Et Cultura Final Booklet 3

Group 2

Bradlee Barlow, Evander Lipps, Austin Yeago, Jamie DeFelice, Nick Acevedo

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Mission Statement: This multi-day culturally immersive event is on a mission to spotlight the creative and innovation culture coursing through our streets & bring the world to inspire, collaborate, and discover!

Our goal is to foster conversations with audiences, our community and contributing artists while supporting emerging artists and providing an environment for learning through film, music, art, and Interactive sessions.

To create signature event that will encourage new avenues for innovative thinking, new collaborations and unique experiences – to make an indelible mark in the minds of all who come to see what Et Cultura and St. Petersburg is all about.

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TABLE OF CONTENTS Meet Our Team…………………3-4 The Project………………………5-6 Research Analysis …………… 7-22 SWOT & Mission Critique … 23-26 Competitive Advantage …… 27-28 Personas & Journey Map…… 29-34 Communicating Value……… 35-42 Course Reflections …………… 43-47

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Meet Our Team marketing Major Former Air Force Serviceman Management Major Interest in Corporate Management Marketing Major Marketing Manager at a Local Media Group Marketing Major Previous Education in Law Enforcement Accounting Major Prospecting for The Big Four

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Meet Our Team Mission Statement & Vision: To help Et Cultura hold an event with the interests of a sustainable demographic of those interested in the arts and culture within the St. Pete area, and abroad, by performing critical analysis of existing festivals, analytical marketing of St. Pete stakeholders, developing marketing strategies for these key stakeholders, and keeping the interests of Et Cultura at the highest initiative.

Project Ambitions: We hope to help make Et Cultura the beacon of art and culture, like the founders envisioned. Our group will work to meet the people in the given districts, and focus on what makes them unique to deliver achievable and sustainable action plans for Et Culture to use in the future. Creating these goals will allow our group the ability to help make St. Pete a cultural hub of the southeastern United States. To connect theoretical concepts and tools of strategic planning and apply them to internal and external initiatives.

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The Project Project Objectives: To gain experience helping a client to clarify their strategies and in developing a market by applying strategic planning tools. ● To research and present findings about the cultural/ music/ art festivals/ conferences and industries as it relates to (target audience) stakeholder base and client needs/directions. ● To add to the student’s portfolio of projects that can be used to show your skills and experiences to potential recruiters. ● To successfully connect theoretical concepts and tools of strategic planning and apply them to internal and external initiatives for a client. ● To apply creative and innovative thinking to express and communicate strategic initiatives and planning visually, verbally, and through the development of prototypes and assets developed throughout the course.

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The Project Project Deliverables: 1.

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SWOT Analysis and Critique of Mission & Vision Statement by Reviewing, Modifying, or Developing The Statements 3.

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Research Analysis on Music, Culture, & Film Festivals to Discover the Best Practices, Strategies, & Tactics

Competitive Advantage Identification & Analysis by Creating A Business Model Canvas Mock Itinerary & Journey Map by Using Demographic Information to Create Persona Profile Briefs

Develop Strategies to Communicate Value for Et Cultura to Attract Volunteer, Attendees, & Sponsors

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Research Analysis Demographic data: District 3 Our demographic data of District 3 suggests that most of the community is older, either retired or approaching it. The income range of the district is varied.

While the largest representation falls in 50-75k and under 25k, no single income bracket is noticeably absent from the community. District 3 is not very ethnically diverse, with over 80% of the population being white. However, as we will see in later analysis, the residents of District 3 still welcome diversity and new ideas.

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Research Analysis Demographic Data: District 3

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Research Analysis Demographic Data: District 4 The demographics of District 4 are very similar to those of District 3. The residents of District 4 are overall younger, but the overall age is still older than average. Income in District 4 is lower, with less than 25k standing out as the majority income bracket. There is still great diversity as far as class in District 4, which holds wealthy older people without kids, upscale younger family mixes, and low income middle age singles without kids. However, due to their proximity, districts 3 and 4 are naturally very similar in interests and demographics.

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Research Analysis Demographic Data: District 4

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Research Analysis District 3 and 4 Data: Places: ● ● ● ● ● ● ● ● ● ● ● ● ●

Coffee Pot Blvd ( Coffee Pot Park) – popular spot for runners on waterfront.

Great Explorations (The Hands on Museum) St. Pete Orchid Farm Sunken Gardens Three Birds Tavern St. Pete Vineyard Two Dog Night St. Pete Women’s Club Crescent Lake Park Flora Wylie Park Sawgrass Lake Park Old Northeast Tavern Black Crow Coffee

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Research Analysis District 3 and 4 Data: Eco: ● PSTA Park and Ride - Reduce carbon footprint Recycling: ● Crescent Lake ● Fossil Park ● Kiwanis Park Parks & Recs: ● Two boating ramps ● Roberts Recreation Center ● Shore Acres Recreation Center ● North Shore Aquatic Center Business Associations: ● Downtown Business Association (4th St. Assocation) ● EDGE Business District Association (MLK District)

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Research Analysis District 3 and 4 Data: Schools: ● Shore Acres Elementary ● Lynch Elementary ● Meadowlawn Middle ● John M. Sexton Elementary ● Northeast High ● Northeast Community ● North Shore Elementary ● Woodlawn Elementary Private Schools: ● Canterbury School of Florida ● St. Raphael Catholic ● Shorecrest Preparatory ● Grace Lutheran ● St. Petersburg Christian ● St. Paul Catholic

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Research Analysis District 3 and 4 Data: Health: ● Ciccio Restaurant Group ● Ciccio Cali, Better Byrd, Fresh Kitchen ● The Fresh Market ● Rollin Oats Market – Locally owned natural food market and cafe since 1994. Offer wide range of products from all natural to 100% USDA organic produce.

Exercise: ● St. Pete Yoga – On Top of Rollin’ Oats Market ● Pure Barre ● YogaBlu Studio ● Evos Feel Great Food

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Research Analysis

Our survey was conducted in person throughout businesses and on the streets (literally) in districts 3 and 4. We garnered additional responses through social media, totalling over 80 answers. Our data suggests that potential festival goers are interested in a plethora of experiences that ETC has to offer: film, arts, music, and healthy eating. However, through the figure above, we are easily able to see that the primary factor that influences the actual purchasing of a ticket is the festival line up and activities. These potential festival goers from districts 3 and 4 will buy their ticket based on the line-up and activities, and then visit the other facets of the festival due to interest.

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Research Analysis Our Survey:

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Research Analysis Competition Data: Shaky Beats Music Festival Information: ●

Held in Atlanta, GA

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Three day event

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Focused on music: electronic, hip-hop, indie

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Headliners such as The Chainsmokers, Kaskade, Griz, Flosstradamus, Zeds Dead and Galantis

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Tickets range from $90-$7000(nine person, three day, ultra-VIP package)

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Food truck events

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Research Analysis Competition Data: Tortuga Music Festival Information: ●

Three day country music festival

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Held in Fort Lauderdale, FL

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Tickets ranging from $185-$1750

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Big name headliners such as Florida Georgia Line, Eric Church, Keith Urban, Snoop Dogg

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Rallies around cause of protecting the ocean (this is something that ETC could look to mirror with its community causes)

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Research Analysis Competition Data: Florida Music Festival and Conference Information: ●

Began as an attempt to mirror SXSW

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Held in Orlando, FL

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Three days, most events are at night

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Past headliners such as The Dirty Heads, Third Eye Blind, Flogging Molly, Minus The Bear, Lupe Fiasco

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Showcase events featuring new local artists (They featured Taylor Swift as a showcase artist before her discovery).

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All music venues are free

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Ticket price for conferences range from $50-$100

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Student discounts

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Research Analysis Competition Data: Competition Summary Strengths of Competition: ● Strong headliners ● All of them are three day events ● Rallying around central ideas ● Variety of ticket prices What ETC Can Take Away From This: ● Five days may be a bit long for the current scale of the festival ● ETC may garner more support if it focuses more on a central idea. This does not mean replacing the different topics such as Seeds, Live Well, etc. However, they may want to consider rallying them around the central cause of community more during their marketing. ● Strong headliners as well as community artists help create support

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PESTLE Analysis Political: Fire code/occupancy limits Proper licensing to sell alcohol Noise ordinances Tax laws

Economic: Cost of event production Ticket cost Compensation of workforce

Social: Matching events with local markets Supporting a diverse age group Inclusivity

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PESTLE Analysis Technological: Proper audio/visual equipment Reaching large audience with product offering Developing interactive media for customers

Legal: Safety regulations Alcohol distribution Illegal substance control Property protection

Environmental: Leaving minimal footprint after event Unpredictable weather Precautions for Florida heat

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SWOT Analysis Strengths: Value of Tickets Connection with city government Experience working with SXSW Range of experiences offered Local emphasis

Weaknesses: Brand recognition Limited funding Relatively small workforce Little certainty to give investors

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SWOT Analysis Opportunities: Raising brand recognition could lead to exponential growth Development of St Pete area compliments Et Cultura Success with limited resources builds trust with investors

Threats: Larger festivals drawing crowds with “eye-popping� headliners Locality leading to limited potential audience Available resources limiting the potential to expand

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Mission Critique Current Mission Statement: This multi-day culturally immersive event is on a mission to spotlight the creative and innovation culture coursing through our streets & bring the world to inspire, collaborate, and discover!

Our goal is to foster conversations with audiences, our community and contributing artists while supporting emerging artists and providing an environment for learning through film, music, art, and Interactive sessions.

To create signature event that will encourage new avenues for innovative thinking, new collaborations and unique experiences – to make an indelible mark in the minds of all who come to see what Et Cultura and St. Petersburg is all about.

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Mission Critique Mission Statement “Critique”: Do not change mission, it should reflect the values of the festival and its founders, which this mission statement does.

Instead, we should add a vision statement to more clearly outline the future goals of the festival. The mission frames Et Cultura’s future strategy in the last sentence. The relevant stakeholders are outlined in the second to last sentence.

Instead of us attempting to shift this mission, possibly away from their values, I believe that we should use the strengths and conviction of the mission to push the festival toward success.

Proposed Vision Statement: Our vision at Et Cultura is to be the premier hub for community growth, interaction, and creative expression in the Southeast.

We strive to be a catalyst for our attendees and our communities in making positive changes in the way we think, innovate, and act.

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Competitive Advantage Identification and Analysis: Currently using low-cost low-price strategy to gain a competitive advantage. Working for now, but will not work in the long run with the vision of the company. Value of the ticket cannot be the primary focus if the festival wants to be considered among the other great festivals. Should turn toward the broad differentiation strategy, in line with the diverse environment of St. Pete and the current vision of Et Cultura.

Focus on bringing in great talent in all fields, especially unique ones. Music will always draw people, but you will really set yourselves apart by finding the niche subjects that the audience is focused on, such as interesting interactive ideas with community focuses.

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Business Model Canvas Key Partners

Key Activities

Value Propositions

Aresty --City of St. Pete --OPEN --Green Bench --Tampa Bay Times

Live Well --Seeds --Future City --Radical Schools

Interactive --Music --Film --Art --Makers

Key Resources Historic St. Pete District

Relationships Personal Connections --Native Participation

Customer Segments Volunteers --Attendees --VIP Attendees --Sponsors

Channels Website --Mobile App --Advertisements

Cost Structure

Revenue Streams

Marketing and Sales --Contracts and Agreements --Licenses and Permits

Ticket Prices --VIP Packages --Retail Agreements

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Personas Richard Retired: ● ● ● ● ● ●

Over The Age of 55 No Children Large Amount of Disposable Income Retired & Enjoying Newfound Free Time Considers Himself An Intellectual Is To New Ideas

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Middle Aged Family With Young Children Medium to High Levels of Income Most Free Time Is Spent With Her Children Still Wants To Have Fun With Her Spouse Researches Schools For Her Children Interested In Keeping Her Family Healthy

Sara Soccermom:

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Personas Sam Singleman: ● ● ● ● ● ● ●

Middle Aged No Children Low to Medium Levels of Income Works An Entry Level Job Trying to Advance In His Company Wants To Go Out, But Has Limited Income Enjoys Learning New Information

Patrick Pennywise: ● ● ● ● ● ●

Middle Aged Two Children In Their Late Teens Low to Medium Levels of Income Active In The Parent-Teacher Association Works To Ensure Kids’ Comfortable Lives Has Very Limited Free Time

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Journey Map Application Richard continues to discuss pertinent issues in the St. Pete area with members of Et Cultura & gets involved.

Richard Retired’s Journey Map to Et Cultura

Before Richard has recently retired and is now embracing his newfound free time.

Watch Video Journey: Sharing Richard discusses many of the ideas talked about at Et Cultura with his investment partners before he retired.

youtu.be/-4w5qKm9afA

Attendance

Introduction Richard hears about Et Cultura through Facebook because of his friend’s common interests.

Richard’s openness to new ideas leads him towards many of Et Cultura’s Interactive Activities.

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Journey Map Application Sara applies what she learned at the events to continue the betterment of her family’s lives.

Sara Soccermom’s Journey Map to Et Cultura

Before Sara had an interest in her children’s schools and living well before Et Cultura.

Watch Video Journey: Sharing Sara shares her experiences with her yoga friends and other parents at the school.

youtu.be/-4w5qKm9afA

Attendance

Introduction Sara was introduced to Et Cultura while listening to the radio while she was working out.

Sara attends Live Well and Radical Schools events while at Et Cultura.

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Journey Map Application Sam participates in the year-long Open conversations and continues to build his network.

Sam Singleman’s Journey Map to Et Cultura

Sharing

Before Sam has interests in networking and living well, but work consumes his time.

Introduction

Sam brings some of his coworkers into the conversations started at Et Cultura.

Attendance Sam watches live streams of tals during his lunch, and attends some conferences.

Sam sees a poster at his favorite downtown lunch spot detailing the conferences available at Et Cultura.

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Journey Map Application Patrick helps his children pursue their new interests in art and education through monthly events held by Et Cultura.

Patrick Pennywise’s Journey Map to Et Cultura

Sharing Patrick tells the PTA and school board what a wonderful experience Et Cultura was for his children to learn from.

Before Patrick is interested in giving his children the best possible platform to succeed.

Introduction

Attendance

Patrick hears about Et Cultura at a PTA meeting as staff members discuss the school’s partnership with Et Cultura.

Patrick attends Et Cultura Rad School and art events with his children.

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Communicating Value Value to Volunteers: The demographics of our districts suggest that residents would be willing and excited to volunteer during such a festival. Many seem to be well educated and would provide beneficial insights in conversation and activities.

Although many of the people within our districts are well-to-do, some are less able to spend money, and time, at festivals.

Volunteering allows for a opportunity for attendance with no monetary cost. Additionally, with the extensive length of the festival, their ticket could be used at any point during the period, provided they are not able to attend all dates, times, and activities.

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Communicating Value Value to Sponsors: As an affluent populace, especially ones who show interest in the particular ideas offered at Et Cultura, we feel that the likelihood of potential sponsors seeing value in the festival to be high.

Not only are the events held at Et Cultura thought provoking to many of the academics within our districts, but many hold some of the same ideas as activities already happening within our districts. There are pre-existing groups within our districts dedicated to bettering schooling, living well and healthy, as well as conserving the earth and building a better St. Pete.

Creating a relationship with Et Cultura at the early stages would allow sponsors to tie their business to an engine for change within Saint Petersburg, and become involved with the festival.

If the business is one that can be incorporated into the Et Cultura it would be possible to create future content with sponsors in mind to create additional value for both parties.

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Communicating Value Value to Attendees: As much as it is nice to think that our district residents would be wanting to volunteer, some may not have the same interests and may instead choose to just buy their ticket. As mentioned previously, most of the residents of districts 3 and 4 are financially sound and would have no trouble spending the amount that Et Cultura asks for their tickets.

The activities and thought conferences held at Et Cultura should still hold the interest of those who would not be as dedicated as those willing to volunteer. We believe the value of the tickets to potential attendees in our districts would be large, especially with the low ticket price and large number of events that would spark thoughtful conversation among our well-educated residents.

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Communicating Value Value to Guests Video: https://youtu.be/EpCCW0x7Dlk

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Communicating Value Matching Activities To Consumers & Co-Creating: Et Cultura prides itself in being an interactive festival. With our data showing that lineups and activities drive a person’s interest to attend a festival, and the abundance of health conscious businesses in our districts we decided that focusing a day long event to the live well track would drive traffic from districts 3 & 4.

The “ETC Food & Fitness Fair” would take place in a large park, like the Vinoy or Crescent lake, and bring together local business in the healthy living sector as well as keynote speakers and bands. This will create an exciting event where attendees will be able to learn about ways to start their healthy living journey, or find new places that will facilitate their existing lifestyle. ETC’s Food & Fitness Fair will aim to not only educate the attendees, but allow them to have a great time while accessing multiple resources all in one place.

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Communicating Value Organizational Performance Measures: 1. Attendance Levels 2. Attendance Satisfaction 3. Social Media Engagement 4. Press and Media Coverage

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Communicating Value Differentiation and Technology: A key strategy Et Cultura can use to differentiate itself from its competition is being ahead of the curve in use of technology.

Most festivals are embracing the value that a festival app brings, and that is something that Et Cultura should definitely consider going forward. However, Et Cultura can push itself a step ahead of its competition in use of technology through the “ETC Anywhere� strategy.

As live streams are becoming more accessible than ever, Et Cultura can distance itself from other festivals by offering this unique experience to its customers. Live streams with chat options still allow involvement and interaction while pushing past barriers such as venue size and location. The live stream can also be an easy way to incorporate ads for sponsors in order to generate value for them.

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Communicating Value

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Reflections Evander Lipps: Strategic planning and decision making is valuable not only in the marketing field, but is also a crucial skill set that will set myself and my fellow group members apart from others in any industry. This course has been an eye opening experience and a great resume builder.

Being able to add experience like this to my resume puts me ahead of the curve with leadership, time management, project management, research, Deductive reasoning, and problem solving skills that can all be put into a case study and delivered in physical form. Being able to work on a real consultation project has been an extremely rewarding journey.

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Reflections Bradlee Barlow: Throughout this process I have been able to work with a diverse team from all aspects of KTCOB. This has been an interesting process as we have all had to learn to work with each other’s strengths and weaknesses. Working with Et Cultura has also been a positive experience. Seeing how what we have created can possibly be incorporated into a real life entity really drives you to create a strong final product.

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Reflections James Yeago: Although consultation is not what I expected to be doing with my degree and education, as an accountant, learning to become a better manager and to make strategic decisions was fun and exciting. Many of the activities and milestones that we participated in felt to me like an opportunity to get some OJT training. From the assignment objective’s, the book’s concepts, and the active discussions in class, I was able to acquire a list of takeaways that will influence my life and career heading forward.

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Reflections Jamie DeFelice: Strategic Management and Decision Making has been the experience and opportunity that all of us as seniors in college are hungry for. Concepts and ideas that have been discussed in the classroom have been tied-in and provided for a great capstone for what I’ve learned in the duration of my time here at USF. It has been a privilege to be a part of a project that is hands-on and not out of an old textbook. We have acquired skills from professors, advisors, classmates, etc.., we have made new friends and networked and made business acquaintances. I have to admit that it’s been a great challenge, but one that I, myself am proud of. I’ll be excited to make the addition of skills, both individual and as a team to my resume’. Collaborating as group has enhanced our time management and problem solving skills. All of the research, hard work, and hurdles that were overcome are shadowed by the end result. We’re a shiny new tool box ready to be put to work in the real world. Strategy is learned best by execution and I’m looking forward to incorporating these new skills for a company in the future.

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Reflections Nick Acevedo: This course has given me the tools that I will need to succeed.

As a cohesive unit, my four group members and myself were able to gain invaluable real life experience working on a real strategy going forward for a real business. We did not simply present to our disinterested classmates like many classes, instead we got the unique experience of actually pitching our ideas to our client. Lastly, we spearheaded these ideas to come up with real solutions for Et Cultura going forward, which will hopefully really help them going forward. It has been a surreal educational experience getting to actually work with Et Cultura and I will be excited to see where our work takes them!

The main advice I would give future students tackling a project like this is to tackle the research stage of this project as early and as hard as possible. The entire project is built off the foundation that your research sets, you can’t analyze and draw conclusions and ideas for research that you haven’t done. This project will be useful as a portfolio item in the future, and the skills gained from working diligently on this project are critical in moving forward in business.

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