Valuation by Optimum V Consultants: Branden Bell Rachel Cribb Britney Valerian Jody Vessenmeyer
Table of Contents Executive Summary (3) The Consultants (4) Mission and Vision (6) Research Analysis (7) SEO Analysis (9) SWOT Analysis (17) Competitive Advantage (18) Business Model Canvas (19) Personas and Journey Maps (20) Strategic Plan (29) Prototype Demonstration (32) Optimum V Process (33) Reflection and Insights (34) Conclusion (39) References (40) 2
Executive Summary Optimum V has been tasked with developing strategies to demonstrate the value that Et Cultura can bring to Saint Petersburg, Florida. Our team focused on districts one and two in order to create a unique action plan to target sponsors, volunteers, general admission attendees, and VIP attendees in these areas. You will find that our tactics will apply to more than just our districts. Based on our thorough research, detailed analysis, and innovative thinking, we believe Et Cultura can become a market leader in the festival industry. This brief explains our process for you to better understand our conclusions. After we demonstrate our strategic plan, we will present our reflections and give recommendations for future consultants.
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The Consultants Branden Bell I was born and raised in Pinellas County. Immediately after high school, I joined my family’s moving company doing various grunt work. Fast forward six years and I have gained experience doing everything possible including sales, accounting, advertising, management, etc. I am currently the VP of Marketing, but honestly am ready to move on and cannot wait to work elsewhere. I enjoy learning and conversation with good, happy people. I cannot decide between spending time in a career in marketing or a career in cyber security. Computers and technology have always come easily to me. I am the go to guy at work when some computer “thingy” stops working. You can find me at The Body Electric getting my yoga and meditation on.
Rachel Cribb I was born and raised in South Tampa, and I am currently 23 years old. I grew up as a cheerleader which has made me a very competitive person. Cheerleading has also helped build my leadership skills. I have now been a coach for five years, and also a manager of a small business in Tampa, called Playgrounds, for the past two years. I enjoy working with children and being an active influence on building their character and helping them see their full potential. I love having a sense of purpose in what I do, and I love the people I work with. I am an annual passholder at Universal Studios, I love long boat rides with no direction, I have a cat named Edgar, I listen to hardcore music, love hockey, and I like to crochet. I have my Associate's Degree, and will hopefully be attaining my Bachelor’s Degree in management in Spring of 2018.
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The Consultants Britney Valerian My name is Britney but I prefer to be called by my middle name, Nicole. I was born in Connecticut, grew up in New York, and I now live in Florida. I am 25 years old and have been happily married for over four years. I have three lovely kittens: Waffles, Strider, and Yoda. I have two Associate Degrees and will have my Bachelor’s Degree in Business Management this December. I hope to continue on to my Master’s soon. I work full time in healthcare but hope to dive into the business world as soon as possible! I want to start my career in human resources and, eventually, I would love to own my own business. In my “free” time, I volunteer at pet shelters and with Big Brothers Big Sisters.
Jody Vessenmeyer I am Jody Lane, on here I show as Jody Vessenmeyer. I haven’t changed my name with the college yet. It is on the list of things to do. I am attending USF as part of my 27 year plan to get my degree finished (no joke). Sometimes life throws you curve balls but I think I finally see the light at the end of the tunnel, next semester should be my last! I’ve worked for Raymond James for 20 years most of those years in Asset Management as an Internal Consultant. I advise Financial Advisors. Seems kind of silly advisors needing advice but it is my job nonetheless. I have 2 grown kids who are 19 and 23. I got started early so now I get to focus on me. I love Yoga (Body Electric is also my go to). I have a yoga / meditation room in my house which is everything and keeps my busy mind in check! I love the beach, paddle boarding and camping.
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Proposed Mission and Vision To discover new avenues for innovative thinking and learning, new collaborations, and unique experiences. By cultivating an environment for advancement within our community using film, music, art, and Interactive sessions. With this multi-day, culturally immersive festival, we are on a mission to enrich our city while providing entertainment and a stage for growth and development.
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Research Analysis Statistical Information Industry Trends SEO Analysis Market Leaders Local Competitors District Demographics Community Shareholders SWOT Analysis ETC Competitive Advantage Business Model Canvas
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Industry Information ● ● ● ● ● ● ● ●
32 million people attend at least one music festival per year in the US. Festivals offer varied ticket prices to draw in various demographics and classes. Musicians make more money doing festivals than tours. Festivals attract a diverse group of attendees. Dance/Techno/Electric Festivals are coming to the U.S. and attracting millennials. In 2014, the top 5 festivals combined grossed more than $183 million in sales. Social media has been a driving force in making festivals more popular. “Hardcore Festies” spend 4 times as much as other attendees.
Industry Trends ●
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Personalized Experience - Attendees are wanting a customized experience based on their interests. Itineraries scheduled out to maximize their experience are created online before the festival even begins. Social Media - Apps can be downloaded to track updates and new postings. Facebook/Twitter and other networking channels are used to draw in larger and younger crowds. Safer and Cleaner - No longer are the attendees camping out in the grass where the concerts are held. Private areas with VIP only passes are allowed encourages more spending while providing more amenities. This applies to larger festivals that continue over several days/weeks. Mini Festivals are Popping Up - One weekend festivals or one day events are drawing in local community members to become more involved. They also attract tourism by providing short, inexpensive activities that are usually for the whole family.
D A T A
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ETC Search Volume by 12 Month Period
S E O
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Ahrefs Ranking Data for SXSW.com vs. Etcultura.com
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Backlink Ranking Data for SXSW.com vs. Etcultura.com
S E O
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Backlink Ranking Data for SXSW.com vs. Etcultura.com
S E O
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Market Leaders ●
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South By SouthWest ○ Ten Day Event with 230,000 Attendees ○ Multiple Ticket Options from $825-1650 ○ Interactive, Music, Comedy, and Film ○ Top Tier Comedians like Louis Black ○ Movie Premiers ○ Famous Speakers like President Obama Aspen Ideas ○ One Week Event ○ Multiple Ticket Options from $1,800-$10,500 ○ Famous Speakers such as Bill Clinton Bonnaroo ○ Four Day Event with 80,000 Attendees ○ Five Ticket Options from $36-$532 with Payment Plans Available ○ Top-Tier Musicians, Fun Activities, Food Passes ○ Cashless Wristbands ○ Bonnaroo App for Event Times and Locations ○ Emergency Services and On-Site Security Life is Beautiful ○ Three Day Event with 137,000 Attendees ○ Over 15 Ticket Options from $135-$2,495 with Payment Plans Available ○ Top-Tier Artists, Respected Speakers, Art Murals, Food and Drinks ○ A Symbol of Unity, Optimism, and Creativity ○ Hotel Discounts ○ Free Bike Valet
R I V A L S 13
Local Competition ●
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GeckoFest ○ When and Where: One Day Event in Gulfport ○ Ticket Price: Free ○ Attendees: 35,000 ○ Category: Arts & Crafts, Cultural, Festival, Music & Concerts Clearwater Jazz Holiday ○ When and Where: Four Day Event at Coachman Park ○ Ticket Price: $16 per day/$42 Reserved Seating/$170 VIP ○ Attendees: 20,000 ○ Category: Music & Concerts, Festival, Cultural SHINE St. Pete Mural Festival ○ When and Where: Ten Day Event in Downtown St. Petersburg ○ Ticket Price: Free to View, $20 for a Tour ○ Attendees: Dozens of Artists, Limitless Viewers ○ Category: Festival, Arts & Crafts, Cultural St. Pete Run Fest ○ When and Where: TwoDay Event in Downtown St. Petersburg ○ Ticket Price: Varies Between $40-$125 ○ Category: Health and Fitness, Festival Chalk Art Festival ○ When and Where: Two Day Event at Clearwater Beach ○ Ticket Price: Free ○ Attendees: Dozens of Artists, Limitless Viewers ○ Category: Festival, Arts & Crafts, Cultural, Family/Kids, Music
R I V A L S 14
District 1 Demographics ● ●
District Council Member: Charlie Gerdes Critical Numbers: ○ Total Population - 32,671 ○ Median Age 44 ○ White Collar - 10,023 ○ Blue Collar - 4,421 ○ Households with Children - 4,017 ○ Households without Children - 10,495 ○ Median Income Age 25-44 - $49,154 ○ Associate Degree and Above - 8,206
District 2 Demographics ● ●
District Council Member: Jim Kennedy Critical Numbers: ○ Total Population - 28,388 ○ Median Age 43 ○ White Collar - 8,167 ○ Blue Collar - 3,250 ○ Households with Children - 3,025 ○ Households without Children - 10,236 ○ Median Income Age 25-44 - $40,212 ○ Associate Degree and Above - 6,818
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Community Shareholders in Districts One and Two ●
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Neighborhood Associations ○ Yacht Club Estates ○ Holiday Park ○ Azalea Homes ○ Jungle Terrace ○ Riviera Bay ○ Caya Costa ○ Brighton Bay Political ○ Council Member: Charlie Gerdes ○ Council Member: Jim Kennedy ○ Council Aide: Kewa Wright Businesses ○ West Central District Corporation ○ The Science Center of Pinellas ○ 4th Street Business Association ○ Raymond James ○ Bay News 9 ○ Franklin Templeton ○ ValPak Educational ○ St. Petersburg Florida Gibbs Campus ○ Happy Healthy Living St. Pete Group ○ Tampa Bay Networkers ○ St. Pete Young Professionals
L O C A L S 16
Strengths ● ● ● ●
ETC is the only festival that includes music, film, art, and interactive sessions Ticket costs are significantly lower than other music festivals Featured interactive topics are hot topics that will draw in a lot of attendees St. Petersburg is a prime location for a new festival
Weaknesses ● ● ●
ETC is new and not many people have heard about it Apart from sponsors, there are limited funds for this start-up Having a small team with limited capabilities will cause burnout for employees
Opportunities ●
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St. Petersburg has many yoga studios, health food stores, and vegan restaurants ○ Bella Soul Yoga, Living Room Yoga ○ Earth Origins, Lotus Vegan Over 40 Community Gardens in Tampa Bay ○ Azalea Gardens, Melody Gardens, and The Blue Rock Growers Future City Tampa Bay Radical School partnerships like Bro Bowls Skatepark of Tampa Local meetups focused on filmmakers, music lovers, vegetarian living, and such
Threats ● ● ●
Local events will require city resources and draw attention away from ETC Accrued costs may drive ticket prices up which will hinder the best cost strategy Recent tragedies have made security a requirement
A N A L Y S I S 17
ETC Competitive Advantage Et Cultura is using a Best Cost Provider competitive advantage. This strategy is a hybrid strategy focusing on low cost advantage and a differentiation advantage. This strategy seeks to appeal to the broad market as a whole and also a narrow market niche. The music, art, and film components have a broad appeal and the themed interactive discussions appeal to very niche audiences. The ticket price $75 for a five-day pass is a an incredible cost advantage versus other similar festivals. The Best Cost Provider strategy emphasizes the delivery of the best value for the money. This strategy requires resources and capabilities to simultaneously deliver lower cost and higher quality differentiated features.
E D G E
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Key Partners
Activities
Value Proposition
Customer Relationships
Customer Segments
Interactive Talks Volunteers Musical Concerts Idea Sharing Film Showings Local Art
Channels Social Media
Professionals
$75 GA Ticket
Radio
Hardcore Festies
STP Inclusive
Volunteering for Free Ticket
Word of mouth
Resources Speakers Performers Venues
Website
Cost Structure
Revenue Streams
Marketing Flyers and Prints Booking Fees
VIP $250 General Admission $75 Student/Teacher/Veterans $50
C A N V A S 19
Personas and Journey Maps District One Olivia (Sponsor) Christopher (VIP Attendee)
District Two Jessica (Volunteer) Martin (GA Attendee)
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Olivia: The Sponsor Biography - Olivia is a 46-year-old, white, married female with two children: one 15-year-old girl and one 17-year-old boy. She has an Associate’s Degree and currently works as a Restaurant Owner making $51,000 a year. She is Catholic and highly values faith, family, happiness, honesty, love, security, and stability. Her main concerns that she is facing are her health and her declining business. She would gladly sponsor a new festival if it betters her community and her restaurant. Lifestyle - Olivia is very active in the community. She attends school meetings and several church events. Her family tries to eat healthy but they tend to eat on the go more often than desired. Olivia has little free time for entertainment activities that are not with her children. She is only interested in family friendly events that are fun and clean. She has a negative idea about festivals and doesn’t want her kids around any drugs or alcohol. Her family walks together a few days a week but does not get much other exercise. She spends a few hours a week relaxing by watching television with a glass of wine. She would be interested in sponsoring ETC if they shared similar values and proved to be beneficial for her business and community. Journey - Olivia searched for festivals in St. Petersburg as a fun, inexpensive event for her family. She hadn't heard of ETC so she decided to purchase tickets this year before deciding to sponsor next year. She attended Live Well and Radical School discussions and the film documentary, “Wasted.” She enjoyed herself and chose to present the opportunity to her business partner. She also told her community friends about ETC and recommended they get involved.
There is only one happiness in this life, to love and be loved.
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Olivia: The Sponsor
There is only one happiness in this life, to love and be loved.
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Christopher: The VIP Attendee Biography - Christopher is a 29-year-old, Hispanic male with no kids or significant other. He has a B.S. degree and currently works as a Real Estate Agent making $44,000 a year. He highly values achievement, adventure, challenge, fun, growth, pleasure, status, and success. His main concerns are advancing his career and settling down here in St. Petersburg, FL. He may be interested in a career with ETC if they were able to provide him with comparable status and pay. Lifestyle - Christopher is active and fit. His life mostly revolves around going to the gym with friends and eating only unprocessed foods. The more he works the more money he makes so he is very focused on his career. He enjoys going to sports bars for a drink or two with a couple close friends but does not like large parties or events. He would prefer to do the more intimate activities over a large music concert. He would be very interested in competitions at the festival as he handcrafts wood sculptures. He is also very interested in others handmade crafts and would be excited for any demonstrations or DIY activities. He is more interested in the VIP ticket option as he wants the exclusivity and premier perks of the ticket. Journey - Christopher find out about ETC from a friend on facebook. He is hesitant because of the Las Vegas shooting. He ends up purchasing a GA ticket. He attends Seeds, “Dare to be Different,” and views some Locally Sourced art. He decides to upgrade to VIP next year and tries to get an interview with ETC.
Life isn’t about finding yourself. Life is about creating yourself.
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Christopher: The VIP Attendee
Life isn’t about finding yourself. Life is about creating yourself.
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Jessica: The Volunteer Biography - 24-year-old black female with one, three-year-old daughter. She is going to school for her B.S. in Education while waitressing for roughly $29,000. She is Agnostic and highly values autonomy, harmony, knowledge, meaningful work, optimism, respect, and success. Her main concerns are her daughter and getting on top of bills. She is also job searching and always looking for resume boosters. Lifestyle - Very busy day to day life. She works full time and goes to school full time. She has one child and tries to spend as much time with her as she can. She gets tired by the end of the night and rarely goes out for fun activities anymore. She tends to binge watch tv in her little free time. She enjoys arts and crafts and is going to school to become an Educator. She is also very interested in psychology and astronomy. Even during her breaks from school, she tries to learn new subjects for the fun of it. She does not drink but does not mind being around others drinking. She can get a babysitter to fully enjoy the festival if there was a way to do it on a budget. She would be very interested in volunteering, it looks good on her resume. Journey - Jess hears about ETC from a classmate. She does some research and finds the opportunity to volunteer for a free ticket. She went to a Hip Abduction concert, attended the showing of “Strad Style,� and attended a Future City discussion on inexpensive housing. She told her friends about ETC and purchased a book from one of the Future City speakers.
Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family. 25
Jessica: The Volunteer
Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family. 26
Martin: The GA Attendee Biography - 38-year-old, Asian male with one 12-year-old daughter. He is recently divorced, has some college and works as a Security Officer making $39,000. He is Protestant and values balance, belief, community, justice, loyalty, moderation, and respect. His main concerns are the newly single lifestyle and having valuable family time with his daughter. He is also on a stricter budget now that he is divorced. Lifestyle - Recent divorcee that is trying to find new passions. He states he only has his daughter every other weekend so he is trying to go out and meet new people and experience new activities. However, he is on a budget and cannot always afford to do what he would like. He is thinking about going back to college but does not really know what interests him. He enjoys music concerts and films but feels like he might be bored during interactive discussions. He does not drink to get drunk but he will enjoy a craft beer here and there. He would like to be more active and live a healthier life but feels like it is difficult on a budget. Journey - Martin heard an ad on the radio and checked out ETC’s twitter. He purchased a GA ticket and attended “The Key to Dali” documentary, a Waxahatchee concert, and toured some art on the Chalk Walk. He very much enjoyed himself and signed up to volunteer and keep the mission growing.
Be happy, not because everything is good, but because you can see the good in everything.
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Martin: The GA Attendee
Be happy, not because everything is good, but because you can see the good in everything.
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Strategic Action Plan Targeting Sponsors Targeting VIP Attendees Attracting Volunteers Attracting GA Attendees SEO Recommendations Prototype Demonstration Optimum V’s Process
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Strategies to Attract Sponsors ●
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Our first idea is to show the economic impact a festival can have on a community. This will give sponsors a reason to better their own lives because of the extra resources brought to St. Petersburg. We also want to emphasize that it is a family friendly festival and St. Pete inclusive. We can do this by promoting local artists, using local restaurants for venues, and giving back to the community. A good strategy would be to focus on the interactive discussions. The themes addressed are hot topics and all revolve around bettering the community.
Strategies to Attract VIP Attendees ●
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ETC should promote the exclusive access and accessibility for VIP members. We want to target status-driven customers by highlighting the perks. Developing an augmented reality app that can give real time distances to various events will provide a more personalized experience. Also, using the latest technology will bring a sense of prestige to the customers. We need to focus on the intimacy and inclusivity of private VIP areas. ETC may even want to raise the price of VIP passes as it is still a “bargain price” compared to the competition.
A C T I O N 30
Strategies to Attract Volunteers ●
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The website should provide a simple application for volunteering that explains the flexibility with volunteer hours before, during, and after event. This will help the busy customers that may be working more than one job or also have a family. Promote at local campuses, discount retail stores, and other locations that draw in frugal shoppers. ETC should promote the discussions like Future City that could impact housing availability and community improvements.
Strategies to Attract GA Attendees ●
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The biggest focus should be on the diverse activities list. We need to emphasize the “most bang for your buck” to attract the broadest markets. Single day tickets is a great way to bring in people that may be busy during the week or only on the weekends. We also want to suggest that the $75 ticket is only $15 a day. This audience tends to be very busy and stressed out with little time for recreation. ETC should promote the ability to meet locals that share interests much like a Meetup group.
SEO Recommendations ● ● ●
Build Backlinks through SEO Company Blog about local events during the year and follow up on festival topics Email and push newsletter to keep customers involved year round
A C T I O N 31
Prototype Demonstration One of our strategies includes developing an app. This app would show the various distances towards events that are happening in real time. The customer would pull out their phone and use their location on the St. Petersburg map to decide which way to go to get to the next event. This strategy was created to increase the value of attending ETC activities. This app provides the comfort of knowing where restrooms and restaurants are, the security of knowing where EMS and local law enforcement is, and the convenience of finding the events easily.
P R O T O T Y P E
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Weekly Group Meetings As we included in our Group Charter, our team decided to meet every week before class to make sure we were all on the same page. We met extra early on presentation days to rehearse as a team. We included primary and secondary contact information as well for frequent updates. The team also decided to reserve breakout rooms on campus in order to collaborate in private with minimal distractions.
Online Chats From Home If class was cancelled or we had a holiday, our group stayed in touch through emails and Google Hangouts. This allowed us to stay on track without inconveniencing anyone.
Assigned Tasks and Objectives For each milestone, our group broke down exactly what the project brief required and divvied up the tasks accordingly. We tried to assign tasks based on each other’s strengths. We also helped each other out when anyone hit a brick wall with their work.
Regular Communication It is vital to communicate. In addition to frequent check-in emails, our group collaborated by text for critical information like deadlines and struggles.
Respect and Hard Work Each team member showed respect by working hard individually and were prepared for any meeting or assignment.
P R O C E S S 33
Reflection and Future Insights Branden’s Perspective Rachel’s Perspective Britney’s Perspective Jody’s Perspective
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Branden’s Reflections and Insights Wow, what an interesting project. This group project is the last of my collegiate career, and it has been full of surprises. I have learned a wealth of information about music, art, and film festivals. I did more research for this class than any other in my major. I have enjoyed all the presentations in the class. Professor Diasio sets the bar high for professionalism and completeness. I have enjoyed reading the real case studies outlined in our textbook. I have been blessed with a remarkable group of people that have worked hard all semester. We had some early group drama with a struggling member, but that brought our group closer, and the problem resolved itself. I have been swamped this semester with my 2 jobs, so the emergence of Nicole as a true leader has done wonders for the group. In addition to Nicole, Rachel and Jody are great role players, and we all come together and execute when it is crunch time. My advice for future groups is to identify personality types and work styles early on. Find where people fit naturally into group roles and get comfortable with executing within them. Let the people who are strong at presenting present or those good at researching do the brunt of the critical research. Try to identify the natural group leader with high attention to detail and let them set expectations for the group. Respect each other when speaking and be careful not to judge until you understand the full picture of the situation. Do not make snap judgments about group members as everyone has ebbs and flows in their productivity from week to week. I am a detail-oriented, knockout task kind of student. If you are a student looking for a checklist to follow this class will throw you curve ball after curve ball. Professor Diasio is a big picture, imaginative professor. The outline and encouragement will be provided, but the real outcome of the project is in your hands to mold and shape.The class prepared me for tasks where you are given point A and B, but no directions on how to get there!
T H O U G H T S 35
Rachel’s Reflections and Insights This project has been quite the roller coaster. I really enjoyed working with my group members and learning about Et Cultura. However, we had a very rocky start. I felt that this project will be more similar to real world scenarios than any other I have worked on so far. I myself had a difficult time understanding each milestone at the beginning. It was the first project where any professor gave more freedom to research broadly allowing more creativity to develop within the class. We also had struggles at the beginning with a group member, which is also something we will have issues with in the future. I learned that everyone has struggles and it can be difficult to communicate with a group of people with different schedules. However the group members I worked with were phenomenal. They really went above and beyond to make this project a success. Nicole was a great team leader and made it very easy for all of us to communicate, and keep track of our deadlines. Overall I have gained knowledge about St. Pete area, working in groups, and also different styles of developing research. Not being a huge fan of festivals in the past, it was great to compare these different festivals, and it really open my eyes to see how much these festivals can help economically. I think this was a great topic for this project and I feel happy our work can actually be put to use. I feel that made this project much easier to work on and helped me focus more on doing a great job for Et Cultura.
T H O U G H T S 36
Britney’s Reflections and Insights I would say the most useful skill I have developed during this project would be researching skills. I tend to fall into the habit of finding information that supports my opinion or doing the preliminary searches without diving much deeper. However, this project really makes you dig and dig and then keep digging. I also feel like I advanced my leadership skills greatly. I normally take the role of “just tell me what I have to do� and then do it. Throughout this semester, I have pushed myself to be more extroverted and collaborative with my teammates. It helps that I had a great team. We did have some struggles with a member not participating towards the beginning of the semester. The members that were actively working tried to stay positive and professional but still express our concerns. We set clear deadlines, simplified tasks, and even shifted around the work to accommodate chaotic circumstances. Unfortunately, that member dropped the class before any real resolution occurred. As the semester progressed, the expectations grew and we had even less people. We stuck together and tackled each objective at a time. We were also looking ahead to prepare ourselves for the upcoming assignments. My greatest advice to any future strategist would be to just use what you have learned over the many classes up to this point. I referenced a few of my older textbooks in addition to the internet and library resources. Also, I would suggest to use the skills of the group members wisely. For example, Rachel and I are Management majors while Branden and Jody are Marketing majors. We each took tasks that used our individual strengths in order to work efficiently. I will admit, my biggest struggle with this project was the need for individual interpretation of the objectives. We were pushed to decide what to do, how to do it, and in what way to demonstrate our progress. We were really only told the why. While this was frustrating at times, it certainly prepared us more than most other projects I have worked on.
T H O U G H T S 37
Jody’s Reflections and Insights I was excited when I heard our project would be Et Cultura. I was interested in all aspects of the festival including each of the breakout sessions. I liked the idea working on a project that would benefit the community. The semester got off to a bit of a stressful start but it didn’t take long for things so sort themselves out with one of our group members deciding it was best to drop the class. Juggling different personalities can be a challenge for sure and I think our team did a good job of communicating expectations which led to us having a smaller but more efficient group. Britney Nicole has demonstrated incredible leadership skills. We all have contributed our share but she has done a tremendous job in setting the tone and direction for the project. I am not the best with technology so learning to use google docs, and hangouts was a great experience for me. I am the dinosaur of the group when it comes to technology. The open architecture of this class was a bit of a challenge. We all wanted to nail it and at times had concerns we wouldn’t hit key points. I think from a strategy perspective my take away when faced with a challenge like this again would be to put myself in the perspective of the end client. Each time we set our focus in that direction with the project brief as a guide, there were noticeable synergies that developed. I am at the tail end of a very long journey with school and sometimes what I am learning doesn’t feel very relevant to a job I have been doing for a very long time. This was not the case with this class. It is very much like my experiences in the corporate world where you are given some direction but not spoon fed step by step instruction because who has time for that. While I did not have time to attend Et Cultura this year due to things going on in my life, I will continue to follow them and I am very glad I was exposed to ETC through this class.
T H O U G H T S 38
In Conclusion Optimum V is confident the proposed strategies will increase customer involvement as well as improve the value to the festival goers of St. Petersburg, Florida. Our focused analysis should have provided great insight and we hope Et Cultura will use our brief in order to better serve their customers. While our goal was to target citizens from districts one and two, our strategies apply to all customer segments. We believe Et Cultura has the potential to become a market leader in the music, film, art, and interactive festival industry. Our recommendations for future strategists and consultants: find out everything you can about the business you are working with, the industry it is in, and it’s competitors practices. Also, use the tools available to you. Look into SEO tools, go to the library for reference materials, dig back into your previous class projects, and really put your full effort into the work. Try not to look for clear cut directions because we are too old to be spoon-fed the instructions. Definitely, do not wait until the last minute to do everything because it will be overwhelming. Take each milestone one step at a time and work together to establish a trusting group based on mutual respect and hard work. Our group worked really well together but if you have trouble, try to approach any issues with an olive branch tactic and be respectful to your classmates. You should also try to use each other's skills wisely as everyone brings something different to the table. Most of all, get creative and have fun with the project.
S U M M A R Y 39
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http://cspgis.stpete.org/googlemap/?b http://ee-music.eu/good-practice?id=640&lids=&from=324 http://itsprettygreen.com/why-do-people-go-to-festivals/ http://www.desertsun.com/story/news/local/indio/2016/03/22/goldenvoice-concertscoachella-economic-impact/82141410/ http://www.statesman.com/business/report-2016-acl-fest-brought-277-million-into-a ustin-economy/bq0G1SNmvSuOxmqvHrPZOP/ http://www.stpete.org/ http://www.tampabay.com/news/humaninterest/urban-gardening-movement-growin g-in-st-petersburg/1204523 http://www.visitstpeteclearwater.com/event-guide/fall-events-and-festivals https://www.becore.com/brands-leveraging-music-festivals/ https://www.eventbrite.com/blog/4-statistics-defining-the-2016-music-festival-seaso n-ds00/ https://www.eventbrite.com/blog/academy/hardcore-festies-most-valuable-fan-drivi ng-todays-growth-in-music-festivals/ https://www.eventbrite.com/blog/music-festival-marketing-ds00/ https://www.forbes.com/sites/hughmcintyre/2015/06/02/edm-festival-tomorrowworld s-massive-94-million-impact/#1c978d428d6b https://www.marketplace.org/2017/06/16/economy/brought-you/how-summer-festiv als-boost-town-economies-and-foster-community-pride https://www.meetup.com/find/?allMeetups=true&radius=25&userFreeform=Saint+P etersburg%2C+FL&mcId=c33701&mcName=Saint+Petersburg%2C+FL&sort=me mber_count
C I T A T I O N 40
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https://www.point2homes.com/US/Neighborhood/FL/St-Petersburg/Americana-Cov e-Residents-Demographics.html https://www.point2homes.com/US/Neighborhood/FL/St-Petersburg/Crosswinds-Col ony-Demographics.html https://www.point2homes.com/US/Neighborhood/FL/St-Petersburg/Azalea-Demogr aphics.html https://www.point2homes.com/US/Neighborhood/FL/St-Petersburg/Barcley-Estates -Demographics.html https://www.point2homes.com/US/Neighborhood/FL/St-Petersburg/Caya-Costa-De mographics.html https://www.point2homes.com/US/Neighborhood/FL/St-Petersburg/Jungle-TerraceDemographics.html https://www.quora.com/Why-do-people-go-to-music-festivals https://www.sundance.org/blogs/news/2017-sundance-film-festival-economic-impac t https://www.umbel.com/blog/entertainment/6-factors-driving-massive-growth-of-mu sic-festivals/
C I T A T I O N 41