9 minute read
Festival Immersion: Paving the Path for the Next Generation of Event Leaders
By Cindy Lerick, MA, CFEE
As festivals continue to evolve into dynamic experiences that transcend entertainment, the need for skilled professionals who can design, manage, and adapt to this ever-changing landscape is more critical than ever. Festivals across the United States are recognizing the importance of cultivating new talent, and the Festival Immersion Program bridges the gap between academia and the real world, preparing the next generation of event leaders through a unique blend of theoretical learning and practical application in Events and Festival Management.
The Power of Higher Education in Festival Management
Typically, University programs in the field of Festival Management have concentrated on traditional academic teaching methodologies, leaning heavily on research-oriented faculty with little practical experience in the field. There has also been a string reliance on textbooks, which typically have a two or three year timeline between writing and publication. This is not to say that these methods are wrong, they are just not practical for this dynamic industry.
This reliance on “old school” techniques has led to three major challenges:
1. Lack of Practical Experience:
Traditional research-based teaching lacks hands-on practical experience, leaving event students unprepared for the realities of festival management.
2. Limited Engagement:
Research-based teaching often relies on passive learning methods, reducing student engagement and inhibiting their ability to actively apply knowledge.
3. Slow Adaptation to Industry Changes:
The festival and event industry is dynamic and constantly evolving. Traditional research-based teaching may not keep up with the fast-paced trends and practices in the field.
As festivals grow more competitive and consumer expectations rise, the demand for educated, agile leaders is greater than ever. University programs, like those at Kansas State University (K-State), provide a fusion of classroom learning and hands-on experiences. Students gain insights into the technical aspects of event planning—such as logistics, vendor relations, and marketing—while mastering the human side of the business, including leadership, communication, and crisis management.
A shining example of this is the experience of five K-State Hospitality Management students who joined the event management team at the prestigious Saint Louis Art Fair. For these students, it was more than just an assignment; it was an opportunity to put their classroom knowledge to the test in the real world. Sarah Umlauf, Executive Director for the Art Fair, praised the students, saying, “The K-State Operations Team never quit, never complained, and always approached every challenge with determination and grace.” She added, “It was clear that these talented students not only displayed heartfelt dedication to the experience, but truly lived it.”
Whether they were on-site or learning through peer interviews, these students gained invaluable experience that textbooks alone cannot provide. They learned to communicate under pressure, lead teams, solve problems, and adapt to rapidly changing situations—all essential qualities for future event managers.
Experiential Learning: A Key Evolution in Festival Education
Experiential learning lies at the heart of the Festival Immersion program, filling the gap that theory alone cannot address.
While classroom lessons provide essential knowledge, the real-world application is where students develop crucial skills, such as adaptability, crisis management, and emotional intelligence—abilities that make or break a festival’s success. By providing opportunities for students to work at real events, experiential teaching helps bridge the gap between classroom learning and practical festival management skills.
In a festival environment, challenges are inevitable. Whether facing unexpected evacuations, last-minute vendor changes, or adverse weather conditions, students in the program learn firsthand how to navigate high-stakes situations. Working alongside seasoned industry professionals allows them to hone their problem-solving abilities in ways that a traditional classroom setting cannot replicate.
For instance, the K-State students at the Saint Louis Art Fair had to learn the importance of clear communication and delegation. Simple tasks like setting up banners became complicated without defined roles, and coordination tools like walkie-talkies proved essential. These real-time lessons prepared students for the kinds of challenges they will face as future leaders in festival production.
Why Festivals Need Emerging Leaders
Festivals today face numerous challenges, from rising operational costs to the need for innovation in order to stay competitive. Furthermore, festivals are increasingly seen as platforms for cultural, social, and economic development, meaning that event professionals must be able to balance these growing responsibilities. The Festival Immersion Program, in partnership with universities like K-State, is uniquely positioned to produce well-rounded festival professionals who can tackle these challenges.
One critical area where students are making a difference is sustainability. Many festivals are focusing on reducing their environmental impact by implementing zero-waste policies, reducing energy consumption, and encouraging eco-friendly transportation options. Students, well-versed in sustainable event design, bring fresh ideas and practical solutions to these issues, providing festivals with innovative ways to operate more sustainably while gaining valuable experience in real-world applications.
Collaborating with Academia for a Future-Ready
For festivals across the U.S., the Festival Immersion program presents an extraordinary opportunity to build meaningful partnerships with academic institutions. By welcoming university students,
festivals can tap into the latest industry research, benefit from cutting-edge event management techniques, and work with enthusiastic young professionals eager to contribute to their success.
Students participating in these programs are trained across all areas of festival management—from vendor coordination to financial planning and marketing. Their ability to apply classroom learning in real-world settings ensures they are well-prepared to step into leadership roles upon graduation.
During their time at the Saint Louis Art Fair, K-State students gained real-world experience in nearly every facet of festival production, from managing beverage booths to handling emergencies. Even students who weren’t physically present learned valuable lessons about teamwork, leadership, and problem-solving through interviews with their peers. Emma, Symone and Lauren, students who could not make the onsite experience said through the interviews for an assignment, they felt they were present and are more comfortable thinking in a more real-world way.
A Future-Ready Workforce: The Legacy of Festival Immersion
As festivals continue to evolve, the need for highly trained, adaptable professionals will only increase. The Festival Immersion program goes beyond providing students with valuable experience; it is about preparing them for a future where festivals play an even more integral role in society. By investing in the next generation of event leaders, festivals can ensure their longevity and success in an ever-changing industry.
Students who complete programs like Festival Immersion enter the workforce with a comprehensive understanding of both the theoretical and practical aspects of festival management. They are ready to handle the complexities of modern event production, from managing budgets and contracts to navigating the challenges of sustainability and community engagement.
Conclusion
The future of festivals is dynamic and full of potential, but it demands innovation, adaptability, and skilled leadership. Programs like Festival Immersion, which foster collaboration between universities and festivals, are essential for meeting these demands. By engaging students in hands-on experiences and encouraging critical reflection, festivals benefit from fresh ideas and the latest industry knowledge while students gain invaluable real-world experience. Together, this partnership is shaping the future of the festival industry. Some keys to success in festival immersion and experiential education include:
Curriculum integration: Institutions should consider integrating experiential teaching methods into their event education curriculum to ensure students receive practical crowd management training. We are currently doing this at K-State.
Collaboration with industry: Establishing partnerships with industry professionals and organizations can provide students with valuable opportunities for hands-on learning and networking. This is one of the key reasons behind the Festival Immersion Program.
Faculty training and support: Ensuring faculty members are trained and empowered to implement experiential teaching techniques is crucial for the success of incorporating these methods into event education.
Continuous evaluation and improvement: Regularly evaluating the effectiveness of experiential teaching methods and making improvements based on feedback will enhance the overall quality of event education.
Festival producers and CEOs must recognize the value of investing in the next generation of event professionals. By partnering with academic programs like K-State’s Festival Immersion, you not only ensure the success of your current event but also contribute to the development of a pipeline of talent that will continue driving the industry forward.
For more information or if you are interested in having Kansas State University students immersed in your festival, please contact Cindy Lerick, K-State Instructor, Department of Hospitality Management, at clerick@ksu.edu.
Cindy Lerick MA, CFEE is an Instructor in the Department of Hospitality Management at Kansas State University and is the President and CEO of The Art of Events, LLC, a consulting firm which provides services to a wide range of festivals and events worldwide. She has over 30 years of event management experience for both non-profit and for-profit organizations, and she has produced art fairs, educational seminars, corporate meetings, parades, music festivals, book festivals, galas, marathons, triathlons, and various running and biking events throughout her career. She has held senior positions with multiple non-profit festivals including Irish Fair of Minnesota, Sausalito Art Festival, ArtFest Fort Myers, Saint Louis Art Fair, Main Street Fort Worth Arts Festival, Uptown Association, and Seattle Seafair. She has earned the Distinguished Service Award from the Minnesota Distance Running Association and the Moving Comfort Award from the Northern Lights Running Club. She is the recipient of the MO Dana Distinguished Service Award presented by the National Association of Independent Artists. In addition, she was honored in 2011 by the Western States Arts Federation for her leadership, vision, and commitment to the construction of the ZAPPlication system. Cindy earned a Master of Arts in Creative Events Management from Falmouth University in the United Kingdom in September 2022. She was also certified as “A Greener Festival Assessor.” She serves on the IFEA board, oversees the IFEA Certified Festival and Event Education Program (CFEE), and teaches at the NRPA/ IFEA Event Management School.
