IE Volume 35 Issue 1 by International Festivals & Events Association

the business of international events

It All Starts Can a “Return to with Normal” Happen in 2021? Permission! How to Build a Better Volunteer Program You Don’t Know What You Can’t Remember: Relaunch Fatigue

the business of international events

It All Starts with Permission! How to Build a Better Volunteer Program You Don’t Know What You Can’t Remember: Relaunch Fatigue

Get paid. Sell more. Run your event better. Get more customers by accepting more payment types Securely and reliably accept more payment types and appeal to more customers – credit, debit, check, gift cards, mobile pay and more. With Clover, you get: • Special IFEA processing rates and hardware pricing while using partners like Saffire, Etix, Magic Money and Showorks • One-click enterprise and audit reporting solution for fairs and vendors with Apex Ceph reporting • Real-time sales data and employee management capabilities • Seasonal rental opportunities • Register functionality for retail sales, ticketing, parking, concessions and much more • Analytics to help you identify how far your patrons are traveling and their spending habits • Flexible connectivity and built-in AT&T LTE cellular, Ethernet, Wi-Fi or offline functionality

Save today! Call Milton Price, Senior Business Consultant at 833-563-1018 © 2023 Clover Network, LLC. The Clover name and logo are registered trademarks owned by Clover Network, LLC and are registered or used in the U.S. and many foreign countries. Use of Clover requires a Merchant Processing Agreement. All trademarks, service marks and trade names referenced in this material are the property of their respective owners. 1378261 2023-8

Our mission is to help event professionals find reuseable affordable solutions to their signage and decor needs. We specialize in creative design, custom decorations, flags, banners, mascot characters, and much more!

Custom Decor Street Banners Wayfinding Feather Flags Mascot Characters Custom Creations to Meet Your Unique needs!

Visit DFEST.COM

/DFESTeam CONTACT US:

210-227-5039

sales@dixieflag.com

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.

Carrie Ring, CFEE, Director of Partnerships & Programs Art Director Craig Sarton, Creative Director Contributing Writers Robert Baird, Laura Blake, ChatGPT, Dave Demer, Carla Douglin, Bruce L. Erley, APR, CFEE, Annie Frisoli, CFEE, Margaret Graziano, Erin Jenks, Brian Katze, Gail Lowney Alofsin, Jessica Rector, Kim Skildum-Reid, Robert Wilson, Kate Zabriskie Photography Alex Bracken, Compare Fibre, Roddy McWha, Hanny Naibaho

For association or publication information: IFEA World Headquarters 10400 Overland Rd. #356 Boise, ID 83709, U.S.A. +1.208.433.0950 Fax +1.208.433.9812 With respect to interactions with members/customers or those applying to be members/customers, the IFEA will not cause or allow conditions, procedures, or decisions which are unsafe, undignified, unnecessarily intrusive, or which fail to provide appropriate confidentiality or privacy. If you believe that you have not been accorded a reasonable interpretation of your rights under this policy, please contact the IFEA office at +1-208-433-0950 ext. 8180.

IFEA’s ie: the business of international events

Spring 2024

http://www.ifea.com

the business of international events

F E AT U R E S

It All Starts with Permission! How to Build a Better Volunteer Program You Don’t Know What You Can’t Remember: Relaunch Fatigue

On the Cover: Photo from IFEA Member, the Pittsburgh Irish Festival in Pittsburgh, Pennsylvania - a 3 day festival that celebrates the rich cultural awareness of Irish history and tradition that exists in Pittsburgh.

How to Build a Better Volunteer Program By Erin Jenks

It All Starts with Permission! By Brian Katze

Make It Easy: Streamlining Your Way to Customer Service Success By Kate Zabriskie

Unlocking the Power of Organizational Culture By Margaret Graziano

What To Do About Burnout When You’re Not Burned-Out By Jessica Rector

You Don’t Know What You Can’t Remember: Relaunch Fatigue By Laura Blake

DEPARTMENTS 10 IFEA President’s Letter 12 IFEA World Board 14 IFEA Foundation Board 16 Event Profile Pittsburgh Irish Festival 23 Pinnacle Awards 2024 32 What Does ChatGPT Have to Say? 36 The Intentional Leader 39 2024 IFEA World Festival & Event City 52 The Sponsor Doc 56 Festivals Without Borders 63 2024 Hall of Fame 64 2024 IFEA Volunteer of the Year 66 The Un-Comfort Zone 72 Leadership at All Levels

Festival Vibes and Safer Lives: Educating Festival-Goers on Opioid Overdose Prevention By Carla Douglin

Rightsholder Sponsorship Strategies for a Great 2024 By Kim Skildum-Reid

78 Show Me the Money 82 Marketplace Spring 2024, Volume 35, Issue 1 “ie” is published quarterly by the International Festivals & Events Association, 10400 Overland Rd. #356, Boise, ID 83706, USA. Permission to quote from material herein is granted provided proper credit is given to IFEA.

IFEA PRESIDENT’S LETTER

BY STEVEN WOOD SCHMADER, CFEE

THE CRITICAL NEED TO

ver the holidays, leading into the new year, it seemed appropriate that I had my annual appointment with my eye doctor. He has been my doctor for decades, and as a result, has shared in many of my grand visions over the years…from an optometric viewpoint, and – perhaps more importantly – as a friend and supporter. As we visited during my exam (New Year, New Visions), we got to the part where he uses the ‘phoropter.’ The phoropter is a rather imposing, but ultimately friendly, device that measures refraction, or how a lens should be curved and shaped to correct/ improve your vision. It determines eyeglass prescriptions, as well as if you have vision issues like nearsightedness, farsightedness, or astigmatism. You may know it better as the giant eyepiece where the doctor drops in various lenses, while continually asking and rephrasing: “Better? Or worse? Clearer now? Or fuzzier? The first one? Or the second one? Stronger? Or weaker? Can you read the bottom line?” And while I am pleased to report that he was able to continue getting me to 20/20 vision and that my eyesight has held fairly steady for some years now, the process of the exam provided a new analogy that caused me to see my life and career through a different set of lenses. Apart from my eyesight, I realized that my life and elements of it – as for many others 10

- seem to have gotten fuzzier and less clear over the past several years. Certainly, our world continues to change around us. Some of it a natural evolution of our profession and respective ‘communities’; some of it impacted by circumstances and relationships beyond our control or understanding. And all of it capable – intentionally or unintentionally - of blurring our grand visions on any given day. I pictured myself in the eye exam and imagined if each lens represented a different element of an event, or life in general, with the optometrist asking his questions after each, causing me to assess and refocus on each one individually: Volunteers… Creative Programming… Decorations… Reserves and resources… Marketing… Board… City Relationships… Staff… Sponsors… Media… Family… Friendships… Work / Life Balance… Insert your own answers (or additional lenses) as you do your own exam…

IFEA’s ie: the business of international events

“Better? Or worse? Clearer now? Or fuzzier? The first idea? Or the second one? Stronger? Or weaker? Surer now? Or uncertain?” Spring 2024

And, finally, “Can you read the bottom line (balancing both near and farsighted visions) and is everything better than before?” To keep our lives and events crystal clear, relevant, joyful, creative, rewarding, and sustainable, we must make the time, on a regular basis, to refocus. Refocus on the many components and programs and relationships that keep us successful and differentiate us from the pack. Refocus on being the best that we can be; the happiest that we can be. Refocus on the visions that inspire us; motivate us; and drive us. And then to make the proper adjustments to each element, that will ensure the greatest return as we work to achieve that perfect picture in our mind. Because when our visions align with reality, the lives and ‘communities’ that we are able to touch, and the positive memories that we are able to create for so many others, are reflected and expanded like the colors of a prism in the results that we are able to achieve, without having to resort to the proverbial ‘rose-colored glasses.’ I invite you - and all those important to making your visions a reality - to join your global peers for the 67th Annual IFEA Convention, Expo & Retreat (September 29th – October 1st, in Pittsburgh, Pennsylvania, USA) and to make that important investment to Refocus; to learn; to imagine; to share; to fine-tune; to expand your horizons; and to remember those grand visions that inspire you the most.

67 Annual th

IFEA Convention, Expo & Retreat

Sept. 29 – Oct. 1, 2024 Wyndham Grand Pittsburgh Downtown Pittsburgh • Pennsylvania • U.S.A. CFEE Classes September 26, 27, 28, 2024

IFEA WORLD BOARD

BY JAZELLE JONES

HERE’S TO A JOURNEY OF

GROWTH, COLLABORATION, AND SHARED SUCCESS

am honored and excited to extend my warmest greetings as the incoming World Board Chair of our esteemed International Festivals & Events Association. Together, we embark on a transformative journey that encompasses not only elevating our association but also expanding our collective influence which will broaden our association’s reach to new heights. Our mission is clear – to collaborate with industry leaders, fostering a vibrant community that shares expertise and drives innovation. We are a globally united industry that touches lives in a very positive way through celebration. A pivotal aspect of our vision is to increase awareness of our association and bolster its membership. Through strategic partnerships, we aim to amplify awareness of our association and cultivate an environment where knowledge thrives. The event industry is ever-changing and ever-growing – transforming to reflect the trends of the times and utilizing the technological advances of today to transcend our events for tomorrow. As we pivot with the times, it invites us to think outside the box, and engage with young talent and diverse leadership to bring new and fresh perspectives while honoring our association’s rich history. As the Director of Special Events for the City of Philadelphia, I know the importance of collaboration for creating a successful and sought-after event landscape. For eight years, Philadelphia has been recognized as an International Festival and Event City by IFEA. This recognition has helped Philadelphia foster global relationships with event leaders from around the world and has positioned Philadelphia with a unique opportunity to share its success stories and resources with the association. Since 2015, when Philadelphia was honored with the distinction of being named the Nation’s First World Heritage City by the International Organization of World Heritage Cities, Philadelphia has been on the map as a destination city. We understood the importance of leveraging this international recognition and retaining our high-profile status as a world-class city. Through proactive measures, following industry best practices, and showcasing a willingness to adapt and work with event leaders, 12

IFEA’s ie: the business of international events

Spring 2024

we’ve been successful in securing unique opportunities to host world-class events including the 2015 World Meeting of Families and Papal Visit, the 2016 Democratic National Convention, the 2017 NFL Draft Experience, the 2018 NFL Championship Parade, the 2024 Wrestlemania, and the upcoming slate of events scheduled for 2026 including FIFA World Cup matches, MLB All Star Week, and America250 celebrations. I invite you to join hands in this endeavor, working collectively to strengthen our global presence and enhance the impact of our association. Let’s build bridges, spark creativity, and fuel the passion that drives the event industry forward. Your participation is not only welcomed but crucial in shaping the future of our association. Together, let’s create a legacy that resonates across borders, inspiring generations to come and an environment where knowledge thrives, connections flourish, and our membership grows organically. I want to thank our immediate Past World Board Chair, Karen Churchard, CFEE who has passed a baton full of rich information and knowledge that will help me build my momentum and get off to a great start. I also want to thank every board member for your generosity in sharing your industry wisdoms. I’ve learned a lot and want to continue our partnership towards a better IFEA. To our President & CEO, Steve Schmader, CFEE, you are so passionate about IFEA and I can’t thank you enough for your inspiration and guidance. Here’s to a journey of growth, collaboration, and shared success.

Jazelle M. Jones IFEA World Board Chair City Representative and Director of Special Events Mayor’s Office, City of Philadelphia Philadelphia, Pennsylvania

Don’t let an accident ruin your day. hwins.com

Independent agent representing ACE Group Programs Division. Most insurance products are underwritten by insurers within the ACE Group of Insurance Companies.

Take a proactive approach instead. Our event experts can help identify your risks and provide creative solutions that protect your organization from accidents. For a comprehensive review of your coverage and exposure, call 1-800-821-7703.

IFEA FOUNDATION BOARD

BY IRA L. ROSEN, MA, CFEE

TRAINING THE NEXT GENERATION

OF EVENT PROFESSIONALS

I am so excited about serving as the IFEA Foundation Board chair this year. I have been involved with the IFEA for decades and served as a member of the original Foundation Board many years ago. I have been in the festival and event industry since I was a sophomore in college, and literally don’t know how to do anything else! Until recently, I was an Associate Professor of Event Management at Temple University in Philadelphia and have had the honor of helping to train the next generation of event professionals. This training and education is essential. University programs in Event Management did not exist when I was learning the business. Likewise, there were no programs like our CFEE Certification or the Event Management School that we run in conjunction with the National Recreation and Parks Association and Oglebay National Training Center. It is critically important that we continue to support these educational opportunities and that is my goal for the next year; to build on the success of the past and drive us forward into the future in a financially stable way. If we look at the many challenges facing our industry in the post-pandemic era, one that I hear across the industry is the challenge of getting new people interested in the field of festivals and events. If we look around the table (literally and figuratively) at our organizational meetings, we often see an aging leadership. This, in and of itself, is not the problem. The problem arises when we don’t have adequate training and education, which honestly teaches people the positive and negative aspects of this business. I use the word “honesty” deliberately. There is an illusion that this industry is all about the glamour - meeting the talent, entertaining the audience, getting the praise and recognition of our communities, our friends and our colleagues. As anyone who has spent more than fifteen minutes in this business knows, this is not reality. The reality is hard work, anxiety, stress, long hours, heartaches, disappointments, etc. We face tremendous challenges of low pay and long days and the challenge of finding life/work balance. Not exactly a game plan for finding new talent! So, what role can we as industry professionals play in finding the next great event professionals? Here are three key elements, which will help form the platform for my tenure as Foundation Chair: 1. Find and mentor new talent. This played a critical part in my own professional path. I started out to be a high school English teacher and in college I discovered this thing called a concert committee. I was hooked but did not know how to build a career from this passion. Fortunately, my college’s Director of Student Activities saw qualities in me that I did not even know I had, and he mentored me throughout my undergraduate years and helped me find my start in the business

as an Assistant Director of Student Activities. Without his mentorship, I would not be where I am today. 2. Develop concrete succession plans for all the key leadership roles in our organizations, both staff and volunteers. This plays a critical role in enabling young people to grow within our organizations. People starting out in this industry need to see a path forward and not a dead end with people in leadership who have been there for decades doing the same thing in the same way. 3. Believe in and support professional development. The IFEA plays a critical role in this area, and by design, the IFEA Foundation supports these efforts. According to the IFEA website, “The IFEA Foundation helps to support the mission and vision of the IFEA by providing financial support that allows the organization to fulfill its educational goals; goals which further ensure the quality of both the events and the professionals who make up our unique industry.” The IFEA Foundation’s goals cannot be accomplished without your active financial support. As a membership based nonprofit organization, we depend exclusively on contributions from members and friends. There are many ways to show this financial support in both large and small ways. My ask to you this year is very simple. If the IFEA has ever, in any way contributed to your personal and/or professional development, find a way to support us. If you have ever learned anything at an IFEA Affinity Group or a Webinar, or if you ever reached out to an IFEA member with a question or for advice, give something. Your contributions enable us to fulfill our mission, enhance our community impact, sustain and grow our industry, enhance our educational resources and continue to engage with our membership in a meaningful manner. I take on this task with a deep commitment to the IFEA. Without this organization, I would not be where I am today. I grew up a blue-collar kid in an urban environment and am a first-generation college graduate. When I discovered the IFEA many, many years ago, I found my kindred spirits. People who understood the challenges that our industry faces. People who understood that we are not alone in what we do. People who understood the vital role that festivals and events play in our society and in our communities. I have literally traveled to places as part of the IFEA that I could never have imagined; from South Africa to China to Iceland to the Netherlands and to almost every state in the United States. I now have friends around the world Continued on Page 80

IFEA’s ie: the business of international events

Spring 2024

EVENT PROFILE Pittsburgh Irish Festival

Photos by Roddy McWha

Mairin Petrone Executive Director mairin.petrone@gmail.com pghirishfest.org

Event Name: Pittsburgh Irish Festival DATES: September 8-10 ATTENDANCE: 20000 BUDGET: $800,000 ANNUAL DURATION: 3 days NUMBER OF VOLUNTEERS: 300 NUMBER OF STAFF: 100 WHEN ESTABLISHED: 1991 MAJOR REVENUE SOURCES BY PERCENT: • 25% Ticket Sales • 25% Food & Beverage • 10% Vendor Fees • 10% Sponsorships • 5% Raffle • 5% Merchandise Sales • 20% Miscellaneous EXPENSES BY PERCENT: • 30% Infrastructure • 25% Entertainment • 20% Labor • 20% Marketing • 15% Miscellaneous TYPE OF GOVERNANCE: 501 (c) 3 BOARD OF DIRECTORS: Yes NUMBER OF DIRECTORS: 7 16

A Brief History of the Pittsburgh Irish Festival The Pittsburgh Irish Festival, Inc. is a non-profit 501(c)(3) corporation created to contribute to the rich cultural awareness of Irish history and tradition that exists in Pittsburgh. In addition to our three day “Halfway to St. Patrick’s Day Festival,” the Pittsburgh Irish Festival has expanded into a year-round resource for education and cultural programs through the creation of the Irish Education Outreach Program. The Program’s primary objective is to create a higher awareness of the ethnic richness and significance of the Irish and Irish-American culture and presence, from both a historic and contemporary perspective. In-service consultants are available to community groups and organizations

IFEA’s ie: the business of international events

Spring 2024

as well as to interested school districts. In addition to cultural presentations, our consultants provide Irish studies workshops for teachers. Materials are multidisciplinary in design, combining and integrating study of the following areas: Arts, History, Patron Saints, Dance, Irish in America, Sports Economy, Language, Symbols Geography, Music, Tourism. We are proud to participate in and present Irish offerings at several events throughout each year including the Peoples Gas Holiday Market in Downtown Pittsburgh, our new event BRIGID held annually to celebrate Ireland’s Patroness, Saint Brigid, and Picklesburgh at our annual Golf Outing, and more!

ASSOCIATION ENDORSED PARTNER

The IFEA would like to thank the above partners for their dedicated support of the association. Association Endorsed Partners have made a commitment to the continued success of our association, our members, and our industry through their umbrella support of all IFEA programs and services. Show your support for these dedicated providers to our industry by getting to know them, and the high quality products and services that they supply, better. Interested in becoming an Association Endorsed Partner? Contact Carrie Ring, CFEE, Director of Partnerships & Programs (208) 433-0950 x8120 or carrie@ifea.com Spring 2024

IFEA’s ie: the business of international events

How to Build

A BETTER VOLUNTEER PROGRAM By Erin Jenks

IFEA’s ie: the business of international events

Spring 2024

Picture this, you are planning your next big event, and everything is going great. The logistics are working, the vendors are all registered, the venue is ideal, and the emergency management plan is in place, but where are the volunteers? Volunteers are the manpower behind many successful community events and programs. How does one build a successful volunteer program? Job Descriptions To start building your volunteer program or to update your existing program, your first step should be job descriptions. Just like with paid employee positions; volunteer positions should have job descriptions, training, and an onboarding process. If you don’t know where to start with job descriptions for your volunteers, consider what your events and program needs are and write up a job description for those needs. You could be looking for an event set up and breakdown team, volunteers to facilitate games and activities, or even actors to play characters at events. The more information that is included in the job description, the better your prospective volunteer will understand the expectations. It is also helpful to provide a list of the position responsibilities, such as assisting with event waivers or assisting with crowd control. Qualifications Qualifications are another necessary component of the job description. You can create specific job descriptions that have qualifications or requirements for very specific duties. For example, if you are

looking for a volunteer that can help with ticketing, admissions, or registration, you can list this in the qualifications or requirements section of your position specific job description. In this area you can also list any previous experience requirements; for example, looking for someone that is friendly and outgoing, someone that has cash handling experience, or even someone that may already have a background in event planning. It is equally important to include any physical requirements for the position as well; for example, how much weight may need to be lifted, if the position requires exposure to excessive hot or cold temperatures, loud noise, even prolonged periods of standing. Onboarding Process The onboarding process for volunteers should be very similar to the process for regular paid employees. Review the volunteer applications you receive to ensure that you select the appropriate candidate for your program or event needs. As with regular paid employees it is best practice to conduct interviews with your prospective volunteers. Have several prepared questions to ask; include questions about the volunteer’s experience, knowledge of your programs or events, their experience, skills, what are their strengths and weaknesses and what are their goals and expectations from this volunteer experience. This can be a casual or professional setting, which ever works best for your organization. These interviews can be conducted one on one or involve other staff or team members.

Spring 2024

After you have selected your candidate, there should be a background screening process and references check. Your organization may already have something in place for paid employees, this process should be applied to your volunteers as well. It should be your goal to set your new volunteers up for success with your organization. Having a detailed onboarding process will be an effective tool to make this happen. Your onboarding process can be a group or individual orientation. You will want to initially start off with identifying your organizations mission, vision, and values. You may want to include a brief history about your organization or include an overview of the programs and events they will be working with you on. You will need to discuss your organization’s rules and regulations, policies and procedures, expectations, and responsibilities and how these apply to your volunteers. They may be volunteering their time, but they are a reflection of your organization and should be held to the same standards as paid employees. You can also provide an informational handbook for your incoming volunteers. A volunteer staff handbook can be a great resource for information. Orientation is also an appropriate time to complete any additional organizational paperwork such as liability waivers, emergency contact information, uniform or identification badge issuances, or acknowledgement of policies. It is good practice to have your new volunteer sign that they read and understand the job description and accept the terms of the position. Keep in mind, if you are utilizing

IFEA’s ie: the business of international events

minor aged volunteers, they will need to have a parent or guardian signature on their paperwork. You will also need to understand the child labor laws for your area. Training The next step to take with your new volunteers is training. Proper training is critical to ensure that your volunteers know their duties, responsibilities, and expectations. A volunteer that is willing and able may become frustrated if they do not know your expectations or if they feel lost and uniformed. This could easily lead to the loss of a great volunteer. You will need to create a training plan that will help your volunteers understand their role and responsibilities in detail. Be sure to include any special forms or equipment that they may be required to use. Some positions may require your volunteer to shadow an employee for a few days, until they are confident in their new role. Whichever route you choose, your goal should be that your new volunteer feels welcome, informed, comfortable, confident in their role and that they are part of the team. Recruitment Recruitment is another component in a successful volunteer program. In our world full of technology and social media, there are numerous ways to get the word out that you have amazing volunteer opportunities in your community. Place your available volunteer positions on your organization’s website listed with the regular employment opportunities, or you can create a webpage dedicated to your volunteer program. A webpage dedicated to your volunteer program could provide a comprehensive listing for all your volunteer opportunities, a link for prospective volunteers to apply, a frequently asked questions section, and contact information and images of your volunteer leadership team. Social media platforms can also be an efficient way to spread information. You can share your success stories, photos of your volunteer team in action, and upcoming volunteer opportunities. If your budget allows, you may want to place advertisements in local papers, community bulletins, and online volunteer sites. Successful recruitment opportunities may also be found at local job fairs, student achievement programs, internship opportunities, retirement groups, and within other community organizations. Let’s not forget setting up recruitment stations at your events or other events in the area. Additionally, word of mouth from current volunteers to prospective 20

volunteers is always beneficial. If you have happy and engaged volunteers, they will advocate for your volunteer program. Tracking Volunteer Hours Tracking volunteer time should be a necessary part of your volunteer program. Just as we track the hours worked by our paid employees, we should be tracking the hours worked by our volunteers. Many of your younger volunteers may be working on building up volunteer hours for school, scholarships, or other youth organizations and will want to have a record of their service. Have a procedure for how you will capture these hours, will they complete a paper timecard, or will you utilize a web-based system? Think about your volunteer program from a budgeting standpoint, there is a measurable value for tracking your volunteer hours. For example, 80 volunteers with an annual average of 120 hours for a total of 9,600 hours of service at a minimum wage of $11.00 saves your organization $105,600 dollars per year. Tracking volunteer service hours can also help your organization with other opportunities such as grant applications, justification for community programming, and expanding services. Discontinuing Service At some point in time volunteers may need to discontinue their service with your organization. Ideally this will be a voluntary separation, however, if you have a volunteer that is not performing, or behaving unsatisfactorily to the expectations of their role, this will need to be addressed. As with a paid employee that is underperforming, you will need to document the steps taken to address the volunteer’s performance. You should provide steps for improvement, readdress their role and your expectations. If a volunteer disregards a policy or the unsatisfactory performance continues, they should be dismissed from their role as a volunteer. An underperforming volunteer that is not addressed timely could lead to public complaints, co-worker dissatisfaction, and could have detrimental effects to the success of your volunteer program. Rewards and Recognition A vital part of a successful volunteer program is a reward and recognition program. Your volunteers are giving their valuable time and you want them to know it is appreciated. Your reward and recognition program can take on many different forms of appreciation. If your budget allows, you can implement a Volunteer Perk program, where volunteers can convert their service time into points towards organization

IFEA’s ie: the business of international events

Spring 2024

swag or discounts for other events and programs. You could host an annual volunteer appreciation and recognition event to thank your volunteers for their time and talents, or even spotlight your volunteers in the local media or on your social media platforms. You could offer event sponsor products to your volunteer team or create a prize drawing with the number of entries based on hours volunteered. Be creative and timely with your recognition and rewards; this is key to volunteer retention. Having happy and engaged volunteers will support your events and programs significantly, and if implemented correctly, your volunteers will benefit as well. They could gain new skills, make new friends, create references, network employment opportunities, improve confidence, improve mental and physical health and wellbeing, and provide them a sense of giving back to their community. Having a successful volunteer program in place also has numerous benefits to your agency both measurable and meaningful. Volunteers become your biggest fans and advocates, they provide feedback and ideas for improvement, and they provide additional support to your staff. A successful volunteer program can also be a big budget saver for your operational budget. Most importantly, you can provide an exceptional event experience for your participants and your volunteers.

Erin Jenks, CFEA, is the Recreation Superintendent with St. Cloud Parks and Recreation. Her 16-year career with Parks and Recreation has taken her through nearly every aspect of Parks and Recreation from youth programs, activities, summer camps, adult sports leagues and tournaments to holiday celebrations, parades, and music festivals. Erin has created many community events from the ground up and continues to develop these events with her team today. She has extensive experience in event planning, working both with the City of St. Cloud and many local non-profit organizations. Erin is truly passionate about event management and the community she serves. She believes that there is no greater thing you can do with your life and your work than follow your passions in a way that serves the world and you.

Is Your Leadership Proactive or Reactive? Build a culture that elevates thinking above sexual misconduct.

Give 100% clarity

Protect your team, volunteers, and attendees

Build trust and protect your reputation

“

During Treefort, no fewer than 10 people hugged and thanked me for using WeVow. — Lori Shandro Outen, Founder / Producer of Treefort Music Festival

A WeVow “Group” for your event includes: ■

■

License to leverage WeVow at/on/in your website, ticketing, registration, event programming, social media, and all PR and communication

■

Custom URL for reporting incidents and finding resources Custom signage designs to display at your event with WeVow messaging + link

■

3 free counseling sessions + resources for anyone who reports an incident as a victim during your event Training guide for key team members regarding best practices for when incidents are reported White glove service

Contact Matt Pipkin at 208.830.3885 or matt@wevow.com for details.

Wyndham Grand Pittsburgh Downtown Pittsburgh Pennsylvania • U.S.A. Connect with buyers in person and keep your company’s name top of mind when it comes time for them to spend. Don’t miss the highly anticipated return of the IFEA’s live Annual Convention & Expo!

Reserve Your Space & Find More At www.ifea.com

2024 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.

ALL ENTRIES SUBMITTED ONLINE

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.

So, what are you waiting for? Start creating your entries TODAY 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… !”

All IFEA/Haas & Wilkerson Pinnacle Award Entries are submitted online, saving you not only financial resources, but much needed time. Simply upload your entries when you’re ready to submit and you’re done! To get started, just 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!)

Haas & Wilkerson Insurance, Sponsor of the Pinnacle Awards

Haas & Wilkerson Insurance has proudly supported the IFEA and festivals and events industry for nearly three decades. As the presenting sponsor of the Annual IFEA Convention, Expo & Retreat, and the title sponsor of the IFEA/Haas & Wilkerson Pinnacle Awards Program, they have helped to raise the quality and standards of excellence for festivals and events around the globe. With over 80 years of entertainment industry experience behind them, they provide insurance programs designed for each event’s specific needs and have a long list of clients that includes festivals, fairs, parades, carnivals and more. Learn more about them at www.hwins.com. Spring 2024

IFEA’s ie: the business of international events

THE CONTEST DEADLINES All entries must be submitted and paid for, ONLINE*, by the following dates: • EARLY BIRD ENTRY DEADLINE: 11:55 p.m. (MST), WEDNESDAY, APRIL 17, 2024 Entries received on or prior to 11:55 p.m. (MST), Wednesday, April 17, 2024 will receive the Early Bird rate of $35 per entry or $125 per Grand Pinnacle Entry. • 2nd EARLY BIRD DEADLINE: 11:55 p.m. (MDT), WEDNESDAY, MAY 15, 2024 Entries received between Thursday, April 18, 2024 and 11:55 p.m. (MDT), Wednesday, May 15, 2024 will receive the 2nd Early Bird entry rate of $40 per entry or $150 per Grand Pinnacle Entry. • FINAL ENTRY DEADLINE: 11:55 p.m. (MDT), WEDNESDAY, JUNE 26, 2024 Entries received between Thursday, May 16, 2024 and 11:55 p.m. (MDT), Wednesday, June 26, 2024 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 June 22, 2023 and June 26, 2024. ° NOTE: We understand that events which occur close to the eligibility deadlines have a limited window to enter their event into the IFEA/Haas & Wilkerson Pinnacle Awards Competition before the final entry deadline. If your event occurred just prior the start of the 2024 Pinnacle eligibility period (June 22, 2023 to June 26, 2024) and you DID NOT enter your event into the 2023 Pinnacle Competition, please contact Nia Hovde, CFEE at nia@ifea.com to enquire if your event may be eligible to be entered into the 2024 Competition. • 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.

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. • Refunds not provided for duplicate entries submitted. Duplicate entry can be replaced. • 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. • Once your entries have been submitted online, you will receive an emailed receipt for your entries. The receipt will be sent from ifea@ifea.com. If you do not receive the receipt, please check your junk/spam folders. • Please consider the processing of your payment for your Pinnacle entries and this receipt, 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. DIGITAL ENTRIES ONLY All entries must be submitted in digital format. (No physical entries will be accepted). Additionally, all entries must be paid for online*. Please review and follow the requirements guidelines in this brochure for how to save the file name for each of your entries, in what file format and how to submit your entries. HOW TO SUBMIT YOUR ENTRIES When you are ready to submit an entry online, go to: www.ifea.com/p/industryawards/pinnacleawards/ thisyear/EnterHere 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.

IFEA’s ie: the business of international events

Spring 2024

ENTRY FILE NAME FORMAT For Categories 1, 12-62, 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: 2024IFEAP• 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 Organization Name-Your Event Name (So, ABCOrganization-DEFFestival) ° Note: If entering more than one entry of the same category – please add the number 1, 2, 3 etc. after your Event name, to clearly identify each entry. (So, ABCOrganization-DEFFestival-1) • File extension: (.pdf | .jpg | .png) An example of an actual file name would be: 2024IFEAP-C27B3-ABCOrganizationDEFFestival (.pdf | .jpg | .png) (No spaces in file name.) 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 2-11 ° Submit each entry in a digital format by providing a separate direct Online Link for each entry to be viewed online. Link must remain active until ° November 22, 2024. Video settings must be set so video is available to be downloaded from link. • For Categories 12-14 ° Save each entry as a single PDF, JPG or PNG file. • For Categories 15 – 18 ° Save each entry as a single PDF file. • For Categories 19 – 36 ° Save each entry as a single JPG or PNG file. See category details for complete image requirements. • For Categories 37-62 ° 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, 12-62 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 2-11 – Submit link to YouTube (or similar) / Social Media page / Website, etc. ° For Categories 1, 12-62 – 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 November 22, 2024. YOUR EVENT/ORGANIZATION LOGO As you’re entering your Pinnacle entries online, with your FIRST entry, please also upload ONE (1) high-resolution copy of your Organization OR Event Logo to be used as needed during the final Awards Presentation. Note: Only one logo will be used. Please upload your preferred logo that will represent ALL your entries. SOCIAL MEDIA TAGS To assist in social media promotions after the Pinnacle Award winners have been announced, we ask for you to provide your Organization’s or Festival’s Facebook Social Media Tag on the Online Pinnacle Entry Form. (Example @ ifeaworld) Please list with your FIRST entry. 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, 37-62 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. Entries must score at least 60 points to be eligible for an award. • Be sure to answer and include all necessary information for each entry that is requested for that category, within this entry brochure. • 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.

Spring 2024 2024 IFEA IFEA’s / Haas ie: & Wilkerson the business Pinnacle of international Awards Brochure events

25 3

• 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. ENTRY BUDGETS Each Pinnacle category is separated into four individual budget categories to ensure that like size festivals & events compete against like sized festivals and events. Judges may combine budget categories within a specific entry, if the number of entries warrants it. The specific budget category you enter is based on your organization’s event expense budget. (USD, include all cash outflows). (See Pinnacle FAQ at ifea.com for definition). Budget categories are as follows: • Budget #1: Under $100,000 • Budget #2: $100,000 to $500,000 • Budget #3: $500,000 to $1 Million • Budget #4: Over $1 Million THE WINNERS • A Gold, Silver and Bronze Award will be given in each budget category within a specific category where possible. • 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 no later than Wednesday, August 21, 2024. 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 2024 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 link to a website page that will provide a complete list of winners, press release, logos, etc. This email will go to ALL contacts listed on the Pinnacle Awards Entry Form.

426

2024 IFEA’s IFEA ie: /the Haas business & Wilkerson of international Pinnacle Awards events Brochure Spring 2024

• A complete list of winners will be posted on the IFEA Website the evening of the Awards Presentation. 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. • 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. SHIPPING OF AWARDS • 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 being shipped within the United States 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). ° Awards being shipped outside of the United States will also be shipped via the United States Postal Service*, the recipient will be responsible for all shipping fees. ° 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. Recipient will be responsible for all shipping fees. 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. ° 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.

IFEA/Haas IFEA/Haas & & Wilkerson Wilkerson Pinnacle Pinnacle Category Category Quick Quick List List Please review the specific instructions, requirePlease review the instructions, ments, filespecific type and file size forrequireeach of the Please criteria, review the specific instructions, requirements, criteria, file type and filethe size for IFEA/Haas each of the below categories listed within 2024 ments, criteria, file type and file size for each of the below categories listed within the 2024 IFEA/Haas & Wilkerson Pinnacle Brochure before start below categories listed within the 2024you IFEA/Haas & Wilkerson Pinnacle Brochure before you start working on your entries. & Wilkerson Pinnacle Brochure before you start working on your entries. working on your entries. 1. Grand Pinnacle 1. Best Grand Pinnacle 2. Promotion 1. GrandTVPinnacle 2. Best TV Promotion 3. TV Program 2. Best Best Full-Length TV Promotion 3. Best Best Video Full-Length TV Program 4. Promotion 3. Best Full-Length TV Program 4. Best Video Promotion 5. Best Best Video Radio Promotion Promotion 4. 5. Best Radio Promotion 6. Best Single Social Video 5. Best Radio Promotion 6. Best Best Multimedia Single Social Video 7. Component 6. Best Single Social Video 7. Best Multimedia Component 8. Best Event Website 7. Best Multimedia Component 8. Best Event Website 9. Website 8. Best Best Organization Event Website 9. Best Best Facebook Organization Website 10. Site 9. Best Organization Website 10. Best Facebook Site 11. 10. Best Best Instagram Facebook Site Site 11. Best Best Single Instagram Site 12. Digital/Social Ad 11. Best Instagram Site 12. Best Single Digital/Social Ad 13. Best Best Single Digital/Social Ad Series 12. Digital/Social Ad 13. Best Digital/Social Ad Series 14. Best Event / Organization E-Newsletter 13. Best Digital/Social Ad Series 14. Best Best Event Event Program / Organization E-Newsletter 15. 14. Best Event / Organization E-Newsletter 15. Best Event Program 16. Insert / Supplement 15. Best Best Newspaper Event Program 16. Best Newspaper Insert / Supplement 17. Best Promotional Brochure 16. Best Newspaper Insert / Supplement 17. Best Best Promotional Brochure 18. Materials (Multiple Page) 17. Best Printed Promotional Brochure 18. Best Printed Materials (Multiple Page) 19. 18. Best Best Printed Printed Materials Materials (Single (MultiplePage) Page) 19. Best Best PrintedDesign Materials (Single Page) 20. 19. Best Cover Printed Materials (Single Page) 20. 21. Best Best Cover Single Design Newspaper Display Ad 20. Best Cover Design 21. Best Single Newspaper Display 22. Best Single Display AdAd 21. Best Single Magazine Newspaper Display Ad 22. Best Best Single Magazine Display Ad 23. Series 22. Best Ad Single Magazine Display Ad 23. Best Ad Series 24. 23. Best Best Promotional Ad Series Poster 24. Best Promotional Poster 25. Poster 24. Best Best Commemorative Promotional Poster 25. Best Best Promotional Commemorative Poster 26. Photograph 25. Best Commemorative Poster 26. Best Promotional Photograph 27. Billboard 26. Best Best Outdoor Promotional Photograph 27. Best Best Invitation Outdoor Billboard 28. 27. Best Outdoor Billboard 28. 29. Best Best Invitation Street Banner 28. Best Invitation 29. Best Street Banner 29. Best Street Banner

30. Best On-Site Décor 30. Best On-Site Décor 31. 30. Best Best T-Shirt On-SiteDesign Décor 31. Best Best T-Shirt Design 32. or Button 31. Best Pin T-Shirt Design 32. Best Pin or Button 33. 32. Best Best Hat Pin or Button 33. Best Best Hat 34. / Event Merchandise 33. Best Festival Hat 34. Best Festival Event Merchandise 35. Best Best Festival Sponsor// Gift 34. Event Merchandise 35. Best Sponsor Gift 36. Best Give-Away Item 35. Best Sponsor Gift 36. Best Best Overall Give-Away Item 37. Merchandising Program 36. Best Give-Away Item 37. Best Overall Merchandising Program 38. Sponsor Solicitation Proposal 37. Best Best Targeted Overall Merchandising Program 38. Best Targeted Sponsor Solicitation Proposal 39. Best Individual Sponsor Follow-Up Report 38. Best Targeted Sponsor Solicitation Proposal 39. Best Best IndividualPartner Sponsor Follow-Up Report 40. 39. Best Sponsor Individual Sponsor Follow-Up Report 40. Best Sponsor Partner 41. 40. Best Best Sponsor Sponsor Activation Partner 41. Best Best Sponsorship Sponsor Activation 42. Program for Individual Sponsor 41. Best Sponsor Activation 42. Best Sponsorship ProgramProgram for Individual Sponsor 43. Best Best Sponsorship Overall Sponsorship 42. Program for Individual Sponsor 43. Best Overall Sponsorship Program 44. Program Program 43. Best Best Volunteer Overall Sponsorship 44. Best Best Green Volunteer Program 45. Program 44. Best Volunteer Program 45. Best Green Program 46. 45. Best Best Parade Green Program 46. Best Parade 47. Program 46. Best Best Educational Parade 47. Best Best Accessibility Educational Program 48. Program 47. Best Educational Program 48. Best Accessibility Program 49. Equity & Inclusion Plan 48. Best Best Diversity, Accessibility Program 49. Best Best Children’s Diversity, Equity & Inclusion Plan 50. Programming 49. Best Diversity, Equity & Inclusion Plan 50. Best Children’s Programming 51. Best Best Children’s Overall Entertainment Program 50. Programming 51. Best Overall Entertainment Program 52. Best Community Outreach Program 51. Best Overall Entertainment Program 52. Best Best Community Outreach Program 53. / Program Within an Event to 52. Best Event Community Outreach Program 53. Best Event / Program Within an Event to A Cause 53. Benefit Best Event / Program Within an Event to Benefit A Cause 54. Best Event (Within an Existing Festival) Benefit A Cause 54. Best Event (Within an Existing Festival) 55. Best Emergency Preparedness & Risk Management Plan 54. Best Event (Within an Existing Festival) 55. Best Emergency Preparedness & Risk Management Plan 56. New Festival or Event 55. Best Best Emergency Preparedness & Risk Management Plan 56. Best Best New Promotion Festival or Event 57. Activity 56. Best New New Festival or Event 57. Promotion Activity 58. Best Most New Creative / Effective News Stunt 57. Best New Promotion Activity 58. Most Creative / Effective News Stunt 59. Best Overall Media Relations Campaign 58. Most Creative / Effective News Stunt 59. Best Best OverallManagement Media Relations Campaign 60. Bachelor’s Degree 59. Best Event Overall Media Relations Campaign 60. Best Event Management Bachelor’s Degree Degree 61. & Event Management 60. Best Best Festival Event Management Bachelor’sMaster’s Degree 61. Best Festival & Event Management Master’s Degree 62. Program 61. Best Best Festival Festival & & Event Event Management Management PhD Master’s Degree 62. Best Festival & Event Management PhD Program 62. Best Festival & Event Management PhD Program

To View Complete 2024 IFEA/Haas & Wilkerson Pinnacle Award Entry Brochure, CLICK HERE or CLICK toPinnacle learn more. 2024 IFEA /HERE Haas & Wilkerson Awards Brochure 5 2024 IFEA / Haas & Wilkerson Pinnacle Awards Brochure

Spring 2024 2024 IFEA IFEA’s / Haas ie: & Wilkerson the business Pinnacle of international Awards Brochure events

5 27 5

IT ALL STARTS WITH

PERMISSION!

By Brian Katze

Tips for Creating and Maintaining

Relationships with Local Permitting Authorities 28

IFEA’s ie: the business of international events

Spring 2024

A late submission or putting a lot of Early on in my professional career, I came time. time and money into an event before seekpermission that might not be granted across a saying that has stuck with me ing can put a City in a the tough position of to deny an application, which not for the past decade plus: “The only things having only costs the organizer the money they’ve spent on the event, but could also necessary for a successful event are per- already reflect negatively on the City. Being able mission and money”. A simplistic view of to meet deadlines during the permitting process is a great first impression when event management, maybe, however not working with local authorities and will help see an organizer as someone who too far from the truth. With a pocket full of them knows what they are doing and can be cash and an expansive village green at the trusted with the process at hand. Prepared ready, the world is at an event producers 2.InBePittsburgh and many other cities, event applications are reviewed by committees. In finger tips. Those lucrative sponsorships our case our “Special Events Committee” comprised of a team of individuals repremean nothing however if there is nowhere issenting major stakeholders: police, medical, park rangers, mobility & infrastructure, to have the event, the same way an ideal fire, public works, and public transit to name a venue is useless without a means to fill it. few. Organizers of a select group of large, We all know a nice budget opens a lot of doors to creativity and flexibility. For fledgling and less established events, budgets and sponsorships can sometimes be the hardest part of getting an event off the ground. However, permission on occasion can be the biggest hurdle of all. Permission isn’t just asking for it and getting a yes: for large complex events (and even some minor ones) it’s a long relationship with local authorities that could take months to complete. That’s where I come in. During my 16 year career with the City of Pittsburgh, I’ve been at both sides of the table. Early on in my career my staff and I were responsible for a long list of City produced events, from concerts to 5Ks to small festivals and myriad of other things. For the past nine years I’ve had the privilege to be the Race Director of the City of Pittsburgh’s “The Great Race”, the largest 10k footrace in the state of Pennsylvania, and for the last three years as lead planner of the City’s Independence Day Festival. I was used to being the one having to make sure that our permits were secured, that impacted businesses and residents were communicated with and accommodated, and making sure that all of our own ducks were in a row so that we had our permission to do our events. Starting in 2015, a new administration added a new layer to my resume: managing the film & event permitting processes for the City. This new responsibility opened a whole new perspective on event management since I was now the one giving permission. This new point of view provided

a new appreciation for what exactly goes into the complex partnerships between local authorities and events off all shapes and sizes, as well as event organizers of all abilities and experience levels. In the paragraphs ahead, I’ll share some of the things I’ve learned over the past few years as a permitting official to hopefully provide insights that will be helpful in forging, managing, and maintaining good relationships with local authorities and how these valuable partnerships will help with one of the pillars of a successful event: permission. 1. Be Sure to Know the City’s Permit Application Deadlines One of the most important things I can tell event organizers who are asking about hosting an event in Pittsburgh for the first time is what our permit application window is. Different cities and municipalities may have vastly different application deadlines so it is always important to understand the local regulations, or to check in advance if an event is one that travels city to city. A late application is never a good thing! Deadlines are also not arbitrary, they exist for good reason. If an event is brand new to a city, permitting authorities and public safety officials are not familiar with it and need time to review an organizer’s wants and needs. This helps ensure that the event will not overburden a neighborhood or city resources, will not conflict with existing construction or events, or won’t force public transit to have to take excessive detour routes. These things take Spring 2024

impactful events (as well as new events we are experiencing for the first time) must meet with our committee to review their events and lay the groundwork for their partnership with the City. These meetings are invaluable as they not only allow us to meet organizers as people but also to get a pretty good read on their capabilities and understanding of what the City needs from them for their event concept to be green lit. If an organizer is unprepared when called to discuss their events with the City or can’t answer questions committee members have, it can give off a not-so-great first impression on the organizer’s capabilities and could hold back the local authorities comfort level with what is being proposed. An organizer not being prepared can also lead to miscommunications that could have dramatic effects on not only the event, but the surrounding areas. When an organizer makes many revisions to their event plan after their application has been reviewed or can’t settle on a plan following meetings with the City, it means there are now many versions of the event plan out in circulation, which increases the chances of either party being on the wrong page. When presenting to or meeting with local authorities to sell an event concept, preparedness is key. 3. Be Open to Change In some cases with new events, organizers come to our committee with a brilliant idea for a fantastic event with the perfect design… but there’s already another event permit written for the venue / street they want or planned construction that can’t be delayed. There may be an

IFEA’s ie: the business of international events

extenuating circumstance the organizer didn’t anticipate such as another large event in the City that day. That event, while not in proximity of theirs, may still draw significant resources leading to a moratorium on additional event permits on their preferred date. In these cases, we will almost always work with an organizer to relocate their event, or help them find an open weekend for their preferred location. It is important for organizers to be open to these changes. On occasion, an organizer may refuse these options, having already begun securing vendors or committing to contracts for their preferred date before checking with the City on the availability of their location and don’t want to have to go back and redo that work, or be seen as disorganized. In some instances there is nothing that can be done. This is one of the main reasons I always advise organizers to check with my office first, even before submitting a formal application. It is important to make sure a venue/street/park space is available first. If the municipality or City asks for changes to be made, there’s a good reason, and it’s generally to make sure that the event is successful and the City can function in the best way possible around the event. Be open to these changes and trust the committee or permitting authority is working in the best interest of the event and the City. Be flexible! One of my favorite sergeants in our Bureau of Police once famously told an event organizer in a meeting, “I care just as much about the people who don’t want to come to your event as the people who do”. This stemmed from an organizer dismissing concerns raised over planned traffic management around an event, and not being open to the suggested remedy from our Bureau of Police. This is a good example of being open to change: had the organizer’s initial plan been implemented, traffic could have been a nightmare. Mass transit would have experienced significant delays and more surrounding businesses than necessary would have been impacted. If people attending and also simply trying to get around the event closure only focus on the traffic issues and not the event itself, then the organizer suffers because the focus is not on their event, but rather the negative impact caused by it. Not all changes are major ones. Most event organizers won’t have traffic engineers or crowd management experts on their staff, but their government partners likely will. For street fairs and festivals, traffic management is a major component. It is not uncommon for our 30

Mobility Department or Bureau of Police to make recommendations to street events on adjusting their closure points or times, or for our Bureau of Police or Emergency Management office to make recommendations on security plans. Any changes recommended by local authorities are going to be in the name of safety or efficiency so it is always a good idea to be open to suggestions and work together to make sure the event can receive permission to proceed. 4. Local Authorities are Here to Help One thing to remember about the committee or individuals charged with reviewing event applications: they are most likely experts in their fields. On our committee, our Bureau of Police is represented by the Special Deployment Division, who handle traffic. Our mass transit division is represented by their Road Operations Supervisor, who is an expert on transit detours. Emergency Management planners sit on the committee to assist with safety plans. Take advantage of these resources! My experience over the last few years is that the vast majority of the event permits we write are not for professional event management entities but rather non-profits, community organizers, or just ordinary people with extraordinary ideas. The City has a vested interest in helping these events succeed so we will always do what we can to ensure the success of the events we permit. Don’t be afraid to ask questions or lean on the professionals if assistance is needed. The City benefits when events are well run, have well planned traffic management, and are safe. The City or municipality hosting an event will do what needs to be done to make sure those things happen. 5. Get to Know the People and Their Roles If an application is reviewed by a committee like ours, organizers should get to know the committee members. Put faces to names, and save those business cards! As mentioned previously, these individuals are the experts and may very well be the boots on the ground when event day comes. In Pittsburgh, many of the members of our Special Events Committee are the same individuals who staff our Emergency Operations Center during major events. As an event organizer, knowing who these individuals are and what role they fill in the City’s management of events, helps organizers know where to turn in a pinch. Additionally, organizers should work with

IFEA’s ie: the business of international events

Spring 2024

the City or permitting authority to make sure they know who is in charge on the City’s side during the event. Ask for a contact sheet, and make sure to know who to reach out to for each issue that may arise. 6. Trust the Process! In the end, everyone’s goal is a well-run, safe event. Events enhance quality of life and are economic drivers that help cities thrive. Well balanced relationships between city officials and event organizers are the grease that keep those wheels turning. When it comes to working with government agencies, it can be tedious. However it is paramount that organizers trust the process that leads to getting the permissions to execute their concepts. City officials have a delicate job of balancing requests for public space for events against ensuring that the City can still respond to public safety emergencies, that public transit routes can still run as close to their primary routing and schedules as possible, and that those who don’t want to attend an event experience as light an inconvenience as those who want to get to the event site. Asking event organizers for compromises or occasionally impactful changes to their events are all parts of finding this balance. As an event organizer, being prepared, being open to change, and being a great partner to those municipal partners working behind the scenes to make sure events go off without a hitch will ensure the success of an event and a long, mutually beneficial relationship between the event producers and their local authorities.

Brian Katze is the Manager of the Office of Film & Event Management for the City of Pittsburgh, Pennsylvania. After starting his event management career in college, he is now in his 16th year in event management with the City of Pittsburgh and currently serves as the Race Director for the Richard S. Caliguiri City of Pittsburgh Great Race 10K/5K and as the lead coordinator for the City of Pittsburgh’s Independence Day Festival. For the last eight years he has overseen the event permitting and management process for the City, consulting with events of various sizes on best practices and working with local authorities to coordinate resource coverage for events.

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 & CONVENTION SPONSORS

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

ASSOCIATION SUPPORTERS | BENEFIT PROVIDERS

Interested in sponsoring? Contact Carrie Ring, CFEE, Director of Partnerships & Programs at (208) 433-0950 ext. 8120 or carrie@ifea.com

WHAT DOES CHATGPT HAVE TO SAY?

WITH CHATGPT

THE TRANSFORMATIVE POWER OF FESTIVALS:

UNVEILING THE SOCIAL RESPONSIBILITY THAT SHAPES LOCAL COMMUNITIES

estivals and events have transcended their traditional role as mere celebrations, emerging as powerful catalysts for positive change within local communities. In this comprehensive exploration, we will dissect the multifaceted impact of festivals on societal well-being, focusing on cultural preservation, support for small businesses, and the promotion of inclusive programming that reflects diverse populations. Cultural Preservation Cultural preservation within the context of festivals involves the active safeguarding and promotion of traditional practices, art forms, and heritage. Festivals that prioritize cultural preservation become crucial platforms for the transmission of cultural knowledge and identity. One notable example is the Navratri Festival in India. Navratri, a Hindu festival spanning nine nights, is dedicated to different traditional dance forms each night. This not only showcases the rich diversity of Indian dance but also provides a stage for local artists to share and pass on their cultural heritage. Through such initiatives, festivals like Navratri contribute significantly to the preservation of cultural practices that might otherwise fade away. Another illustration of cultural preservation through festivals can be found in the Inti Raymi Festival in Peru. Inti Raymi is an ancient Incan festival celebrating the Sun God, and it involves elaborate rituals, music, and traditional clothing. The festival serves as a living testament to the rich Incan heritage, providing a unique opportunity for the local community to reconnect with and showcase their historical roots. In the United States, the New Orleans Jazz & Heritage Festival is an exemplary showcase of cultural preservation. This festival not only celebrates the vibrant jazz culture of New Orleans but also includes various elements of the city’s unique heritage, such as Cajun and Creole influences. By incorporating diverse cultural aspects, the festival becomes a living embodiment of the region’s rich and multifaceted history. 32

IFEA’s ie: the business of international events

Spring 2024

Support for Small Businesses Festivals have become integral contributors to local economies by providing substantial support for small businesses. Events that actively engage with local vendors, artisans, and entrepreneurs create an ecosystem where economic benefits are distributed more equitably. The Water Lantern Festival in the United States exemplifies this approach. The festival partners with local vendors to offer a variety of goods and services during the event, ranging from food stalls to craft exhibitions. This not only enhances the festival experience but also injects a direct economic stimulus into the local community. The Fringe Festival in Edinburgh, United Kingdom, is another instance where support for small businesses takes center stage. This renowned arts festival not only showcases a wide array of performances but also encourages local businesses to participate through pop-up shops, food stalls, and collaborative initiatives. By fostering collaboration between the festival and local businesses, the Fringe Festival becomes a driving force behind the economic vitality of the city. In Australia, the Woodford Folk Festival stands out for its commitment to supporting small businesses. The festival features a dedicated market space where local artisans and businesses can showcase their products. This not only provides exposure for small businesses but also creates a vibrant marketplace within the festival, contributing to the economic sustainability of the local community. Inclusive Programming Reflecting Diverse Populations Inclusive programming within festivals revolves around creating spaces that reflect the diversity of the local population. Festivals that actively embrace inclusivity go beyond token gestures, ensuring that programming, performances, and participants authentically represent the community’s varied identities. The Notting Hill Carnival in London is a prime example of a festival

that champions inclusivity. This vibrant celebration of Caribbean culture features a colorful parade with diverse music, dance, and costumes, actively engaging with different communities to ensure everyone feels represented. The Sydney Gay and Lesbian Mardi Gras in Australia is another remarkable illustration of inclusive programming. The festival, originally a protest for gay rights, has evolved into a celebration of LGBTQIA+ culture. It not only provides a platform for diverse voices within the community but also serves as a powerful advocacy tool for inclusivity and acceptance. In the United States, the Essence Festival in New Orleans is renowned for its commitment to reflecting diverse populations. This annual celebration of African American culture brings together a wide range of artists, speakers, and performers, creating a space where the diverse experiences of the African American community can be celebrated and shared. Specific Examples of Socially Responsible Festivals 1. Diwali Festival in Singapore: Diwali, the Festival of Lights, is celebrated with grandeur in Singapore. The organizers actively promote eco-friendly practices, encouraging attendees to use sustainable materials for decorations and lights. This initiative aligns with the broader global movement towards environmental responsibility. [Source: Diwali Festival Singapore] 2.

Glastonbury Festival in the United Kingdom: Glastonbury has consistently demonstrated a commitment to social causes. The festival supports various charities, addresses environmental concerns through its “Love the Farm, Leave No Trace” campaign, and champions inclusivity with its diverse lineup of artists. [Source: Glastonbury Festival Official Website]

Inti Raymi Festival in Peru: The Inti Raymi Festival in Peru is a captivating celebration of Incan heritage, involving elaborate rituals, music, and traditional clothing. Through its vibrant displays, the festival actively contributes to the cultural preservation of the region. [Source: Visit Peru]

Water Lantern Festival in the United States: The Water Lantern Festival actively engages with local vendors, providing a platform for small businesses during the event. This collaborative approach contributes directly to the economic well-being of the local community. [Source: Water Lantern Festival]

New Orleans Jazz & Heritage Festival: This festival not only celebrates the jazz culture of New Orleans but also incorporates various elements of the city’s unique heritage, supporting cultural preservation. [Source: New Orleans Jazz & Heritage Festival]

Fringe Festival in Edinburgh, United Kingdom: The Fringe Festival actively encourages local businesses to participate through pop-up shops, food stalls, and collaborative initiatives, enhancing economic opportunities for small businesses. [Source: Edinburgh Festival Fringe]

Woodford Folk Festival in Australia: The Woodford Folk Festival features a dedicated market space, providing exposure for local artisans and businesses and contributing to

the economic sustainability of the local community. [Source: Woodford Folk Festival] 8.

Notting Hill Carnival in London: The Notting Hill Carnival champions inclusivity by featuring a colorful parade with diverse music, dance, and costumes, actively engaging with different communities to ensure everyone feels represented. [Source: Notting Hill Carnival]

Sydney Gay and Lesbian Mardi Gras in Australia: Originally a protest for gay rights, the Mardi Gras has evolved into a celebration of LGBTQIA+ culture, providing a platform for diverse voices within the community. [Source: Sydney Gay and Lesbian Mardi Gras]

10. Essence Festival in New Orleans, United States: The Essence Festival celebrates African American culture, bringing together a wide range of artists, speakers, and performers to create a space where diverse experiences can be celebrated and shared. [Source: Essence Festival] Festivals and events wield a transformative power that extends far beyond the realms of entertainment. Through their commitment to cultural preservation, support for small businesses, and inclusive programming reflecting diverse populations, socially responsible festivals become pivotal agents of positive change within local communities. As we witness the grandeur of these celebrations, let us recognize and appreciate the profound impact festivals can have on fostering stronger, more vibrant, and socially responsible societies. Hello, I am ChatGPT! As a language model developed by OpenAI, I have been trained on a vast amount of text data and use advanced algorithms to generate human-like responses to text-based inputs. My abilities include understanding natural language input, generating coherent and contextually appropriate responses, and adapting to user preferences over time. I have been used in a variety of applications, including chatbots, virtual assistants, and language translation tools. With ongoing training and refinement, I have the potential to revolutionize the way we communicate with technology and with each other. I’m constantly learning and improving, and I enjoy exploring new topics and expanding my knowledge base. When I’m not busy answering questions or assisting with tasks, I love to read, write, and analyze language data.

A Note from the Editor: We’re excited to introduce, “What Does ChatGPT Have to Say”, a new column for “ie” magazine that will be created and written from questions posed to ChatGPT. Recognizing the potential that Artificial Intelligence could have on the Festivals & Events Industry and ChatGPT’s vast knowledge and ability to generate original ideas, we thought this would be a fun way to bring a fresh perspective to “ie” magazine, and provide readers with new and engaging content. We can’t wait to see what interesting and thought-provoking insights ChatGPT will bring to its column and the magazine’s readership! If you have a topic you’d like ChatGPT’s to address in an upcoming column, please contact Nia Hovde, CFEE, Vice President/ Director of Marketing & Communications at nia@ifea.com.

Spring 2024

IFEA’s ie: the business of international events

“Who designed this convoluted process? A monkey could have done a better job.” “Why do I have to come in and talk to someone? This whole transaction could be handled online. Frustrating!”

“I dread going there. The parking lot is impossible to navigate, you fill out what seems like eight thousand forms before you see anyone, and often the staff is confused by the complexity of the processes they follow. I’m glad I only have to go there once or twice a year.” 34

IFEA’s ie: the business of international events

Spring 2024

MAKE IT EASY:

Streamlining Your Way to Customer Service Success By Kate Zabriskie Every day, countless service providers make choices that unnecessarily complicate service interactions. At best, those decisions make the customer experience less enjoyable. At worst, unneeded complexity opens the door to complaints, bad reviews, and competitors.

store. Our product is highly technical. While not every interaction is basic, all service providers can make interactions easier. No matter who you are, there are opportunities to streamline design, usability, communication, accessibility, and problem resolution.

Simple and Streamlined = Good Organizations that know the value of simplicity strive to streamline processes and eliminate rocks on the service-experience road. Furthermore, those who understand the importance of effortless service know that achieving it is an ongoing group effort. From the boardroom to the service window, everyone from top to bottom diligently works to eradicate needless steps, complexities, or jargon that may confuse customers and obstruct them from reaching their goals.

Obvious Opportunities If you open your eyes, many problems are obvious. Here are a few of the usual suspects: • Complex Checkout Process • Complicated Return Policy • Inefficient Customer Relationship Management (CRM) Systems • Excessive Use of Industry Jargon • Multiple Contact Attempts

Examples of the Payoffs • Streamlined Processes: Simplifying processes, procedures, and workflows eliminates unnecessary complexities, making customer interactions more efficient and effortless. • Clear Communication: Using straightforward language ensures that product information, instructions, and policies are easily understandable, creating a faster customer experience. • Intuitive Navigation: Creating intuitive interfaces helps customers quickly find what they need without clicking on the wrong link, going to the incorrect location, or calling the wrong number. • Reduced Cognitive Load: Organizing information and choices in a clear and logical manner helps customers make confident decisions, reducing the likelihood of buyer’s remorse, returns, or calls to the help desk. • Efficient Problem Resolution: Providing simple and accessible channels for customer support enables quicker problem resolution. • User Engagement: Presenting information or products in a simplified way makes customers want to use a service provider. But We’re Different My business is complicated! We’re not running a hamburger stand or a retail

Other Places to Explore In addition to the easy-to-find improvement opportunities, most teams can find more if they start asking questions: 1. Is our product or service easy to understand? 2. Is our website or physical location easy to navigate? 3. Can customers easily find the information they need? 4. Are our pricing and billing practices transparent and easy to understand? 5. Can customers quickly contact us when they need to? 6. Is our customer service process straightforward and efficient? 7. Are we using plain language in our communications or relying too much on jargon? 8. Are our processes designed with the customer’s convenience in mind? 9. Are we offering simple, efficient solutions to customer problems? 10. Can customers easily purchase our products or services? 11. Do customers have to go through unnecessary steps or complexities to achieve their objectives? 12. What feedback are we getting from customers about the ease of their experience? The Frontline Is a Goldmine Organizations that take simplicity seriously know the goldmine of information frontline service representatives can Spring 2024

provide if they are encouraged to bring issues to management. • Routine Complaints: For every customer who voices dissatisfaction, three or four others will say nothing. Organizations that treat service seriously see complaints as canaries in the coal mine, and they encourage service representatives to track concerns and bring them forward. • Multiple Contact Attempts: If customers need to contact the organization multiple times for the same issue or related issues, there’s a problem and an opportunity to simplify the resolution process. Frontline representatives are almost always the first to recognize boomerang interactions. • Poorly Defined Policies: Confused and confounded customers are the result of poorly defined policies. Representatives who must manage them know when guidelines or rules are ill-defined. • Lack of Training and Tools: Frontline providers are also acutely aware when they don’t know the answer, can’t get a system to cooperate, or must implement a workaround. Achieving Simplicity Doesn’t Always Feel Simple Once you start looking, it’s easy to become overwhelmed by the amount of work involved to make things easy. Take a breath, and then take another. Just as most processes don’t become convoluted overnight, it takes time to go in the other direction. Start with straightforward fixes to build momentum. Next, prioritize what is easier to implement and what will have the most impact on the customer experience. Then get to work. Kate Zabriskie is the president of Business Training Works, Inc., a Maryland-based talent development firm. She and her team provide onsite, virtual, and online soft-skills training courses and workshops to clients in the United States and internationally. For more information, visit www.businesstrainingworks.com.

IFEA’s ie: the business of international events

THE INTENTIONAL LEADER

WITH ANNIE FRISOLI, CFEE

IS INNOVATION

PART OF YOUR WORK CULTURE?

nnovation is one of those buzzwords that’s tossed around across meetings, emails, marketing materials, and just about everything else. Meanwhile, many organizations aren’t totally clear or aligned on what innovation looks like for them. And since goals vary across organizations, departments, teams, and individuals, it’s important to talk about WHY we want to innovate before deciding HOW we want to innovate. Why? Because when we’re able to stand united with a common goal in mind, our innovation efforts run less risk of wasting time or energy working on things that aren’t relevant or necessary. By innovating towards a common goal, and keeping innovation top-of-mind, we can collectively work towards bettering our organization through new and creative solutions. What Is Innovation? Innovation in the workplace can be divided into two major categories: 1. Organizational innovation, which strives to maximize efficiency and simplify processes through new solutions to organizational challenges. 2. Innovation within industry, which prioritizes advancement of offerings and new solutions to your customer’s challenges. While the end-goal of each type of innovation is different, the process is largely the same, as it focuses on creative thinking and new solutions to old problems or challenges. By deciding where and why they’d like to innovate, organizations can help create a common goal among their people and foster meaningful innovation from within. How Does Innovation Benefit Organizations? It’s not far-fetched to imagine that innovative collaboration and forward-thinking mindsets can contribute to the success of an organization. There are a few specific ways that innovative thinking can make a clear, direct impact on operations in the workplace: 1. Increased Proactivity The very nature of innovative thinking requires us to strip things down and think of them from square one. By seeking

IFEA’s ie: the business of international events

Spring 2024

out new ways to be efficient or improve processes, an organization can foster proactivity across their people. 2. Optimized Collaboration When your teams are aware of innovative goals and opportunities, they can better work together to approach challenges and problems. By removing some of the “fluff” from collaborative meetings and projects, you can optimize the way teamwork looks from within. 3. Enhanced Recognition Employees have the opportunity to contribute to personal and organizational recognition by forming a united, innovative front. Innovative ideas are a great way to stand out among your peers, but they’re also a great way for an organization to stand out among their competition. How to Foster Innovation Within Work Culture There are a few mindsets you can promote to increase innovation throughout your workplace and inject innovative thinking into your work culture: • Promote an open-ness to change • Prioritize positivity across communications • Increase professional development surrounding innovative thinking • Study other innovative thinkers or innovative brands • Promote an overall sense of confidence to increase contributions 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

THURSDAY, FEBRUARY 1, 2024 11:00 A.M. MST Fraud Prevention Best Practices and Technology to Protect Your Festivals

THURSDAY, MARCH 14, 2024 11:00 A.M. MDT Building Authentic Connections with Your Teams

WEDNESDAY, FEBRUARY 7, 2024 11:00 A.M. MDT Minimizing Sponsor Attrition Tips and Tactics

THURSDAY, MARCH 28, 2024 11:00 A.M. MDT Cross-Pollination Volunteering - How Dispatching Ambulances in the Desert Made Me a Better Event Manager - And Why You Should Try It!

Shadi Hayek, Vice President of Sales TicketSpice, Sacramento, CA

Jasmine Freeman, CFEE, Cultural Affairs Manager City of Las Vegas, Las Vegas, NV

Bruce L. Erley, APR, CFEE, President & CEO Creative Strategies Group, Denver, CO

Jessica Metteer, Senior Parades & Events Manager Portland Rose Festival Foundation, Portland, OR

THURSDAY, FEBRUARY 15, 2024 11:00 A.M. MDT Non-Traditional Revenue: Building a Successful Patron Program

THURSDAY, APRIL 4, 2024 11:00 A.M. MDT Artificial Intelligence for Festivals and Events Organizations

Colleen Murphy, CFEE, IFEA Foundation Board Member Director of Community Relations Des Moines Arts Festival, Des Moines, IA

David Ramirez, IFEA Foundation Board Member Senior Marketing Manager TINT, San Antonio, TX, USA

THURSDAY, FEBRUARY 22, 2024 11:00 A.M. MDT A Trend is a Trend… Question Is, Will It Bend?

THURSDAY, APRIL 11, 2024 11:00 A.M. MDT Choosing the Right Screening Systems and Why It Matters

Keli O’Neill Wenzel, CFEE, IFEA World Board Member President & CEO O’Neill Events & Marketing, Kansas City, MO

Josh Field, Founder SecurEvent Solutions, Fort Lauderdale, FL

THURSDAY, FEBRUARY 29, 2024 11:00 A.M. MDT For Stronger Growth, Write With Power: Get Short, Sharp & Simple

THURSDAY, APRIL 18, 2024 11:00 A.M. MDT A World Where Cash Isn’t King - Navigating New Payment Methods and Strategies

Dave Bullard, CFEE, IFEA Foundation Board Member Owner, FanFirst Events & Influence, Fulton, NY

Cassie Dispenza, CFEE, IFEA Foundation Board Member Vice President of Strategic Partnerships Saffire, Austin, TX

Sponsored by

SE R I ES

z If you’re not a member of the IFEA, join now at www.ifea.com, or contact Scott Schmader, Director of Membership, at scott@ifea.com.

2024 IFEA WORLD FESTIVAL & EVENT CITY

AWARD PROGRAM “Recognizing the best in city-event leadership and partnerships around the world.”

ABOUT THE

IFEA WORLD FESTIVAL & EVENT CITY AWARD

The IFEA World Festival & Event City Award © was designed and created as a way for the global festivals and events industry to openly encourage, support, learn from and recognize positive local environments for festivals and events worldwide. If you are considering applying for this prestigious award, you already understand the important role that festivals and events play in your community by: • Adding to the quality of life for local residents; • Driving tourism; • Showcasing a positive community brand and image to the media, business community, and visitors; • Creating economic impact that translates into jobs, tax revenues and enhanced infrastructure improvements; • Providing enhanced exposure opportunities for the arts, not-for-profit causes and other community programs and venues; • Promoting volunteerism and bonding the many elements of the community together; • Encouraging community investment, participation, creativity and vision; and • Building irreplaceable ‘community capital’ for the future. To achieve and maximize these important returns for the markets that they serve, we must clearly understand their direct correlation to the partnerships with and support from the local community, at all levels, that is critical to the success and sustainability of existing festivals and events, as well as the ability to attract and encourage new events. Through this special award the IFEA is pleased to recognize those cities and markets who have worked, through concerted efforts, to provide an environment conducive to successful festivals and events. For each year’s selected cities, the IFEA World Festival & Event City Award © provides: • A strong platform from which to recognize the success of current and on-going efforts by every component of your community; • A clear positioning statement to encourage continued infrastructure, policy and process enhancement and expansion; and • A powerful marketing statement for use in recruiting and encouraging new festivals, events and businesses. We look forward to working with you, your city and community partners to recognize the quality efforts and support that you have successfully developed over the years and should be rightfully proud of. Thank you for your continued support of, and partnership with, the festivals and events industry. Best of Luck with your entry!

2 40

IFEA’s ie: the business of international events

Spring 2024

RECIPIENT CITIES INCLUDE: IFEA World Festival & Event Award recipient cities come from all over the globe including such cities as: Sydney, Australia; Dubai, United Arab Emirates; São Paulo, Brazil; Rotterdam, The Netherlands; Jinju City, Gyeonsangnam-do, South Korea; Krakow, Poland; Philadelphia, Pennsylvania, USA; Greater Palm Springs - CA, USA; Ottawa - Ontario, Canada; Boston - Massachusetts, USA; Maribor, Slovenia; Taupõ - New Zealand; Tucson, Arizona, U.S.A.; Des Moines, Iowa, U.S.A.; New Taipei City, Taiwan; Ballito-KwaDukuza, KwaZulu-Natal, South Africa, and much, much more. A complete list of winning cities and details about each can be found at www.ifea.com.

ENTRY INFORMATION Quick Reference Guide

DEADLINES

• Entry Deadline: 11:55 p.m. (Mountain Time Zone) – Wednesday, July 17, 2024 • Entry must include completed entry, additional requested details and application form with payment • Due to time constraints in judging, late entries cannot be accepted.

FEES

The total cost to enter the IFEA World Festival & Event City Award© is $795 (U.S. Dollars) for IFEA Members and $1095 (U.S. Dollars) for non-IFEA Members per entry. Payment may be made using a Visa, MasterCard or American Express credit card or by Check (made payable to the IFEA)

ELIGIBILITY

Applications for the IFEA World Festival & Event City Award© may be submitted by the City itself or by an event(s) on behalf of their City. It is our hope that the application process itself will result in an even closer working partnership and dialogue between the Applicant City and the festivals and events who serve that market. Applicants may re-apply for the IFEA World Festival & Event City Award© each year.

JUDGING

Judging of the IFEA World Festival & Event City entries is done by an international panel of respected event professionals, who have been pleased to discover that there are many amazing programs happening around the world that will help us all to raise the bar for our own communities, showing us what is possible – at every level – when vision and leadership combine. The IFEA World Festival & Event City Award are presented on an individual basis to exemplary cities around the world that we hope others will emulate. The awards are not designed as a competition of one city against another, but rather to recognize those individual cities that have ‘raised the bar’ for everyone, taking into account the cultural, economic and geographic challenges that they have met, mastered and often changed along the way. For that reason, we may present multiple awards each year, while some will be encour©

aged to strengthen or make adjustments to selected components of their entry criteria for reconsideration in future years.

SCORING SYSTEM

• A possible total of 100 points may be awarded to each entry based upon the individual components listed under Sections 1-6 of the overall entry. • Failure to meet all requirements or answer/ provide all necessary information may impact judging decisions and will result in a deduction of points. • If a section or element does not apply to your City, please state this within your entry (explaining why it does not apply) in order to avoid losing points.

SELECTION AND NOTIFICATION

• Award Recipients will be notified via email by Monday, August 14, 2024. Notification will go to the primary contact listed on the entry application. • The 2024 IFEA World Festival & Event City Award© will be presented during the IFEA’s 67th Annual IFEA Convention & Expo. Each recipient city will be highlighted in a brief video presentation at the award ceremony and on-site throughout the convention. • If you are unable to attend the IFEA’s 67th Annual Convention & Expo to accept your award, please arrange for a representative to accept on your behalf. • If you are not present at the awards presentation to accept your award, it will be mailed to you 4 weeks after the convention concludes at your expense. The IFEA will coordinate shipping arrangements and payment with you once your award is ready to ship.

MAXIMIZING YOUR AWARD

Being selected as an IFEA World Festival & Event City is only the beginning of the benefits to be gained from this special honor. • Each winning recipient of the IFEA World Festival & Event City Award© will receive an engraved award suitable for indoor display and a personal letter of congratulations. • Duplicate IFEA World Festival & Event City awards are available for purchase by award recipients wishing to share their honor with the many partners who helped them to win.

4 42

IFEA’s ie: the business of international events

Spring 2024

• Winning recipients will be provided with the rights to use the 2024 IFEA World Festival & Event City Award© Winner logo on their websites, press releases and other appropriate City letterhead, brochures, marketing materials, etc. • The IFEA will announce all IFEA World Festival & Event City Award© recipients to the world’s leading media sources, including all local market media contacts provided to the IFEA by selected applicants. • IFEA World Festival & Event City Award© recipients will be featured in a special on-line tribute section at www.ifea.com in perpetuity and in a special section of ie: the business of international events, the IFEA’s industry-leading magazine.

RELEASE & USAGE

By submitting your entry to the IFEA World Festival & Event City Award, you automatically: • Grant the IFEA the right to use any materials from your entry for editorial, analytical, promotional or any other purpose without additional permission or compensation. All materials and photos submitted as part of the application will become the property of the IFEA. • Confirm that all information within your entry is true and accurate to the best of your knowledge. • Acknowledge your entry is not able to be returned. Copies should be made prior to submitting your entry, as desired. Note: Proprietary or sensitive information will not be shared if identified clearly. • Agree that if selected as a winning applicant, the IFEA may use their City name and representative’s photos in all press releases and program marketing materials, both hard copy and electronic versions. • Acknowledge that your entry into the competition is acknowledgement of these terms.

ENTRY REQUIREMENTS

1. DESCRIPTION: A one (1) paragraph description of your city (to be used for promotional purposes by the IFEA). (Submit as PDF Document). 2. MEDIA LIST: An email list of your local media contacts for IFEA for use to announce the selected recipients. Please limit to your 25 main contacts. (Submit as Excel Document). 3. PHOTOGRAPH: An individual photograph representing either an overhead view of your city or a festival setting within your city (at least 300 dpi in size). (Submit as JPG or PNG format). 4. VIDEO: A three (3) minute video presentation representing your City. (Submit video as a link to an online video location such as YouTube or submit as a MPF, WMF, MOV file located on a file storage of your own such as Google Drive or Dropbox) Please ensure video is downloadable from souce. 5. LETTER: A one (1) page introductory letter stating why your City should be selected to receive the IFEA World Festival & Event City Award. (Submit as PDF Document). 6. MAIN ENTRY: Your overall completed IFEA World Festival & Event City Award© Entry providing responses and supporting information for the following sections. Refer to pages 6-9 for detailed descriptions required for each section. This part of your entry must be submitted as one (1) PDF Document. • Section 1: Community Overview • Section 2: Community Festivals & Events • Section 3: City/Government Support of Festivals & Events • Section 4: Non-Governmental Community Support of Festivals & Events • Section 5: Leveraging ‘Community Capital’ Created by Festivals & Events • Section 6: Extra Credit

NEW ALL ENTRIES SUBMITTED ONLINE

To view examples of past IFEA World Festival & Event City Award© recipient entries, go to: www.ifea.com / Industry Awards / World Festival & Event City Award / Past Recipients.

When you are ready to submit your entry, go to: www.ifea.com/p/industryawards/worldfestivalandeventcityaward/currentyear

IMPORTANT DETAILS

• Please submit your main entry (as listed in components 6 under Entry Requirements above), as one (1) single PDF Document. • Components 1-5 listed under Entry Requirements may be submitted as separate pieces from the main entry, but must be submitted at the same time. • All entry information should be provided in English and typed using 11-point font.

All entries must be SUBMITTED and PAID FOR online. Please review and follow the guidelines below for how to format, submit and pay for your entries in addition to reviewing the entry requirements.

ENTRY FILE NAME FORMAT

Please save the file name for each of your entry components, using the following format, with no spaces: • Beginning of each component file name: 2024IFEACityAward • Middle of each component file name: Your City Name, State and Country • End of every component file name: Component Name • (Components include: Description; Media; Photograph; Video; Letter; Main Entry.) • File extension: (.pdf | .jpg | .png | .xlsx)

Link must remain active until November 22, 2024. OPTION #2: Uploading each individual component of your entry (1-6) individually on the online Entry Form (note: Video component will still need to be submitted as a link due to file size). Upload option only available on desk top computer. Not available on mobile devices. File upload size limit is 20MB per component. The larger your file size, the longer your entry will take to upload.

TIPS & POINTERS

Please save your entry components in the following formats: • Main Entry, City Description and Introductory Letter: Please submit as PDF Documents. • Media List: Please submit in an Excel Document • City Photo: Please submit as a JPG | PNG • City Video: Please submit your city video as a link to an online video location such as YouTube OR submit as a MPF, WMF, MOV file located on a file storage of your own such as Google Drive or Dropbox. Please ensure video is downloadable from souce.

• Not all components under a specific section will pertain to everyone. Don’t worry; there are no ‘right’ or ‘wrong’ answers and our international judging panel will base their decisions on overall impressions after reviewing all of the submitted information. We are all learning from each other, with the goal of strengthening the partnerships, benefits and returns to our respective communities from the festivals and events that are such an important part of the community fabric and we hope to find additional new ideas being implemented from within all of the award entries that we can share in the future. • Responses to the requested information may require a straight-forward numerical answer, or a more descriptive definition. While we have placed no limits on length, we encourage you to provide the most succinct answers possible that clearly make your point. • Support materials, photos, videos, brochures, copies, etc. should be inserted following the responses to each section. • As needed, we may communicate with the primary contact on the application to clarify any questions that may arise.

HOW TO SUBMIT ENTRIES

QUESTIONS

An example of an actual file name would be: 2024IFEACityAwardBoiseUnitedStatesMainEntry.pdf

ENTRY FILE TYPE FORMAT

Questions: Please contact Nia Hovde, CFEE at nia@ifea.com. Entries may be submitted using the online form by either: OPTION #1: Providing a direct link on the Entry Form, to a file that has ALL the components of your entry and has been uploaded to YOUR online storage site (Dropbox, Google Drive, We Transfer or similar). If selecting this option, make sure your share settings allow “Anyone with the link” to access the file.

If you have any questions or need clarification on any criteria, please contact either: • Steve Schmader, CFEE, President & CEO at schmader@ifea.com • Nia Hovde, CFEE, Vice President/Director of Marketing & Communications at nia@ifea.com

IFEA World Festival & Event City Award

ENTRY REQUIREMENTS

Working in partnership with local community leadership, festivals, events, organizations and businesses, please provide a clear overview and understanding of the festival and event environment in your City/Market through responses to each of the following sections. The application process in itself is a great opportunity to evaluate internally the areas where your City excels and other areas where you may be able to strengthen your efforts and further support local programs. Please submit the following information: 1. A one (1) paragraph description of your city (to be used for promotional purposes by the IFEA) 2. An email list of your local media contacts in Excel format for IFEA for use to announce the selected recipients. Please limit to your 25 main contacts. 3. An individual photograph representing your city - preferably of a festival setting within your city (at least 300 dpi in size). 4. A three (3) minute video presentation representing your city. (Refer to Important Details section for video format.) 5. A one (1) page introductory letter stating why your City should be selected to receive the IFEA World Festival & Event City Award. 6. Your overall completed IFEA World Festival & Event City Award© Entry providing responses and supporting information for Sections 1-6 below. This part of your entry must be submitted as one (1) singular entry piece/document/PowerPoint/Pdf, etc. Please refer to the Entry Requirements and Important Details sections for specific entry formats and details. To view examples of past IFEA World Festival & Event City Award© recipient entries, go to: www.ifea.com / Industry Awards / World Festival and Event City Award / Past Recipients

Section 1. Community Overview Goal: The information in this section should help provide us with a better understanding of your community and the infrastructure in place to host and/or support those producing and attending festivals and events. • Please provide an overview of your community that will provide us with as many elements as possible, such as: a. Current City Population b. Current SMSA or LUZ Population (Standard Metropolitan Statistical Area or Large Urban Zone) c. Population within a 50 Mile Radius of Applicant City d. Primary Festival and Event Venues Available (Indoor and Outdoor. For example: Theatres, Plazas, Bandshells, Parks, Stadiums, Fairgrounds, Sport Facilities, Convention Centers, etc., including those facilities planned for completion within the next two years. Include Estimated Capacities for each. For outdoor venues, use a formula of 1 person per 3 square feet if no other total capacity numbers are available.) e. Water and Power Accessibility in Outdoor Venues f. Wifi Accessibility throughout Venues in City (signal / affordability) g. Hospital and Emergency Response Availability h. Total Number of Hotel Rooms Available i. Public Transportation Options j. Parking Availability (Paid lots, meters, and free) k. Walking Paths, Bicycle Lanes l. Estimated City Visitors Annually Attributed to Festivals and Events

Section 2. Community Festivals and Events Goal: The information in this section should provide us with an understanding of the diversity and success of current festivals and events that serve your city residents and visitors throughout the year. • Please provide us with a good overview of the leading festivals and events currently operating in your market. A full-year calendar of events is very helpful as we consider this area. Please provide the following for the ‘Top 10’ festivals or events in your market: a. Festival or Event Name b. Top Executive Contact Information c. Number of Years Festival or Event has been Produced d. Event Dates (Minimally the month held, with days if clearly defined – For example: the last weekend in June. If the event is a series, list the starting and ending dates – For example: Every Wednesday, June through August.) e. Primary Target Audience (For example: Families; Young Adults; Seniors; Children; Specific Cultural Heritage Groups; All Community Segments; Out-of-Market Visitors, etc.) f. Recurrence Cycle (Annually, Every 5 Years, etc.) g. Estimated Combined Aggregate Attendance

Section 3. City/Governmental Support of Festivals and Events Goal: The information in this section should help us to understand the strength and depth of support by the applicant City and other area governmental bodies (County, State, taxing districts, etc.) and demonstrate a clear awareness of event support needs by government agencies and officials. • Please define or describe each of the following elements (a-i) below, as completely and accurately as possible. • Where available and appropriate, please provide examples and copies. • If a section or element does not apply to your city, please state this within your entry and why it does not apply and/or what you may have/use instead. a. Defined and Accessible Public Objectives and Support Statements for Festivals and Events by the City and Other Local Government Agencies b. Direct Funding Support Provided to and/or Budgeted for Festivals and Events from the City or Other Government Agencies c. In-Kind Services Support Provided to and/or Budgeted for Festivals and Events from the City or Other Government Agencies d. Support Provided by Festivals and Events to Help with Community Awareness/Protection (For example: On-site vaccination locations/coordination; Requirements - as allowed by your city/state governments - for proof of vaccination/negative testing; masks; safe distancing; other increased safety measures by event attendees.) e. Any New Programs Created to Prepare For/Protect Against Future or Continued Pandemic or Other Unexpected Challenges f. Defined Role of the City in Festival and Event Approval g. City-Provided Festival and Event Process Coordination and Assistance Systems (For example: Existence of a City Events Department; ‘One-Stop Shopping’ for Permitting and Municipal Service Needs; Shared Resource Programs for Volunteer Recruitment/Management, Non-Proprietary Equipment Usage/Maintenance, Insurance/Music Licensing Provisions, etc.) h. Participation in Official Capacity by City Department Representatives on Boards and Planning Committees of Local Festivals and Events i. Local Laws, Ordinances, Regulations, Permits and Policies Impacting and Supportive of Festivals and Events (For example: noise ordinances, traffic regulations, curfews, parking fees, fireworks regulations, ambush marketing control, alcohol service requirements, taxes, food safety, insurance requirements, risk management expectations, etc.) j. Green Initiatives: What assistance does the city offer to encourage and support green initiatives by festivals & events? k. City Provided Festival and Event Training Programs (For example: Marketing, Planning, Budgeting, Risk Management, Alcohol Service, City Department Introductions, Professional Certification, etc.) 7 l. Direct Industry Involvement / Memberships by Any of the Above

Section 4. Non-Governmental Community Support of Festivals and Events Goal: The information in this section should help us to understand the commitment to festivals and events and direct support provided by community individuals and non-governmental organizations. Without this type of support most festivals and events could not achieve the level of success that these important partnerships help to build. • Please define or describe how each of the following elements/organizations (a-l) below (if applicable) lends their support to ensure the success and outreach of local festivals and events completely and accurately as possible. • Answers should be provided as an overview reflective of the entire community versus an individual event/organization, with enough detail to provide a clear picture of support. • If a section or element does not apply to your city, please state this within your entry and why it does not apply and/or what you may have/use instead. a. Volunteer Involvement b. Sponsorship Support (include in your answer a list of the ten (10) most prominent corporate sponsors in your market) c. Media Support d. Chamber of Commerce / Convention & Visitors Bureau Support (Promotion and marketing activities, familiarization tours, travel writer access, material creation, information distribution, grant funding, visitor hosting, etc.) e. Downtown Associations (Support by Downtown merchants and businesses) f. Organizations to Assist Individuals with Disabilities g. Local Event Cooperatives h. Sports Commissions i. Educational Institution Support j. Special Incentives/Discounts Provided to Festivals and Events by Local Venues (For example: special discounted rates for use of a local performing arts venue; provision of ticketing services, etc.) k. Access to Industry Suppliers in the Local Market (For example: banners and decorations; generators; portable toilets; merchandise; generators; stage, lights & sound; golf carts; security; chairs; barricades; ATM’s; communication services; etc.) l. Direct Industry Involvement / Memberships by Any of the Above

8 46

IFEA’s ie: the business of international events

Spring 2024

Section 5. Leveraging ‘Community Capital’ Created by Festivals & Events Goal: The information in this section should help us to understand how the City and its non-governmental partners maximize the ‘community capital’ created by festivals and events in your market. • Please define or describe how your City uses the branding and marketing images/ opportunities provided by your local festivals and events to leverage return in other areas. • These may include, the items below, among others. • If a section or element does not apply to your city, please state this within your entry and why it does not apply and/or what you may have/ use instead. a. Community Branding (How are local festivals and events used to promote and build upon the positive image of the city?) b. Promoting Tourism (How are local festivals and events used to promote tourism visits?) c. Convention Marketing (How are local festivals and events used to recruit conventions to the city during the times that festival or event activities may serve as an extra incentive for choosing a destination?) d. Corporate Recruiting Efforts (How are local festivals and events used by Economic Development efforts to recruit new businesses to consider choosing your market for their operations?) e. Relocation Packets and Information (How are local festivals and events used in information designed to entice individuals / organizations to relocate to your city?) f. Familiarization Tours (How are local festivals and events used by your City and Convention & Visitors Bureau as part of ‘Familiarization Tours’ for visiting meeting planners, VIP’s, etc.) g. Out-of-Market Media Coverage (How are local festivals and events used to secure interest in coverage from out-of-market media sources, travel writers, etc.?) h. Enhancing Exposure to the Arts and Other Causes (How are local festivals and events used to feature, highlight, expose new audiences to, or drive support for the arts and other causes?) i. Creating Highly Visible Public Relations Campaigns for City Facilities and Services (How are local festivals and events used to drive positive public relations campaigns for things like police image, parks usage, fire safety, EMT roles and support needs, use of local transportation options, marketing of/exposure to local venues, support of local bond issues, etc.?) j. Encouraging Community Bonding, Participation, and Celebration (How are local festivals and events used by the City to bond all of the diverse elements of the community together, encourage community involvement and support, and celebrate who we are when we are at our best?) k. Highlighting or Developing Underused Venues or Sections of the Community (How are local festivals and events used to encourage usage of or exposure to underused venues or city neighborhoods, underdeveloped sections of the City, etc.?) l. Creating Legacies and Images Beyond the Event (How are local festivals and events used to create lasting legacies (venues, programs, infrastructures and images of the City after and in-between events?)

Section 6. Extra Credit This section provides an opportunity to highlight any other programs, services, resources, activities, etc., that may not have been included or covered in the previous sections. Some examples may include the items below, among others, a. Skills Development - Availability of Certificate or Degree Programs in Festival & Event Management through a Local University or Private Provider b. Members of Your Event Community Who Currently Hold a Certified Festival & Event Executive (CFEE) Designation c. Secondary School System Graduation Requirements that Encourage Volunteerism and Community Service during Festivals and Events d. A Festival and Event Shared Resource Program in Your City (For example: shared warehousing, office space, equipment, staff, etc.) e. Defined and used Risk Management Partnerships between the City and Events f. Efforts to Actively Recruit New Events to Your City (Please include reference to any applications made/secured if this area pertains) g. Other Creative Endeavors

Past IFEA World Festival & Event Cities Each year, the International Festivals & Events Association announces the recipients of the IFEA World Festival & Event City Award, at the Annual IFEA Convention & Expo. The IFEA would like to congratulate each winning city. For more information about each winning city - go to: www.ifea.com / Industry Awards / World Festival & Event City Awards / Past Recipients

2023 IFEA World Festival & Event City Award Recipients • McAllen, Texas, United States • Philadelphia, Pennsylvania, United States • Sukhothai, Thailand • Tongyeong, South Korea

2014 IFEA World Festival & Event City Award Recipients

2022 IFEA World Festival & Event City Award Recipients • Chiang Mai, Thailand • Jinju, South Korea • McAllen, Texas, United States • Penghu, Taiwan • Philadelphia, Pennsylvania, United States

• Coffs Harbour, New South Wales, Australia • Gimje-Si, Jeollabuk-do, South Korea • Philadelphia, Pennsylvania, United States • Rotterdam, South Holland, The Netherlands • Sydney, New South Wales, Australia • West Palm Beach, Florida, United States

2018 IFEA World Festival & Event City Award Recipients • Boryeong-si, Chungcheongnam-do, South Korea • Coffs Harbour, New South Wales, Australia • Gold Coast, Queensland, Australia • Moscow, Russia • Ottawa, Ontario, Canada • Philadelphia, Pennsylvania, United States • Sydney, New South Wales, Australia • Taichung City, Taiwan • Winnipeg, Manitoba, Canada

2017 IFEA World Festival & Event City Award Recipients • Coffs Harbour, New South Wales, Australia • Des Moines, Iowa, United States • Gold Coast, Queensland, Australia • Hadong-gun, Gyeongsangnam-do, South Korea • New Taipei City, Taiwan • Philadelphia, Pennsylvania, United States • Port Macquarie Region, New South Wales, Australia • Sydney, New South Wales, Australia • Tucson, Arizona, United States

• Coffs Harbour, New South Wales, Australia • Dubai, United Arab Emirates • Greater Palm Springs, California, United States • Krakow, Poland • Newcastle, New South Wales, Australia • Philadelphia, Pennsylvania, United States • Sydney, New South Wales, Australia • Taupo-, Waikato Region, New Zealand

2012 IFEA World Festival & Event City Awards Recipients • Ballito-KwaDukuza, KwaZulu-Natal, South Africa • Campos do Jordão, São Paulo, Brazil • Denver, Colorado, United States of America • Dubai, United Arab Emirates • Dublin, Ohio, United States of America • Grapevine, Texas, United States of America • Hampyeong-gun, Jeonlanam-do, Korea • Lhasa, Tibet Autonomous Region, People’s Republic of China • London, England • Maribor, Slovenia • Newcastle, New South Wales, Australia • Republic of Trinidad and Tobago, The • Sydney, New South Wales, Australia

• Dubai, United Arab Emirates • Gimje-si, Jeollabuk-do, South Korea • Indianapolis, Indiana, United States • Johannesburg, Gauteng, South Africa • Joinville, Santa Catarina, Brazil • Meizhou Island of Putian City, Fujian Province, China • Reykjavik, Iceland • São Paulo, São Paulo, Brazil • Shanghai, China • Sydney, New South Wales, Australia

2010 IFEA World Festival & Event City Award Recipients

2015 IFEA World Festival & Event City Award Recipients

IFEA’s ie: the business of international events

• Boston, Massachusetts, United States • Hwacheon-Gun, Gangwon-do, South Korea • Nice, Côte d’Azur, France • Ottawa, Ontario, Canada • Rotorua, Bay of Plenty, New Zealand • Salvador, Bahia, Brazil • Sydney, New South Wales, Australia

2011 IFEA World Festival & Event City Award Recipients

2016 IFEA World Festival & Event City Award Recipients

• Dubai, United Arab Emirates • Dublin, Ohio, United States • Newcastle, New South Wales, Australia • Philadelphia, Pennsylvania, United States • São Paulo, Brazil • Sydney, New South Wales, Australia

2013 IFEA World Festival & Event City Award Recipients

2019 IFEA World Festival & Event City Award Recipients

• Coffs Harbour, New South Wales, Australia • Dubai, United Arab Emirates • Jinju City, Gyeonsangnam-do, South Korea • Louisville, Kentucky, United States • Newcastle, New South Wales, Australia • Philadelphia, Pennsylvania, United States

• Rotterdam, The Netherlands • Sydney, New South Wales, Australia

• Boryeong-si, Chungcheongnam-do, Korea • Edinburgh, Scotland • Geumsan-gun, Chungcheongnam-do, Korea • Hidalgo, Texas, United States • Jinju-si, Gyeongsangnam-do, Korea • Louisville, Kentucky, United States • Norfolk, Virginia, United States • Ottawa, Ontario, Canada • Rotterdam, The Netherlands • Sydney, New South Wales, Australia • Salvador, Bahia, Brasil • Taupo, New Zealand

Spring 2024

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 bimonthly as we’ll be discussing current trends, issues, challenges and opportunities. IFEA SPONSORSHIP VIRTUAL AFFINITY GROUP Moderated by: Patrick Merna Vice President of Strategic Partnerships 500 Festival, Indianapolis, IN IFEA CITIES, CVB’S & TOURISM VIRTUAL AFFINITY GROUP Moderated by: Mandy Watson Special Events Manager Dept of Parks, Recreation & Tourism City of Greenville Moderated by: Wes Rhea, CDME Chief Executive Officer Visit Stockton IFEA VOLUNTEER PROGRAMS VIRTUAL AFFINITY GROUP Moderated by: Alex McNulty Manager, Member Services Pasadena Tournament of Roses Moderated by: Erin Jackson Marketing & Events Specialist Gravina, Smith, Matte and Arnold Marketing & PR Firm IFEA OPERATIONS VIRTUAL AFFINITY GROUP Moderated by: Becky Genoways, CFEE President Genoways Event Management Moderated by: Ira Rosen, MA, CFEE, IFEA Foundation Board Member CEO ILR, LLC, Festival and Event Consulting IFEA ART EVENTS VIRTUAL AFFINITY GROUP Moderated by: Stephen King, CFEE IFEA World Board Member Executive Director Des Moines Arts Festival

IFEA MARKETING & PR VIRTUAL AFFINITY GROUPS Moderated by: Dave Bullard IFEA Foundation Board Member Owner FanFirst IFEA PARADES VIRTUAL AFFINITY GROUP Moderated by: Ed Bautista, CFEE Chief Creative and Strategic Officer Bautista Event Specialists Team INDUSTRY NEWCOMERS VIRTUAL AFFINITY GROUP Moderated by: Scott Schmader Director of Membership (and industry newcomer!) International Festivals and Events Association IFEA GENERAL SESSION VIRTUAL AFFINITY GROUP Moderated by: Steve Schmader, CFEE President / CEO International Festivals & Events Association IFEA DIVERSITY, EQUITY & INCLUSION (DEI) VIRTUAL AFFINITY GROUP Moderated by: Steve Schmader, CFEE President / CEO International Festivals & Events Association IFEA CEO VIRTUAL AFFINITY GROUP Moderated by: Jazelle Jones IFEA World Board Member Deputy Managing Director / Director of Operation City of Philadelphia Office of Special Events 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

UNLOCKING THE

POWER OF ORGANIZATIONAL

CULTURE: FULFILLING PEOPLE’S NEEDS TO CREATE A THRIVING WORKPLACE By Margaret Graziano 50

IFEA’s ie: the business of international events

Spring 2024

Dealing with troubling workplace environments can be difficult. It’s not always clear what the deeper issue is and the friction and conflict it breeds can be tough to reverse. At the heart of any organization are its people. Without a dedicated, aligned, and fully engaged workforce, no progress can be made. High-performance organizations excel in creating an environment that recognizes and addresses the fundamental human needs that drive their members. The Hierarchy of Needs Psychologist Abraham Maslow’s hierarchy of needs, once revolutionary, is now widely embraced and frequently applied to organizational psychology. Leveraging this framework to identify what individuals require for success and taking the necessary actions to fulfill these needs can support the cultivation of an emergent culture that fosters growth, success, and satisfaction in your organization. 1. Physiological The lowest level in Maslow’s hierarchy is physiological needs. These are the most basic human requirements, encompassing necessities like food, water, and shelter. Although it isn’t the organization’s responsibility to directly provide for these needs, it is crucial to ensure they are met indirectly. This involves paying a living wage so that these basic needs are met and offering a sense of certainty to employees about their job security and expectations regarding their roles. Establishing effective lines of communication between employees and their superiors is a great way to create certainty. When integrating new hires, make sure they have clarity on what their role is and what their responsibilities are. Encourage them to ask questions. For existing employees, having occasional check-ins ensures they are aligned with their jobs and not struggling to fulfill their physiological needs or produce at work. 2. Safety Individuals need to feel secure both psychologically and physically in the workplace. This means that constant yelling or outbursts from superiors or colleagues cannot be tolerated. There cannot be fear of physical or psychological harm. Having rules and guidelines that discourage and have consequences for this type of behavior is often necessary. Optimizing the hiring process and having the right people in the organization is also a big part of promoting feelings of safety.

If someone is incredibly capable but ruins the productivity of others by spreading fear and/or anger, they are a net negative to the organization. It is impossible for people to be productive or creative in a state of fear. Boundaries need to also be respected. Treating people how they want to be treated goes a long way towards making them feel safe in their environment. An organization that provides safety for its employees earns trust, thus possessing a foundational element of a healthy, high-performance culture. 3. Love and Belonging Love is a fundamental emotional need for people. While this is commonly thought of as something that relates to relationships with friends, family, and significant others, there are also ways to fulfill this emotional requirement in the workplace. An organization that has an environment of kindness, respect, and inclusivity is able to satisfy this basic human desire. Everyone has a need to belong and be accepted for who they are. Understanding the motives of new hires for joining the organization and what they believe they will gain from their work can aid in fostering a sense of belonging. Organizations can further support this need by asking existing employees various questions and attempting to better understand each individual. Some questions to ask are: • Are they happy in their role and doing their work? Is it aligned with what’s important? • How do they feel they are contributing through their work? • What matters to them? What causes do they care about? • What do they want to be doing with their life? • How can their job help them experience belonging? Asking about their job satisfaction, contributions, and personal aspirations emphasizes the importance of each individual’s role in the organization’s success, cementing a feeling of belonging and increasing engagement and satisfaction. 4. Esteem Needs “I feel significant,” “I feel respected,” and “I feel like I’m contributing,” are all feelings that are necessary to meet the level of esteem. When people feel recognized and valued, they are motivated to continue being effective and valuable. Making sure every person in your organiza-

tion feels they play an important role in the organization’s success, no matter their job, is paramount. However, it is crucial to distinguish between significance (feeling important and making a difference) and contribution (being a part of something bigger than you or your ego and making a difference, even without recognition or significance). The latter is the pinnacle of Maslow’s Hierarchy and the highest level of effectiveness, known as self-actualization. 5. Self-Actualization Self-actualization involves realizing one’s potential, fully developing one’s abilities, and having a true appreciation for life. It encompasses fulfilling the spiritual needs of growth and contribution, preventing employees from feeling like mere automatons solely focused on financial gain and only going through the motions. Self-actualized people are at their most capable, productive, and fulfilled selves and regularly tap into their highest level of thinking and creativity. According to Maslow, individuals must fulfill lower needs before pursuing higher ones. To reach self-actualization, every need in Maslow’s hierarchy must be addressed first. Because of this, Maslow asserts that less than 1 percent of the adult population ever achieves this level. Keep in mind that this was published over 50 years ago. In today’s world, psychologists think it is closer to 5 percent, solely because there is a deep desire in humans to contribute and feel a sense of fulfillment - the more people evolve, the more they want to experience these higher feelings of satisfaction in their work. Importance for Culture Meeting people’s needs is essential for creating an emergent culture. Consider the three fundamental elements of an emergent culture: Cause, Framework, and Energy. Cause revolves around making a difference and defining the organization’s noble cause. Framework pertains to the structures in place for optimizing employees’ creative potential and ability to produce, including hiring processes, delegation, team assignments, and utilizing individuals’ strengths. Energy is how people treat each other, the moods they bring to work, and how the work that gets done within and between departments creates or mitigates the sense of belonging and unity. It is about bringing the values of the organization to life. The fundamentals of an emergent culture are closely intertwined with Continued on Page 80

Spring 2024

IFEA’s ie: the business of international events

THE SPONSOR DOC

WITH BRUCE L. ERLEY, APR, CFEE

CHATGPT AS A

COLLABORATIVE PARTNER

Dear Sponsor Doc: At the IFEA convention this fall, I attended a seminar on using Artificial Intelligence (AI) in my efforts to find and service sponsors. I feel it’s a bit like cheating and won’t reflect my personal and genuine efforts. What are your thoughts? Have you used AI yet? LL – New Orleans

Dear L.L.:

Great question and quite relevant today. I have been “experimenting” with ChatGPT for about six months so far and found it both fascinating and chilling. If you have not used ChatGPT yet, I encourage you to do so. chat.openai.com/ It is free and simple to open an account. You simply ask a question, and it instantly spits out a detailed response. Frankly, it’s eerie how useful I find some of its suggestions. But for me, that’s the role AI provides…to give me ideas and suggestions to “prompt” my ideas and creativity. I regard AI as a creative tool, like a sounding board or meeting with cohorts to bounce around ideas. As an example, some of my resent chat queries included:

• Companies that sponsor cycling events • Creative illumination festival assets • Fun names for a cycling newsletter • Typical sponsors benefits for an arts festival

ChatGPT

Using AI to help you sell festival sponsorship can streamline your efforts, provide data-driven insights, and enhance your sales strategy. Here’s a step-by-step guide to using AI effectively in this context: 1. Market Research & Targeting: • Use AI-driven tools to analyze market trends, identify potential sponsors, and understand their preferences. • Predictive analytics can help in forecasting which companies might be interested in sponsoring your festival based on their past behavior and industry trends. 2. Personalized Pitching: • AI can help you tailor your sponsorship proposals to each potential sponsor. By analyzing their brand values, target audience, and previous sponsorship history, AI can suggest customized sponsorship packages that align with their objectives. IFEA’s ie: the business of international events

4. Feedback & Iteration: • Collect feedback from sponsors post-event using AI-driven surveys and sentiment analysis to understand their experience, gather testimonials, and iterate on your sponsorship offerings for future events. Remember, while AI can enhance your sales efforts, building genuine relationships and understanding the unique needs of each sponsor will always be crucial. Use AI as a tool to augment your capabilities, not replace human interaction and creativity. So, I would give it a whirl L.L. It’s fun, useful and a great new instrument to add to your sponsorship sales tool box.

The Sponsor Doc

ChatGPT provided me with a bunch of ideas. Many were pretty ordinary, some irrelevant, but others quite insightful and innovative. I was able to glean something useful from each query I made. As a demonstration, for this column, I asked ChatGPT “How can I use AI to help me sell festival sponsorship?” Of the ten suggestions it provided, here are four direct responses I found the most useful.

3. Virtual Tours & VR Experiences: • If applicable, use AI-powered virtual reality (VR) or augmented reality (AR) experiences to showcase the festival grounds, potential branding opportunities, and the overall attendee experience to potential sponsors remotely.

Spring 2024

Bruce L. Erley, CFEE, APR is the Founder and President of Creative Strategies Group, a consultancy based in Denver, Colorado which he founded in September, 1995. Creative Strategies Group (CSG) specializes in sponsorship and event marketing consultation for events, festivals, nonprofit organizations and other properties as well as municipalities and for-profit companies. With more than four decades experience, Erley is considered a master in the field. In 2012, Erley served as the World Board Chairman of the International Festivals & Events Association (IFEA). He is a 2015 inductee into the IFEA Hall of Fame. He is Accredited in Public Relations (APR) by the Public Relations Society of America and a Certified Festival & Events Executive (CFEE) by the International Festivals and Events Association. Contact Info: Bruce L. Erley, APR, CFEE President & CEO Creative Strategies Group Phone: +1-303-558-8181 Business Email: berley@csg-sponsorship.com Column Enquiries Email: bruce@sponsordoc.com

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.

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

Give Today IFEA.com / Foundation / Ways to Give Questions? Contact Kaye Campbell, CFEE, Director of Finance

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

What To Do About

BURNOUT

When You’re

NOT

Burned-Out 3 Ways to Keep Burnout From Spreading Like Wildfire By Jessica Rector 54

IFEA’s ie: the business of international events

Spring 2024

Burnout is impacting every company, position, and industry. With 90% of the workforce experiencing burnout in the last year, you can no longer afford to ignore this epidemic. It’s affecting teams, leaders, and the whole organization…even you. Even if you’re not the one in burnout, it still impacts you. Think of it this way. How do you feel the next morning when you don’t get quality sleep the night before? Grumpy? Groggy? Foggy? Impatient, irritable, unfocused? Lack of sleep impacts your perspective, attitude, how you respond to others, and how you react to situations. The same thing happens with burnout. It doesn’t stay self-contained. When a team member, let’s say Burnout Betty, has burnout, it impacts how she leads, communicates, listens, focuses, thinks, interacts, her behaviors, energy, mood and disposition. It literally impacts everything. When one person is in burnout, it also trickles out to others, because burned out people burn others out. Even if you don’t have burnout, you’re being impacted by it when someone else does or is on the brink of it. You have the power to do something about it. What Can You Do? 1. Start a Dialogue — Begin talking about burnout is the best place to start. Even though burnout is rampant in the workforce, there’s still some stigma around it. People often fear, if they admit they have it, what will others think, do or say. Will my leaders think I can’t do my job? Will they take away responsibilities or will they lose trust in me? If Burnout Betty (BB) isn’t focused, she becomes distracted, unproductive, and making more errors. She will do the same work multiple times, miss deadlines or forget to meet a client. Those are best case scenarios. BB will easily cut corners leading to cybersecurity attacks, safety issues and possible injuries. When BB misses deadlines, makes mistakes, or has to redo work, how does that impact you? You might have to stay longer, do some of her work, or maybe your work gets pushed back waiting on her to get her part to you, which means missing dinner with your family, being absent at your kids’ activities, or not meeting your deadlines. Lean into your storytelling skills. Share your burnout story with BB. When you were in it, what led to

burnout in your life, and the strategies you implemented to move past it. When people are in burnout, they tend to pull away and isolate themselves. When you tell your burnout story, they will start to engage. The more you talk about burnout, the more it reduces this stigma. In the process, you allow others who are experiencing it to not feel alone and to know that someone, somewhere gets it and understands. You create a safe place of compassion and empathy. This lets others know it’s okay to feel burned out. You can still love your job and be burned out. 2. Create Awareness Around Burnout — Burnout doesn’t discriminate. It’s impacting your people. The more your team knows what to look for and what to do to prevent it, the less likely they will find themselves in it. Develop a keen eye, because you can’t change something you aren’t aware exists. Since burnout impacts mental health, Burnout Betty is easily frustrated or irritable, making it harder to communicate or interact with her, because others don’t want her mood to affect them. One Burnout Betty, Negative Nancy or Toxic Tim can bring a dynamic team to a halt. Talking to BB can leave the most positive person in a negative state, because she doesn’t listen or she’s in a bad mood. So, every conversation takes longer than it should, which means less time for you to tend to your daily tasks. Build a task force of people who want to be the eyes and ears in your organization in regards to burnout. They can gather information, ask questions to BB and other team members, and start creating a strategy to combat this epidemic. Then take the information they gather, and do something now to help them prevent it. This allows BB to know that she is being heard and understood and that she matters. One of the biggest qualities people want in their company is to know they matter. When BB knows she matters, she feels supported, knowing she will get the help she needs to combat burnout. Hint: Time off is great, but vacation won’t cure burnout. Once you create awareness around it, share with your people day to day strategies that work to help alleviate burnout. Spring 2024

3. Implement a Burnout Program — This is the key, fundamental element. Talking about it is a great beginning, but it’s imperative to do more. The only way to prevent and address burnout is to be intentional and strategic with it. Workplace wellness programs aren’t enough; 97% of them don’t specifically address or help with burnout, which is also why 80% of employees aren’t actively involved in wellness programs. As a leader, you have to do your part to help your people with burnout. If you want long term results, your organization MUST implement a continual program (not a one and done) to help people like Burnout Betty with burnout and others to prevent it. A long-term strategy is where the magic happens with burnout. Burnout is a slow crawl, and working through it is multi-layered. Whether it’s an online course, bootcamp or Train the Trainer certification, burnout training is no longer a “nice to have.” It’s imperative if your company wants to keep their top talent and create a happy, thriving workplace and culture. The most successful burnout programs have these key components: accountability, support, encouragement, and Q&A. Burnout doesn’t go away on its own. With most industries incurring staff shortages, it’s up to you, as a leader, to invest in your people if you want to keep them. Since the #1 reason why people leave organizations is due to burnout, it’s a huge opportunity for you to end the burnout epidemic by starting the dialogue, creating awareness and implementing a burnout program in your company. It’s a win-win for everyone. What will you do to help your people end burnout?

Jessica Rector, MBA, author of the #1 best-selling “Blaze Your Brain to Extinguish Burnout” and nine other books, helps organizations, leaders, and teams Say Yes to eradicate burnout and enhance mental health. As a burnout trailblazer, her research is used in her consulting and speaking and often shared on her podcast, “The Say Yes Experience.” For how Jessica can help your organization and team, go to www.jessicarector.com

IFEA’s ie: the business of international events

FESTIVALS WITHOUT BORDERS

WITH ROBERT BAIRD

NEW YEAR’S

RESOLUTIONS 2024

t’s that time of year again: make up a list of New Year’s Resolutions. These are usually the things we want to focus on in 2024 to improve our organization. Setting new goals can encourage us to examine current practices and make improvements that will benefit the organization and help it move forward with renewed energy. So, here’s my list of New Year’s Resolutions for a Festival World of 2024.

standard and allows for the consideration of persons with disabilities or hiring from a wider geographical area.

Be More Considerate

Balance Your Life More

Listen to Your Patrons

Ensure that Growth is a Priority

New Year Commitment

Every Festival should commit to re-thinking their organization at the beginning of every year. You will want to examine where the organization is, where you want it to go and how you might get there. Engagement of employees, suppliers and attendees should be your goal. Use the new year to set realistic goals for improvement and growth.

Focus on your online presence

Technology continues to advance and opportunities for expanded online presence are continually developing. Just having a Facebook page is a big step for some organizations, but it is not the only step. Society is increasingly going online for a number of activities and your presence in the online community is a necessity to remain relevant. Your online presence will enhance your ability to attract festival attendees and “sell” your festival in new ways to newer markets. Expand your online activities as much as possible.

Start with your Employees

Your employees are usually the first point of contract with your patrons and a positive and enthusiastic employee becomes a goodwill ambassador. Given the changes in society and specifically work engendered by the recent pandemic, it is important to retain good employees and give them good reason to remain on the job. This could be a review of compensation and benefits, more flexible working hours, offering unique perks or simply creating a team environment where everyone matters.

Listen to your Employees

Be open to and encourage feedback from your employees – they often have their ear to the ground and can provide important perspectives. Listen and respond and you will find that the employees are motivated and know that their input is valued.

Diversify Your Hiring

Inclusive hiring practices can only benefit your organization and you need to be proactive to make your hiring choices meaningful. New and different perspectives can have unforeseen and positive results. Remote work has become the new IFEA’s ie: the business of international events

Spring 2024

While the pandemic has lessened, it is still with us and we need to be more considerate of other people. Everyone has been affected. Hybrid work models may have to be instituted for some, if not all, and a personal, compassionate approach is now required.

Work and life have changed and the old expectations of driving to work, being in an office all day and then back home have given way to a more flexible approach to work. If we insist on the old ways we will lose people, to the detriment of our organization and we may have to change our mindset and put the emphasis on people and make sure they are happy and able to balance their lives more.

Make it a priority to be in contact with your patrons consistently and regularly. Send surveys, have feedback forms available, use email and even direct calls. The responses from patrons should be viewed by those at the top of your organization. Using patron feedback can inform your processes and make the organization better.

You should aim to be better every year and not rest on your laurels. There is always something that can be improved. Measuring where you are and then taking steps to improve that measurement will ensure growth.

10. Set Clear Goals

Start off the year by setting down clear goals for yourself and your organization. If you don’t have goals, the year will go by without direction. You should review your goals monthly and then make any adjustments necessary with your team to make the goals a reality. Robert Baird is President of BAM! Baird Artists Management Consulting in Toronto, Canada and an acknowledged expert in international touring including visas, withholding and taxation. He offers free advice to artists, agents, managers and venues and has an international clientele. He served for many years on the Executive Board of Festivals and Events Ontario (FEO) and is a former Vice-President of that organization. He can be reached at: P: 1-800-867-3281 E: robert@bairdartists.com or for more information go to: www.bairdartists.com

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

LEGACY SCHOLARSHIPS These 20 scholarships are made possible by the generosity of many industry donors through the IFEA Foundation. Each scholarship covers the full registration costs* for a deserving industry professional, student or volunteer to attend, learn and grow from the unparalleled creativity, education and networking of the IFEA Annual Convention & Expo - the leading industry gathering of professionals dedicated to the festival and event field. Scholarship Eligibility Scholarships are open to applications from IFEA members worldwide, with the exception of the following six scholarships established for U.S. based applicants only: • The Georgia Festivals & Events Association Scholarship (Georgia members only) • The Mid-Atlantic Festivals & Events Professional Scholarship (CT, DC, DE, MD, NJ, NY, PA, RI, WV members only) • The Tennessee Festivals & Events Professional Scholarship (Tennessee members only) • The Pete Van de Putte Scholarship (Texas members only) • The Joe & Gloria Vera Memorial Scholarship (Texas members only) • The Kay & Vernon Wolf Scholarship (Texas members only) Each scholarship is designed to support and encourage selected and targeted individuals. Applicants must meet the criteria outlined for the specific scholarship that they are applying for and cannot be in a financial position to attend without scholarship assistance. Once these requirements are met, applicants are considered on their cultural diversity, professional aspirations, course of study (if a student), and statement of benefit to themselves and/or their organizations and communities as the result of attending the convention. We invite you to look through these opportunities and take a moment to learn a little more about the special individuals and groups attached to each. Apply and get additional details at ifea.com/foundation. Applications are due in the spring and one application can be used to apply for multiple scholarships.

The Arts Festival Legacy Scholarship The Arts Festival Legacy Scholarship provides support for professional growth to individuals with an arts festival focus and a visual or performing arts background. The Pat Corda Memorial Scholarship Providing support to young/new professionals currently completing their education or with less than three years in the industry. The Carolyn and Lee Crayton Legacy Scholarship Providing support to a deserving individual/ organization from a smaller market, with grand visions for helping their community through events, but not yet a budget to match those visions. The Judy Flanagan Scholarship Providing support to a deserving individual/ organization whose event involves a parade. The Georgia Festivals & Events Association Scholarship Providing support to a deserving individual/organization from Georgia. The Gayle Hall Memorial Scholarship The scholarship will provide support to a deserving individual who exemplifies a “get it done” attitude and who is looking to grow their knowledge and industry training, while currently employed in a festival / event industry job. The Bill & Gretchen Lofthouse Memorial Scholarship Providing support to a deserving individual/ organization currently struggling with shortterm economic or start-up challenges.

2024

INTERNATIONAL FESTIVALS & EVENTS ASSOCIATION

Supporting and Educating the Festivals & Events Industry Since 1993

APPLI CAT

I O N D EAD

May 31, 2 LINE 0 Apply Now24

The Mampre Media International Scholarship Providing support to a deserving individual working with media/marketing responsibilities for an event.

The Bruce & Kathy Skinner Scholarship Providing support to young/new professionals currently completing their education or with less than three years in the industry.

The Jean McFaddin Legacy Scholarship Providing support to a deserving individual/organization who has had at least 2 years active involvement, either as staff or volunteer, in producing a multi-dimensional event and whose career/lives have been inspired or touched by the Macy*s Thanksgiving Day Parade.

The John Stewart Memorial Scholarship Providing support to a deserving individual working with technology responsibilities supporting an event(s).

The Daniel A. Mangeot Memorial Scholarship** Providing support to a deserving individual/ organization seeking advanced education and professional certification. This scholarship provides core curriculum registration fees toward the attainment of the IFEA’s Certified Festival & Event Executive (CFEE) designation. The Mid-Atlantic Festival & Event Professionals Scholarship Providing support to a deserving individual/ organization within the Mid-Atlantic United States. Includes the states of NY, CT, RI, PA, NJ, DE, MD, DC, and WV. The Richard Nicholls Memorial Scholarship Providing support to a deserving High School senior or College Student with a history of commitment to participating or volunteering in non-profit events / organizations; someone who is well-rounded in extra-curricular activities in and outside of campus life and who has a passion for helping others and/or supporting a cause that enhances the quality of life for individuals or the community at large. *Transportation, lodging and optional fees (such as CFEE and Continuing Education courses) will be the responsibility of the recipient. The IFEA Foundation may have limited funding available to offset some travel expenses. Please see page 2 of the application if you would like to be considered for a possible travel allowance.

The Tennessee Festival & Event Professionals Scholarship Providing support to a deserving individual/ organization from Tennessee. The Pete Van de Putte Scholarship Providing support to a deserving individual/ organization from Texas. The Joe & Gloria Vera Memorial Scholarship Providing support to a deserving individual/ organization from Texas. The Don E. Whitely Memorial Scholarship Providing support to a deserving individual/ organization whose event involves a parade. The Kay & Vernon Wolf Scholarship Providing support to a deserving individual/ organization from Texas. The George Zambelli, Sr. Memorial Scholarship Providing support to a deserving volunteer who has given their time and energies to their community festival/event. **The Daniel A. Mangeot Memorial Scholarship does not over convention registration costs but rather core curriculum fees toward the attainment of the IFEA’s Certified Festival & Event Executive (CFEE) designation.

Interested in building your own legacy through an IFEA Foundation Legacy Scholarship? Contact Kaye Campbell at +1-208-433-0950 ext 8150 or kaye@ifea.com. More Details / Apply Here

YOU DON’T KNOW WHAT YOU CAN’T REMEMBER:

RELAUNCH FATIGUE By Laura Blake

Knock on wood: Somehow, we made I thought returning to a full year of events it through 8 weeks with no one getting sick. Masks and hand sanitizer flowed at Music for All would be simple. The world plentifully in our office, cars, and at the We knew we would need to be able paused, we endured, and we were excited event. to accommodate staff if something went and so we made a plan that we to hold events again. Our constituents were downhill would house people in place if someone ill while traveling and do what is needclamoring for it! Music for All returned to op- was ed to help anyone who may happen to get away from home. We had people in eration in increments in 2021. We began stuck place if we needed to shift roles around to the event run. We were so lucky that with our Band of America Championships. make we never had to take those steps. But it an exercise in preparedness that we Twenty-seven events over 8 weeks across was carried with us today. the country (2019 we held 22). It turned out Student Safety: Challenge: How to coordinate with bands and spectators were ready to be back, schools that had different safety protocols when it came to COVID-19 and how to enrollment was strong in each show and tick- keep students safe. We found out that we had almost no et sales were just as strong. We were Back! control over what school precautions You Don’t Know What You Can’t Remember It turns out that a two-year hiatus and a decent amount of turnover, due to pandemic downsizing, left the few staff members that remained at Music for All in an interesting situation. We forgot how to do what we do. I don’t mean to say that we didn’t have the framework in place, but we were out of practice and out of our routine. Enter opportunity. How often will you ever get to pause, evaluate the entirety of your programing and relaunch? But not only relaunch but make it bigger and better to recapture the attention of the communities you serve? Those of us that remained realized the enormity of the task at hand, we had to move forward with limited staff, resources, and an increased pressure to perform. We had to dig deep both emotionally and into the depths of our files and brains to get the wheels turning to provide the level of service and attention to each event that was expected before the pandemic. Pre-Pandemic Process and Documentation If you don’t have a system for documenting what you do, start right now. Institutional knowledge will only get you so far. But as your employee pool ages or transitions and new people step in, we owe it to those who remain to provide a solid path forward. After a two-year break, we had to relearn the process and dig through files and documents to start again. Through many meetings and discussions, we started to piece together everything we needed to

start running our events again. Many things were routine and just needed dusting off. Marketing and sales stepped back into the process and hit the road running. Looking Back on Your Event Through the Post Pandemic Lens The Event Department began dissecting what once was and looking at how we can do this better. We had a unique opportunity to look at events pre-pandemic and have a clean slate to run them post-pandemic. We used this relaunch to stay relevant and start meeting needs that weren’t met before. We had to look at the changing landscape of our world and find out how our events would fit in. Keep in mind that in July and August of 2021 there were still pandemic restrictions in place with masks, social distancing etc. A lot of those restrictions were left to the state level to decide what was or was not going to be required. We had to figure out how we were going to move people around the country and meet the requirements to keep people safe, including our staff, and have successful events. When there is not a standard across the country for what event safety protocols would be required to operate it was murky at best to find a one size fits all marching band to move forward. As we broke things down, we came up with solutions to tackle the following roadblocks. Travel: Challenge: How to fly event staff, judges and others around the country and what happens if someone gets sick on the road? Spring 2024

or rules school groups would follow or implement to travel to our events. We worked closely with directors and administrators but in the end, we could only make suggestions. Each school district had their own rules for student travel. Flexibility was the key to success. Take the calls and emails from directors telling us what they would specifically need to do or not do to keep them engaged in our programing. Again, we were lucky. We had low impact and had to make a few modifications to our actual event structure. 1. Indoor warm up areas were not going to work. Ok. We can do this because it only impacts on three events. We can change where we have warm up, we can modify the schedule to allow for the minimum times for air exchanges, whatever it takes. 2. At the end of the night, we hold a full retreat on the field with twelve of our finalist groups coming back to the field for awards. Which culminates in our “Break Ranks”; a celebration where students can mix and mingle on the field for a few minutes and meet students from other schools. NOPE! This we had to nix. We were not comfortable with many locations having space restrictions and putting entirely too many students in close contact with each other and then letting them roam around and talk to students from other schools; it was a recipe for creating an outbreak. With the end of the pandemic, we have been able to return to 100% normal activity regarding these two points above. It wasn’t easy to remember how to execute

IFEA’s ie: the business of international events

retreat when we did bring that back during the 2022 season. At that point it had been three years since we gathered 12 bands worth of students (approx. 2500) and brought them on the field together. Again, enter an opportunity to evaluate and improve on process and experience. We changed how we structure and line up students to have an easier and smoother experience during finale. Ticketing: Challenge: How to minimize touchpoints with staff and spectators to keep everyone safe. Technology is amazing. Prior to the pandemic we were a touch everything ticket process. Cash and Cards most of which were purchased at the box office day of and printed and handed out. GROSS! Our accounting team immediately realized we had to move forward and figure out how to go digital. Now 2 seasons later not only are we 100% digital we are also cashless this year. Spectator Safety and Experience: Challenge: How to allow spectators to view the events and maintain ticket reve-

nues through massive social distancing and safety regulations. Through the summer months in 2021 we watched other organizations, Drum Corps International, the NFL, and school events, to see how they were going to handle spectators. We came up with 10 or more different ways we thought we may have to operate. Maybe we must limit spectators to blocks to watch their group and then clear the stadium, maybe we must rotate between every band, can we require masks everywhere or proof of vaccination to enter. (See above about different states and different rules). It was a constant, moving target for us. As August ended, we saw the trends dropping and rules changing for outdoor events and luckily for us it just worked out. We still carried PPE, and sometimes felt like we were on pins and needles going into each week. Prior to the pandemic our spectators’ experience was summed up by just getting them in to watch their kiddos. But through the exercises and discussions of what could happen if parents and supporters could not see their students perform, we really started to look differently at the entire spectator experience. Now we are looking for ways

to expand and improve the spectator experience. Signage, engagement, and access are evaluated and valued differently now. The exercise in safety has made us a better event overall. Implementing Change Change is hard. It forces people out of their comfort zone and into a place of questioning and trepidation. This can cause conflict within the organization and among colleagues. We shouldn’t misplace the fear of change for being a stick in the mud and we should hear the concerns that are brought forth and address them. Taking necessary steps to flex, implement and evaluate change over the past three years has taken Music for All to the next level. It has challenged our staff to think about what we do and take a step back and not keep the status quo. It has also challenged our constituents to understand our focus and embrace the why behind the changes we make. We jest, but it’s all for the kids. Relaunch Fatigue This brings me back to the point of documentation and institutional knowledge. We could not have endured Continued on Page 80

The #1 Event Ticketing Software for Event Pros Leading festivals are switching to TicketSpice to save time, increase revenue, and elevate their visitor experience.

Scan to chat with a ticketing expert.

Rated 4.9/5 Stars from over 300 Reviews

IFEA’s ie: the business of international events

Spring 2024

2024 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 2024. 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). 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 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 (MDT) Wednesday, May 22, 2024 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.

2024 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.

2024

Do something amazing today and submit a nomination for that hard-working volunteer to the 2024 IFEA Volunteer of the Year Award. Nominations are currently being accepted for the 2024 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 2022 Awards may be carried over into the 2024 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 2024 IFEA Volunteer of the Year award will be honored at the next Annual IFEA Convention & Expo at the IFEA Awards Luncheon to accept their award. Additionally, the winner will be featured in an issue of “ie” magazine, on the IFEA Website and in email promotions. *Includes 2 nights hotel, airfare and Convention registration. 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 (MDT) Wednesday, May 22, 2024 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

THE UN-COMFORT ZONE

WITH ROBERT WILSON

DON’T QUIT…

AT LEAST NOT YET

What is the secret ingredient that leads to success?

hen I was 13, I had dreams of being a rock and roll star. For my birthday, I asked my parents for a guitar, and lessons to play it. My parents hired an old lady instructor, and I was uninspired by the folk tunes she was teaching me. She was clueless about Led Zepplin, Aerosmith, Kiss... even Black Sabbath! Six months later, having developed no appreciable skills at picking a riff or a lick, I gave it up. “Success seems to be largely a matter of hanging on after others have let go.” William Feather I developed a love for classical music while I was in college. When I graduated, I started taking piano lessons. I didn’t own a piano, and couldn’t afford to buy one, (back before cheap electronic keyboards), so I found a variety places around town where I could practice: churches, schools, and friend’s houses. Six months later, my work schedule started making regular practice difficult, and I quit... but with the intention of getting back to it... I never did. I think back to those days and wonder, if I had given it just a little more time, could I have developed enough skill to sustain my interest... maybe. Maybe? Only maybe? Yes, because something else was missing. “It does not matter how slowly you go so long as you do not stop.” Confucius We are often told that we should not give up, that we should develop perseverance, that all the most successful people in the world have persistence. And I’m not here to disagree with that. Napoleon Hill, in his book, Think and Grow Rich, tells the story of a miner who found a vein of gold. He extracted all the gold until the vein was exhausted. Hoping to find another, he continued digging, but after a while there was nothing. So, he gave up, and thinking the mine was just an empty hole in the ground he sold it for next to nothing. The man who bought the mine, only had to dig three feet to uncover a huge vein of gold that earned him millions of dollars. The moral - don’t quit. But that still doesn’t reveal the driving force behind persistence. “Fall seven times and stand up eight.” Japanese proverb

IFEA’s ie: the business of international events

When doubt causes you to procrastinate, it deteriorates your sense of self-worth, which can spiral into depression. That is why it is so important to push ahead. The more you try, the more likely you are to fail, and the more you fail, the more you learn... or realize that you need to learn. Failure isn’t a bad thing, it’s an opportunity to discover what went wrong. It might simply mean you need to acquire more information or training. No one becomes an expert overnight. Michael Jordan didn’t get picked for his high school basketball team. He didn’t give up, he started taking 2000 practice shots a day which made him one of the sport’s greatest stars. “Defeat is not the worst of failures. Not to have tried is the true failure.” George Edward Woodberry Perseverance is about sticking to your goal. It doesn’t mean you should stay in an abusive relationship or dangerous situation. It’s about adaptability. Adversity is unavoidable, but it doesn’t mean you can’t keep your goal. It just means you have to change how you reach it. Alter your plans, choose another method, or find a different path. Persistence means keep moving toward your goal. “If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Martin Luther King, Jr. Whenever people extol those who have succeeded with perseverance, they always cite innovators as examples: Henry Ford, Walt Disney, Steve Jobs, and Milton Hershey. Innovators seem to have perseverance built into their DNA. They do not give up because they don’t believe they will fail. Someone once asked Thomas Edison why he continued working on his lightbulb after failing 1000 times. He replied, “I have not failed 1000 times, I have merely found 1000 ways that do not work.” There’s something more than perseverance that moves the innovator to succeed. But what is it? “A river cuts through rock, not because of its power, but because of its persistence.” Jim Watkins

People who do not demonstrate perseverance are often called lazy. But laziness is not the real problem. More often it is doubt or fear. Doubt makes you hesitate, and fear of failure can keep you from trying at all. You may recall the story of The Little Engine That Could, who at first wasn’t sure he could pull the heavy freight cars over the hill. It was through his persistence in repeatedly saying, “I think I can. I think I can.” that he continued until he succeeded. 66

“If you get up one more time than you fall, you will make it through.” Chinese proverb

Spring 2024

I endured an amazing amount of hardship when I first started writing, but I persisted. My father was against it. My English teacher accused me of plagiarism. I received hundreds of rejection letters from publishers to whom I’d sent articles, short stories, and book manuscripts. I sent my resume to hundreds of advertising agencies, but none showed any interest. Nevertheless, I stuck to it, often writing 10 or more hours daily. Eventually Continued on Page 80

Festival Vibes and Safer Lives: Educating Festival-Goers on Opioid Overdose Prevention By Carla Douglin

Photo by Hanny Naibaho on Upsplash

IFEA’s ie: the business of international events

Spring 2024

As the sun sets over a sea of colorful tents, and stages come alive with music, there is a challenge that festival organizers and attendees face: the unseen risk of opioid overdoses. In recent years this concern has grown, casting a shadow over these vibrant gatherings meant to be celebrations of life and culture. But there is a powerful tool as effective as any headlining act…awareness. Educating festival-goers about opioid overdose prevention is both a safety measure and a community responsibility. Knowledge, in this context, is as vital as the music that brings us together. It empowers individuals to make safer choices, look out for one another, and understand the risks associated with intentional and/or accidental opioid use. This article is not just about highlighting the dangers; it is a call to action for proactive learning and community care. By understanding the risks and knowing how to respond, festival-goers can help keep the festival spirit alive – a spirit of joy, togetherness, and above all, safety. Let’s dive into the key educational points that every festival-goer should know by transforming awareness into a beacon of safety and prevention. Festival Coordinators Must Recognize Opioid Abuse as a Universal Challenge As festival coordinators, it is essential to understand that opioid use and abuse is not a problem confined to large, mainstream music festivals or limited to younger demographics. This critical issue transcends the boundaries of event size, genre, location, and attendee age, making it a potential concern at any gathering - from local community festivals to specialized cultural events. The misconception that opioid misuse is exclusive to certain environments, demographics, or age groups is not just inaccurate; it’s a dangerous oversight. Family-friendly events are equally as susceptible as rock concerts. Opioids can impact any event, often in unexpected ways, affecting individuals from all walks of life. This reality calls for a proactive and prepared approach from festival coordinators. It is not enough to assume that smaller or niche events are immune to these challenges. By recognizing the potential for opioid-related incidents and taking steps to address them, coordinators can significantly enhance the safety and well-being of their attendees and staff. Acknowledging and preparing for the possibility of opioid abuse at festivals is

not only a matter of public health, but also a reflection of a commitment to creating inclusive and secure environments for all attendees and event staff. In doing so, festival coordinators can lead the way in addressing a societal issue that affects us all, regardless of the scale or nature of the event. Key Educational Points for Opioid Overdose Prevention What You Need to Know When it comes to preventing opioid overdoses at festivals, knowledge is not just power – it is proactive protection. Here are some critical points every festival-goer should know: • Opioids Category: Not all drugs are opioids. It is essential to know which drugs are in this category as the effects of misuse are similar. Prescription painkillers, codeine, oxycodone, heroin, and Fentanyl are key substances in this class, and the chance of overdose is substantial. • Recognize the Signs of Overdose: Being able to identify an opioid overdose can be life-saving. Key signs include shallow breathing or not breathing, extreme sleepiness or inability to wake up, and blue or grayish skin tone, especially around lips and fingernails.

Spring 2024

• Avoid Risky Behaviors: Education should include information on not just avoiding risky behaviors, but proactively taking safe steps. This includes not mixing substances, especially opioids with alcohol or other drugs, being cautious about using substances from unknown people or sources, and the safety tools available to bring with you to festivals. • The Role of Naloxone (Narcan): Understanding what Narcan is and how it can reverse an opioid overdose is vital. Proactively informing your attendees on its availability at the festival, how to use it, and the importance of seeking medical help after its administration is key. • Promoting a Culture of Safety: Encouraging attendees to look out for each other, creating an environment where people feel comfortable seeking help, and knowing the location of medical tents, emergency assistance, and safe spaces at the festival are all part of fostering a culture of safety. This education is not about instilling fear or promoting drug use, no more than the presence of a medical tent does not promote slips and falls. It is about equipping festival-goers with the information they need to enjoy the festival safely and

IFEA’s ie: the business of international events

responsibly. By actively distributing these key points and information, we can help ensure that the festival experience remains a positive and safe one for all. Sample Awareness Outreach Topic: Spotting the Signs of an Overdose If you are looking for a topic to start your outreach with, overdose awareness should be at the top of your list. The information below is a sample post, article, or webinar text you can use to empower your attendees: Opioid Overdose 101 Knowing the signs of an opioid overdose is becoming as essential as knowing the lineup of your favorite acts. It is knowledge that empowers you, makes you a more responsible festival-goer, and frankly, it’s cool to be the person who’s equipped to help in an emergency. It’s about combining the carefree spirit of festivals with a “dose” of awareness that can literally save a life. So, let’s dive into the signs of an opioid overdose – not to dampen the party spirit, but to elevate it. By understanding what to look out for, you become part of a community that takes care of each other, ensuring that the only thing that overwhelms you at a festival is the music and the good vibes. Spotting the Signs When it comes to recognizing an opioid overdose, it’s all about knowing the key signs – and trust me, it’s simpler than figuring out the festival map. Here’s your quick guide to Opioid Overdose 101, served up with a side of easy-to-remember pointers. • Unusual Sleepiness or Unresponsiveness: If you see someone who seems more than just tired or drunk – like they’re unusually drowsy or can’t be woken up – that’s a red flag. Picture someone snoozing through the headliner’s earth-shaking set; it’s that level of unresponsiveness we’re talking about. • Slow, Shallow Breathing or No Breathing at All: Keep an ear out for breathing that sounds more like snoring or gasping. Sometimes, it might be so faint or non-existent that you’ll need to watch their chest for movement. • Blue or Grayish Skin Tones, Particularly Skin, Lips, and Fingernails: This one’s a bit like checking if your festival wear is color-coordinated, but way more important. If someone’s skin, 70

lips, or nails are turning the shade of a Smurf, that’s a serious SOS. • Pinpoint Pupils: Think about those tiny, focused pupils you get in a photo taken with a flash – if someone’s pupils are looking like that in the middle of a bright day, it’s time to act. Remember, distinguishing an opioid overdose from a hangover or heat exhaustion is key. If someone’s just a bit dehydrated or danced too hard, they’ll probably still respond to you and won’t have those telltale bluish tones or tiny pupils. Armed with this knowledge, you’re not just another face in the crowd – you’re a festival superhero in disguise, ready to spot trouble and keep the good times rolling safely. What to Do After Recognizing the Signs of Opioid Overdose So, you’ve spotted the signs – someone might be experiencing an opioid overdose. What’s next? It’s hero time, and here’s how you can step up: • Call for Medical Help Immediately: This is always the first step. Time is crucial in an overdose situation, so get the professionals on the scene as fast as you can. Use the festival’s emergency contact if available or dial the local emergency number. • Use Narcan if Available: If you have access to Narcan (naloxone) and know

IFEA’s ie: the business of international events

Spring 2024

how to use it, now’s the time. This life-saving medication can reverse the effects of an opioid overdose, and it’s become a festival essential. It’s safe and easy to use and won’t harm someone if opioids aren’t the cause of their symptoms. Please note that in most states, the Good Samaritan laws protect those who administer Narcan to others. • Keep Them Safe and Comfortable: While waiting for medical help, keep the person safe. If they’re breathing, lay them on their side to keep their airway clear. If they’re not breathing, and you know CPR, start it immediately. • Stay With Them: Your presence can make a huge difference. Until help arrives, stay and offer reassurance and support. Sometimes, knowing someone is there in a moment of vulnerability can be incredibly comforting. Remember, recognizing and responding to an opioid overdose doesn’t just make you a responsible festival-goer; it makes you a lifesaver. It’s about taking that spirit of unity and community that festivals are about and putting it into action. By being prepared to step in and help, you’re not just ensuring the party goes on – you’re making sure everyone gets to enjoy it safely. Strategies for Effective Education and Outreach Educating festival-goers on opioid overdose prevention requires effective,

Photo by Alex Bracken on Upsplash

engaging, and accessible strategies. Here’s how festival organizers and health advocates can reach their audience: • Interactive Workshops and Seminars: Host workshops or seminars that address substance safety, including opioid overdose prevention. These can be informal and interactive, perhaps including demonstrations on how to use Narcan. Incorporating real-life stories and experiences can make these sessions relatable and impactful. • Informational Booths and Materials: Set up booths or kiosks where attendees can receive information, ask questions, and even get hands-on training with tools like Narcan. Distribute flyers, brochures, or wristbands with key information, emergency contact numbers, and info for help with druguse issues. • Collaboration with Artists and Influencers: Engage artists and influencers to speak about the importance of harm reduction and opioid overdose prevention. Their influence can significantly amplify the message, reaching a wider audience more effectively. • Utilizing Social Media and Digital Platforms: Leverage social media platforms and festival apps to disseminate educational content. Hosting short Live sessions, posting Reels and Shorts, infographics, and interactive polls or quizzes on all social media platforms

can be effective in capturing the attention of the festival audience. • Creating a Non-Judgmental Environment: The tone of the messaging should always be non-judgmental, inclusive, and supportive, creating an environment where festival-goers feel comfortable asking questions, seeking help, and discussing safety concerns. • Emergency Response Training for Staff and Volunteers: Ensure that all staff and volunteers are trained in recognizing overdose symptoms, know the emergency response protocol, and be able to effectively guide or assist attendees in crisis situations. By implementing these strategies, we can foster a festival environment where safety education is as integral as the music and entertainment itself. Additionally, this approach builds a stronger, more caring festival community for all. Take Proactive Steps to Ensure Safety at Your Next Event The fusion of fun, music, and celebration with safety education might seem like a challenging mix, but it is a necessary and achievable goal for today’s festivals. Educating festival-goers on opioid overdose prevention is not just a safety protocol – it’s a tangible demonstration of caring for the community’s public health. In this era, being informed and vigilant about health risks, especially Spring 2024

those posed by opioids, is as crucial as any other aspect of festival planning. By empowering attendees with knowledge and resources, we’re not just preventing potential tragedies; we’re enhancing the overall festival experience with awareness, open conversations, and effective education strategies. Together, we can ensure that festivals remain vibrant, life-affirming experiences, underpinned by a strong foundation of safety and care. Here’s to many more seasons of unforgettable and safe festivals! At OpiSafe Vending Solutions, we are committed to revolutionizing festival safety. Our Narcan Vending Machines are a testament to this commitment, designed to be an indispensable part of every festival. By making Narcan kits and combination fentanyl/xylazine test strips readily available, we aim to save lives and foster a culture of responsible enjoyment. To learn more about how our innovative vending solutions can enhance safety at your next event, visit opisafevending.com. Together, we can ensure that festivals continue to be places of celebration, unity, and unforgettable experiences, all while prioritizing the well-being of those who make them come alive.

IFEA’s ie: the business of international events

LEADERSHIP AT ALL LEVELS

WITH GAIL LOWNEY ALOFSIN

LEADING WITH HEART –

THE POWER OF EMOTIONAL INTELLIGENCE “The greatest leaders are those who lead with their hearts, not just their heads.” – John Maxwell

few months ago, I attended a meeting with two sales associates extremely interested in selling me their product. After a few minutes of formalities, they displayed their sales materials, reviewing the assets and benefits of their products without a pause to breathe or the opportunity to answer questions. After quite the sales narrative, I was asked for my feedback. As I responded, one of the associates proceeded to answer texts and emails on his mobile phone. Are you surprised he did not earn the sale? Psychologist Daniel Goleman is the author of Emotional Intelligence. Goleman’s book focuses on twelve key Emotional Intelligence (EI) competencies: emotional self-awareness, control, adaptability, achievement orientation, positive outlook, empathy, organizational awareness, influence, coaching and mentoring, conflict management, teamwork, and inspirational leadership. Understanding these competencies and the effect of your actions and words on other people is one of the key steps to leadership prowess. Let’s review four of the twelve EI keys below. Self-Awareness: What are YOU Leaving in Your “Wake”? I grew up waterskiing – absolutely love salt water, sunshine, fresh air and navigating the waves. The powerboat would leave a wake and depending on the size – the waves were easy or difficult to manage. What are YOU leaving in YOUR “Wake”? When people leave a conversation or interaction with you, do they depart inspired and invigorated or tired, anxious, and defeated? Your words, tone and body language can make or break another person’s day. Why not aim for positive? Do you want to be a person that others avoid when you enter a room or a person they gravitate toward? Teamwork: Motivation in Action When you are visibly motivated, you inspire others to do the same by setting ambitious standards, fostering inclusion, providing meaningful feedback, and celebrating progress as your team strives for excellence. Motivation leads to growth and innovation. It will assist you in managing change and completing both group and individual goals. Motivation towards achieving your goals puts a spring in your step! It builds team and fosters camaraderie. Envision the best results for your project, team and yourself – then create the game plan to achieve them! 72

IFEA’s ie: the business of international events

Spring 2024

Push-Pull Leadership: Influence in Place Trust takes time. The people who most often see your “best self” in the workplace are your clients. It is our colleagues who are with us throughout the day who discern our true nature. You may work with people who put their best self forward for the external customer and treat the internal customer (co-workers and colleagues) with disrespect. No matter what your position is in your company, you should not take any of your relationships for granted. Avoid burning bridges – you never know when you will be walking back over them! There are two types of leadership – personal and positional. Think of them as the concept of “push-pull.” In the case of positional leadership, you are the boss and people have to answer to you. You, as a leader are “pushed” upon them. With personal leadership, people gravitate towards you - they want to work with you. They feel appreciated through your action and words. You “pull” them toward you. Inspirational Leadership: Leading with Heart Impactful and beloved leaders build relationships. They do their best to understand the emotions of others. They foster connection and productivity through attentive listening skills, genuine concern, and empathy. Excellent leaders continually work on improving communication skills. They “pull” people toward them versus “push” themselves on others. Leading with your heart, guided by Emotional Intelligence, goes beyond a leadership style to a personal philosophy prioritizing human connection, respect, and authenticity. Self-Awareness, empathy, and genuine concern for others become your superpowers. With these “powers” – no title is necessary. You are viewed as a leader centered on the best outcome for all. In the words of Superman – “There is a superhero in all of us, we just need the courage to put on the cape.” It is time to channel your inner Clark Kent and don your cape. #LeadWithHeart Gail Lowney Alofsin is the Director of Corporate Partnership for the Newport International Boat Show, a division of Newport Restaurant Group. She serves on five boards focused on food insecurity, education and business. An author and inspirational speaker, Gail is an Adjunct Professor at the University of RI, Salve Regina University, Western Connecticut State University. Gail can be reached: gail@gailspeaks.com or 401-640-4418.

Why Use a Portal? People use portals to get links to search, videos, user posts, purchases, history, resale items...

TRIPinfo.com is a portal used for logistics and details that are needed when planning Leisure Group Trips.

Common Denominators

Popular Portals

TRIPinfo.com

Pioneer

Some of the first commercial websites launched in 1996

One of the first commercial travel websites – launched in 1996

Purpose

Trusted website, loyal audiences

Trusted website, loyal audience

Design

Simple, clean, and largely unchanged since launch

Influence

Among the most popular global websites...hundreds of millions, even billions of monthly visits

Most popular website in its category...consistently 40,000-50,000 monthly visits

Pages per Visit, Time on Site

Higher than non-portal sites

Bounce Rate

Lower than non-portal sites

Privacy

User privacy protected. Acceptable Ads Certified: Strict global standards for unobtrusive, self-selected, tasteful ads

IFEA’s ie: the business of international events

Spring 2024

RIGHTSHOLDER SPONSORSHIP STRATEGIES

FOR A GREAT 2024 By Kim Skildum-Reid

Where Your Value to It’s early in the year, the time when Know Sponsors Really Lies Just because much of what you may be now is low-value and counterprowe look at twelve months stretching selling ductive, that doesn’t mean you don’t have In fact, sponsorship provides the out in front of us, and the sponsor- value. single most powerful marketing platform a has. It provides sponsors with… ship possibilities seem endless. You brand • Meaning – Sponsorship is the only platform that has meaning to make ambitious plans and lists and marketing people built into it • Authenticity put dates on your goals – we all do! • The ability to add value to the fan expeBut how many times do you get to the end of the year and realise that nothing has substantially changed? Maybe it’s because you focused on the wrong things. Maybe you didn’t have the right resources or other building blocks in place. Or maybe you just had so many plans that even considering tackling it all became paralysing. We don’t want any of that, so I’ve distilled what could be a huge to-do list into a handful of high-leverage sponsorship strategies that will make a big impact on your results, your year, and your job. Stop Selling Visibility and Access Before we can address the positive strategies that will help get you where you need to go, we need to address the elephant in the room. Most of you out there in rightsholder-land are basing your sponsorship sales on the wrong things: Visibility and access to your markets. If this sounds familiar, you are selling based on benefits a sponsor doesn’t need. More than that, you’re showcasing a lack of the sophistication that any modern sponsor – and certainly sponsors with significant chunks of cash to invest – wants from a partner. First off, visibility. There are rightsholders all over the world who want to increase their sponsorship revenue, and

the knee-jerk approach is to try to figure out new places to slap a sponsor’s logo, or (ridiculous) new things that a sponsor can “brand”. This is first generation sponsorship, when our industry is currently in fourth – or “last” – generation. It doesn’t move the pin on brand objectives, and you’re treating your properties like commodities, interchangeable with every other property a brand could sponsor. And what you tend to get is low-value, low-sophistication, disengaged sponsors, which isn’t good for anyone. Not you, not the sponsor, and not your fans. I’m not saying you can’t offer visibility as a benefit, but don’t think for a second that’s why any good sponsor would invest in your property, because it’s not. Now, let’s look at access. Yeah, I know… you’ve got attendees, a database, social followers, etc. And you think that because those people are a valuable market for you, giving access to those people for ads and other marketing messages is something sponsors want. And to an extent, that’s true. Problem is, they don’t need you to do it. They can market to every single person you can put their messages in front of, simply by mounting a targeted social media campaign. Again, I’m not saying that you shouldn’t offer some access, but it’s not where your value lies. And that’s what I’ve outlined below. Spring 2024

rience – Anyone who cares about your properties is a fan – it’s not just a sports thing – and making that experience better is a bonanza for sponsors • The ability to build genuine alignment to the fans, their customers, their staff, and much more • The ability to demonstrate brand values and attributes, not just talk about them • The ability to demonstrate their corporate culture, values, and purpose, not just talk about them. Visibility and dropping ads into your socials and newsletters doesn’t accomplish any of that. None. This is about emotion, passion, and meaning. It’s about building genuine connection, alignment, and advocacy. You have all of that. Sponsors need all of that. But you need to build it into your offers, your partnerships, and your vocabulary. Position Yourself as a Sophisticated Peer to Sponsors There are so many rightsholders that see themselves as the less important part of a sponsorship deal; like the sponsor has all of the power. Listen to me right now, people… that is 100% false. Knowing where your value really lies is a big part of positioning yourself as a sophisticated peer, but it’s more than that. There are myriad things you can do – big

IFEA’s ie: the business of international events

your current sponsors happy Year-to-year sponsorships are a pain in keeping and inspired? Unless your property is a one-off, the arse for everyone, but particularly never to be repeated again, all but your smallest sponsors should be on multi-year The issue becomes, how rightsholders. Imagine if you knew that contracts. to shift those year-to-year sponsors, potential sponsors, into multia big chunk of your sponsorship income oryearnewcontracts. are a few reasons sponsors tend was going to be there for the next 2-3 to There go for year-to-year contracts: reticent about the value you or more years. How much more new • They’re provide, usually because you’re not operating in a best-practice, high-valmanner sponsorship could you sell, if you didn’t • ueThey’re suffering from inertia – They just keep sponsoring they’ve done need to renew sponsors every year? it for a while, and because it’s not a lot of money. words, they’re disengaged How much more could you put into • InForother a new potential sponsor, they don’t that you’ll be a good partner, and keeping your current sponsors happy trust they’ll get a good result • You’ve never asked them for a multiyear contract and inspired? and small – that will demonstrate your sophistication and position your organisation as someone they want to do business with. Here are just a few examples: • Reach out to only highly targeted sponsors, and make it clear exactly why you think they’re a great fit • Do the legwork, so you can provide every sponsor with a fully customised proposal • Include customised and creative ideas for sponsorship leverage in every proposal • Think creatively about benefits and sponsorship angles • Have a marketing plan that provides insights a sponsor needs • Know how to structure your sponsorship portfolio, and price sponsorship appropriately • Take a holistic, organisation-wide approach to best practice sponsorship • Know the vocabulary, insider secrets, angles, dos, and don’ts • Be very proactive at servicing the sponsor’s objectives, throughout the relationship. If you can do those things, in addition to knowing where your value lies, how sponsors – current and potential – see you will dramatically shift, your sponsorship fortunes will change for the better, and you’ll love your job more. Among other things, you will be able to… • Target fewer sponsors, for a better strike rate • Attract bigger sponsorship fees for new sponsors 76

• Attract better, more engaged sponsors • Upsell existing sponsors at renewal • Have sponsors advocating working with you. This article isn’t long enough to go into all of the how-to on those factors. It’s a combination of your approach, your skill-set, and your processes. Fortunately, you have some solid options for improving all of these: • Buy a copy of The Sponsorship Seeker’s Toolkit 4th Edition and read it – all of it! • Do my online training course for rightsholders, Getting to “Yes” (very highly recommended) • Go through the best-of resource lists for rightsholders on PowerSponsorship. com and take tons of notes. The upside is that it’s free. The downside is that it’s nothing like a step-by-step process, so you’ll need to fit the many pieces together yourself. If you want step-bystep, the book or course are a much better option. Focus on Selling Multi-Year Sponsorships Year-to-year sponsorships are a pain in the arse for everyone, but particularly rightsholders. Imagine if you knew that a big chunk of your sponsorship income was going to be there for the next 2-3 or more years. How much more new sponsorship could you sell, if you didn’t need to renew sponsors every year? How much more could you put into

IFEA’s ie: the business of international events

Spring 2024

• Your offers aren’t structured in a way that drives multi-year contracts. If you know where your value lies and have the skills and approach to position yourself as a sophisticated peer, you’ll go a long way to assuaging any reticence they have about working with you long-term. For instance, creating highly customised, very sophisticated offers – for new or renewing sponsors – will not only increase the value of the sponsorships, but will encourage sponsors to want to lock it down. You also need to know how to structure your sponsorship portfolio so that you require a multi-year contract for your principal and major sponsors, as well as how to transition your current sponsors into that framework. Treat Social and EDM Mentions Like Earned Media “Guaranteed social mentions” and “an ongoing presence in our monthly newsletter” are sponsorship benefits that are almost as ubiquitous as telling sponsors all the places you’ll put their logo. But is offering those benefits a good idea? Not really. Earned media is a term referencing the amount and value of social sharing. It’s not owned by the sponsor, like their own social, and it’s not bought by the sponsor, like a social campaign. They are trying to create content that’s compelling enough so that people want to share it. They earn the share. Those people should include your organisation.

Doing Sponsorship Well an The plain truth is that they don’t get Make Organisational Commitment In far too many organisations, sponsoris seen as either a necessary evil, or results from what you sell them; they ship some kind of side hustle, not a core part your revenue generation and the get results from what they do with it. offanboth experience. Or maybe they think you be doing the absolute minimum for This could include sponsor-generat- should the money you’re getting. None of this is to sell sponsorship. ed content, fan- or customer-gener- anyYouwaydon’t need every person in the organisation to be a sponsorship expert. ated content, offers and promotions You do need them to understand that there is way more benefit than just money, that if you do sponsorship really well, of all kinds, adding value to the fan and you’ll also get more money. I suggest the following. For some of experience, working jointly with you these, you need some skills and a process, but at the very least, do the first point. on a meaningful project, and so, so, so • Get your colleagues involved in hit list development much more. • Get your colleagues involved in brainstorming leverage ideas for sponsors.

My advice here is to frame social and EDM mentions like this: • Provide the absolute minimum of guaranteed social mentions, ads in your social, and presence in your EDMs • Make it clear that if the sponsor does strong leverage, creating content or offers that will be really compelling – not just some ordinary ad – you’re happy to share the hell out of it. By doing this, you’ll stop cluttering up your social channels with tiresome sponsor ads, diminishing the fan experience. Even better, you’ll be encouraging sponsors do meaningful, creative, interesting leverage. That gets the sponsors a better result, making it more likely they’ll renew, and provides relevant, sponsor-generated content to your fans. Get Your Sponsors Engaged and Leveraging I’ve referenced sponsor leverage several times. Just in case you’re not sure what that means, it references all of the stuff a sponsor does around a sponsorship, to make it come to life. The plain truth is that they don’t get results from what you sell them; they get results from what they do with it. This could include sponsor-generated content, fan- or customer-generated content, offers and promotions of all kinds, adding value to the fan experience, working jointly with you on a meaningful project, and so, so, so much more. The issue is that they need to a) know how to leverage properly; and, b) have enough vision to actually do it.

There are several good ways to encourage your sponsors down this path: Sponsors need to know how to leverage properly, and have enough vision to do it. • Include creative leverage ideas in proposals for new sponsors • Work with existing sponsors to come up with a leverage program for their investment • For sponsors nearing renewal, ask if you can have a working session with them to come up with a leverage plan. That way, you can create a renewal proposal that has exactly what they need to enact that plan. Doing these things does require some know-how. The Sponsorship Seeker’s Toolkit 4th Edition and Getting to “Yes” go through the whole offer development (leverage) process, step-by-step. There are also a lot of resources in my Best-of Sponsorship Offer Development Resources list. Your other option – and I do a LOT of this – is to hold a sponsor workshop for all of your sponsors. The ones I do are typically a half-day. We invite the sponsors and their whole teams, so they get training, a plan, and buy-in at the same time. I then go through best practice basics, followed by a very intensive working session, where I lead the sponsors through the leverage development process right there in the room. They literally leave with a vision for what they can accomplish with the sponsorship, and a plan to do it. As a bonus, I also teach them to measure their real results. Bonus, bonus: Sponsors love it. Spring 2024

The Upshot This is in no way an exhaustive list of everything you can do to be more successful with sponsorship, but if you do these things, you’ll be a bloody lot closer! • Know where your value to sponsors really lies • Stop selling visibility and access • Position yourself as a sophisticated peer to sponsors • Focus on selling multi-year sponsorships • Treat social mentions like earned media • Get your sponsors engaged and leveraging • Make doing sponsorship well an organisational commitment. Kim Skildum-Reid is one of the sponsorship industry’s most influential thought leaders. She has a bluechip list of consulting and training clients spanning six continents, is author of global industry bestsellers, The Sponsorship Seeker’s Toolkit and The Corporate Sponsorship Toolkit, and commentates to major business media around the world. She is the brains behind industry hub, PowerSponsorship.com, and offers sponsorship consulting, training, speaking, and coaching. Kim can be reached at: Email: admin@powersponsorship.com | Phone AU: +61 2 9559 6444 | Phone US: +1 612 326 5265 or for more information, go to: powersponsorship.com/.

IFEA’s ie: the business of international events

$HOW ME THE MONEY

WITH DAVE DEMER

EVERYONE IS THINKING

ABOUT ROI, YOU SHOULD TOO!

ast month we covered prospecting, and how to find the right people to call on. Hopefully you’ve started making a giant list of potential new sponsors! Assuming you get some meetings set up, what assets will you propose to them? It’s time to think about ROI: Not just their Return on Investment, but yours. Have I lost you? We all know Time is Money. Every sponsor you bring on board and every asset you sell them takes time out of your and your teams’ schedule, which is money out of your pocket. I’m sure you’ve all had that moment with your head in your hands saying to yourself, “Why did I agree to X….. this is taking up so much time!” In our push to get a cash commitment out of a sponsor, sometimes we fill the pitch with “stuff” …. Banners here, logos there, tickets for him, parking for her, etc. And sometimes the partner hasn’t even asked for those things. Yet they all take time to prepare and deliver. It’s great to go above and beyond for those generous supporters, but I challenge you to think through the time that goes into each asset that you sell. You might start by listing lots of potential assets on a whiteboard. Then think through the ones that take up the most time to deliver. It’s not like you won’t EVER sell those, but you might save them for the sponsors that invest the most with you. I had a friend whose father owned a restaurant. When his Dad passed on the restaurant to him, he asked his Dad about his prices for each meal and where he got them. Dad said he just kind of made them up to what seemed fair. 78

IFEA’s ie: the business of international events

Spring 2024

My friend went through and weighed each food item on each dish and figured out how much it cost him to buy that exact amount of food. Then he looked at how long each item took to prepare and how much his kitchen staff cost per hour of operation. That gave him a real hard cost to each menu item, and he could then do the math on what to charge, taking into account his costs AND his time. Each of your assets deserve the same amount of analysis (without counting out how many French fries come out of one potato!) Before the heavy sales pitches start, review what you’re selling, and make sure you’re asking for the amount of money that gives you a solid Return on Your Investment!

Dave Demer has been selling sponsorships for events of all shapes and sizes since 1993. In his 30+ years he’s picked up a trick or two to target, research, meet and close sponsors to the tune of millions of dollars. He’s been media, sports, special events and non-profits. He’s currently the Founder and President at The Event Shop (www. TheEventShop.com) a non-retainer based sponsorship sales firm. And on weekends, he still loves a great festival, concert or sporting event!

CONNECT Exclusive opportunities for vendors to

with top-tier festival & event professionals

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

IFEA EVENT INSIDER

EVENT RESOURCE MARKETPLACE

IFEA WEBSITE BOX AD

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

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

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

Viewable online, 24/7

Digitally distributed each week

Event Insider

Viewable online, 24/7

Event Resource Marketplace

IFEA website box ad

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

Continued from Page 14

Continued from Page 51

that I can call on if I need help, advice or a friendly conversation. Throughout this year, please feel free to reach out to me with any questions or concerns and I will do my best to help find solutions to your challenges. That’s what we do at the IFEA and that’s why your support is critical.

the needs of individuals within the organization. Prioritizing the well-being and fulfillment of employees is key to catalyzing to Maslow’s top 1 percent, nurturing an emergent company culture that contributes to personal and organizational success and growth.

Ira L. Rosen, MA, CFEE IFEA Foundation Board Chair President and CEO Ira L Rosen LLC. FESTIVAL AND EVENT CONSULTING Wall Township, NJ

Continued from Page 62

the past three years of change and growth and relaunch without some cornerstone employees. However, as we move forward the clamor for process and documentation from our new employees is stronger than ever. Those of us who remained and relaunched suffered relaunch fatigue. We were excited to be back, but we had the weight of 45 years of organizational success on our shoulders. I absolutely wish I would have left myself a slightly less messy bread crumb trail to return to full operation. I know that my colleagues and team will hold me accountable as we move forward. As Music for All turns the corner post pandemic and we look toward our 50th anniversary, we recognize that we have come so far in just a few short years. The organization has grown in staff, events offered, technology used, and strategies implemented. We came out of the pandemic stronger and better prepared to meet the needs of our constituents. In fact, we have positioned our organization to grow and change, and that’s all because of the massive overhaul we had to do during the pandemic. It does not mean that we have dismissed our past but rather embraced what was with a warm hug, said thank you and are looking to the future and what’s next for Music for All.

Margaret Graziano is the founder and CEO of KeenAlignment, as well as a Wall Street Journal Best-Selling Author for her book “Ignite Culture.” She has been recognized as one of Silicon Valley’s Top 100 Women Leaders. Magi’s groundbreaking work is driven by her power to uncover and catalyze human potential. Go to keenalignment.scoreapp.com to take KeenAlignment’s Culture Assessment and see if you have an Emergent Culture.

Continued from Page 66

Laura Blake is the Director of Events at Music for All. Laura has been part of the Music for All team since 2005. She leads a team of eight talented event professionals. Music for All is the nation’s premier presenter of scholastic music events and music advocacy hosting more than 30 events nationwide. Laura attended Butler University and graduated with a B.A. in Music. In her free time Laura plays trumpet for local theatre productions and the Pride of Indy community band. She has served on the Alumni Board of Directors for Kappa Kappa Psi and the Pride Band Alliance. Laura Resides in Indianapolis with her wife (Shelly) and her son (Mason) and a menagerie of pets.

IFEA’s ie: the business of international events

the tide turned. I wrote an article for a neighborhood newspaper (they had to publish it because I was the neighborhood association president), which was read by a neighbor who worked for a top business newspaper. He recommended me to his editor, who hired me to write articles. I wrote advertising copy pro bono for a few non-profit organizations, which led to my getting paid work from for-profit companies. I endured over ten years before seeing any success. Why? It was a passion. That’s the secret ingredient that keeps innovators going. They love what they do. That’s what motivates persistent people after repeated rejection or failure. If you’re passionate, persistence comes naturally. “Passion plus persistence equals progress and prosperity.” Rob Wilson

Robert Evans Wilson, Jr. is an innovation/change speaker, author, and consultant. He works with companies that want to be more competitive through innovation and with people who want to think more creatively. Rob is the author of ...and Never Coming Back, a psychological mystery-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.RobWilsonSpeaker.com. Spring 2024

MARKETPLACE SEARCH MORE VENDORS AT EVENTRESOURCEMARKETPLACE.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: Rudy Martinez | San Antonio, TX USA | (800) 356-4085 | rudy@dixieflag.com | www.dixieflag.com

DYNAMIC DISPLAYS / FABULOUS INFLATABLES – Designs, manufacturers, for rent or purchase – costumes, props, floats, helium balloons, event entry ways and décor. Offers complete and flexible service packages for small towns and large international events. 50+ years of parade/event experience. Contact: Steve Thomson | Dearborn, MI USA | 800-411-6200 | steve@fabulousinflatables.com | www.fabulousinflatables.com

CASH MANAGEMENT

INSURANCE / RISK MANAGEMENT

FIRST DATA / CLOVER / FISERV – 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 | Riverview, FL USA | 239-287-8221 | tina.hollis@firstdata.com | www.firstdata.com

HAAS & WILKERSON INSURANCE – Celebrating over 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 | Fairway, KS USA | 800-821-7703 | andrew.vandepopulier@hwins.com | www.hwins.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 | San Jose, CA USA | (800) 997-4311 | amusement@historicalemporium.com | www.historicalemporium.com DÉCOR/DISPLAYS/BACKDROPS

EVENT SOFTWARE / APPS EVENTENY – Eventeny was built to help festival & event organizers manage their vendors, artists, exhibitors, volunteers, and sponsors, all in one platform. You can create team workflows, applications, maps, schedules, surveys and so much more. From small community festivals to managing multi-day sci-fi conventions, to virtual events, we’ve got it all! Contact: Greg Wright | Address: Peachtree Corners, GA 30092-2936 USA | Phone: 314-471-6079 | Email: greg@eventeny.com | Website: www.eventeny.com 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 | Chattanooga, TN USA | 423-894-2677 | jerryw@videoideas.com | www.pointsmap.com SCHED - Easy-to-use event scheduling and management software that helps event planners organize, schedule, promote, and execute excellent in-person, online, and hybrid meetings, conferences, festivals and other events. Taylor McKnight | St. Petersburg, FL USA | 727-798-6898 | support@sched.org | sched.com/ INFLATABLES BIG EVENTS - Rents and sells giant helium and cold-air inflatables for parades and special events. Huge inventory of quality, one-of-a-kind balloons. Experienced and dependable full-service company. Charles Trimble | Oceanside, CA USA | 760-477-2655 | charles@bigeventsonline.com | www.bigeventsonline.com IFEA’s ie: the business of international events

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 | Fort Wayne, IN USA | 1-866-554-4636 | mark.herberger@kandkinsurance.com | www.kandkinsurance.com SAFETY/SECURITY

ATOMIC - We set the stage for maximum effect through production, design services, custom set construction and modular systems. Rob Barber | Lititz, PA USA | 717-626-4408 | rob.barber@atomicdesign.tv | www.atomicdesign.tv

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 | San Antonio, TX USA | 210-829-7634 | david@kaliff.com | www.kaliff.com

Spring 2024

IMPERIAL EVENTS SECURITY SERVICES, LLC - Imperial Events Security Services (IESS) is a leading event security provider nationwide. Operating since 1993, IESS has decades of experience securing all types of events. Contact Yousef Kassis | Philadelphia, PA USA | 1-888-502-4377 | yousef@iessevents.com | www.iessevents.com WEVOW – Build a culture that elevates thinking above sexual misconduct. Year-round and seasonal programs available for both staff and volunteers. Contact: Matt Pipkin | Boise, ID 83702 USA | 208-830-3885 | matt@wevow.com | www.wevow.com TICKETING 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 Dispenza | Austin TX USA | 512-430-1123 sales@saffire.com | www.saffire.com TICKETSPICE – Instantly Increase Ticket Revenues! TicketSpice is different, because you keep 100% of the ticketing fees and only pay 99 cents per ticket! It’s the only online ticketing platform that gives you total control of your ticketing... ticket options, pricing, convenience fees, branding, funding and more. We know what it feels like to be overcharged and under-appreciated. We think you deserve a successful event with a ticketing partner who puts you first. Contact: Shadi Hayek | Sacramento, CA USA | 916-400-0737 | shadi@webconnex.com | www.ticketspice.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 | Johns Creek, GA USA | 770-825-0220 | mark@tripinfo.com | www.tripinfo.com

VIDEO PRODUCTION ELSBERG STUDIOS - Visual storytelling changes lives. We believe images are powerful; sometimes more powerful than words. With them we identify, we connect, we feel, we act. When necessary we use words; words that speak of mission and vision and transformation. Let us tell your story. Brad Elsberg | Nampa, ID USA | 208-989-5664 | brad@elsbergonline.com | elsbergonline.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 Dispenza | Austin TX USA | 512-430-1123 | sales@saffire.com | www.saffire.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!

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 35 Issue 1

Articles inside

SHOW ME THE MONEY

RIGHTSHOLDER SPONSORSHIP STRATEGIES FOR A GREAT 2024

LEADERSHIP AT ALL LEVELS

Festival Vibes and Safer Lives:

THE UN-COMFORT ZONE

YOU DON’T KNOW WHAT YOU CAN’T REMEMBER: RELAUNCH FATIGUE

FESTIVALS WITHOUT BORDERS

What To Do About BURNOUT When You’re NOT Burned-Out

THE SPONSOR DOC

UNLOCKING THE POWER OF ORGANIZATIONAL CULTURE:

THE INTENTIONAL LEADER

MAKE IT EASY: Streamlining Your Way to Customer Service Success

WHAT DOES CHATGPT HAVE TO SAY

IT ALL STARTS WITH PERMISSION!

How to Build A Better Volunteer Program

IFEA Foundation Board Letter

IFEA World Board Letter

IFEA PRESIDENT’S LETTER