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 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!

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