and then Eduardo. With an established order in place, the likelihood that people will talk over each other declines significantly. In addition to using signposts to warn people and stack answers, you should signpost when people need to do something now to be successful later. “I’m going to call out a few places where you’ll want to take some notes as I talk through this next slide. You’ll need them when we break into small group discussions.” Anyone who has ever facilitated a room full of confused people attempting group work knows how much fun that isn’t. Careful signposting can reduce the problem or even eliminate it. Spring 2022

Echoes Echoes are a second chance to hear a message. You can echo using the same channel or a different one. You can repeat important sentences verbally. You might also have a slide or two that echoes what you’ve said. For example, an instruction slide you show after you’ve explained an activity can go a long way toward ensuring people understand a task. If you’re working virtually, you can use the chat to echo. When you ask a question, do so verbally, and then type it in the chat. Typing the question gives you something to do while you are waiting for responses. The typed question also gives people another chance to process what you’ve asked. Guided notes are another way to create echoes. “You might want to make a note of this next point…” Even if they’re not regular note takers, most people will take notes if you make room for note taking and suggest what they should write. Loops While echoes reinforce what’s communicated in the short term, loops call back to earlier points. Loops remind people about what they’ve heard, seen, or learned. A few loops through the same content can dramatically reinforce its stickiness. “As Bob pointed out earlier, we don’t have an aggressive risk appetite for this project.” “Let’s revisit what Cara shared this morning and confirm we’re still on the same page.” “We’ve reviewed the turnover numbers, we’ve identified some root causes, now it’s time to map out a plan and a timeline for addressing the problem.” When used in conjunction with anchors, loops help keep people on the same page. Whether you’re speaking at a conference, running a workshop, or conducting a meeting, anchors, signposts, echoes, and loops will go a long way toward improving the mechanics and stickiness of the experience. At first, use these devices deliberately. Over time, they will become second nature. 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

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

NEW YEAR’S RESOLUTIONS

very year at about this time, most of us make up a list of New Year’s Resolutions: these are usually the things we would like to change to address as we move forward in the calendar into what we like to think of as a “clean slate”. This year, given the state of the pandemic, perhaps it is time to consider our New Year’s Resolutions, not as things we’d like to change in ourselves, but to propose things we’d like to see change in the new world order. So, here’s my list of New Year’s Resolutions for a Festival World of 2022. 1. Increase our Footprint Festivals will make every effort to reach out to the “whole” community they serve in as many creative ways as possible: Using the internet, developing community events to advertise events, making alliances with as many organizations as possible in the community. A network increases our reach and our strength. 2. Increase our Visibility Festivals will not just be the real estate where the event takes place: it will become any and all real estate throughout its geographical placement that will make people appreciate the existence and importance of the festival. Our festival will be known for its “flash-mob” forays in our community. 3. Eliminate Them Versus Us Our Festival will make every effort to reach out to our competitors and try to work together to create win-win situations. We will admit to our vulnerabilities and ask for help and cooperation to create bridges between community organizations. We will not hesitate to share our resources with other organizations and work with them not against them. 4. Emphasize People Our Festival will make a point of recognizing the distinct uniqueness of everyone in our sphere: employees, volunteers, visitors, through the simple policy of requiring name tags for everyone. We want to know who our people are, by name, and we want everyone else to know who we are, by name. We might even want to personalize the name tag even more than the obvious by adding some unique identifier or qualities that will help to embed each person in our memory. 5. Excel Through Teamwork Our Festival will assemble great teams for every aspect of our 24

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work and then we will give each member of the team the freedom and confidence to excel at what they do by allowing them to develop their ownership of their work. We will encourage all staff to participate fully and contribute to the best of their ability to improve the organization. 6. Learn from the Best Our Festival will make it a point to seek out the best Festivals in the world and learn from them. We will incorporate the best lessons and policies we can find from anywhere and not try to re-invent the wheel when there are Festivals out there who have successfully created systems we can adopt. 7. Festivals will Pivot Our Festival will be ready to adapt immediately when things go wrong or when things need to be re-considered in the light of reality or practice. WE will not cling to policies or procedures that do not work. 8. Share Our Enthusiasm and Passion Everyone at our Festival is an Ambassador for the Festival, sharing their enthusiasms for the organization and the work it is doing in the community. 9. Learn From Our Mistakes Our Festival will acknowledge and admit when it goes wrong and will learn how to do things better. We will not be afraid to say we made a mistake and we are working to correct it. 10. Nurture the Next Generation Our Festival has a nurturing succession policy that will provide for continuity in what we do and train the next generation to take over and improve the work of our organization moving forward. Happy New Year! 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

RANSOMEWARE READINESS AND

RECOVERY

By Bryce Austin 26

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There were seven people seated around the table: The CEO, the VP, the CFO, the Special Agent from the FBI, the owner, the forensics technician, and the company’s CISO (Chief Information Security Officer). “Don’t pay” was the CEO’s vote. Same for the VP. “Pay it” was the owner’s response. The CFO nodded in agreement. “Paying could be a violation of Federal law” stated the FBI representative. The CISO had a hard time getting words out, as this was the largest ransom that he had dealt with at the time. $1,200,000 was a lot of money. “I don’t see another option given the status of our backups. Either we pay the ransom or we begin liquidating the assets of the company as soon as possible. Which is the lesser of two evils?” The CISO negotiated the ransom down to $410,000. The Bitcoin took several hours to amass. The cybercriminals delivered a decryption key, but 30% of the company’s data was gone forever -- some of their hard drives filled up during the ransomware encryption process, and the encryption software kept running after the drives couldn’t hold any more data. Every file encrypted after that point was irretrievable. The total recovery took three months to ensure that no backdoors were left in the company’s systems, and the lawsuit to get the insurance company to cover the incident lasted almost two years. Stopping ransomware includes three key areas: Cybersecurity hygiene of your employees, proper practices by your IT department, and your data backup strategy. Here are 8 ways to prevent a ransomware attack, and 8 ways to recover from an attack if you fall victim to one: Ransomware Defenses to Help Prevent Attacks: 1. Add Multi-Factor Authentication (MFA) on all of your company’s email accounts and on all external access to your network (VPN, TeamViewer, WebEx, etc.). This will help prevent a cybercriminal from taking over an email account using a compromised username/password. 2. If your company uses Windows Active Directory, do NOT log in to computers with Domain Admin accounts. There is an attack called “Pass the Hash” that will steal encrypted (hashed) credentials left behind. If you must log in with a Domain

Admin account, change the password. 3. Patch your PCs. Workstations and servers. Every month. No exceptions. That includes conference room PCs, loaner PCs, HVAC computers, etc. 4. Patch your networking gear. Firewalls, switches, UPSs, phone system, etc. 5. Install good antivirus software everywhere. All PCs. All Macs. All servers. Everywhere. 6. Geofilter your Internet traffic and emails – if you don’t do business with a foreign country, block traffic and emails to/from it. It keeps out lazy cybercriminals. No, it won’t keep out the cybercriminals that VPN into your country before attacking you, but it’s surprising how many cybercriminals don’t take the time to do that. 7. If you are part of a company with many workstations, use the Microsoft Local Administrator Password Solution (LAPS) to randomize the local administrator password on all PCs. If you have the same initial local admin username/password for every workstation, then if one machine gets compromised, it’s very easy for them to all get compromised. 8. If your users have local admin credentials, you may want to rethink that. Today. Right now. If a cybercriminal compromises a computer, they normally inherit the permissions of the user for that computer. If that user is a local administrator, the bad guys are going to use that access to do more damage. In case you fall victim to ransomware, you need the following. Please note that most of these need to be done before the attack takes place: 1. OFFLINE backups. These are backups that are kept off of your network. Cybercriminals try to delete your backups. If your backups are not on your network, the bad guys can’t destroy them. 2. Tested restore procedures. If you try to restore your backups only when you need them, you are rolling the dice every time you are in a real bind. 3. Offline restore methodology. Don’t begin a restore with your network still attached to the Internet. Ransomware cases often unfold where the cybercriminals still have hooks into a Spring 2022

5. 6.

company’s network, and they destroy the used-to-be-offline backups as soon as the restore process begins. Workstation reimages. You need a clean workstation image to restore workstations quickly if you suspect they have been compromised. Server rebuilds. You need a clean server image to recreate your servers quickly. Pre-negotiated incident response team contract. Find a cyber incident response company and get a contract in place. That way you will know how to “call in the cavalry” very quickly as opposed to going through contract negotiations in the middle of a crisis. 35% free drive space on all network drives. Ransomware often bloats the data on the drives it encrypts. As soon as a drive fills up, the encryption process will keep trying to move forward, but every file it encrypts after the drive is full will be unrecoverable. If you have cybersecurity liability insurance, call your insurance company ASAP! There are many stories of insurance policies with a clause stating that the customer must inform their insurance company of a suspected incident within 24 hours of the initial discovery. If they take a few days to confirm that the incident was real, it can be an expensive mistake.

If all companies followed the specific recommendations above, ransomware cybercriminals would become a thing of the past. With proactive action and a good cybersecurity awareness training program for your employees, cybercrime is a solvable problem! Bryce Austin is the CEO of TCE Strategy, an internationally-recognized professional speaker on technology and cybersecurity issues, and author of the book “Secure Enough? 20 Questions on Cybersecurity for Business Owners and Executives”. He is the named Chief Information Security Officer for companies ranging from 40 employees to S&P 500 organizations. Bryce actively advises companies on effective methods to mitigate cyber threats. For more information, please visit www.BryceAustin.com.

IFEA’s ie: the business of international events

THE UN-COMFORT ZONE

WITH ROBERT WILSON

E.Q. BEATS I.Q.

IN DATING AND LOTS MORE

Emotional Intelligence improves personal and business relationships. Several years ago, I was visiting some family friends in Raleigh, North Carolina for the weekend. It was Sunday morning and we’d just finished breakfast. Everyone had gotten up but me. I was lingering over my second cup of coffee, when Donny came back and joined me at the table. We had a moment of idle chit chat before he launched into his real purpose. “Rob, I can’t seem to meet any girls and when I do, I have trouble talking to them. I don’t know what to say. How did you used to do it?” First of all, I was shocked that he asked me. I was in my early thirties and had been married for several years. Nevertheless, I was flattered that he thought I still knew how. Second, I was surprised he was having such problems. Donny was a sophomore in college; he was tall, blue-eyed, blonde, and had the athletic body of someone lifting weights. We talked about some of the places he could go to meet women. That was the easy part. I wanted to help Donny, but I wasn’t quite sure what to tell him about talking with women other than to be himself. He then asked me if I knew any good pick-up lines. I cringed and said, “There is no such thing as a good pickup line that is always going to work; you run the risk of coming off cheesy because every situation is different.” Suddenly inspiration hit me as I recalled something I’d seen in his father’s study the day before. Part of that inspiration was to have a little fun at his expense, and I said, “Well, you know your father has a book on how to pick up chicks.” “What?” he practically yelled. “NOT my old man!” Donny was right about that, his father, Tony, was a very conservative married man. Even so I continued, “Oh yeah, I saw it on his bookshelf just yesterday. Come on, I’ll show it to you.” He followed me into the study, and I went up to the bookcase and pulled off the shelf, Dale Carnegie’s How to Win Friends and Influence People. I handed it to him, and he immediately started reading it. Now anyone who has read that book knows it was not written with the intention of teaching men how to date women. On the other hand, if you were to apply the business relationship skills, taught in Carnegie’s book, to dating that it would work just as well. 28

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Later on that afternoon, I drove back home to Atlanta. On Thursday evening I got a phone call from Tony, “Rob, what on earth did you tell Donny about that book? He’s had his nose stuck in it all week, and he’s read it cover to cover. You gotta tell me, because I’ve tried to get him to read it for years.” I told him the story, and we chuckled together. That was around the time I was just hitting my stride as an advertising copywriter, so I added, “Tony, all I really did was to apply one of the most basic principles of advertising and that is: Know Your Audience and Position the Product Accordingly.” But, as I’ve gotten older, I realized that it was so much more than that. What I was really doing was practicing Emotional Intelligence. I felt for Donny, because I knew from personal experience how difficult it can sometimes be, when we see someone we’re attracted to, and don’t know how to strike up a conversation. It’s a mix of two basic emotions - two conflicting motivators: Desire vs. Fear. We desire the person we see, yet fear of failure keeps us from acting. Using Emotional Intelligence is all about having empathy for someone and using that to communicate more effectively with them. When we take the time to hear and feel someone’s pain (or happiness), we are better equipped to help them (or celebrate with them). Human beings experience dozens - if not hundreds - of emotions. If we can pick up on what another is feeling, and relate it to an experience we’ve had that is similar, then we can adapt to the situation better, and make better decisions. This is a practice that will help you in every area of your life, not just personal, but in business as well. Postscript: the advice from the book worked for Donny. Shortly after reading it, he met a woman; and they went on to marry and have a family. 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.

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The ABCs OF DIGITAL MARKETING by Lisa Apolinski According to the Harvard Business Review, and the post-COVID CMO survey, social media marketing spending saw a 74 percent lift in 2020. In addition, traditional marketing activity was projected to decline during the same time period. Digital marketing is becoming more of the budget focus for companies, and rightly so. With the pandemic, the importance of having a digital focus has come sharply into view for many organizations. These same companies are looking to expand their digital growth. When it comes to digital growth, there is no “silver bullet” to achieve the growth companies want or need in a post-pandemic world. If digital growth was easy to achieve in the digital space, everyone would do it and do it well. Anyone who tells companies that digital growth should be easy, do not understand that proper digital growth requires a long-term strategy. Digital growth combines patience and commitment in order to develop strong relationships. These strong relationships provide the foundation for trust in your brand and, in turn, engagement. Trust is not something that can be faked and prospects cannot be rushed into giving their trust to your organization without some work. This translates into a much longer focus and investment in that digital engagement and growth. To understand why digital growth is a long game, you need to revisit your A, B, Cs. A is for Aspiration: What is the purpose of your organization? What impact are you hoping to have on your clients, your employees and your community? Many companies skip right over this key initial step to understand, document and share the organization’s aspirations. This is not about sharing features and benefits of the company’s products and services. This is about sharing your company’s values and what

feeds your passion, your purpose and your plans for how you serve clients in the future. That share has to be consistent and long term as a reminder of why your company exists, to clients, vendors and employees (really anyone who interacts and supports the brand). People who get your organization’s aspirations are more likely to align with them and go the extra mile to provide support. B is for Belief: Does your company practice integrity and transparency in communication and customer service? Has your digital engagement created a consistent message and a sense of trust in your word? Trust is a key component in your digital growth strategy. And because most prospects have an inherent distrust of what they are told online, there is a steep uphill battle to gain their trust. Keeping that trust and providing leadership and value are just as hard to maintain. This can be thought of as providing water so the seeds of what your company has planted are able to take root and grow with your audience. Your company cannot phone this in or think that gaining the trust of your audience can be done overnight. Trust in your brand and word takes time. C is for Connection: Connection is very different from selling. When you focus on creating connection in your network and with your prospects and clients, you are creating something that lives beyond your interactions. Connection can happen in any and all digital communications. Connection prioritizes how your company can serve others and how your company provides value in every interaction. Connection helps to strengthen the trust your organization wishes to develop and add when fostering a strong client base. Connection is also important when considering your organization’s pool of potential employees Spring 2022

and vendors in your community. When you look at all of the community that can support your company’s success, have you taken the time to connect into that community? Working on your company’s connection to your different communities will take a long-term approach. While digital engagement moves at lightning speed, your prospects are looking for more meaningful engagement with your company. And with prospects and clients want to have digital engagement in faster terms, the idea of going slower in communication and digital engagement may seem counter-intuitive. However, digital engagement is similar to face-to-face engagement in that this is a person-to-person connection between someone in your organization and someone online. With a focus on how you can create and build relationships, you are adding to the long-term growth of your company. Relationships, in order to stand the test of time, need time to grow. Relationships in the digital space are no different. Those relationships, even though they are online, still require the time and investment to gain roots to grow properly. Using the A, B, Cs of digital growth can help your company be set up digital engagement success, which translates to digital growth. But make sure you invest in actions that promote that long term digital growth. And that digital growth cannot be achieved with a silver bullet. 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 INTENTIONAL LEADER

WITH ANNIE FRISOLI, CFEE

CREATE BELONGINGNESS WITH

AN APPROACHABLE LEADERSHIP STYLE

I am continually amazed at the impact event professionals have on this world. I am also continually amazed at how much these professionals GIVE to others. Event professionals dedicate themselves to their communities, volunteers, sponsors, vendors, performers, teams, cities and to so many more. I started my business Creating Community LLC in hopes of dedicating myself to this wonderful group of professionals and to serve them. As a former university instructor of nearly 20 years in recreation and event management, I had to serve this group of professionals the best way I knew how, through education and training. My goal in providing education and training for recreation and event professionals is to provide quality leadership content and to connect them with other leaders in the profession to ultimately assist them in their professional development. It is a great honor and privilege to serve this group of professionals, so they can continue to make BIG impacts on communities around the world. This column hopes to be an extension of the work I do in my live training sessions and provide small checklists of leadership content that is meant to keep these important leaders in our communities inspired, connected, and supported. We all know that if we want a great workplace, we need to foster of sense of belongingness. But according to the Harvard Business Review, 40% of people feel isolated at work. That leaves a lot of room for improvement, especially when you consider that employees who feel they don’t belong are less happy and may be less motivated and productive than those who feel at ease in their workplace. Thus, one of our biggest challenges and opportunities is finding ways to foster belongingness amongst your team. For some leaders, this probably feels like a catch-22. After all, your team members may hesitate to open up around you simply due to your title. The “boss” can be a bit intimidating. How can you let people know their opinions matter when they aren’t willing to share their opinions with you? How can you let your team know you’re approachable and open to hearing new ideas? As a leader, it’s your job to make this happen. Here are some tips to open the lines of communication so your team feels more welcome in the workplace. 1. Set aside time during each meeting to check in with individual people Time may be of the essence, but time spent making people comfortable gives back in the form of happier employees. Allow team members five minutes at the beginning or end of each meeting for fostering connection. Challenge yourself and others to sit by a different person in meetings so you have the opportunity to get to know everyone on the team. It takes multiple interactions for people to start to feel comfortable with one another, so if you’ve never let your guard down around specific employees, it may take longer for them to trust you. 32

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2. Be intentional with body language The busier we are, the more closed-off our body language becomes. When you have an emergency issue to deal with, you don’t have time for distractions. In these kinds of situations, closed-off body language is appropriate. However, the more we rush from place to place or from problem to problem, the more our body starts to develop postures that signal to others we’re too busy for them. This can look like your arms crossed in front of your body, your eyes on your phone while you walk, or speed walking through the halls. Drop your arms, slow your speed, and smile at the people around you. Say hello and ask them how they’re doing. You’ll be amazed at the difference in how people approach you. 3. Build time into your schedule for getting to know people Check-in with employees just for the sake of checking in. Ask them questions about their lives, and also how work is going. While the people you work with may feel too intimidated to come to you with problems and concerns, it’s a different story when you go directly to them and ask them how everything is going. They realize that you’re there for them and that you care about how they’re doing. Even if they have no concerns at the moment, these check-ins will give many people the confidence they need to go to you later on when issues do arise. But don’t just ask about work. Find out about their family, hobbies, pets, and whatever else makes them tick. People are more confident letting you know when something is going on outside of work that may be a distraction when you’ve built a foundation of trust. You Can’t Lead… Without a Team If your employees feel as if they don’t belong, you don’t really have a team at all—just a collection of employees waiting to go home. Leaders must go out of their way to let their team know they’re approachable and they want to hear their ideas. Also, as a leader, you must foster opportunities for your team to talk to each other and express their concerns and feelings and lift each other up. Annie Frisoli is Founder & CEO of Creating Community, LLC. She hosts leadership workshops for individuals and organizations, staff retreats to build cohesive teams, and strategic planning sessions for teams and board members. She is a popular speaker and adds energy to any space she arrives. Annie (CFEE), is also a faculty member at the IFEA/NRPA Event Management School and serves on the IFEA Foundation Board. For more information: www.anniefrisoli.com

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

BOARD PROFILE

Warwick Hall, CFEE Joined IFEA World Board in 2022 Description of Event/Business:

I operate two business entities, Safety Set Consulting (SSC) (routine operational risk mitigation) and S646 - counter threat operations. SSC provides a range of services from writing green field event plans, operating a specialist event safety audit to identifying shortfalls and offering mitigations to on site operational safety across health, safety and risk. S646 focuses on countering the threat of terrorism and extremism at mass gatherings, auditing, strengthening and training staff on counter measures. The two entities can operate separately or combine to holistically raise the bar on safety.

How did you get into the Festivals/Events Industry? I started professional life in the military, from there into the Police. On leaving the Police, I checked in with a business analysist as to what my combined skillsets might best lend themselves to. I was advised that event management would suit the systems/analytical background, so events it was. I worked from moving toilets to creating and managing my own events entirely. First concert I ran, a New Year gig, I sat up on the speaker stack and watched the crowd during the countdown, marveled at the joy we had created and knew I had made the right decision. Other Background Experience: Before starting my own business, I had worked on hundreds of events from small community to world level. It’s this apprenticeship, this experience that taught me events are unique operational environments with ever shifting perimeters based on a myriad of factors, not the least being genre. Noting event safety cannot be catered from a generic safety background, that cliche ‘you don’t know what you don’t know’ applies. From this understanding I set forth to provide specialist guidance. Coupled with formal qualifications, Diplomas in safety Management & Police Studies, Lead Safety Auditing and Terrorism studies at St Andrews University. What has been your biggest Professional Challenge? Hmm, that may well be becoming an IFEA World Board Member! To state the obvious - COVID. The biggest challenge is wrapping my head around copious amounts of safety legislation country by country. In some instances, a total lack of any legislative requirements, you then have to convince folk that regardless, we must still install safety mechanisms and operate safely. An example would be a world event, operating across the globe with safety and operating procedures set by head office that must be applied no matter what country the event is held in. Continued on page 107

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Years in the Festival/ Event Business: 20+ Years Years at Current Place of Employment: 9 Years Highest Level of Education: Diploma’s Degree Received: Dip Health & Safety Management

In Conversation

FACTS ON FILE

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Graduating University: New Zealand Qualifications Authority Year Graduated: 2019 Family Details: 3 children (adults) no pets Last Book or Business Book Read: Sharia Law Last Movie Watched: The Eight Hundred, 1937 Japanese invasion of China Last Festival Attended (that wasn’t your own): Ironman NZ Favorite Festival Food / Drink: Strong Coffee Warwick Hall, CFEE Director/Consultant Safety Set Consulting & S646 Taupo, Waikato, New Zealand +64 21 633128 warwick@safetysc.com www.safetysetconsulting.com & www.S646.com

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

THE EXPERIENCE

EQUATION How Alignment Elevates Festivals & Events

Doreen Biela, CEM, CFMM, CPRP

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Events are based on the theoretical approach of combined efforts working towards the same goal. Similar to a puzzle, events have several pieces from the foundational flat edge border pieces to the interior unique shaped pieces that collectively create the cohesiveness that results in the puzzle’s picture. In the case of events, the pieces align to create an engaging and memorable experience that delivers on ROI regardless of the event’s scope, scale or goals. Every piece matters to the end result, both in puzzles and events. That’s where alignment comes in. When everyone involved is working collectively in an aligned approach, it creates the synergy to elevate events, enhance the end result and maximize resource allocation. The dictionary defines alignment as a position of agreement or alliance, i.e., being on the same page. You may have worked on teams where goals were outlined and tasks assigned. The team is capable and competent yet the synergy is missing or more so misdirected, everyone is not truly on the same page. It’s not for lack of enthusiasm or efforts. The key is alignment and mindset. Each team member brings their own frame of reference based upon their up bringing, education, work history and experiences. Different points of view can bring forth stronger ideas and thereby positive contributions as a result of the collective set of experiences. Simultaneously, when team members interpret goals from different value perspectives, it can distract from the end result. Creating a core values framework and team communication on how and why alignment is vital and a key step towards alignment. Event alignment is the synergistic cohesiveness created when team members contribute individually in a collaborative approach that culminates in a stronger end goal result. Collective efforts are important. When the boat rises, we all rise. In a sail boat race, every team member’s actions are critical, they all have specific roles and their aligned efforts can be the difference between winning the race and coming in next. The same is true for events. When your team evaluates their efforts and decisions through a core values framework, the synergy becomes a driving force towards the end results.

Core Values – Company & Team (Walk the Talk) - The first step in alignment is establishing the core values framework through which your company and team can align their actions with. Start the framework by separating the company and/or team into main segments; for example, People, Product, Place, Price, and Promotion. Each of these areas are assigned values that are relevant to the company. For example, in the company core value “People” (i.e., your staff) segment includes having a voice at the table, being valued, empowered, resourceful and customer centric. The “Product (i.e., the events you produce) segment core values are quality, relevant and engaging events that are fiscally responsible and creative. Every decision, action and effort is evaluated against your company core values framework. Therefore, it is important to spend quality time evaluating your segments and assigning values. The company core values are the foundation upon which the team, event and individual core values will be based upon. The individual efforts core values framework will roll up into event, team and ultimately into the company core values. The role up of core values creates consistency and fosters cohesiveness and alignment, thereby resulting in stronger impact and ROI. Designing a company core values framework that is relevant to your organization, with realistic contributions and deliverables and is true to your organization’s mission and goals is a Spring 2022

powerful tool in creating alignment. Depending on the scope and scale or your company, you may elect to create a separate core values framework for the company and your team. Company Core Values Example – Your company is considering adding a new business feature to better serve your clients and expand the scope of services offered. Using the company core values framework, how does the potential new feature rate against your core values. In the “People” (i.e., staff) segment will the new feature empower staff by having another resource they can utilize to serve clients? In the “Product” (i.e., events you produce) segment will the idea enhance event quality or engagement? Is the idea relevant and fiscally responsible? In the “Promotion” (industry reputation) segment will the idea strengthen your brand offerings making you more competitive in the marketplace? The core value framework’s purpose is to evaluate ideas and actions against it to ensure that efforts are collectively contributing to, not distracting from your company and brand. Core Values – Events (Evaluate Decisions & Efforts) – The next step is creating a core values framework specific to your event(s). You can use the same segment areas as your company core values framework or adjust as needed. If you manage multiple events, they all may have a separate value framework relevant to the event or client. Event Core Values Example - A well-known outdoor adventure company is opening a store in your area. Their goals are to create store opening awareness, drive store traffic including existing members and turn new customers into new members. Their customer demographic is 20s to 60s, all marital statuses, genders and outdoor minded (novice to expert). The client secures your company to create an event to achieve their goals. Your team suggests a large obstacle course. Does this idea align with the event core values framework? Using the “Product” (i.e., event experience) segment of the event core values, will the obstacle course be of interest to the client’s customers, is it an engaging outdoor experience, fiscally responsible that contributes to a sense of community? Your team eval-

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uates the idea using the core values and makes modifications including multi-skill level and age category contests with experts providing tips and resources to improve participants’ skills. However, the obstacle course’s scale captures a significant budget portion and may reduce other event features. After revisiting the core values, the team scales back the course size to allow more features while delivering on goals. Core Values – Individual Goals (What Am I Contributing) – The next core values framework is related to individual efforts. You’ve tasked your team to draft their individual goals, using the “People” (i.e., individual/reputation) segment, which will roll up into event, team and company core values. You reviewed an individual’s goals using the “People” segment core values framework. Your team member’s goals include taking a customer service course to expand their skill set. The “People” segment core values include client relations, delivering on audience goals, empowering staff to handle situations, be professional and resourceful and customer service at all levels. The goal is relevant to the individual, event and company core values, their professional development, and of interest to them. Therefore, this goal is aligned and can move forward. Core Values – Extended Team Members – Events require a variety of subject matter experts providing knowledge, goods, services and/or specific roles. It’s important to incorporate your extended team (contractors, consultants, subject matter experts (SMEs), volunteers, board members and ambassadors) into the core values framework process. Connecting and communicating the core values aligned approach with your extended team increases the focus, prioritization and insight of how best they can contribute and enhance (not distract) from your event success, while also creating a powerful cohesiveness team dynamic between your internal and external teams. Fostering T.E.A.M. Alignment (Together Everyone Achieves More) Strategic planning with an aligned approach is important. Short term actions result in long term progress. Team building is an important aspect in creating alignment. When team members understand the “why” behind goals and actions with open communication and a voice at the table, it creates the foundation for buy in. Team dynamic development and alignment is an ongoing process whether 38

monthly or more frequent touchpoints. Open communication, strengthening trust and sharing non project focused team time are vital in creating a cohesive culture. The team culture, that everyone has a role to contribute to its success, is critical along with insight, collaboration and acceptance resulting in alignment. So how do you go about fostering team alignment? Quarterly brainstorms are a chance for the team to bring forth new ideas, share creativity and build off the synergy from other team members. The process is as important as the end result. When there is comfort with each other, trust to have each other’s backs, and idea sharing in a safe environment, it contributes to the team strength and alignment. Events teams are like an extended family with the amount of time they spend together. The stronger the team the better the end results. Alignment is the same way. The more it’s used, the stronger the skill becomes. Continuous efforts become a habit that is part of the culture. Additional ideas include utilizing a core values white board for idea development. Locate it in the lunchroom so everyone can contribute and read what has been shared. It can include a monthly challenge as well as ongoing topics such as creativity and team building. Pair up two team members that don’t work together and give them a task to solve collaboratively. Create different versions of these approaches and more with your internal teams and extended external team members. Team building, learning and engagement can range from formal to informal. Have staff members share information through articles, publications, websites, games, etc. Incorporate active elements such as field trips to creative environments or events for inspiration (an arboretum, museum, etc.). Offer table top games and puzzles in the break room. Studies have shown that stepping away briefly from what you’re working on can enhance creativity. Develop a scavenger hunt on outdoor office grounds with cross department teams and provide a list of identifiable items to capture on their phone and report back on. There is no right or wrong. Team building activities bond the group and brings forth an element of creativity and fun. These shared experiences along with revisiting core values over time will strengthen an aligned approach and team culture. Tools & Tips – Inspiration and resources can be found in a variety of places. From sharing non-industry focused articles and books, to the internet and more, there are always opportunities to learn, grow and share. As a believer in

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lifelong learning, below are a few ideas to share with you: • Orbiting the Giant Hairball by Gordon McKenzie. Mr. McKenzie worked at Hallmark Cards for thirty years and inspired colleagues to go beyond the environmental normalcy to an orbit mode of dreaming, daring and doing above and beyond. • IDEO is a global design and consulting business that utilizes design thinking to create products, services, environments and digital experiences. Check out their shopping cart design video on the internet. • The Experience Economy – Competing for Customer Time, Attention and Money by Joseph Pine II and James H. Gilmore. Organizations such as Apple Stores, Disney and Starbucks conjure up images of goods and services yet they evoke something visceral by creating unique connections to secure their customers’ affections and ensure their own economic vitality. Events have this potential as well. • Mindtools.com offers a variety of courses as well as articles on topics such as the creativity process, idea-generation tools, brainstorming and more.

Doreen Biela, CEM, FMM, CPRP is the Special Events Manager for the Village of Orland Park, IL where she leads several annual events including the Taste of Orland Park, a three day, forty-thousand participant festival with live entertainment, restaurants, kids’ zone, car show, trivia and more. In addition to her government sector experience, Doreen has worked for non-profit organizations and for-profit companies including McDonald’s Corporation in their Meetings & Events Department. She has led festivals and events from 50 participants to over 45 thousand. Doreen is a proud member of IFEA, IPRA (IL. Parks & Recreation Association) and IAEE (the International Association of Exhibitions & Events) where she served as Chair of the global board in 2012, traveling the U.S. and abroad speaking and representing the organization. Doreen was a founding board member of the Association of Women in Events. She has a Bachelor’s Degree in Interior Design from Ray College of Design in Chicago, IL and earned her Certificate in Event Management from George Washington University in Washington, D.C. Doreen Biela can be contacted at drbiela@comcast.net

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EVERYONE’S INVITED

WITH LAURA GRUNFELD

INCLUDING PEOPLE WITH DISABILITIES

ONE SENSORY

SOLUTION

There are so many things to consider when working to make your event as accessible as possible. Often times we just don’t have the budget to do everything our heart desires. Consequently, we have to come up with less expensive solutions to some of our accessibility challenges. Today I am sharing with you a simple, low-cost option for providing a calming space for people who may find themselves over-stimulated at your event. Establishing places where people can escape from the noise, lights, and crowds is very helpful to our patrons with sensory sensitivities. This might include children or adults who have Autism or who are on the spectrum, people with post-traumatic stress syndrome, people who experience anxiety, people with a brain injury, and so many others. At an event my Access Team was working last fall, we divided the back half of our 20’ x 20’ Access Center tent into two enclosed 10’ x 10’ areas, separated by pipe and drape. With the help of the Décor Department, one area was decked out with a plush deep pile rug and throw pillows. As a side note, the other area was reserved for moms who wanted some privacy while they were nursing or pumping. With a few dollars and a bit of time, we made some sensory bottles as calming tools for our patrons. Watching things float about in the bottle can help ground a person and ease anxiety. Instructions for making sensory bottles are available on YouTube and elsewhere on the interwebs. You could also provide a few fidget devices, as they are also calming. The tent did not block out the sound although it did muffle it to some degree. We provided ear plugs to anyone who wanted them. On our Access Information page, we invited patrons to bring their own noise-canceling headphones if they so wished. We offered drinking water to everyone as they entered. If someone was alone in the calming space, we made sure to leave 40

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the drape open a bit so that we could monitor the person and make sure they were okay, while still maintaining their privacy from other patrons. While we didn’t have any available, bean bag chairs would have been a nice touch. There are various improvements that could have been made to the calming space but even a space as simple as we were able to offer is very helpful. Not only was the area used as a calming space, but others found it helpful as well. A family whose daughter had a heart condition used the space to get away from the crowds and slow the daughter’s heart rate when it became too elevated. A gentleman became too inebriated and made his way to the Access Center. We gave him water and he napped on the rug. When he woke up, he felt much better. Another person was so intoxicated that we called the Medical Team. We sat with him in the calming space until the medics arrived. A group of friends, one of whom was having a panic attack, took refuge in the calming room until she felt better. Others experiencing panic attacks or having anxiety used the space. At another event I worked some years ago, one that was geared towards families, we found a quiet corner of the site and erected a large round tent on the lawn. Inside we placed bean bag chairs and put in some stuffed toys. Parents with kids who have Autism or were on the spectrum, found the darker, quieter space very calming. Those with a more robust budget might find assistance from an organization like KultureCity.org. They specialize in helping accommodate people with sensory processing needs. A Kulture City video, available here: www.youtube.com/watch?v=rCVPoVdpFUA, says that “One in six individuals… have a sensory need, making this population the fastest growing demographic in the United States.” This is a simple and easily accomplished accommodation that can be very helpful to your patrons. Make sure to let people know you have the calming space by noting it in your Access Guide and with signage at your Access Center. Everyone’s Invited, LLC, founded by Laura Grunfeld, is winner of the gold level “Best Accessibility Program,” for the 2018 and 2019 IFEA/Haas & Wilkerson Pinnacle Awards. Laura writes a regular column helping producers make their events accessible to people with disabilities. She has worked many festivals across the nation and readers can learn more about her event accessibility consulting, training, and production company at www.EveryonesInvited.com and www.linkedin.com/in/lauragrunfeld. Suggest topics or ask questions by writing to Laura@EveryonesInvited.com. © Laura Grunfeld, Everyone’s Invited, LLC, January 2022.

THE VALUE OF PARTNERSHIPS – Through the generosity of our partners below, 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 thank them 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

BOARD PROFILE

Keli Wenzel, CFEE Joined IFEA World Board in 2022 Description of Event/Business: O’Neill Events & Marketing is behind many of Kansas City’s signature events and festivals, including Boulevardia, Kansas City Irish Fest, the 2017 WWI Centennial Celebrations, the 2015 World Series Parade and the 2020 Chief’s Superbowl Parade and Rally. O’Neill has expanded beyond Kansas City, assisting with events across the country including the 2021 Philadelphia Flower Show. O’Neill Events & Marketing is proud to be the puppeteer behind the curtain of some of the most exciting, influential and memorable events.

In Conversation

What has been your biggest Professional Challenge? Where do I begin. Challenges have made me what I am today. It started twenty years ago with the first festival I produced and it rained 9 inches in two days, forcing the festival to cancel. Add kids and work life balance and COVID, challenges are not what define us, but what grows us. I learned early to reflect on challenges and create a takeaway list. But I am not going to lie, there are a few challenges I have decided are best forgotten! What is the best advice you’ve ever received? Be a leader, not a follower. Something my dad repeated as a child and into my adult life. What advice would you give the younger version of yourself as you started out in the Festivals & Events Industry? Network! Trust your gut. Ask more questions. Do things you love. What do you do to relax? Hiking, traveling and gardening! What is your personal philosophy? Love what you do and keep seeking to do more of what you love. IFEA’s ie: the business of international events

Years in the Festival/ Event Business: 20 Years Years at Current Place of Employment: 20 Years

How did you get into the Festivals/Events Industry? I am the third generation in my family business, which has been connected to the entertainment business in PR and marketing. After a few years doing traditional PR, I was asked to help bring two smaller Irish Festivals together to create a larger one for the city. This year will mark the 20th year for the KC Irish Fest that I helped form 20 years ago and that is what started my career in festivals.

FACTS ON FILE

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Highest Level of Education: Bachelor of Arts Degree Received: Communications Graduating University: Marquette University Year Graduated: 1998 Family Details: Married with three kids Last Festival Attended (that wasn’t your own): Philadelphia Flower Show Keli Wenzel, CFEE CEO/President O’Neill Events & Marketing Boulevardia & KC Irish Fest Kansas City, MO, United States 816-561-7555 keli@oneillevents.com oneillevents.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!

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WHY HIRING SALESPEOPLE

“JUST DOESN’T WORK LIKE THAT” By Sara Wesche Finding talent right now is hard, and those difficulties are well documented. But when it comes to hiring sellers, some companies make it even harder on themselves. The problem? Hiring sellers is simply a completely different – and unique – challenge from any other position in your organization. There are three obstacles that only exist in the selling role that get in the way. Unfortunately, traditional methods of hiring aren’t going to overcome them, and can actually make things worse. Understanding the way that sellers think and act can lead to finding better applicants and making fewer hiring mistakes. Here are the three unique obstacles: 1. No Other Position Is Designed for a Fight Other positions in your company have challenges to overcome. But no other position is expected to deal with others actively working against them. Sellers must compete for business. They see everyone around them as competition, and they expect you, as the employer, to see it that way, too. One recent candidate was approached by a company that offered enormous commissions based on the second and third sales, after a small initial purchase. The problem? Those follow-on sales were the responsibility of an inside team, not the seller being hired. When you’re constantly observing the world around you trying to take away your sale, that’s an unattractive offer. Despite potential on-target earnings in the high six figures, the candidate didn’t even ask for the interview. “They can dream up those numbers all they want,” she said, “But it just doesn’t work like that. I’m not putting my income in someone else’s hands.” 2. No Other Position Is Designed to Be Ignored Most positions get lots of feedback. Work is subject to review. Customers let you know what they think. One of the main

functions of management is to let people know how they’re doing and enabling them to do better. Sellers? Not so much. When they miss the mark, they’re met with silence. That may sound like an attractive proposition, but imagine a world in which self-improvement is largely left entirely up to you, alone. Doesn’t sound so great now, does it? In fact, the internet has fundamentally changed selling. No longer do prospects need information early on in the sale. It’s made buyers ignore salespeople until the very end of their journey. They only engage after they’ve done all their research on their own. This is why big offers alone don’t attract high-quality sellers. To the candidate, every dollar is the same, but not every earning opportunity is. Without the right tools and structure in place, they’re left on an island. There’s too much to figure out and not enough time to hunt down business. To employers, offers without this structure can be seen as “Lots of freedom.” But to the candidate, it seems like the employer is relying on them to figure everything out. That’s unattractive, especially in a world where they’re already ignored more and more. 3. No Other Position Is All In Its Head Think about the interview most of the people in your company had, before they were first hired. Their manager almost certainly was looking for either formal education or years of experience in order to consider them for the job. Not sellers. The vast majority started selling at some point in their career without any formal education, and with little experience. And that’s a problem, because unlike other professionals, whose work you can point to and say “that’s incorrect” with selling, it’s different. The soft-skill nature of selling, combined with very little formal education, creates a space in which self-limiting beliefs Spring 2022

can come into play. Hiring companies who don’t understand these hurdles are doomed to make bad hires more often. The Costs Are Too High to Miss The cost of missing a sales hire is so much higher than in any other position. They command some of the highest salaries in the organization. When they miss deals, those opportunities don’t come back around. The worst hires can even damage reputations. A bad hire in management could cost a company tens of thousands. A bad hire in sales could cost that same company hundreds of thousands – or more. Yet time and time again, companies are tossing up We’re Hiring posts and expecting their revenues to improve in six months or less. The best sellers are already working somewhere else. They’re not looking for new roles. And employers who can’t understand their world aren’t going to get their attention. Instead, those employers are going to attract the wrong kind of talent that won’t move the needle. If you want to hire the best sellers, you have to understand the reality they’re facing. Show them how you’ll help them compete. Show them how you’ll prepare and equip them. Search for the ones with the right mentality it takes to earn deals. This is the only way to make certain you don’t bear the cost of a bad hire in sales, one where neither employer nor employee are enjoying their brief time together. Sara Wesche is the Director of Customer Enablement for Revenue Path Group, where she helps B2B sales companies develop their seller and business development talent and equip their teams to sell the way modern prospects buy. For the first steps you and your team can take right now, visit www.theprioritysale.com.

IFEA’s ie: the business of international events

THE PR SHOP

WITH DAVE BULLARD

WHAT HAPPENS

WHEN THE CRISIS HITS?

I like to joke that my event, the Great New York State Fair, is the toy shop of state government. Our events may educate us, but we wrap it in fun. We are enlightenment and entertainment; a refuge from the rigors of our lives. Who could possibly object? And yet… “5 people are dead and 40 injured after a driver speeds through a Wisconsin parade,” says NPR. “Crowd surge kills at least 8 at Houston music festival,” reports the Associated Press. These tragedies from 2021 join infamous events such as the sniper attack at a concert in Las Vegas, the storm-caused collapse of a stage at the Indiana State Fair, and the stampede at a Who concert in Cincinnati, among others. Search the internet and you can find many other examples. Can’t happen at your festival? I sincerely hope it doesn’t, but the real question is this: What are your plans for communicating when something goes wrong and requires an urgent response? My first tip appears in no guide on how to respond. First thing you do? Take a deep breath. Maybe two. Clear your thoughts before you act. When things are hot, you have to be cool. Next, quickly add up the assets available to you. Do you have any staff, an intern or a volunteer? A photographer? In a serious event, you will need someone to cover the phones and monitor – but not post on, not yet – social media. Can the photographer start documenting the scene, if it’s safe to be there? Make those assignments. Get in contact with your bosses now. At this point, if you haven’t got to the scene of the incident yourself, tell yourself this: I don’t know anything. Anything you do know is very early and third-hand. This is the time for verification. If a festival attendee or staff member, or a reporter asks you at this point what is happening, your best answer is “I don’t know yet but I’m on my way to find out. I will let you know as soon as I can.” Know this: The minute police or fire personnel show up at the scene, it’s no longer your festival and you are no longer in authority. Find your contact in the emergency services agencies. Most police agencies plan for events like these and have already set up a process for communicating to the public and press. If you don’t normally have a lot of press at your event, get ready. You soon will. Think about where you will set up for a briefing. It will usually be at some distance from the scene. If you have a building available, set up there. Now you’re at the point of having something to say. Get something short and simple on your social media and give your phone person something to say, even if it’s only that there’s a briefing in 20 minutes with all the information. The three C’s are important here. Be clear, concise and consistent. Use strong, simple language and don’t change the way you explain things. Don’t ever wing it. Write down what you will say and say only that. In a serious situation, your police officials will work with you 46

IFEA’s ie: the business of international events

Spring 2022

on messages and divide the responsibilities. Things to say include expressing sympathy for those who were injured and assuring the community that their safety is your top concern. What you say won’t make the crisis any better but it can make things much, much worse. Many mistakes have been made by spokespeople who go beyond the simple talking points. Understand what’s at stake here: The credibility of your organization is on the line. Do well and people will remember. Do poorly and they’ll remember, too, only you’re less likely to see them next year. You’ve told the community, but there’s more communicating to do. What do you say to your vendors and sponsors, and how do you say it? What about staff and volunteers? Communicating during an urgent situation is the biggest challenge a communicator can face. So, if you haven’t thought much about it, the best time to begin was an hour ago and the second-best time is now. When there are injuries or economic losses from an unforeseen event, legal claims are inevitable. How do you want to answer this question from the plaintiff’s lawyer: “Does the festival have an emergency communications plan?” You can get started at Ready.gov, the federal government’s disaster preparedness site. There’s a detailed section on creating a crisis communications plan, here. Start the conversation with your local emergency services agencies, or, if you have a relationship, ask them to join you in creating the plan. Chances are that something big and awful won’t happen to your event. Chances are that whatever negative things that happen will be smaller and easier to contain. But when you create the plan for the biggest and baddest events, you will know how to scale down to something smaller. And here’s hoping that your plan, like mine, sits in a binder collecting dust until after the event, when it gets updated for the next year. 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.

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INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

BOARD PROFILE

Dave Bullard Joined IFEA Foundation Board in 2022 Description of Event/Business: The Great New York State Fair is the nation’s first and oldest state fair. It draws more than 1 million people to the fairgrounds in Syracuse each year for food from 200 vendors, free concerts from national touring acts, rides, up-close visits with animals and more.

In Conversation How did you get into the Festivals/Events Industry? I volunteered for a local festival for a few years and loved it. Later, I was recruited to join the Fair as a press officer and have moved steadily into event production. Other Background Experience: Started life as a journalist, from age 15. Left journalism and started a homebased PR/marketing firm, which morphed back into a local news company. I’ve picked up garbage and worked in a chocolate factory and done lots of other unrelated things. I play drums in a classic rock and country band, which is the single best thing I do in any given week. What has been your biggest Professional Challenge? Marketing is moving at the speed of technology. It is a constant battle to keep up as marketers find new tools and techniques. There are so many new tools and techniques that the biggest challenge is figuring out how to spread limited resources over an ever-widening array of choices. What is the best advice you’ve ever received? From my father: “Always give 110% because the guy next to you is giving 100%.” What advice would you give the younger version of yourself as you started out in the Festivals & Events Industry? Our events are not about the food, music, art or other activities. It’s about someone coming here with people they love for a day of fun, a day of putting life’s troubles behind them. What do you do to relax? Drumming in a band, poker, logic puzzles.

IFEA’s ie: the business of international events

Years in the Festival/ Event Business: 12 Years Years at Current Place of Employment: 9 Years Highest Level of Education: College Degree Received: BA - Speech Communication/Broadcasting Graduating University: Penn State University Year Graduated: 1981 Family Details: Wife, a retired teacher. Two adult sons, in social work and police work. Two cats. Last Movie Watched: Don’t Look Up Last Festival Attended (that wasn’t your own): A regional food truck festival Favorite Festival Food / Drink: Fried chicken with black beans and rice from a local vendor at the Fair. Dave Bullard PR & Marketing Manager The Great New York State Fair Syracuse, NY, United States 315-728-4527 dave.bullard@agriculture.ny.gov www.nysfair.ny.gov

What is your personal philosophy? Work hard, be kind, have fun.

FACTS ON FILE

Spring 2022

YOUR EVENT HAS IMPACT…

SHOW IT! r.”

al t Festiv ent H Stree act Assessm Econom

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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

AGREEMENTS

For Your Future Culture by Jason V. Barger

B R E AT H E CLEAR S T R AT E G Y FLEX OWNERSHIP 50

IFEA’s ie: the business of international events

Spring 2022

Much in the world often seems out of our control. We experience rapid change, political and economic uncertainty, employee shifts and the war for talent, and the “future of work” that everyone is forecasting is still being created. A lot seems out of our control. However, much is also still within our control. Even in the midst of all that is swirling around us, there is so much that every leader, team, and organization has right in front of them that is fully within their control. Most teams and companies just need to step back and acknowledge it. In fact, one of the greatest mental exercises for all of us these days is to recognize and name all the things that are within our control. When we can’t control the weather, the economy, or the latest media scandal, we still have a decision about what we will choose to give our energy to. There is always a response or action that is within our control. Every time we shift our thinking from reactionary finger pointing, excuse making, or feeling sorry for ourselves and direct our focus and energy to solutions, gratitude, and ownership over our next actions, positive ripples are felt by all around us. It models a different spirit for the path forward. The best leaders and teams on the planet understand their role is to help positively influence the mindsets of their people in ways that give energy, hope and clarity to the path forward. At a time when 9 out of 10 employees say they would take a pay cut to work for a more meaningful culture, it’s way past time for all of us to think about the role we all play in creating these meaningful cultures. The mindsets, actions, and behaviors that we choose will send ripples to everyone around us. The best leaders and cultures are intentionally co-creating their future culture, together. The mindsets they fuel and the actions they take determine the direction they head. 5 Agreements to Make To Yourself And For Your Future Culture 1. Breathe — Practice breathing in good oxygen of gratitude, appreciation, and joy each day rather than toxic air of blame, gossip, negativity, and excuse

making. How you begin your day often sends your mind and your actions in a particular direction. Which air do you want to breathe? 2. Share Clear Messages — We all need and want clarity. Share clear messages about the direction you’re heading and what you want for the road ahead. Is your Mission clear? Is your Vision clear? Are the Values for how your team is committed to travel clear? Is your Strategy for the next priorities clear? If not, your team may get trapped focusing on all that is out of their control. 3. Develop An Intentional Strategy — Do you and your team or organization have a clear and intentional strategy for the future culture you are trying to create? Can you articulate the desired culture you want? Do you have support and a guide to help keep you all move in the same direction? If not, agree to develop an intentional strategy and seek partners to go on the journey with you. 4. Flex Your Muscles — Practice working through challenges and obstacles personally and as a team. Every time you flex those muscles and move through discomfort, you get stronger. Resolve plus toughness is critical to help people navigate their way through obstacles, challenges, negativity, finger pointing, and division. Leaders help their people breathe oxygen and learn through adversity. 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.

Spring 2022

5. Take Ownership — Be accountable for your words, your actions, and your physical, mental, and spiritual well-being. The best leaders 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. The best cultures empower everyone involved to be an owner and an ambassador for the future culture they are creating, together. Your future culture is being created right now. It’s either being led and dictated by all that is outside of your control or it is being intentionally led by leaders who are focused on everything within their control. The mindset, actions, and agreements you make to yourself and others will dictate the path you walk. The best cultures proactively help their people breathe and navigate through obstacles, together. They make agreements to themselves and others to choose to inhale positivity and exhale negativity, blame, gossip and division. The agreements they make dictate the quality of the culture for all. The ecosystem of their culture is grown, developed, cultivated and led with intentionality, one agreement at a time. The process for developing high-performing and engaged teams never stops and the best leaders, teams and organizations make agreements to lead an intentional strategy for how they hire, onboard, do performance evaluations, develop emerging leaders, and recognize excellence. The best leaders invest in their teams and the mindsets they cultivate, together. If you’re experiencing a lack of clarity, energy, passion or hope for the road ahead, it may be time to make some new agreements to yourself and with those on the journey with you. 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 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.

IFEA’s ie: the business of international events

LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

CASE FOR KINDNESS:

YOU ARE YOUR CHOICES! “When given the choice between being right or being kind, choose kind.” – Dr. Wayne Dyer

Kindness leads to camaraderie both personally and professionally. Camaraderie leads to more positive outcomes and a heightened peace of mind.

Gail with Francesca Donlan and University of Rhode Island Students.

No matter how great things may be going in your life, there will always be stress, challenges, and unexpected situations. At times you may feel discouraged and confused. You start to question your relationships, career choices and actions. Life is not a color-within-the lines journey. We have choices. How do you manage your choices? As the late Wayne Dyer professed in the quote above – “choose kind”. Kindness fuels connection. It helps you and others to feel good about your conversations and interactions. Kindness is a gamechanger. Awareness of our Tone. Albert Mehrabian, a researcher of body language and interpersonal communication, was the first to analyze in-person conversation. He created the 7-38-55% rule – a formula where communication is evaluated as 55% nonverbal, 38% vocal, and 7% words. 38% of our communication is our tone. The way we deliver our words can influence the meaning of the word itself. While we aim to choose our words carefully, we also want to be conscious of our delivery, through both body language and tone. We can hurt people deeply or make their day. Choose the latter. Less Judgment. More Perspective. Socrates was considered the wisest man in Greece until his death 399 BC. Hailed as the father of philosophy, he introduced the Triple-Filter Test. Before judging a person or situation, Socrates would examine the “facts” through three filters – the filter of truth, the filter of good and the filter of useful. Socrates would counsel his students (including Plato and Aristotle) to consider - if the message they wanted to share was not truthful, good or useful – why share it at all? We all judge. It is human nature. We can use the Triple Filter Test as we confront everyday gossip, misunderstandings, and situations. Choosing this method will evoke more kindness. 52

IFEA’s ie: the business of international events

Spring 2022

Empathy as a Superpower. Empathy is relating to a person’s vulnerability, situation, and feelings. It does not involve coming up with a solution to their challenge. Empathy starts with listening attentively – body language, eye contact, leaning in and placing your mobile device out of view. Whether or not you can recognize or relate to the way your friend or colleague is feeling, your complete presence forms a connection. Francesca Donlan, an adjunct professor at Florida Gulf Coast University, teaches a course titled: The Kindness Effect. We had the privilege of welcoming Francesca as a guest lecturer to my classrooms at the University of Rhode Island and Salve Regina University. In addition to sharing the research that kindness increases our energy, happiness, self-esteem, sexuality, and optimism, Francesca emphasized the foundation of kindness includes being kind to YOURSELF. Take a good look at your selftalk. If it is not positive, start a list of your attributes, your gifts, the abundance in your life. Take a good look at this list. Additionally, consider who are you spending time with. Are these individuals lifting you up or bringing your heart down? Kindness as a Choice. When you are stressed, adrenaline can cause you to feel overwhelmed, aggravated, and exhausted. Instead of being snippy or impatient, practice kindness every day. It takes 21 days to form a new habit. Why not focus on kindness as a choice? Start with your daily interactions - being kind to servers at restaurants, baristas at the coffee shop, cashiers at the grocery store, your colleagues and clients at work, your family. Say something kind or simply offer a smile. It all accumulates, there are no small gestures. One of my students gave me a small ceramic sign that I look at every day. The message: The Joy is in the Journey. Let our journeys start on a path of kindness. It will make it a much gentler and meaningful journey with kindness as the stepping-stones along the way. Gail Lowney Alofsin is the Director of Corporate Partnership & Community Relations for the Newport International Boat Show, a division of Newport Restaurant Group. An adjunct professor at the University of RI and Salve Regina University, author, speaker and volunteer, Gail lives in Newport, Rhode Island. Gail can be reached at 401-640-4418 or gail@gailspeaks.com. An IFEA member for three decades, Gail is most appreciative of the friendships made and education garnered through this organization.

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: Patrick Merna Vice President of Strategic Partnerships 500 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 Moderated by: Mandy Watson Special Events Manager Dept of Parks, Recreation & Tourism City of Greenville IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS Meets at 2:00 p.m. – 3:00 p.m. MT Moderated by: Dave Bullard IFEA Foundation Board Member Public Relations and Marketing Manager The Great New York State Fair

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

THIRD TUESDAY OF THE MONTH

IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Meets at 12:00 p.m. – 1:00 p.m. MT Moderated by: Alex McNulty Manager, Member Services Pasadena Tournament of Roses Moderated by: Melissa Raffel Director of Volunteer Programs Pennsylvania Horticultural Society/Philadelphia Flower Show 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 Moderated by: Ira Rosen, CFEE IFEA Foundation Board Member Associate Professor / Director of the Event Leadership Executive Certificate Program Temple University IFEA CEO VIRTUAL AFFINITY GROUP Meets at 2:00 p.m. – 3:00 p.m. MT Moderated by: Jazelle Jones IFEA World Board Member Deputy Managing Director / Director of Operation City of Philadelphia Office of Special Events

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

BOARD PROFILE

LuAnn Chapman Gatts Joined IFEA Foundation Board in 2022 Description of Event/Business: Providing investment and insurance advice is how I pay for my volunteering. My events include working on street festivals (GrapeFest, Main Street Fest), chairing the Grapevine Ambucs Poker Run and the Rotary Rubber Duck Race.

In Conversation How did you get into the Festivals/Events Industry? Two words - Gayle Hall. Her enthusiasm and love of Grapevine was infectious for a large number of people. For over 20 years we worked on festivals events, travelled the world and had a blast learning about festivals and enjoying life. The group she inspired is now keeping her love of festivals and events alive as “Gayle’s Crusaders” - they can handle anything!! Other Background Experience: 2019 IFEA Volunteer of the Year. GrapeFest Chair in 2010 What has been your biggest Professional Challenge? Keeping the experience new, different and fun for both the festival attendee and the volunteers. Remembering to listen and be open to new ideas and be diligent in marketing why “giving back to the community” is so important to the next generations. What is the best advice you’ve ever received? Be like a duck - always calm on the surface and paddling like crazy underneath. What advice would you give the younger version of yourself as you started out in the Festivals & Events Industry? Be sure to help any team member if you have the time/ability. Picking up that piece of trash or straightening a table helps promote the all one team/family that is vital to putting on events. What do you do to relax? Volunteering and jigsaw puzzles. What is your personal philosophy? These past few years have me realizing how important it is to enjoy and celebrate everyday. Travel, have dessert first and enjoy! 54

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FACTS ON FILE Years in the Festival/ Event Business: 21 Years Years at Current Place of Employment: 35 Years Family Details: 2 boys - Jordan and Logan Last Book or Business Book Read: J. D. Robb Last Movie Watched: Red Notice Last Festival Attended (that wasn’t your own): WinterFest in Fort Lauderdale – what a fun time!! Favorite Festival Food / Drink: Red Velvet Funnel Cake – hands down! LuAnn Chapman Gatts Queen The Gatts Group Volunteering Grapevine, TX, United States 817-410-9977 luchap@aol.com grapevinetexasusa.com

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.

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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.

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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

IT’S ME, NOT YOU (Actually, Maybe It Is!)

IFEA’s ie: the business of international events

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When It’s Time to Divorce Your Clients By Kate Zabriskie

Over a hundred of her clients only use her services once a year. They expect champagne service on a beer budget, and they pull her attention away from the people she works with regularly. This group is weighing her down, and after some soul searching, she’s decided they’ve got to go. Her business is running her, and it’s not working. Plain and simple, he doesn’t like working with them. They pay late, they always look for extras, and they’re generally unpleasant. Life’s too short, he doesn’t need the work, and today is the day he’s pulling the plug. They pay their bills on time, they’re as regular as clockwork, and they’re no longer profitable. They’ve been great clients, and she dreads having to tell them they’re no longer a fit. Nevertheless, due to resource constraints, it’s got to be done. From time to time and for myriad reasons, service providers need to let a client or class of clients go. As with any other difficult conversation, there’s a right way and a wrong way to make the decision and break the news. Step One: Be Methodical When Making the Decision Snap judgments can feel good in real time. Later, however, many people come to regret actions they’ve taken in the heat of the moment. So, when the thought of leaving a client enters your mind, take a step back and ask yourself why. Does the client not fit with your business model anymore? Does the person bring you down in some way? Does helping the client take away from more important work? If you answer “yes” to any of those questions, it’s time to think about what you will accept, what you won’t, and what types of clients make sense for where you are now and where you want to be in the next few years. Once you have clear criteria, you have something against which you can evaluate. Step Two: Ask Yourself if the Relationship Is Truly Finished After you’re clear about what you want and the kind of client that fits the bill, you must decide if the relationship is finished or if it has rehab potential. For example, if a client is always late and that is what’s

making the relationship unpleasant, a frank conversation may solve the problem. On the other hand, if the client doesn’t value you or his or her business is no longer part of your core service, you may want to say goodbye. Alternatively, if you can be had for a price, consider revising your fees. Some people may be perfectly happy to pay to stay. Step Three: Determine Whether You Will Make a Clean Break or Recommend an Alternative When a client’s behavior is perfectly fine but the client no longer a fit, sending them in another direction may make a lot of sense. When you do, however, you need to be clear that you are out of the picture and not a go between for managing the new relationship. In other words, if something goes wrong, you’re not involved. At the other end of the spectrum, if the person or people you need to break up with are abusive, it hardly makes sense to recommend a colleague. After all, would you want people sending toxic clients your way? Probably not. Step Four: Choose the Right Time When you make a split can be as important as how. For instance, if you’re an accountant and just before tax time you make a break with clients who only use you at tax time, you’re going to make a lot Spring 2022

of people angrier than they need to be. When possible, provide ample warning. Step Five: Keep Your Message Short and Direct When you break the news, keep you explanation brief. “Karen, I have some updates about my business and where my focus is for the coming year. We’ve been shifting our attention to full-service clients for quite some time. Full-service clients are people who need us every month and not just once a year. You should know this is the last year I’m going to be handling clients who do not need our full services. Based on what I understand from working with you, I don’t think full service is something you need. Am I correct?” If the breakup is a result of a client’s behavior, the message may be a little different. “Roger, for our services to work, we need clients who respond when we ask for their feedback. We don’t have the resources to manage the follow up required when we don’t hear anything. Because feedback isn’t happening and it’s been an ongoing issue, we’re going to step away from the relationship.” Step Six: Stand Firm and Stay Calm Some people take a split well, and others don’t. No matter the reaction, you should stay calm stick by your carefully reasoned decision. No matter the reason, splits are rarely fun when they’re happening. Once they’re over, however, they can free you to tackle new challenges and do the work that makes you happy. 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

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

BOARD PROFILE

Colleen Murphy Joined IFEA Foundation Board in 2022 Description of Event/Business: The Des Moines Arts Festival® is Iowa’s largest and most prestigious arts and cultural event drawing over 200,000 people annually to downtown Des Moines the last weekend of June. For 24 years, this free, three-day festival has provided a celebration of the arts while featuring live music, performing arts, unique programming and exceptional culinary offerings. In addition to the Festival, the organization provides programming and support to artists and arts organizations, advocates for an “arts first” leadership model, and inspires individuals to find their creative voice. The mission of the Des Moines Arts Festival is Impact Lives through the Arts.

In Conversation How did you get into the Festivals/Events Industry? As a college student I sought the advice of my adviser; what would I do with a degree in Speech Communications? Events was one of many on a list and it struck me that I’d always gravitated towards this industry. From there I found an internship assisting with a variety of community events. A three-month internship ended up lasting for three years, from intern to parttime team member. During that time, I had job offers in other industries, but turned them down for a career in community events. Eventually it paid off with a full-time position in events and because I often volunteered for other events, I had a roster of professional connections who all recommended me for my first fulltime position. Other Background Experience: After producing community events for eight years, I went to work for Travel Iowa, the state of Iowa’s tourism department. There I led the work on an annual conference, marketing promotions and an annual advertising program. I also served as a grant reviewer for other state departments. In this role I was on the opposite side that I’m on now. In purchasing sponsorships and reviewing grants, I learned how to create better sponsorships packages, how to write a good grant application and I improved my marketing skills. I missed working on community events, but I’m grateful for the experience I gained as it’s been essential to my success. What has been your biggest Professional Challenge? Challenges have evolved with my career. Early on it was getting established and making connections, over the last two years, it’s been the covid-19 pandemic. I’m grateful to be in an industry that is creative, flexible and unstoppable. Continued on page 107

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FACTS ON FILE Years in the Festival/ Event Business: 20 Years Years at Current Place of Employment: 5 Years Highest Level of Education: College Degree Received: BA Speech Communications Graduating University: Iowa State University Year Graduated: 2001 Family Details: Married to Chris, three kids, Bridget, Conor and Kellan Last Movie Watched: Dumplin’ Last Book or Business Book Read: Gone with the Wind, The Art of Gathering Last Festival Attended (that wasn’t your own): Christkindlmarket Des Moines Favorite Festival Food / Drink: TatorTots from the Hotsy Totsy Food Truck and drinks…I’m not picky! Colleen Murphy Director of Community Relations Des Moines Arts Festival Des Moines, IA, United States 515-577-4199 cmurphy@desmoinesartsfestival.org www.desmoinesartsfestival.org

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

2022 IFEA / HAAS & WILKERSON PINNACLE AWARDS COMPETITION

GAIN THE RECOGNITION YOUR EVENT DESERVES…

ach year, the International Festivals & Events Association recognizes outstanding accomplishments and top-quality creative, promotional, operational and community outreach programs and materials produced by festivals and events around the world, with the Haas & Wilkerson Pinnacle Awards Competition. This prestigious awards competition strives for the highest degree of excellence in festival and event promotions and operations, and in doing so, has raised the standards and quality of the festivals & events industry to new levels.

From events large or small, cities, festivals, chambers, universities, parks & recreation departments, vendors & suppliers, and everything in between, events and promotions of nearly every type and size will have the opportunity to be recognized, as entries are categorized into organizations with similar sized budgets. From best Event Poster, T-Shirt, Hat, Promotional Brochure, Website, TV Promotion and Social Media site to best Volunteer Program, Green Program, Sponsor Follow-Up Report and Media Relations Campaign, there’s a place for almost every element of your event to be recognized. The IFEA / Haas & Wilkerson Pinnacle Awards have provided many outstanding examples of how event producers can use innovation and creativity to achieve a higher level of success. One of the goals of the IFEA is to promote the professionalism of our members and the festivals and events industry as a whole. Therefore, to add further impact to the winning organizations, the IFEA will provide your organization with a press release template for you to distribute to your media list explaining the award and the competition. Your organization will be recognized for taking part in raising the level of professionalism throughout the industry, while at the same time improving your community.

RECOGNIZING THE PAST FEW YEARS

Over the past few years, the festivals and events industry has been faced with challenges that we never could have imagined, let alone prepared for. Those unprecedented challenges called for unprecedented responses so we adapted, we ‘pivoted’, we went virtual, we postponed and sometimes, we had to cancel. Through it all though, the past few years have reminded us of the critical importance that festivals and events play in our communities, countries and across the globe. With all this in mind, as you prepare your entries for the 2022 IFEA/Haas & Wilkerson Pinnacle Awards Competition, please be sure to address not only your successes in your entries, but also the challenges that you have gone through that have brought you to where you are today. Your entries will be so much richer and stronger for it.

NEW THIS YEAR

As the world took giant leaps in the virtual world over the past couple of years, we took a big jump ourselves and made the decision to take the IFEA/ Haas & Wilkerson Pinnacle Awards Competition virtual too! What does that mean? It means: All entries will now be submitted in digital format only. No more printing out your entries. No more sending in your last merchandise item. No more 3 ring binders. And… no more shipping your entries to the IFEA Office by the final deadline! Simply create digital versions of all your entries, enter them through our online entry form, and pay for them all at one time! (For more details on specific format types accepted, how to name the file names of your entries and how to submit online, keep reading!) So, what are you waiting for? Start creating your entries TODAY! Complete the online entry form, upload or provide a link to your entries and then click SUBMIT, so they can be judged against the best of the best, in the festivals and events industry. Then get ready to hear your organization’s name announced at the next Annual IFEA Convention, Expo & Retreat when we once again get to say… “And the winners are… !” Spring 2022

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THE CONTEST NEW All entries must be SUBMITTED and PAID FOR on line. Please review and follow the guidelines in this brochure on how to format, submit and pay for your entries in addition to reviewing the entry require ments for each category. When you are ready to submit an entry online, go to: www.ifea.com/p/industryawards/pinnacleawards/ thisyear/EnterHere Questions: Please contact Nia Hovde, CFEE at nia@ifea.com. DEADLINES All entries must be submitted and paid for, ONLINE*, by the following dates: • EARLY BIRD ENTRY DEADLINE: 5:00 p.m. (MST), MONDAY, MARCH 7, 2022 Entries received on or prior to 5:00 p.m. (MST), Monday, March 7, 2022 will receive the Early Bird rate of $35 per entry or $125 per Grand Pinnacle Entry. • WITH TIME TO SPARE ENTRY DEADLINE: 5:00 p.m. (MDT), MONDAY, MAY 2, 2022 Entries received between Tuesday, March 8, 2022 and 5:00 p.m. (MDT), Monday, May 2, 2022 will receive the With Time to Spare Entry Deadline rate of $40 per entry or $150 per Grand Pinnacle Entry. • FINAL ENTRY DEADLINE: 5:00 p.m. (MDT), MONDAY, JUNE 27, 2022 Entries received between Tuesday, May 3, 2022 and 5:00 p.m. (MDT), Monday, June 27, 2022 will receive the Final Entry rate of $45 per entry or $200 per Grand Pinnacle Entry. ELIGIBILITY • Must be an IFEA Member to enter. • Entries must have been produced and / or used for the first time between July 16, 2019 and June 27, 2022. ° If you produced an event each year, you are able to enter your events for each year with the understanding you would compete against yourself if you entered in the same category. ° If you plan to enter MULTIPLE ENTRIES of the SAME CATEGORY, you must Check Out and Pay for the 1st entry of that category, before the 2nd entry of the same category can be entered. Failing to do so, will cause the 2nd entry of the same category, to over-ride the 1st entry. • Entry(ies) must be submitted, received and paid for, by the above deadline dates to be eligible. • An online entry form must be completed in its entirety for each entry being submitted. • The number of entries must equal the number of categories entered. One entry | One online entry form. • Judges will not refer to items in other categories, nor will they transfer items already judged in other categories. • Entries and online entry forms must be submitted in English. 62

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PAYMENT OF ENTRIES • Entry(ies) must be paid for in-full, online* when submitting entry(ies). ° *If you need to pay by check or be invoiced for your entries, please contact Nia Hovde, CFEE at nia@ifea.com, BEFORE you start your entry process. • Please consider the processing of your payment for your Pinnacle entries, notice that your entries were received and processed. However, please don’t hesitate to contact Nia Hovde, CFEE at nia@ifea.com to confirm or ask questions. NEW All entries must be submitted in digital format. (No physical entries will be accepted). Please review and follow the below guidelines for how to save the file name for each of your entries, in what file format and how to submit your entries. ENTRY FILE NAME FORMAT For Categories 1, 1373, please save the file name for your entry, using the following format, with no spaces aside from three dashes: • Beginning of every Pinnacle entry file name: 2022IFEAPinnacles • Middle of every Pinnacle entry file name: Category Number C# Budget Number B# (Replace # with actual category number and Budget Number.) (So, it should read: C27B3 – for Category 27, Budget 3) • End of every Pinnacle entry file name: Your Organi zation NameYour Event Name (So, ABCOrganiza tionDEFFestival) ° Note: If entering more than one entry of the same category – please add the number 1, 2, 3 etc. after your Festival name, to clearly identify each entry. • File extension: (.pdf | .jpg | .png) An example of an actual file name would be: 2022IFEAPinnaclesC27B3ABCOrganization DEFFestival (.pdf | .jpg | .png) ENTRY FILE TYPE FORMATS Please save your entry(ies) in the following formats: • For Category 1 ° Save as one (1) PDF file to include ALL entry information and supporting materials. ° Document page size must be no greater than 8.5 inches x 11 inches (or A4 size paper) ° Preferred layout to be white background with black text. ° Font size for any written text must not be smaller than 11pt. ° Entry must be submitted in English. • For Categories 2-12 ° Submit each entry in a digital format by providing a separate direct Online Link for each entry to be viewed online / downloaded. Link must remain active until October 31, 2022.

• For Categories 13-15 ° Save each entry as a single PDF, JPG or PNG file. • For Categories 16 – 19 ° Save each entry as a single PDF file. • For Categories 20 – 37 ° Save each entry as a single PDF, JPG or PNG file. See category details for complete image requirements. • For Categories 38-72 ° Save each individual entry as one (1) PDF File to include ALL entry information and supporting materials. ° Document page size must be no greater than 8.5 inches x 11 inches (or A4 size paper) ° Preferred layout to be white background with black text. ° Font size for any written text must not be smaller than 11pt. ° Entry must be submitted in English. For questions on entry format, Contact: Nia Hovde, CFEE, nia@ifea.com. SUBMITTING ENTRIES: All entries must be submitted in a digital format on the online entry form by either: OPTION 1: UPLOAD A PDF, JPG or PNG FILE of each entry on the online entry form. ° Categories 1, 13-73 eligible for this option. ° NOTE: File upload size limit is 20 MB per entry. The larger the file size, the longer your entry will take to upload. OPTION 2: PROVIDE A DIRECT LINK on the online entry form, to view / download each entry. ° For Categories 2-12 – Submit link to YouTube (or similar) / Social Media page / Website, etc. ° For Categories 1, 13-73 – Submit a direct link to a PDF, JPG or PNG file of your entry that has been uploaded to YOUR online storage site (Dropbox, Google Drive, WeTransfer, etc.) • If selecting this option, make sure your share settings allow “Anyone with the Link” to access the file – no password required. Link must remain active until October 31, 2022. OPTION 3: SAVE ALL ENTRIES TO A SINGLE USB Thumb Drive and MAIL to the IFEA World Headquarters Office. ° If selecting this option • An online entry form must be completed for each entry. • Payment must still be submitted online for entry(ies) unless other arrangements have been made. • Please contact Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com, to coordinate arrangements.

° Please clearly label USB Drive with your Organization Name. ° MAIL USB DRIVE TO: International Festivals & Events Association Attention: Pinnacle Awards 10400 Overland Rd. #356 Boise, ID 83709, USA YOUR EVENT/ORGANIZATION LOGO • After submitting your entries, please also submit ONE (1) high-resolution copy of your Organization OR Event logo. • Please email to nia@ifea.com - Subject: Logo for 2022 Pinnacle Entry for “Your Event Name / Organization Name.” • Only one logo will be used. Please send your preferred logo. THE JUDGES Entries are judged by recognized professionals in the fields of radio, television, website development, social/multi/ print-media, graphic design, photography, promotions, public relations, marketing, advertising and festival & event planning and management. SCORING SYSTEM • Categories 1, 38-73 will be judged using a point system for each individual entry. Each entry is scored separately. Scores will not be combined. • A possible total of 100 points may be awarded to each entry. • Be sure to answer and include all necessary information for each entry. • If a required element within an entry is not applicable to your event, please state so within your entry to avoid being marked down on points and/or indicate what element you have instead. • The scoring system is not applicable to TV, Radio, Multimedia, Print & some Merchandising categories. • Scores are available upon request. • Failure to meet all requirements or answer / provide all necessary information will result in a deduction of points. THE WINNERS • Gold, Silver and Bronze Awards will be given in each of the budget categories listed below within a specific category so like sized Festivals/Events/Organizations are judged against each other. Judges may combine budget categories within a specific entry, if the number of entries warrants it. ° Each Pinnacle Category is divided into the following budget categories based on the Organization’s Event Expense Budget (USD, include all cash outflows) (See Pinnacle FAQ at ifea.com for definition): • Under $100,000 (Budget #1) • $100,000 to $750,000 (Budget #2) • $750,000 to $2 Million (Budget #3) • Over $2 Million (Budget #4)

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• For all entries, each winning festival/event receiving a Gold, Silver or Bronze award is selected from those festivals and events who enter the IFEA/Haas & Wilkerson Pinnacle Awards Competition and are judged on the overall excellence of a festival / event based on the specific criteria and requirements of the specific category(ies) being entered, within each of the four separate budget categories. Festivals / Events recognized as an “IFEA/Haas & Wilkerson Award Winner”, are entitled to use that specific language in sharing the news about a Pinnacle win, for the specific category(ies) won. Language declaring a Festival / Event as the “Best Festival / Event in the World by the IFEA”, is not correct or in line with the nature of the competition and will not be supported or endorsed by the IFEA. • All winners for the IFEA / Haas & Wilkerson Pinnacle Awards will be notified by email by Date TBA. Notification will go all contacts listed on the Awards entry form. If you have not received a notification email, please contact nia@ifea.com. • The 2022 IFEA/Haas & Wilkerson Pinnacle Award winners will be announced at the next Annual IFEA Convention & Expo. • All winners will receive an email on the evening of the Awards Presentation which will include a complete list of winners, press release, logos, etc. This email will go to ALL contacts listed on the Pinnacle Awards Entry Form. • A complete list of winners will be posted on the IFEA Website the evening of the Awards Presentation. • If you are not able to be present at the IFEA Awards Presentation to accept your award(s), they will be mailed to you 3 weeks after the IFEA Annual Convention. ° Awards will be shipped via the United States Postal Service (USPS) and may take up to 4 weeks to arrive at their destination, once shipped (depending on location). ° If you would like the IFEA to ship your awards via UPS or FedEx, in order to arrive faster, please indicate that preference on the entry form so we can coordinate the shipment of your awards. You will be responsible for all shipping fees. • Organizations submitting entries for the Grand Pinnacle category must register at least one person for the Annual IFEA Convention & Expo, or arrange for a representative to accept any award won on your behalf. • Winning entries will be posted online on the IFEA Member Only section of ifea.com for other IFEA Members to view after they have been announced. RELEASE & USAGE • By submitting your entry to the IFEA/Haas & Wilkerson Pinnacle Awards Competition, you automatically: ° Grant the IFEA the right to use any materials and/or photos from your entries for editorial, analytical, promotional or any other purpose without additional compensation or permission. 64

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° Confirm you have the rights, licenses, permissions and consents to enter the specific Festival / Event in to the competition. ° Confirm that all information within each of your entries is true and accurate to the best of your knowledge. ° Confirm you acknowledge that entering the competition does not automatically guarantee you will win an award. ° Acknowledge your entry/ies are not returnable or refundable. ° Your entry into the competition is acknowledgement of these terms. • As a not-for-profit 501 (c) 6 organization the IFEA reserves the right to refuse entries from any individual or organization 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. FREQUENTLY ASKED QUESTIONS As you prepare your entries, you will have many questions. To help answer many of your questions, we have posted our most frequently asked questions on the IFEA website at www.ifea.com/p/industryawards/pinnacleawards/ pinnacle-faqs. Check back often as we’ll continue to post questions and answers as they come in. TIPS AND POINTERS If you have never participated in the IFEA/Haas & Wilkerson Insurance Pinnacle Awards Competition before, be sure to take a look at some helpful tips and pointers on how to enter that we have gathered from fellow members over the years, to point you in the right direction. They can be found at www.ifea.com/p/industryawards/pinnacleawards/pinnacle-tips--pointers. QUESTIONS? Contact: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at Email: nia@ifea.com.

THE GRAND PINNACLE 1) GRAND PINNACLE

The Grand Pinnacle is the highest award given by the IFEA in recognition of those Festivals and Events* who have a balance of all the elements necessary to ensure a successful event. *Award Winners will be selected from those festivals and events who enter the IFEA/Haas & Wilkerson Pinnacle Awards Competition and are judged on the overall excellence of a festival / event within each of the four separate budget categories based on the specific criteria and requirements of the Grand Pinnacle category. Festivals / Events recognized as an “IFEA/Haas & Wilkerson Grand Pinnacle Award Winner”, are entitled to use that specific language in sharing the news about a Grand Pinnacle win. Language declaring a Festival / Event as the “Best Festival / Event in the World by the IFEA”, is not correct or in line with the nature of the competition and will not be supported or endorsed by the IFEA.

ENTRY INFORMATION:

Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-3 in the order listed below, in addition to providing Supporting Materials throughout your entry. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 Points)

As applicable, please include any necessary supporting materials for the festival/event, limiting materials to no more than 5 examples for each occurrence, throughout sections 1 and 2 of your entry. Place supporting materials within their specific section.

1. Introductory Information: (10 points)

Within a maximum of 4 pages (total), provide an overview of the following information (a-k) for your event, in the order listed below. Please title each section as noted below: a. A one (1) paragraph promotional overview of your Festival / Event. b. A brief history and description of your Festival / Event. c. Purpose / Mission d. Event Dates e. Types of Activities Included Under the Festival / Event Umbrella f. Overall Revenue and Expense Budget g. Estimated Economic Impact h. Attendance Numbers & Demographics i. Volunteer Count & Demographics j. Staffing Numbers and Positions k. Founding / Incorporation Date and Management System (i.e.: 501(c)3 Non-Profit staff & volunteer board; city managed; profit-making partnership, etc.)

2. Additional Requirements: (40 Points)

Provide a detailed overview for each of the sections listed below (a-e*) for your festival / event, using no more than two (2) pages for each section. *Be sure to clearly identify each section in order assist the judging process. If your festival / event does not have something that is asked for listed below, please address why your event does not include that element, or what you provide instead, so as not to lose points from the judges. a. Overall Marketing Campaign & Media Outreach Includes, but not limited to an overview of your: • Media Relations, Multi-Media and Social Media Campaigns • News Stunts / Press Kits • Promotions • Advertisements

b. Overall Sponsorship Program Provide an overview of your overall sponsorship program including: • Who and how many sponsors, and what did they sponsor? • Total sponsorship funds • Sponsor activation examples c. Critical Component Programs: Provide no more than one (1) page description for each of the following programs* *Be sure to clearly identify each program in order to assist the judging process. If not applicable, please state as such and/or what your festival / event has in its place.) • Merchandise Program • Volunteer Program • Diversity, Equity, Inclusion Plan • Accessibility Program • Entertainment Program (music, artists, theatre, performers etc.) • Virtual Programming • Food & Beverage Program • Green Program • Educational Program • Children’s Program • Community Outreach Program • Health & Safety Plan • Emergency Preparedness Plan d. Descriptions of any other Special Programs unique to your event.

3. Supporting Questions: (10 points) Please answer the following

questions (a-d). (Maximum of 1 page per question) a. What did you do to update / change the event from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the event is a new event, please answer the following question instead: “What challenges / obstacles did you foresee / encounter in creating the event, and how did you handle them?” Please provide measurable results / examples. b. What adaptations and modifications did you make to this Festival/ Event due to the Pandemic? c. What makes the event stand out as an internationally recognized event? d. Why should the event win the IFEA / Haas & Wilkerson Grand Pinnacle Award?

Judging Criteria: (30 points)

In addition to being judged on the information provided in Sections 1-3 above, the Grand Pinnacle entry will be judged based on the criteria listed below. The following Judging Criteria is applicable to both the individual entry and the overall event. • Is the entry / event professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / event designed and laid out well? • Is the entry / event creative and / or display originality? • Is the entry / event compelling enough to engage an audience? • Does the entry relay the image of the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Does the entry match the purpose / mission for the event? • Have all requirements been met?

Additional Notes:

• Be sure to answer and provide information for every item requested in Sections 1-3. Failure to provide information requested will result in a deduction of points. If a required item is not applicable to your event, please state as such and/or what your festival / event has in its place. • Grand Pinnacle entry must score a minimum of 60 points or higher to be considered as a Gold, Silver or Bronze winner. • This entry is separate from all other categories and divisions. Judges will not refer to, or transfer items from other categories. • Organizations submitting entries for the Grand Pinnacle category must register at least one person for the next Annual IFEA Convention & Expo or arrange for a representative to accept any award your behalf. Spring 2022 IFEA’s ie: the business of international events 65

CATEGORIES TELEVISION & RADIO CATEGORIES Includes TV/ Radio items used to promote a Festival / Event / Organization. ENTRY INFORMATION FOR CATEGORIES 25: • For categories 2-5, entries will be reviewed online by judges. • Entries must be submitted in a digital format by providing a separate direct online link for each entry, to be viewed / downloaded. • Link must remain active until October 31, 2022. • Please make sure the link works, before you submit. • These are standalone items and no written information is required. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Judging Criteria: Each entry will be judged based on the below criteria. • Does the entry relay the image of the event? • Is the entry creative and / or display originality? • Is the entry compelling enough to engage an audience? • Does it have visual impact? • Is the message clear, concise, organized and informative? • What is the “Usability” factor? • What is the overall impression?

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BEST TV PROMOTION

BEST FULLLENGTH TV PROGRAM

BEST VIDEO PROMOTION

BEST RADIO PROMOTION

For an Ad Spot or PSA used to promote a Festival / Event. Submit link to view video online.

For a Local / National / Syndicated TV Program used to promote a Festival / Event. Submit link to view video online.

For any kind of video promotion used to promote a Festival / Event. Submit link to view video online.

For an Ad Spot or PSA used to promote a Festival / Event. Submit link to hear radio online.

CATEGORIES MULTIMEDIA CATEGORIES Includes multi-media items used to promote a Festival / Event / Organization. ENTRY INFORMATION FOR CATEGORIES 612: • For categories 6-12, entries will be reviewed online by judges. • Submit categories 6-12, in a digital format by providing a separate direct Online Link for each entry to be viewed online / downloaded. Link must remain active until October 31, 2022. • Be sure the website link goes to exactly where you wish the judges to go first. • Refer to any additional entry information listed next to each category. • These are standalone items and no written information is required.

BEST MOBILE APPLICATION

BEST MULTIMEDIA COMPONENT

BEST EVENT WEBSITE

BEST ORGANIZATION WEBSITE

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Also available to enter: Category #61 - Best Virtual Festival/Event Category #62 - Best Hybrid Festival/Event Category #63 - Best Festival / Event Adaptation Category #67 - Best Social Media Campaign Judging Criteria: Each entry will be judged based on the below criteria. • Does the entry relay the image of the event? • Does it have visual impact? • Is the entry organized and easy to navigate? • Does the entry have exceptional design features and display originality? • Is the entry creative and / or display originality? • Is the entry compelling enough to engage an audience? • What is the “Usability” factor? • What is the overall impression?

Includes mobile applications or mobile responsive websites for a Festival / Event. Submit web address for where to obtain mobile application or view website.

Includes, but is not limited to items such as: Screen Savers, Electronic Billboards, Podcasts, Interviews, Educational/Instructional videos, Montage videos, etc. used to promote a Festival / Event. Does NOT include items that could be entered into categories 2-11 or 13-15. Submit link to view item online. Only one multimedia item per entry. For a Festival / Event specific website. Different from main organization website. Submit Web Address Only. For an Organization Website who produces many Festivals / Events specific. Different from specific Festival / Event website. Submit Web Address Only.

NEW 10) BEST FACEBOOK SITE

For a Festival / Event / or Festival Organization Facebook site. Submit Social Media Site Address Only.

NEW 11) BEST TWITTER SITE

For a Festival / Event / or Festival Organization Twitter site. Submit Social Media Site Address Only.

NEW 12) BEST INSTAGRAM SITE

For a Festival / Event / or Festival Organization Instagram site. Submit Social Media Site Address Only.

ENTRY INFORMATION FOR CATEGORIES 1315: • • • •

For categories 13-15, entries will be reviewed online by judges. Submit categories 13-15, each as a single pdf, jpg, or png file. Refer to any additional entry information listed next to each category. These are standalone items and no written information is required.

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

13) BEST SINGLE DIGITAL/SOCIAL AD

For a single ad posted on any social media channel/platform used to promote a Festival / Event. Submit one (1) ad as a single pdf, jpg or png file.

14) BEST DIGITAL/SOCIAL AD SERIES

For an ad series posted on any social media channel/platform used to promote a Festival / Event. Submit a maximum of 5 ads to be viewed as a single pdf, jpg or png file.

15) BEST EVENT / ORGANIZATION ENEWSLETTER For an emailed newsletter used to promote a Festival / Event / Organization. Submit 3 consecutive e-newsletters. All issues to be combined and submitted as a single pdf, jpg or png file.

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CATEGORIES PROMOTIONAL PRINTED CATEGORIES ENTRY INFORMATION FOR CATEGORIES 16-29:

• Submit categories 16-29, each as a single pdf, jpg, or png file. • Refer to any additional entry information listed next to each category. • These are standalone items and no written information is required. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Judging Criteria:

Each entry will be judged based on the below criteria. • Does the entry relay the image of the event? • Is the message clear, concise, organized and informative? • Is the entry creative and / or display originality? • Is the entry compelling enough to engage an audience? • Is the entry designed / laid out well and have visual impact? • Is the entry usable / functional? • What is the overall impression?

16) BEST EVENT PROGRAM

For Festival / Event programs that are provided to be used during the Festival / Event. Submit as a single pdf. Include all pages.

17) BEST NEWSPAPER INSERT / SUPPLEMENT

For Festival / Event inserts included in a newspaper that are provided to use during the festival or event. Submit as a single pdf. Include all pages.

18) BEST PROMOTIONAL BROCHURE

For brochures that are sent out prior to the Festival / Event to promote the event. Submit as a single pdf. Include all pages.

19) BEST PRINTED MATERIALS (MULTIPLE PAGE)

Includes, but not limited to: direct mail brochures, cookbooks, annual reports, etc. used to promote a Festival / Event. Does NOT include event programs, newspaper insert/supplement, promotional brochures or invitations. Submit as a single pdf. Include all pages. Only one item per entry.

20) BEST PRINTED MATERIALS (SINGLE PAGE)

Includes, but not limited to direct mail pieces, rack cards, fliers, maps, etc. used to promote a Festival / Event. Does NOT include cover designs, posters, billboards or invitations. Submit no more than two (2) photos/images (Front/Back) of item as a single pdf, jpg, png or digital file. Only one item per entry.

21) BEST COVER DESIGN

For the covers from items such as Magazines, Newspapers, Brochures, Programs etc. used to promote a Festival / Event. Submit one (1) photo/image of cover only as a single pdf, jpg, png or digital file.

22) BEST SINGLE NEWSPAPER DISPLAY AD

For a single Festival / Event advertisement in a newspaper. Submit one (1) photo/image of ad only as a single pdf, jpg, png or digital file.

23) BEST SINGLE MAGAZINE DISPLAY AD

For a single Festival / Event advertisement in a magazine. Submit one (1) photo/image of ad only as a single pdf, jpg, png or digital file.

24) BEST AD SERIES

For a series of Festival / Event advertisements in a magazine or newspaper. Submit a maximum of 5 ads as a single pdf, jpg, png or digital file.

25) BEST PROMOTIONAL POSTER

For posters used for promotional purposes to promote Festival / Event. Poster is not for sale at event. Submit one (1) photo/image of poster only as a single pdf, jpg, png or digital file.

26) BEST COMMEMORATIVE POSTER

For posters specifically for sale at Festival or Event. Submit one (1) photo/image of poster only as a single pdf, jpg, png or digital file.

27) BEST PROMOTIONAL PHOTOGRAPH

For photos used to promote Festival / Event, or those that capture the essence and spirit of the Festival / Event. Submit one (1) photo only as a single pdf, jpg, png or digital file.

28) BEST OUTDOOR BILLBOARD

For outdoor billboards used to promote Festival / Event. Submit no more than four (4) photos/images of billboard only as a single pdf, jpg, png or digital file.

29) BEST INVITATION

For Single or Multiple Page invitations used to invite guests and attendees to a Festival / Event. Submit no more than four (4) photos/images of invitation only as a single pdf, jpg, png or digital file. IFEA’s ie: the business of international events Spring 2022

CATEGORIES EVENT DÉCOR & AMBIANCE CATEGORIES Includes onsite décor items at your Festival / Event. ENTRY INFORMATION FOR CATEGORIES 3031:

• Submit categories 30-31, each as a single pdf, jpg, or png file. • Refer to any additional entry information listed next to each category. • These are standalone items and no written information is required. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Judging Criteria: Each entry will be judged based on the below criteria. • Does the entry relay the image of the event? • Is the message clear, concise, organized and informative? • Is the entry creative and / or display originality? • Is the entry compelling enough to engage an audience? • Is the entry designed / laid out well and have visual impact? • Is the item usable / functional? • What is the overall impression?

30) BEST STREET BANNER

For Festival / Event banners used on-site or within the city to promote Festival / Event. Submit one (1) photo/image of banner only as a single pdf, jpg, png or digital file.

31) BEST ONSITE DECOR

Includes, but is not limited to: directional signage, stage backdrops, entryways, flags, inflatables, photo area, selfie station, etc. used on-site to at a Festival / Event. Submit no more than four (4) photos to illustrate single décor area. Submit as a single pdf, jpg, png or digital file. Only one décor area per entry.

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CATEGORIES MERCHANDISE CATEGORIES Includes merchandise sold at Festival / Event / Organization. ENTRY INFORMATION FOR CATEGORIES 32-37:

• Submit categories 32-37, each as a single pdf, jpg, or png file. • Refer to any additional entry information listed next to each category. • These are standalone items and no written information is required. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Judging Criteria: • Does the entry relay the image of the event? • Is the message clear, concise, organized and informative? • Is the entry creative and / or display originality? • Is the entry compelling enough to engage an audience? • Is the entry designed / laid out well and have visual impact? • What is the “Usability” factor? • What is the overall impression?

32) BEST T-SHIRT DESIGN

For T-Shirts sold before/during/after Festival / Event and/or to promote Festival / Event. Does NOT include Tank Tops, Long-Sleeve T-Shirts or Collared/ Polo Shirts. Submit no more than two (2) photos of T-Shirt (Front/Back) as a single pdf, jpg, png or digital file.

33) BEST PIN OR BUTTON

For Pins sold before/during/after Festival / Event and/or to promote Festival / Event. For Single Pins Only. No Pin Sets. Submit one (1) photo of Pin/Button as a single pdf, jpg, png or digital file.

34) BEST HAT

For Hats sold before/during/after Festival / Event and/or to promote Festival / Event. Submit no more than two (2) photos of Hat as a single pdf, jpg, png or digital file.

35) BEST FESTIVAL / EVENT MERCHANDISE

For Festival / Event merchandise sold before/during/after Festival / Event and/or to promote Festival / Event. Includes all other merchandise that you have for sale at your festival/event. Does NOT include T-Shirts; Pins; Hats; Sponsor Gifts; Give-Away Items. Submit no more than four (5) photos of single Merchandise item as a single pdf, jpg, png or digital file. Make one of your photos a photo of the item next to a ruler to illustrate the size of the item.

36) BEST SPONSOR GIFT

For gifts a Festival / Event gives to a specific sponsor of their Festival / Event as a thank you gift. Submit no more than four (5) photos of Sponsor Gift as a single pdf, jpg, png or digital file. Make one of your photos a photo of the item next to a ruler to illustrate the size of the item.

37) BEST GIVE-AWAY ITEM

For merchandise items that are given out at Festival / Event and are not for sale, i.e. - Race medals, T-Shirts, Beverage Mugs, etc. DOES NOT include items that are raffled/auctioned off at Festival / Event. Submit no more than four (5) photos of Give-Away item as a single pdf, jpg, png or digital file. Make one of your photos a photo of the item next to a ruler to illustrate the size of the item.

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CATEGORIES MERCHANDISE CATEGORIES 38) BEST OVERALL MERCHANDISING PROGRAM

Entry should focus on the overall merchandising program for the entire Festival / Event / Organization.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete sections 1-2 in the order listed below, in addition to providing Supporting Materials throughout your entry. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (30 Points) • Please include photographs/images of merchandise items available in your merchandise program in addition to merchandise displays. 1. Overview Information: (30 Points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section. Please title each section as noted below. a. Introduction & description of event b. Name (if applicable) and description of merchandising program. c. Overall revenue and expense budget for merchandise lines d. Target market for merchandise program (population / location) e. Marketing efforts tied to merchandise program f. Community support in selling / distributing merchandise g. Outlets for selling merchandise (Festival Store Front/Online Store, Grocery Stores, etc.) h. Measurable results (Including number / variety of items; number of outlets selling items, etc.) i. Overall effectiveness of merchandise program 2. Supporting Questions: (10 points) • Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead: “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the event? • Does the entry / program match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

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CATEGORIES SPONSORSHIP CATEGORIES 39) BEST TARGETED SPONSOR SOLICITATION PROPOSAL

40) BEST INDIVIDUAL SPONSOR FOLLOWUP REPORT

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 in the order listed below, in addition to providing Supporting Materials throughout your entry. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria.

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (50 points) • Please include a sponsor solicitation package that was used to target a specific sponsor along with any other additional materials/ images of items that were sent with the proposal. (Okay to substitute name of sponsor for generic name for confidentiality, however please make it clear on your entry you are doing this.)

Supporting Materials: (50 points) • Please provide a sponsor follow-up report sent to a specific sponsor with any other additional materials/images of items that were sent with the report. (Okay to substitute name of sponsor for generic name for confidentiality, however please make it clear on your entry you are doing this.)

1. Overview Information: (20 points) Please provide a detailed overview explaining the following information (a-c), in the order listed below, using no more than one (1) page per section: a. Introduction and description of main event. b. Name of Sponsor c. Introduction, effectiveness and success of Sponsor Solicitation Package

Entry should focus on actual Sponsorship Proposal that was used to target a specific sponsor for your Festival / Event.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / proposal professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / proposal designed and laid out well? • Is the entry / proposal creative and / or display originality? • Is the entry / proposal compelling enough to engage an audience? • Does the entry / proposal relay the image of the event? • Does the entry / proposal match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met? • Would you recommend or support this opportunity if in a position to do so?

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Entry should focus on actual Follow-Up Report that was generated for a specific sponsor for your Festival / Event.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / report professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / report designed and laid out well? • Is the entry / report creative and / or display originality? • Is the entry / report compelling enough to engage an audience? • Does the entry / report relay the image of the event? • Does the entry / report match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met? • Would you recommend or support this opportunity if in a position to do so?

CATEGORIES SPONSORSHIP CATEGORIES 41) BEST SPONSOR PARTNER

Entry should highlight a specific sponsor of a Festival / Event that stands out above all others.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. 1. Overview Information: (70 points) Please provide a detailed overview explaining the following information (a-g), in the order listed below, using no more than one (1) page per section: a. Introduction & description of main event b. Name of Sponsor c. Description of sponsor; level of sponsorship (cash/in-kind); details of benefit package and length of sponsorship/ partnership d. Quantity and quality of support to event by sponsor e. Goals and success of relationships for both event and sponsor f. How the sponsor stands out over all other sponsors. g. Activation of Sponsorship by Sponsor Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry designed and laid out well? • Is the entry creative and / or display originality? • What is the overall impression? • Have all requirements been met?

NEW 42) BEST SPONSOR ACTIVATION

Entry should focus on activation of a sponsor/sponsorship during a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry. Please limit your supporting materials to those actually sent / used with sponsor: • Images of Printed materials (brochures / programs etc.) • Images of Promotion / marketing / media materials • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-g), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event. b. Introduction & description of sponsor, level of sponsorship (cash/inkind); details of benefit package; length of sponsorship/partnership c. Description and purpose of Activity/Program at event, that the Sponsor is sponsoring. d. Describe the roles of the Event/Sponsor in the creation of the activation efforts. (i.e. – Did the event create everything, did the sponsor, or both?) e. Explain the originality of the activation efforts (i.e. – are the activation efforts unique to your event, or does the sponsor use the same activation for all events they sponsor?) f. Describe the overall sponsor activation in detail. g. Describe the overall effectiveness / success of the sponsor activation. 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this activation from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the activation is new, please answer the following question instead: “What challenges / obstacles did you foresee / encounter in creating the activation, and how did you handle them?” b. What adaptations and modifications did you make to this activation due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / activation professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / activation designed and laid out well? • Is the entry / activation creative and / or display originality? • Is the entry / activation compelling enough to engage an audience? • Does the entry / activation relay the image of the event? • Does the entry / activation match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met? • Would you recommend or support this opportunity if in a position to do so? Spring 2022 IFEA’s ie: the business of international events 73

CATEGORIES SPONSORSHIP CATEGORIES 43) BEST SPONSORSHIP PROGRAM FOR INDIVIDUAL SPONSOR

Entry should focus on an activity or program within a Festival / Event that was created for a specific sponsor.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry. Please limit your supporting materials to those actually sent / used with sponsor: • Images of Printed materials (brochures / programs etc.) • Images of Promotion / marketing / media materials • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-e), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Name of Activity/Program created and name of Sponsor c. Description and purpose of event/program being sponsored d. Description of sponsor; level of sponsorship (cash/in-kind); details of benefit package and length of sponsorship/ partnership e. Overall effectiveness / success of the program 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead: “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the event? • Does the entry / program match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met? • Would you recommend or support this opportunity if in a position to do so?

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44) BEST OVERALL SPONSORSHIP PROGRAM Entry should focus on the entire sponsorship program for all sponsors, for the entire Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry. Please limit your supporting materials to those actually sent / used with sponsor: • Images of Printed materials (brochures / programs etc.) • Images of Promotion / marketing / media materials • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Description of overall Sponsorship Program c. List of all current sponsors for event; levels of support; longevity of each d. Available benefit packages and valuation formulas e. Description of sponsor research targeting and sales process f. Description of sponsor service team and steps taken when new agreement is signed. g. Describe current sponsor renewal process & retention rate h. Overall effectiveness / success of the program i. Supporting Materials: Please provide a copy of Sponsor Agreement Sales Packet / Proposal; a copy of Sponsorship Follow Up Report and a sample of Sponsor Agreement 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead: “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the event? • Does the entry / program match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 45) BEST VOLUNTEER PROGRAM

Entry should focus on the overall Volunteer Program for a Festival / Event / Organization.

2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the event? • Does the entry / program match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-q), in the order listed below, using no more than one (1) page to explain each section, together with applicable examples: a. Introduction and description of main event b. Name of Volunteer Program (if applicable) in addition to description and purpose / objective of Volunteer Program c. Target audience / attendance / number of participants of Volunteer Program d. Duration of program (start to finish) and years program has been part of event e. Volunteer demographics (age, gender, individuals, charities, schools etc.) f. Volunteer job descriptions for each position. g. Explain and describe Recruitment methods / materials / applications h. Explain Communication methods / materials used with Volunteers i. Provide examples of Training guides / programs / handbooks / materials j. Provide Organization & schedule information / materials k. Explain Volunteer perks / benefits l. Highlight Volunteer Appreciation / recognition methods/ materials m. Describe Volunteer Retention methods / materials n. Provide description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) o. Overall revenue/expense budget of program p. Overall effectiveness / success of program q. Measurable results: ratio of volunteers to guests; # of volunteers; # of volunteer hours; # of volunteers in database; estimate of the financial value of your volunteers.

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES 46) BEST GREEN PROGRAM

Entry should focus on the overall green/recycling program and the implementation of that program at a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-o), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name of Green Program (if applicable) in addition to description and purpose / objective of Green Program c. Target audience / attendance / number of participants d. What “Green” initiatives were used at event (i.e. – recycling; alternative methods of transportation; renewable energy etc.) e. How were initiatives promoted to the public? Include marketing materials. f. Education programs pertaining to green program (for public, sponsors, volunteers etc.) g. How was green program enforced / encouraged, tracked, and staffed? h. Who assisted green program (vendors, volunteers etc.)? i. Measurable results – how much was recycled; savings / cost of Green program; carbon footprint reduction j. Non-tangible results: education; awareness; involvement etc. k. Duration of program (start to finish) and years program has been part of event l. Description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) m. Tie-in of program to main event n. Overall revenue/expense budget of program o. Overall effectiveness / success of program

IFEA’s ie: the business of international events

Spring 2022

CATEGORIES CRITICAL COMPONENT CATEGORIES 47) BEST PARADE

Entry should focus on either a stand-alone Parade or a Parade that is part of a larger Festival / Event.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / parade professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / parade designed and laid out well? • Is the entry / parade creative and / or display originality? • Is the entry / parade compelling enough to engage an audience? • Does the entry / parade relay the image of the event? • Does the entry / parade match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-l), in the order listed below, using no more than one (1) page to explain each section: a. Name, introduction, description, purpose and objective of Parade b. Introduction and description of overall festival/event, if Parade is part of a larger festival/event (if applicable) c. Tie-in of Parade to main festival/event (if applicable) d. Target audience / attendance of Parade e. Number and type of entries in Parade f. Overall revenue and expense budget of Parade g. Duration of Parade (start to finish) and years Parade has been in existence h. Activities planned before, during and after Parade i. Description of sponsor / charity / volunteer / school / other group involvement with Parade and benefits to each (if applicable) j. Community involvement and impact of Parade k. What makes the Parade unique and creative? l. Overall effectiveness / success of Parade 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change the parade from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the parade is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the parade, and how did you handle them?” b. What adaptations and modifications did you make to this parade due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES 48) BEST EDUCATIONAL PROGRAM

Entry should focus on an educational component built into the Festival / Event programming.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-l), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Educational Program c. Target audience / attendance / number of participants d. Provide a detailed description of the education program / curriculum e. Who provided the education and in what setting? f. Involvement by local educational institutions and professional education (if any) g. What was the take-away for attendees / participants? h. Duration of program (start to finish) and years program has been part of event i. Tie-in of program to main event j. Overall revenue/expense budget of program k. Description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) l. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the event? • Does the entry / program match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 49) BEST ACCESSIBILITY PROGRAM

Entry should focus on the accommodations and programming that are available that make a Festival / Event accommodating and accessible to people of all abilities.

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Target audience / attendance of Festival/Event c. Name (if applicable), description and purpose / objective of Accessibility Program d. Provide a description of the types of accessibility arrangements that have been made at festival/event (1 page each), including but not limited to: • Information listed online about your Accessibility Program • How your website and other online applications have been changed/updated to meet accessibility standards. • What services your event has for attendees with mobility disabilities • What services your event has for attendees who are deaf or hard of hearing • What services your event has for attendees who are blind or have low vision • What arrangements your event has made for service animals • What services your event has for attendees with Alzheimer’s • What services your event has for attendees with Autism. • What services have been made in regards to medical considerations for attendees with disabilities. • Any other services for attendees with disabilities (visible/non-visible) e. Describe behind the scenes efforts made to implement accessibility program (signage/training etc.) f. Overall revenue and expense budget for Accessibility Program (if available and applicable) g. Duration of Accessibility Program (i.e.: all year, just at the event?) and years Program has been in existence h. Festival activities accessible to attendees with disabilities, including those only available to attendees with disabilities i. Description of sponsor / charity / volunteer / school / other group involvement with Accessibility Program and benefits to each (if applicable) j. Overall effectiveness / success of Accessibility Program Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES NEW 50) BEST DIVERSITY, EQUITY & INCLUSION PLAN

Entry should focus on the Diversity, Equity & Inclusion (DEI) efforts made by a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the plan throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Information provided to attendees. • Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Target audience / attendance of Festival/Event c. Name (if applicable), description and purpose / objective of DEI Plan d. Provide an outline of the DEI Plan that has been made at festival/event e. Describe behind the scenes efforts made to implement DEI Plan (signage/training etc.) f. Overall revenue and expense budget for DEI Plan (if available and applicable) g. Duration of DEI Plan (i.e.: all year, just at the event?) and years Plan has been in existence h. Festival activities specifically focused on DEI efforts i. Description of sponsor / charity / volunteer / school / other group involvement with DEI Plan and benefits to each (if applicable) j. Overall effectiveness / success of DEI Plan 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this plan from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the plan is a new plan, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the plan, and how did you handle them?” b. What adaptations and modifications did you make to this plan due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / plan professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / plan designed and laid out well? • Is the entry / plan creative and / or display originality? • Is the entry / plan compelling enough to engage an audience? • Does the entry / plan relay the image of the event? • Does the entry / plan match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

CATEGORIES CRITICAL COMPONENT CATEGORIES 51) BEST CHILDREN’S PROGRAMMING

Entry should focus on specific programming for Children at a Festival / Event.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Children’s Program c. Target Audience / main target age group d. Attendance / number of participants e. Activities /entertainment provided f. Local School involvement g. Tie-in of program to main event h. Overall revenue and expense budget of specific program / event i. Description of sponsor / charity / volunteer / school / other group involvement with event / program and benefits to each (if applicable) j. Duration of program (start to finish) and years program has been part of event k. What makes the program unique and creative? l. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES 52) BEST OVERALL ENTERTAINMENT PROGRAM Entry should focus on the overall entertainment programming at a Festival / Event. Includes, but not limited to: Stage/Wandering/Children’s/specialty entertainment/performers; impromptu/ unexpected entertainment; other miscellaneous entertainment features.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event. b. Description of all Entertainment efforts at Festival/Event including, but not limited to, Stage/Wandering/Children’s/specialty entertainment/performers; impromptu/ unexpected entertainment; other miscellaneous entertainment features. c. Overall revenue and expense budget for Entertainment Programming; any sponsor involvement; free vs. ticketed entertainment. d. Target market for overall Entertainment Programming in addition to each area of programming if different from overall. e. Marketing efforts tied to Entertainment Programming. f. Community involvement in promoting and/or selling tickets. g. Measurable results (including attendance numbers if available) h. Describe the overall effectiveness / success of the Entertainment Program. 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

CATEGORIES CRITICAL COMPONENT CATEGORIES 53) BEST COMMUNITY OUTREACH PROGRAM

Entry should focus on programming done throughout the year by a Festival / Event to benefit and help include all parts of the community, while enhancing the image and brand of the Festival / Event/ Organization throughout the year.

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Outreach Program c. Target audience / attendance / number of participants d. Impact program had on the community e. Tie-in of program to main event f. Duration of program (start to finish) and years program has been part of event g. Overall revenue/expense budget of specific program h. Description of sponsor / charity / volunteer / school / other group involvement with program and benefits to each (if applicable) i. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES 54) BEST EVENT / PROGRAM WITHIN AN EVENT TO BENEFIT A CAUSE

Entry should focus on any fundraising or awareness programs done by Festival / Event, to raise funds or awareness for a specific cause, other than their own Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Event/ Program c. Description of selected cause and why/how it was selected d. Target audience / attendance / number of participants e. Tie-in of program to main event f. Duration of program (start to finish) and years program has been part of event g. Overall revenue/expense budget of specific event/program h. Description of sponsor / charity / volunteer / school / other group involvement with event / program and benefits to each (if applicable) i. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this event / program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the event / program is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this event / program due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

CATEGORIES CRITICAL COMPONENT CATEGORIES 55) BEST EVENT (WITHIN AN EXISTING FESTIVAL) Entry should focus on a specific event that is held during the course of a larger Festival / Event.

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Event within Festival c. Target audience and attendance / number of participants d. Overall revenue/expense budget of event e. Tie-in of program to main festival f. Duration of program (start to finish) and years program has been part of event g. Description of sponsor / charity / volunteer / school / other group involvement with event and benefits to each (if applicable) h. What makes the event unique & creative? i. Overall effectiveness / success of program 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this event from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the event is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the event, and how did you handle them?” b. What adaptations and modifications did you make to this event due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES 56) BEST EMERGENCY PREPAREDNESS & RISK MANAGEMENT PLAN

Entry should focus on the overall risk management / emergency preparedness plan for a specific Festival / Event with specific focus on the physical safety of attendees in the event of inclement weather, active shooter, crowd surges etc.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (30 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible • Please submit a detailed documentation of the security plan used at your event. Please note, if entry wins an award, it will be posted on the Member Only section of ifea.com for other members to view. 1. Overview Information: (30 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of plan c. Agencies consulted and/or responsible for plan d. Roles & responsibilities of individuals involved with implementing plan e. Depth and scope of plan f. Overall revenue and expense budget of plan g. Description of sponsor / charity / volunteer / school / other group involvement with plan and benefits to each (if applicable) h. Overall effectiveness / success of Plan 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this plan from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the plan is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the plan, and how did you handle them?” b. What adaptations and modifications did you make to this plan due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

CATEGORIES CRITICAL COMPONENT CATEGORIES NEW 57) BEST HEALTH & SAFETY PLAN

Entry should focus on the overall health and safety protocol plan created for a specific Festival / Event in response to the Pandemic with specific focus on the physical health of attendees.

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (30 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible • Please submit a detailed documentation of the health and safety protocol plan used at your event. 1. Overview Information: (30 points) Please provide a detailed overview explaining the following information (a-i), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of plan c. Agencies consulted and/or who provided input on plan d. Roles & responsibilities of individuals involved with implementing plan e. Health & safety requirements implemented by Festival vs. those required by City f. Depth and scope of plan g. Overall revenue and expense budget of plan h. Description of sponsor / charity / volunteer / school / other group involvement with plan and benefits to each (if applicable) i. Overall effectiveness / success of Plan 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. c. What did you do to update / change this plan from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the plan is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the plan, and how did you handle them?” d. What adaptations and modifications did you make to this plan due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES CRITICAL COMPONENT CATEGORIES 58) BEST FOOD & BEVERAGE PROGRAM

Entry should focus on the overall food and beverage opportunities available during the course of a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 – 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, Recruiting materials, evaluation forms, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants / volunteers / sponsors / students / charities etc. • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-l), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name (if applicable), description and purpose / objective of Food & Beverage Program c. Number and types of vendors d. Site Plan (i.e.: Food Courts, Crowd Flow etc.) e. Cash Management Process f. Fee Structures g. Alcohol Beverage Training/Control h. Vendor Application Process i. Festival/Event Controlled Products & Services (i.e.: Festival-only controlled product sales, Vendor required product use, etc.) j. Promotional activities to drive business k. Power/Water Access l. Waste Disposal 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the program is a new program, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the program, and how did you handle them?” b. What adaptations and modifications did you make to this program due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

CATEGORIES CRITICAL COMPONENT CATEGORIES 59) BEST NEW FESTIVAL OR EVENT

60) BEST NEW PROMOTION ACTIVITY

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name, description and purpose/objective of new Festival/Event c. Target audience and attendance / number of participants d. Overall revenue/ expense budget of Festival/Event e. Duration of Festival/Event (start to finish) f. Description of sponsor / charity / volunteer / school / other group involvement with Festival/Event and benefits to each (if applicable) g. What makes the Festival/Event unique & creative? h. Overall effectiveness / success of Festival/Event

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-k), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event/organization b. Name (if applicable), description and purpose / objective of Promotion c. Description of what was being promoted (merchandise, event, company, entertainment; etc.) d. What makes this promotion different from any other promotions? e. Target audience for promotion f. Attendance / number of participants (if applicable) g. Tie-in of promotion to main event/organization h. Overall revenue and expense budget of specific promotion i. Duration of promotion (start to finish) j. Description of sponsor / charity / volunteer / school / other group involvement with event/organization and promotion and benefits to each (if applicable) k. Overall effectiveness / success of promotion

Entry should focus on a Festival / Event, created from scratch for the first time, between July 16, 2019 and June 27, 2022, that is not part of a larger Festival / Event.

2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What challenges/obstacles did you foresee/encounter in creating the new Festival/Event, and how did you handle them? b. What adaptations and modifications did you make to this new Festival/Event due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / event professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / event designed and laid out well? • Is the entry / event creative and / or display originality? • Is the entry / event compelling enough to engage an audience? • Does the entry / event relay the image of the event? • Does the entry / event match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Entry should focus on a specific promotion created and implemented by a Festival / Event / Vendor / Supplier in order to promote a product, service, event, company, entertainment, etc.

2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What challenges/obstacles did you foresee/encounter in creating the program/activity/idea, and how did you handle them? b. What adaptations and modifications did you make to this program/ activity/idea due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / promotion professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / promotion designed and laid out well? • Is the entry / promotion creative and / or display originality? • Is the entry / promotion compelling enough to engage an audience? • Does the entry / promotion relay the image of the event? • Does the entry / promotion match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met? Spring 2022

IFEA’s ie: the business of international events

CATEGORIES VIRTUAL / ADAPTED PROGRAMMING CATEGORIES NEW 61) BEST VIRTUAL FESTIVAL / EVENT

NEW 62) BEST HYBRID FESTIVAL / EVENT

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure.

Supporting Materials: (10 points) Please include any necessary supporting materials for the event throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants • Supporting photographs • Measurable results: tangible & intangible

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants • Supporting photographs • Measurable results: tangible & intangible

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name, description and purpose/objective of Virtual Festival/Event c. Virtual platform(s) used for Virtual Festival/Event d. Target audience and attendance / number of participants e. Overall revenue/ expense budget of Festival/Event f. Duration of Virtual Festival/Event (start to finish) g. Description of any sponsor / charity / volunteer / school / other group involvement with Virtual Festival/Event and benefits to each (if applicable) h. What makes the Virtual Festival/Event unique & creative? i. Overall effectiveness / success of Virtual Festival/Event

1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event b. Name, description and purpose/objective of Virtual Festival/Event c. Virtual platform(s) used for Hybrid components d. Target audience and attendance / number of participants e. Overall revenue/ expense budget of Festival/Event f. Duration of Festival/Event (start to finish) & duration of virtual component g. Description of any sponsor / charity / volunteer / school / other group involvement with Hybrid Festival/Event and benefits to each (if applicable) h. What makes the Hybrid Festival/Event unique & creative? i. Overall effectiveness / success of Hybrid Festival/Event

2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this Virtual Festival/Event from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the Virtual Festival/Event is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the Virtual Festival/Event, and how did you handle them?” b. What adaptations and modifications did you make to this Virtual Festival / Event due to the Pandemic?

2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this Hybrid Festival/Event from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the Hybrid Festival/Event is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the Hybrid Festival/Event, and how did you handle them?” b. What adaptations and modifications did you make to this Hybrid Festival/Event due to the Pandemic?

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / event professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / event designed and laid out well? • Is the entry / event creative and / or display originality? • Is the entry / event compelling enough to engage an audience? • Does the entry / event relay the image of the event? • Does the entry / event match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Entry should focus on a Festival / Event that took place on a virtual platform vs. an-in-person Event.

IFEA’s ie: the business of international events

Spring 2022

Entry should focus on a Festival / Event that took place both in-person and virtually, or in-person with virtual components.

CATEGORIES VIRTUAL / ADAPTED PROGRAMMING CATEGORIES NEW 63) BEST FESTIVAL / EVENT ADAPTATION

Entry should focus on a Festival or Event that altered, adapted, changed or transformed from their original intended version due to unexpected circumstances.

New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the festival/event throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (brochures, handbooks, signage, etc.) • Promotional / marketing / media materials • Merchandise materials • Information provided to participants • Supporting photographs • Measurable results: tangible & intangible 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of main event – original intended version b. Introduction and description of main event – adapted version c. Name, description and purpose/objective of Festival / Event Adaptation d. Virtual platform(s) used for any components e. Target audience and attendance / number of participants f. Overall revenue/ expense budget of Festival/Event Adaptation g. Duration of Festival/Event Adaptation (start to finish) & duration of virtual component if any h. Description of any sponsor / charity / volunteer / school / other group involvement with Festival / Event Adaptation and benefits to each (if applicable) i. What makes the Festival/Event Adaptation unique & creative? j. Overall effectiveness / success of Festival/Event Adaptation 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this Festival/Event Adaptation from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the Festival/Event Adaptation is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the Festival/Event Adaptation, and how did you handle them?” b. What adaptations and modifications did you make to this Festival/ Event Adaptation due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES MEDIA RELATIONS CATEGORIES For effective media campaigns that generated news coverage, instead of paid or donated advertising time. 64) BEST PRESS / MEDIA KIT

Entry should focus on the effectiveness and use of a Press / Media Kit by a Festival / Event / Organization to promote the Festival / Event / Organization. In addition to providing a digital version of your press/media kit (include photos as necessary), also provide information for questions listed below.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (press releases, news clippings, etc.) • Promotional materials • Video / audio documentation (Please limit to 1 example – provide written explanation of further examples) • Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-e), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Target audience / demographics for the media c. Target location (communities / cities / states) for media d. Types of mediums used for media outreach e. Measurable results indicating: • Number of publications / cities / states targeted • Percent of distribution that covered news • Longevity of media coverage • Increase / decrease in media from previous years 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this kit from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the kit is a new promotion, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the kit, and how did you handle them?” b. What adaptations and modifications did you make to this kit due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / kit professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / kit designed and laid out well? • Is the entry / kit creative and / or display originality? • Is the entry / kit compelling enough to engage an audience? • Does the entry / kit relay the image of the event? • Does the entry / kit match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met? 92 IFEA’s ie: the business of international events Spring 2022

65) MOST CREATIVE / EFFECTIVE NEWS STUNT Entry should focus on the publicity generated through a media stunt by a Festival / Events/ Organizations to promote their event / cause etc.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (press releases, news clippings, etc.) • Promotional materials • Video / audio documentation (Please limit to 1 example – provide written explanation of further examples) • Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-e), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of main event b. Name (if applicable) and a detailed description of the news stunt c. How did the news stunt fit in to the overall media campaign for your event? d. Sponsor / charity involvement (if any) and why e. Was there an increase in media coverage for your event as a result of the stunt? 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this stunt from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the stunt is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the stunt, and how did you handle them?” b. What adaptations and modifications did you make to this stunt due to the Pandemic? Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / campaign professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / campaign designed and laid out well? • Is the entry / campaign creative and / or display originality? • Is the entry / campaign compelling enough to engage an audience? • Does the entry / campaign relay the image of the event? • Does the entry / campaign match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

CATEGORIES MEDIA RELATIONS CATEGORIES For effective media campaigns that generated news coverage, instead of paid or donated advertising time. 66) BEST MEDIA RELATIONS CAMPAIGN

Entry should focus on the entire media relations campaign for their specific Festival / Event.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / campaign professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / campaign designed and laid out well? • Is the entry / campaign creative and / or display originality? • Is the entry / campaign compelling enough to engage an audience? • Does the entry / campaign relay the image of the event? • Does the entry / campaign match the purpose / mission for the event? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (press releases, news clippings, etc.) • Promotional materials • Video / audio documentation (Please limit to 1 example – provide written explanation of further examples) • Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-h), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & description of campaign / event b. Purpose / objective of the media relations campaign c. A detailed outline of your entire media relations campaign for your event. d. Target audience / demographics for the media e. Target location (communities / cities / states) for media f. Types of mediums used for media outreach g. Measurable results indicating: • Number of publications / cities / states targeted • Percent of distribution that covered news • Attendance results based on media outreach / campaign • Income results based on media outreach / campaign • Longevity of media coverage • Increase / decrease in media from previous years. h. Overall effectiveness of the campaign 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this campaign from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the campaign is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the campaign, and how did you handle them?” b. What adaptations and modifications did you make to this campaign due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES MEDIA RELATIONS CATEGORIES For effective media campaigns that generated news coverage, instead of paid or donated advertising time. 67) BEST SOCIAL MEDIA CAMPAIGN

Entry should focus on the overall Social Media Campaign used to promote a Festival / Event.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Printed materials (press releases, news clippings, etc.) • Promotional materials • Video / audio documentation (Please limit to 1 example – provide written explanation of further examples) • Supporting photographs 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-l), in the order listed below, using no more than one (1) page to explain each section: a. Introduction and description of Main Event b. Description, purpose and objective of Social Media Campaign c. Social Media Platforms used (please provide up to 5 screenshots of each platform used) d. Social Advertising used (please provide up to 5 screenshots of each social advertising used) e. Target Audience for Social Media Campaign f. Editorial Calendar and Timeline for Campaign g. Examples of Hashtags, Contests, Polls & Quizzes etc., used during Campaign h. Additional Media exposure received from Social Media Campaign i. Estimate of revenue and/or attendance increase as a result of Social Media Campaign j. Analytics Overview (Listing Demographics, Impressions, Shares, Mentions etc.) k. What makes the Social Media Campaign unique and creative? l. Overall effectiveness / success of Social Media Campaign 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update / change this campaign from the year before? Were your updates / changes successful? Please provide measurable results / examples. • If the campaign is new, please answer the following question instead. “What challenges / obstacles did you foresee / encounter in creating the campaign, and how did you handle them?” b. What adaptations and modifications did you make to this campaign due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 68) BEST EVENT MANAGEMENT CERTIFICATION PROGRAM

Entry should focus on a detailed overview of the Event Management Certification Program at a University/College.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the school? • Does the entry / program match the purpose / mission for the school? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Event Management Certification Program c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?) 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update/change the Degree from the year before? Were your updates/changes successful? Please provide measurable results/examples. • If the Degree is new, please answer the following questions instead: “What challenges/obstacles did you foresee/encounter in creating the Degree and how did you handle them?” b. What adaptations and modifications did you make to this Degree due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 69) BEST ONLINE EVENT MANAGEMENT TRAINING PROGRAM

Entry should focus on a detailed overview of the Online Event Management Training Program at a University/College.

ENTRY INFORMATION: Submit entry as one (1) PDF file to include ALL entry information and supporting materials. Complete section 1 - 2 in the order listed below. Points will be awarded to the individual sections of your entry, in addition to the overall Judges Criteria. New: Entry to be submitted online. Please review page size/font requirements, file entry formats, file size, file name format procedures and how to submit entry on pages 2-3 of this brochure. Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Online Event Management Training Program c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?) 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update/change the Degree from the year before? Were your updates/changes successful? Please provide measurable results/examples. • If the Degree is new, please answer the following questions instead: “What challenges/obstacles did you foresee/encounter in creating the Degree and how did you handle them?” b. What adaptations and modifications did you make to this Degree due to the Pandemic?

IFEA’s ie: the business of international events

Spring 2022

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the school? • Does the entry / program match the purpose / mission for the school? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 70) BEST EVENT MANAGEMENT ASSOCIATE DEGREE

Entry should focus on a detailed overview of the Event Management Associate Degree at a University/College.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the school? • Does the entry / program match the purpose / mission for the school? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Event Management Associate Degree c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?) 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update/change the Degree from the year before? Were your updates/changes successful? Please provide measurable results/examples. • If the Degree is new, please answer the following questions instead: “What challenges/obstacles did you foresee/encounter in creating the Degree and how did you handle them?” b. What adaptations and modifications did you make to this Degree due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 71) BEST EVENT MANAGEMENT BACHELOR’S DEGREE

Entry should focus on a detailed overview of the Event Management Bachelor’s Degree at a University/College.

IFEA’s ie: the business of international events

Spring 2022

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the school? • Does the entry / program match the purpose / mission for the school? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 72) BEST FESTIVAL & EVENT MANAGEMENT MASTER’S DEGREE

Entry should focus on a detailed overview of the Event Management Master’s Degree at a University/College.

Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the school? • Does the entry / program match the purpose / mission for the school? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

Supporting Materials: (10 points) Please include any necessary supporting materials for the program throughout your entry limiting materials to no more than 5 examples for each area listed below (if applicable). • Student recruiting materials • Student application materials • Marketing materials for program • Complete outline and syllabus of course(s) • Reading requirements list for students • Sample testing Materials 1. Overview Information: (50 points) Please provide a detailed overview explaining the following information (a-j), in the order listed below, using no more than one (1) page to explain each section: a. Introduction & History of School/University b. Purpose / objective of Festival & Event Management Master’s Program c. Date program was founded & time frame course is offered d. Number of staff members & student to staff ratio e. Number of students enrolled / number graduated f. Tuition costs / Financial assistance offered g. Overall revenue and expense budget of program h. Writing/Speaking/Testing/Research requirements for students i. Practical event experience required (internships/assigned event management etc.) j. Overall effectiveness of degree/program - Alumni success (what are alumni of program doing now?) 2. Supporting Questions: (10 points) Please answer the following questions (a-b) using no more than one (1) page. a. What did you do to update/change the Degree from the year before? Were your updates/changes successful? Please provide measurable results/examples. • If the Degree is new, please answer the following questions instead: “What challenges/obstacles did you foresee/encounter in creating the Degree and how did you handle them?” b. What adaptations and modifications did you make to this Degree due to the Pandemic?

Spring 2022

IFEA’s ie: the business of international events

CATEGORIES EDUCATIONAL INSTITUTIONS OFFERING EVENT MANAGEMENT PROGRAMS 73) BEST FESTIVAL & EVENT MANAGEMENT PHD PROGRAM

Entry should focus on a detailed overview of the Event Management PhD Program at a University/College.

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IFEA’s ie: the business of international events

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Judging Criteria: (30 points) Your entry will also be judged based on the below criteria. • Is the entry / program professional and easy to understand? • Is the message clear, concise, organized and informative? • Is the entry / program designed and laid out well? • Is the entry / program creative and / or display originality? • Is the entry / program compelling enough to engage an audience? • Does the entry / program relay the image of the school? • Does the entry / program match the purpose / mission for the school? • What is the overall impression? • Have all supporting materials and measurable results been provided? • Have all requirements been met?

IFEA/HAAS & WILKERSON PINNACLE AWARD ENTRY CHECKLIST With so many changes to the Pinnacle Competition this year, please be sure to review the following checklist to make sure you have completed everything before, during and after you enter your entries: ❍ REVIEW all the categories in the 2022 IFEA/Haas & Wilkerson Pinnacle Award Brochure (there’s quite a few new ones!) ❍ REVIEW the Eligibility Dates for when items entered need to have been produced and / or used for the first time (it’s expanded for this year!) ❍ REVIEW Entry Deadlines on page 2 of brochure. ❍ DECIDE which categories you want to enter. ❍ REVIEW the specific requirements needed to enter each category. ❍ COMPILE all items needed for the specific category. ❍ CREATE your entry(ies) – be sure to include EVERYTHING that is listed for your category. ❍ PROOF your entry before you submit. ❍ SAVE your entry in the file format required for the specific category (either a png, jpg, pdf or an online link). See page 2-3 of brochure. ❍ SAVE the file name for your entry in the format listed on page 2 of brochure. ❍ SUBMIT your entry by going to this page: www.ifea.com/p/industryawards/pinnacleawards/thisyear/EnterHere ❍ REVIEW “To Submit an Entry” instructions on the above page. ❍ REVIEW “Important Notes” regarding proofing, submitting multiple entries in the same category and payment options. ❍ REMEMBER to contact Nia Hovde, CFEE at nia@ifea.com if you need to pay by check for your entries BEFORE you start entering. ❍ COMPLETE Sections 1, 2 and 3 of the online entry form for EACH entry. ❍ PROOF each entry form before you select submit. ❍ SUBMIT your entry. ❍ SELECT “Continue Shopping” to add more entries, or “Check Out” when you’re finished. ❍ WATCH for an emailed receipt and recap of your entries once submitted. ❍ ENTER more entries as needed at any time until the final deadline. ❍ REMEMBER to email ONE (1) high resolution copy of your Organization OR Event Logo to nia@ifea.com. ❍ TIPS & POINTERS? Review some of the Tips & Pointers we’ve gathered from your peers over the years here: www.ifea.com/p/industryawards/pinnacleawards/pinnacle-tips--pointers ❍ QUESTIONS? Review all the FAQ’s listed here: www.ifea.com/p/industryawards/pinnacleawards/pinnacle-faqs

❍ CONTACT: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at the IFEA if you have ANY QUESTIONS or ISSUES at nia@ifea.com. Spring 2022

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2022 IFEA

IT’S TIME TO RECOGNIZE THE LEADERS OF OUR INDUSTRY Board of Directors, will review all nominations and select one or more individuals to be honored in to the IFEA Hall of Fame.

It’s time to present the IFEA’s most prestigious honor. It’s time to induct someone into the IFEA Hall of Fame for 2022. Who will it be? Will it be your own Executive Director? Will it be one of your mentors? Will it be a colleague you’ve met at an IFEA Annual Convention? Will it be . . . you? Who that person will be is up to you. Now is the time to submit a nomination for that leader and recognize them for their outstanding achievements and contributions to the festivals and events industry. ABOUT THE AWARD: Known as the associations most prestigious honor, the IFEA Hall of Fame recognizes those outstanding individuals who, through their exceptional work and achievements, have made a significant contribution to the Festivals and Events Industry and a profound difference in the communities they serve, both locally and internationally. The International Festivals & Events Association is now accepting nominations from its members for those individuals who meet this to be inducted into the IFEA Hall of Fame. NOMINATION CRITERIA: Nominations must represent a current or past IFEA member who has made substantial achievements and/ or contributions to the festivals and events industry. Nominees can be retired and represent any facet of our industry (i.e. vendor, supporter, senior professional, etc.). (Current IFEA World Board of Directors, IFEA Foundation Board of Directors and IFEA Staff Members are not eligible to be nominated*). *Exceptions may be made at the discretion of the IFEA Hall of Fame Committee. HOW INDUCTEES ARE SELECTED: Once nominations have been received, the IFEA Hall of Fame Committee, comprised of members of the IFEA World

HONORING THE INDUCTEE: The Honoree (s) will be the guest (s) of the IFEA on an all-expense* paid trip to the next Annual IFEA Convention & Expo, where they will be inducted at the IFEA Awards Luncheon, in their honor. *Includes 2 nights hotel, airfare and Convention registration.

PAST NOMINATIONS: To view a complete list of past inductees and their stories, go to the Awards Section at www.ifea.com. NOMINATION DEADLINE: Nominations should be submitted no later than 5:00 PM (MST) Monday, June 6th, 2022 ENTRY FORMAT: Please EMAIL your nomination in a Word document. SUBMIT ENTRIES TO: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com. QUESTIONS: Please contact: Nia Hovde, CFEE – nia@ifea.com

THE NOMINATION PROCESS Please submit the following information for your nomination: A. INDIVIDUAL SUBMITTING NOMINEE 1. Name • Organization • Address • City • State Zip • Phone • Fax • Email 2. If your nominee is selected, will you be willing to help ensure that they attend the luncheon? 3. If your nominee is selected, will you be willing to assist the IFEA and the inductee in gathering materials to prepare their induction video? B. NOMINEE INFORMATION Name • Position • Address • City • State • Zip Phone • Fax • Email C. NOMINATION QUESTIONS Please submit a general overview of your nominee’s career, including IFEA involvement; organizations they have worked for, positions held, awards, etc., highlighting how your nominee has had an international impact and made a difference in the festival and events industry.

International Festivals & Events Association

IFEA World

LEADERSHIP LEGACY

RECOGNITION PROGRAM The IFEA Leadership Legacy Recognition Program recognizes individuals who have made a significant impact through their work and accomplishments in the festivals and events industry within their own town/city/community. Someone who may not necessarily have the international impact that the IFEA Hall of Fame Award calls for, but has accomplished great things within their own town/city/community. Throughout the year, up to four Leadership Legacy recipients will be selected by their peers from nominations received. Each recipient will be recognized through a feature in an issue of IFEA’s “ie” Magazine – specifically in January, April, August and October. This is an ongoing recognition program throughout the year, nominations can be accepted at any time. “ie” magazine deadlines can be found at www.ifea.com.

Leadership Legacy Nomination Criteria Leadership Legacy nominees must represent a current or past IFEA Member. Nominees can be retired and/or represent any facet of our industry (i.e.: vendor, supporter, event profession, senior professional, etc.) Please Submit the Following Information for a Leadership Legacy Nomination. Nominees may have someone else submit a nomination on their behalf, or are able to nominate themselves. Leadership Legacy Nominee Contact Information Name, Title Organization Address, City, State, Zip, Country Phone, Fax, Email Leadership Legacy Nominee Questions Please answer each of the following questions citing specific examples using no more than 500 words per answer. 1. Explain the impact through and accomplishments the has made in the festival industry within the local

their work candidate and event community.

2. Describe the level of involvement the candidate has had with the IFEA during their career. 3. Submit a general overview of the candidate’s career including organizations worked for, positions held, titles, awards etc. Entry Format: Please email the nomination in a word Document. Submit Entries to: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com. Questions: Please Cont act Nia Hovde, C F E E, Vice President/Director of Marketing & Communications at Email: nia@ifea.com. Deadline: Nominations may be submitted at any time during the year. Leadership Legacy Recipients will be featured in the January, April, August and October issues of IFEA’s “ie” Magazine. “ie” Magazine deadlines can be found at http://www.ifea.com/p/ resources/iemagazine/publishingdeadlines.

Own Brain Limits Your Creative

The Neuroscience of Innovation

How Your

Thinking

by Susan Robertson 104

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Several neuroscience principles limit our ability to creatively solve problems and generate innovative ideas. Understanding some of these principles can help you optimize your creative thinking and innovation processes. 1. While your whole brain is working all the time, there are serious energy constraints. The brain stores no fuel, and running on empty degrades performance significantly. Therefore, it needs frequent breaks from high energy usage. One of the places you experience this brain energy constraint most acutely is during the brainstorming phase. It’s a fast and furious pace of generating ideas, potentially for a long time. Leaders have always known that taking breaks from ideation makes for better results, and this neuroscience principle is obviously why. However, it’s also important to help people understand they actually need to take a brain break, and to have the willpower to do it (instead of checking email or doing other work during the “break”). To help them, plan a little “enforced fun.” This can be things like group juggling, kid-like games or songs like “Heads, Shoulders, Knees, and Toes”, or an impromptu dance session. You’ll notice many of these activities have a physical element. This physicality also helps with restoring some energy for the intensive brain work. Another energy-enhancing tip: feed people. A growling stomach is not conducive for maximum output of ideas. Be sure to feed them satisfying food—not just sweets. Offer nuts, cheese, veggies, or fruit. Oh, you can offer sweets too—but always make sure there’s some more sustaining fare, as well. 2. The brain naturally limits System 2 thinking. Your brain has two types of thinking: • System 1 (Fast): is the “easy” type of thinking that we use most of the time. It’s intuitive and automatic. So, obviously, it’s also energy-efficient. • System 2 (Slow): is thinking that requires more deliberation, more focus, more conscious thought, and literally uses more energy. So, we subconsciously avoid it whenever we can.

If you avoid (or limit) System 2 thinking when it’s needed in your innovation process, you will, at the least, miss out on really good ideas—and at the worst, make some bad judgment calls that you might have avoided if you had effectively used System 2. One of the phases where people frequently try to avoid System 2 thinking is immediately after idea generation, when it’s time to select the best ideas. The brainstorming is usually lots of fun. It’s fast, and our brains are making sub-conscious and intuitive connections. Then comes the time we have to be focused and deliberate to narrow to a manageable set of ideas. Suddenly, it all becomes…a Lot. Less. Fun. Know that your team will try hard to avoid System 2 thinking, and you need to be prepared to counter the objections, and ensure that the needed deliberate thinking will happen. For example, people will say, “It takes too long to review all the ideas. We don’t have time.” or, “Let’s just have everyone champion a few ideas instead of reviewing all of them. The ones we remember are probably the best ones anyway.” (Which isn’t true, but that’s another topic.) Another all-too-common scenario -- the team has gotten together and spent several hours generating ideas. Then, everyone gets 5 sticky dots to vote for top ideas. Most people will do this in 5 minutes and immediately dash out the door. They weren’t forced to engage System 2 thinking, so they won’t. Their decisions will rely on System 1, with all its concurrent biases, shortcuts, and mistaken intuition. There will never be the deliberate, conscious, effortful thinking that’s needed at this stage. If this is the typical process in your innovation sessions, you need to make some significant changes. 3. The brain is a “Bayesian inference machine.” Huh? Bayesian logic is a very specific, formulaic method that provides a disciplined way of combining new evidence with prior models. So, the reference to our brains Spring 2022

being a Bayesian inference machine is obviously a metaphor, although a very apt one. Whenever people are faced with new information, they use it to only slightly refine -- not completely rethink -- their existing models/beliefs/hypotheses. Rarely do we assume new data means our existing beliefs might actually be wrong. Instead, we make only incremental and minimal adjustments to our existing beliefs; the least possible change in our thinking that will account for the new data. Further, the more experience you have in a subject, the more of these existing assumptions you have about it. You are likely not even aware of all these embedded assumptions; many of them are so ingrained in your thinking that it wouldn’t occur to you to question them. They are presumed to be fact -- if you even consciously recognize that you have these beliefs. Obviously, to reach truly breakthrough insights and ideas, you must go beyond incremental thinking. To get there, we need to consider the possibility that our view of the world (or the market, or our product category, etc.) might need shaking up. Given that our human tendency is to retain existing mental models, you need to consciously be doing things to help you and your team break out of this natural limitation on new thinking. Our brains are constantly making short cuts, mostly in the interest of conserving energy. As a result, your brain will subconsciously limit your thinking in ways you’re not aware of, unless you consciously and actively manage it. Remaining vigilant about these neuroscience-based barriers can help you dramatically improve your creative thinking and your innovation processes. 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/

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INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

BOARD PROFILE

Jessica Kaminskas Joined IFEA Foundation Board in 2022 Description of Event/Business:

Founded in 1984, The Parade Company is a not-for-profit organization governed by the Michigan Thanksgiving Parade Foundation whose Board of Directors is comprised of key civic and cooperate leaders in the Greater region. The Company is celebrating 96 years of parade tradition in Detroit, with a mission to fund, create and execute the best family events in Metro Detroit. The Parade Company staff, Board of Directors and thousands of volunteers work year-round to bring a variety of magnificent events to the City of Detroit each year including The Ford Fireworks, Hob Nobble Gobble presented by Ford, Strategic Staffing Solutions Turkey Trot and America’s Thanksgiving Parade presented by Gardner White. The Parade Company is also home to a working art studio where we design, create and build larger than life floats, props and costumes.

How did you get into the Festivals/Events Industry? As a child, I spent every summer and holiday break travelling and experiencing different cultures, cuisines, festivals and landscapes. I developed a passion for adventure and fun! I was lucky to find myself at CMU where they boasted one of the top recreation programs in the united states. I quickly discovered this was my future, being able to create memories for people like I was able to experience as a child. What has been your biggest Professional Challenge? Navigating the festival & event space during a pandemic. Trying to predict the unknown while keeping the team and traditions in tact has been very challenging. Fortunately, there is a great support system in the industry to lean on and garner advice. There is comfort in knowing we will get through this together. What is the best advice you’ve ever received? Strive to get everything between the goal posts of great What advice would you give the younger version of yourself as you started out in the Festivals & Events Industry? Network! Take lots of notes, try new things, don’t be afraid to make mistakes, lean on others for advice, volunteer for other events and criticism can be a gift. What do you do to relax? I love to travel, hike, workout, spend time with family, friends & dogs. What is your personal philosophy? Live your life with integrity, compassion & wonderment. IFEA’s ie: the business of international events

Years in the Festival/ Event Business: 24 Years Years at Current Place of Employment: 24 Years Highest Level of Education: College Degree Received: BAA - Facility Management & Administration with a concentration in Commercial Recreation Graduating University: Central Michigan University

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FACTS ON FILE

Spring 2022

Year Graduated: 1998 Family Details: Husband Brian Kaminskas. Two dogs: Tiki & Hula Last Book or Business Book Read: Malibu Rising by Taylor Jenkins Reid Last Movie Watched: Don’t Look Up Last Festival Attended (that wasn’t your own): Lobster Fest in Key West Favorite Festival Food / Drink: Corn in a cup with hot sauce & beer Jessica Kaminskas COO The Parade Company Detroit, MI, United States 313-923-7400 jkaminskas@theparade.org www.theparade.org

Continued from Prune & Bloom, page 20

Take some time to sit and think about where you are in each of these areas. Does one need work more than the others? What areas, if you improve them, would drastically change your life or those of your family, friends, or co-workers? In five years, what do you want your life in each of these areas to look like? How do you start today to make them happen? All of the above activities are designed to point a light on the type of person you have been…and can help shine that light forward into who you can become. Armed with this knowledge, you can then sit down and feel confident in who you want to become. Brainstorm the characteristics, skills, and habits of that kind of person, and then set daily, weekly, and monthly goals to get there. Don’t forget to journal about it…and this time next year you can sit back with a good book (the book of YOU!) and be amazed at your year!

Alison Baringer, 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 and the UNC-Wilmington Alumni Board on the Executive Committee in the role of Secretary.

Continued from Board Profiles: Warwick Hall, CFEE, page 34

What is the best advice you’ve ever received? From a South African fellow who had spent a lot of time in some very nasty places: Work smarter not harder, no such things as problems, only solutions in waiting. As for stress, well stress is like drinking poison and hoping someone else gets sick, don’t stress, solve!

What do you do to relax? Self-confessed eleutheromaniac, number one obsession is kite surfing. When I’m not chasing water, wind and sun, it’s drinking good espresso and observing human behaviour (from a professional viewpoint). Beyond that its SUP, caving, gym and MTB, and no, cruise ships are not my thing.

What advice would you give the younger version of yourself as you started out in the Festivals & Events Industry? Network, network and network, so much to learn from each other to flatten the learning curve.

What is your personal philosophy? Live Life! Humans are hardwired to live, explore, learn and grow, not to merely exist.

Continued from Board Profiles: Colleen Murphy, page 58

What is the best advice you’ve ever received? “If this is the worst thing that ever happens to you in life, you’re a really lucky girl.” A close family friend told me that in high school after I was in a tiny fender bender. It keeps things in perspective when things don’t go as planned. What advice would you give the younger version of yourself as you started out in the Festivals & Events Industry?

Hang in there and keep doing what you’re doing. You’ll get there. What do you do to relax? Running, Baking, Gardening What is your personal philosophy? K-I-S-S: Keep It Simple Stupid. If you start with a simple concept, it’s easy to build from there. If you start with something complicated, it will only become more complicated. Spring 2022

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2022 IFEA

GIVE THANKS TO THOSE WHO SELFLESSLY GIVE SO MUCH TO YOUR EVENT Take a moment to think about all your hard-working volunteers that will be with your event this year, or have been with you for many years. Would your event be possible without their hard work and dedication? They all deserve to be recognized just for the fact that they’re volunteering, but is there anyone who stands out above the rest; goes that extra mile to help you and your event? Someone that makes your life easier, just by volunteering to help your event! You thank your volunteers every day for all their hard work, but wouldn’t it be great if they could be thanked by the entire events industry with the IFEA Volunteer of the Year Award? After all, for all they do for your event - what’s a few moments of your time to jot down a few nice things about them and submit a nomination.

2022

Do something amazing today and submit a nomination for that hard-working volunteer to the 2022 IFEA Volunteer of the Year Award. Nominations are currently being accepted for the 2022 IFEA Volunteer of the Year Award. ABOUT THE AWARD: Whether an individual acts as a volunteer administrator of an event or contributes his or her time and resources in support of a larger, multi-event organization with a paid staff, the efforts that are put forth by volunteers to our festivals and events deserve our heartiest congratulations and recognition. It is for that reason that the IFEA Volunteer of the Year Award was created. The IFEA Volunteer of the Year Award recognizes those outstanding event volunteers whose unselfish and dedicated service to a member festival or event has made a significant difference in their community and mirrors the commitment to success in our professional ranks.

NOMINATION CRITERIA: To be eligible for consideration for the IFEA Volunteer of the Year Award, the nominee shall: • Be a current volunteer of an IFEA member organization • Have provided significant enthusiasm, organizational assistance and specific expertise • Be a volunteer of the nominating festival or event for at least 3 years • Have shown initiative and leadership in his or her efforts • Have a positive attitude • Have exemplified his or her dependability • Have a significant depth of involvement • Have made a difference to the festival or event • Have received no remuneration for services directly associated with his or her volunteer duties HOW THE WINNER IS SELECTED: Once nominations have been received, the IFEA Volunteer of the Year Committee, comprised of members of the IFEA World Board of Directors, will review all nominations and select the Volunteer of the Year winner from all of the candidates submitted. Volunteer nominations submitted for the 2018 and 2019 Awards may be carried over into the 2022 competition with the permission of the nominator. The nominator will have the option to re-write the nomination if desired. HONORING THE WINNER: The winner of the 2022 IFEA Volunteer of the Year award will be honored at the next Annual IFEA Convention & Expo at the IFEA Awards Luncheon. As the guest of the IFEA, the winner will receive an all expense* paid trip to the convention to accept their award. Additionally, the winner will be promoted through local and national media releases, be featured in an issue of “ie” magazine, on the IFEA Website and in email promotions. *Includes 2 nights hotel, airfare and Convention registration. Each semi-finalist will receive a certificate of recognition and will be highlighted in an upcoming issue of “ie” magazine. PAST WINNERS: To view a complete list of past winners and their nominations, go to the Awards Section on www.ifea.com NOMINATION DEADLINE: Nominations should be submitted no later than 5:00 PM (MST) Monday, June 6, 2022 ENTRY FORMAT: Please EMAIL your nomination in a Word document.

SUBMIT ENTRIES TO: Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com. QUESTIONS: Please contact: Nia Hovde, CFEE – nia@ifea.com

THE NOMINATION PROCESS

Please submit the following information for your nomination: A. INDIVIDUAL SUBMITTING NOMINATION INFORMATION: Name • Organization • Address • City • State • Zip • Phone • Fax • Email B. NOMINATION INFORMATION: Name • Address • City • State • Zip • Phone • Fax • Email C. NOMINATION QUESTIONS: Please provide a response for each of the questions below, indicating which question you are answering. Please include specific examples for each. Points will be awarded for each question. Points awarded are listed below. 1. Explain your volunteer’s significant depth of involvement. (20 points) 2. Show specific examples of your volunteer’s roles and responsibilities. (10 points) 3. Describe how your volunteer has provided significant enthusiasm, organizational assistance and specific expertise. (10 points) 4. Explain how your volunteer has shown initiative and leadership in his or her efforts. (20 points) 5. Tell how your volunteer has exemplified his or her dependability. (10 points) 6. Describe your volunteer’s positive attitude. (10 points) 7. Describe how your volunteer has made a difference to the festival or event. What impact has your volunteer had on your festival/event? What void would there be without him or her as a volunteer? (20 points) D. ADDITIONAL INFORMATION: Please also submit the following with your nomination. 1. A high-resolution photograph of the volunteer you are nominating. (300 dpi or higher) 2. A local media list (up to 15 contacts) in order for IFEA to send Press Releases to your media. • Please submit in Excel format. • Please include: Name; Organization; City; State; Email

10 THINGS

TO KNOW

IF YOU’RE NEW TO

CLOUD COMPUTING By Susanne Tedrick

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Cloud computing has changed how people and organizations consume information technology products and services. Given the cloud’s flexibility and agility, organizations were able to use cloud services to continue mission critical operations and allow employees to work from home. According to Flexera’s 2021 State of The Cloud report, 36% or enterprise respondents said that they expect to spend $12M or more in cloud services, and 90% of enterprise respondents expected that their cloud usage would exceed their prior plans because of the pandemic. This sped up cloud use and spending has caused some additional challenges, particularly around having skilled resources. According to a recent study by the information technology research firm Gartner, many IT leaders said that they lack in-house skills to handle 60% of their current operational tasks (particularly in the areas of security, dev ops, networking and compliance), and over 50% felt that in 2022, they won’t meet their company’s cloud adoption goals because of a lack of in-house skills and experience. Now more than ever, having cloud computing knowledge and skills is important. If you’ve never heard of cloud computing or are not entirely familiar with the concept, here’s 10 things you should know: 1. Cloud Computing is Not a New Concept At a top level, cloud computing is the delivery of information technology resources over the internet. Rather than purchasing and maintaining computer hardware and software, you “rent” services from someone else. While the term cloud computing is relatively recent, the underlying concept of cloud computing dates back all the way to the 1960’s. It was then that computer scientist J.C.R. Licklider came up with an idea for an interconnected system of computers called ARPANET (Advanced Research Projects Agency Network) that laid the groundwork for what would eventually become what we know the Internet to be today. In his article, “The Computer as a Communication Device”, Licklider described what the internet is - a place where everyone can be connected and access specific programs or data from any location; a precursor to what we know as “cloud computing”. 2. We’re Already Using Cloud Computing Most modern applications and websites are using cloud services to run. If you’ve ever used online productivity software, like

Office 365 or Google Suite, then you have 100% used cloud services 3. Self-Service With cloud service, no outside help is needed! Whenever a person needs a virtual machine, or needs to create a document or spreadsheet, they can create them on their own; resources are available automatically or near-instantly. No outside salesperson or other party is generally needed to get started with most cloud services. 4. Accessible Anywhere, Anytime* If you have a connection to the Internet and device that can access the Internet (e.g. tablet, smartphone, computer), then you can access cloud services any time. *The only caveat is that if the cloud service is down for maintenance, upgrades or an outage, then you won’t be able to access the service. 5. Scales to User’s Needs People can decide how much (or little) of a service they want to use, and without making a long-term commitment. For example, if a user finds that they need additional virtual machines to complete a short-term data science project, they can purchase those VMs and use them, and then at the end of the project, shut the extra machines down at no additional cost or commitment. 6. Pay Only For What’s Used When people consume utilities, like electricity, they are charged only for what you used in each month. Cloud computing resources operate in the same way, in where users are only charged for when the cloud service is running. 7. Deployment Models When most people are writing about cloud computing, they are usually talking about “public” cloud. On a public cloud platform, anyone can access the services, which helps to keep the costs of services down. The flip side – because many people can access these services, it can lead to services not performing optimally (often referred to as “noisy neighbors” or “nosy tenants”). Enterprises often opt to develop their own cloud platforms, referred to as “private” cloud, where only those who belong to the organization can access the services on the platform. While this can help with performance and availability, it is very expensive to build and maintain. A “hybrid” cloud is where public, private and perhaps physical (or on-premises) infrastructure is used. This may be ideal for Spring 2022

cutting costs and addressing specialized security or industry compliance concerns. This is not to be confused with “multi” cloud, which is usually two or more public clouds being used. 8. Service Models & Shared Responsibility There are three different service models that are referred to as infrastructure, platform, and software as a service. Software as a service, or SaaS, is the most common deployment, where we purchase software on a recurring basis. The software provider handles just about everything – the software itself, the underlying platform it’s running, updates, security, etc. As the names imply, providers of infrastructure and platform as a service ensure that there are resources to support computing, networking, storage and application development services. Whatever a user places on top of those resources, is their responsibility. 9. Multiple Platforms Amazon Web Services, Microsoft Azure and Google Cloud Platform are the major public cloud providers in the United States. That said, they are not the only ones – an example, Alibaba Cloud Services is the predominant provider in China. Not to mention, there is a growing market for “vertical clouds”, where the cloud platforms services are catered to a specific industry, like financial services and manufacturing. 10. Careers Galore While there is a dearth of cloud professionals in security, networking and application development, there is just as much of a need for professionals that can help an organization with their costs and governance needs. As cloud becomes a mainstay for businesses, there’s never been a better time to learn the fundamentals, especially if you’re a technologist looking to stay competitive in the IT industry. Susanne Tedrick is an infrastructure specialist for Azure, Microsoft’s cloud computing platform. In her work, Susanne helps her clients address needs and challenges surrounding cloud adoption, migrating on premises workloads to the cloud, and cost optimization. Susanne previously worked as a technical specialist for IBM Cloud. For more information, please visit: SusanneTedrick.com.

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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 early 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 112

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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

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MARKETPLACE SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.COM domestic and abroad. Contact: Wendy Freiwald | 69 S LaSalle St., Aurora, IL 60505 USA | 630-896-0084 | wendy@expocad.com | www.expocad.com

ATTRACTIONS 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 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 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 EVENT SOFTWARE / APPS 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 114

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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 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

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

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

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 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

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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 33 issue 1

Articles inside

10 Things to Know If You’re New to Cloud Computing

The Neuroscience of Innovation

It’s Me, Not You (Actually, Maybe It Is!)

Leadership At All Levels

5 Agreements For Your Future Culture

The PR Shop

3 Reasons Why Hiring Salespeople "Just Doesn't Work Like That"

Everyone's Invited Including People with Disabilities

The Experience Equation

The Intentional Leader

The ABCs of Digital Marketing

The Un-Comfort Zone

Ransomeware Readiness and Recovery

Festivals Without Borders

Anchors, Signposts, Echoes, and Loops

Prune & Bloom

Is There a Doctor In the House

IFEA Foundation Board Letter

IFEA World Board Letter

IFEA President’s Letter