Planning Successful Events RYAN PESCH, EXTENSION EDUCATOR

© 2014 Regents of the University of Minnesota. All rights reserved.

RYAN PESCH: EXTENSION EDUCATOR  Festival and Events Management course  Tourism research  Market Analysis  eMarketing

© 2014 Regents of the University of Minnesota. All rights reserved.

GIVE YOUR BEST ADVICE  You’re just starting your first chamber job  What is the one piece of advice you would give your younger self about managing events to create success?

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

RYAN PESCH: MARKET GARDENER

© 2014 Regents of the University of Minnesota. All rights reserved.

10 BEST PRACTICES I LEARNED FROM  FARMERS MARKETS

© 2014 Regents of the University of Minnesota. All rights reserved.

1. STICK TO YOUR MISSION

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

Event Life Cycle Maturation of Performance

Peak

Increasing yield / value Increasing energy Increasing resources

Rejuvenation

Decline Growth

Termination

Introduction

© 2014 Regents of the University of Minnesota. All rights reserved.

2. KNOW WHAT COULD GO WRONG

© 2014 Regents of the University of Minnesota. All rights reserved.

2. KNOW WHAT COULD GO WRONG Almost certain to occur Severe impact

Might occur

Very unlikely to occur

2 new competing events same weekend

Emergency evaluation due to tornado

Moderate impact

Low impact

Parking issues downtown

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

2. KNOW WHAT COULD GO WRONG  Do Minnesota events have insurance? I am not sure if the event/festival has insurance coverage There is no insurance coverage There is insurance coverage, but I don't know the details Covered by the blanket policies of sponsors or other entities The event/festival carries its own insurance coverage 0

20

40

60

80

100

Percentage of respondents Source: University of Minnesota Tourism Center, 2013

© 2014 Regents of the University of Minnesota. All rights reserved.

3. BE STRAIGHT WITH VENDORS

Source: sagewanders.blogspot.com

© 2014 Regents of the University of Minnesota. All rights reserved.

3. BE STRAIGHT WITH VENDORS  Vendor packets with clear details and information – Set up time – Place – Infrastructure – Payment and application by given date – Liability issues spelled out

 Set correct expectations of ‘fit’ within event © 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

3. DON’T BE A HERO: COMMITTEES,  VOLUNTEERS, ETC

© 2014 Regents of the University of Minnesota. All rights reserved.

3. DON’T BE A HERO: COMMITTEES,  VOLUNTEERS, ETC Other Crowd management Conducting evaluation Obtaining entertainment Pricing Liability insurance The lack of perceived financial return to sponsors Managing activities Parking Committee management The need to constantly develop new ideas Marketing Cost of hosting the event/festival Fundraising Volunteer management Weather 0

10

20

30

40

50

60

70

Percentage of respondents

Source: University of Minnesota Tourism Center, 2013

© 2014 Regents of the University of Minnesota. All rights reserved.

Work Breakdown Structure

© 2010 Regents of the University of Minnesota. All rights reserved.

80

90

100

4. ENGAGE AND EDUCATE  VOLUNTEERS  Post-event pie  Special access  Clear role Source: http://www.youtube.com/CherryCreekArtsFest

© 2014 Regents of the University of Minnesota. All rights reserved.

4. ENGAGE AND EDUCATE  VOLUNTEERS  What has worked well for your organization to engage and educate volunteers?

© 2014 Regents of the University of Minnesota. All rights reserved.

5. EACH EVENT REPRESENTS THE  WHOLE COMMUNITY

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

6. KNOW YOUR MARKET AND  POSITION YOUR EVENT  Start with your market first! – Look at from view of customer

 “Competitive Intelligence” – Product / Experience – Prices – Promotional materials – Hours – What can you do better?

© 2014 Regents of the University of Minnesota. All rights reserved.

6. KNOW YOUR MARKET AND  POSITION YOUR EVENT  Elements of Style – Authenticity – Ritual – Spectacle – Hands-on education

© 2014 Regents of the University of Minnesota. All rights reserved.

7. RESEARCH AND GET FEEDBACK  FROM ATTENDEES  Before – Paper – Radio

 After – WOM – Visibility

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

7. RESEARCH AND GET FEEDBACK  FROM ATTENDEES  Irish Fair

© 2014 Regents of the University of Minnesota. All rights reserved.

8. THE MORE TARGETED THE  MARKETING, THE BETTER    Better counts for evaluation and sponsors  Measure your reach

© 2014 Regents of the University of Minnesota. All rights reserved.

8. THE MORE TARGETED THE  MARKETING, THE BETTER   Type of promotion used by Minnesota festivals and events, 2013 (n=156).

Paid TV commercial Minnesota Explorer… Paid magazine ad Chamber of commerce… Paid radio commercial Brochures Paid newspaper ad Explore Minnesota Tourism… Social media Festival/event website Posters Word of mouth 0

10

20

30

40

50

60

Percentage of respondents

Source: University of Minnesota Tourism Center, 2013

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

70

80

90

100

9. WRITE THINGS DOWN  Where are our bylaws?

© 2014 Regents of the University of Minnesota. All rights reserved.

10. HAVE FUN

© 2014 Regents of the University of Minnesota. All rights reserved.

RESOURCE FOR EVENTS    Festival and Event Management online course – 7 week course – All online at your own pace – $399/course – certificate with paper

 On-farm events publication forthcoming  Research publications – http://www.tourism.umn.edu/ © 2014 Regents of the University of Minnesota. All rights reserved.

© 2010 Regents of the University of Minnesota. All rights reserved.

Thank you [email protected] The University of Minnesota Tourism Center is a collaboration of University of Minnesota Extension and the College of Food, Agricultural and Natural Resource Sciences.

© 2014 Regents of the University of Minnesota. All rights reserved. The University of Minnesota is an equal opportunity educator and employer. This PowerPoint is available in alternative formats upon request. Direct requests to 612-624-4947.

© 2010 Regents of the University of Minnesota. All rights reserved.