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Successful Events Can Help Your City Establish Its Identity
by Carolyn Morris
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What makes a city great? Where do the spirit and heart of a community originate?
Without question, festivals and events are a key component of developing a sense of community and pride, generating economic growth, accentuating natural and manmade assets, and giving the city its identity, both regionally and nationally. While some people may not think that festivals provide all of those benefits, how many people cannot readily identify which cities host the Rose Bowl, Mardi Gras, the New Year’s ball drop or the Orange Bowl? Festivals can take their themes from virtually anything, including sporting events, historical dates, agricultural products, local traditions, music, and even weather patterns!
A successful event provides the community with a deep sense of pride. When residents gather in a comfortable environment, relationships form and strengthen, providing a platform for local governments to display their value and services. This is very evident during Fourth of July celebrations, where politicians, businesses and community services blend together to reinforce the sentiments of local and national pride. When staffed with community volunteers and/or governmental staff, such events provide the basis for bringing people together toward a common goal. Working together like this can only strengthen the community and, like it or not, most communities must continue to grow to exist.
The economic impact of festivals and events can be tremendous. If successfully marketed and publicized, festivals can generate significant tourism revenue from positive media exposure. Cities often develop their “trait” or identity based upon a particular event. For example:
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Sports
The Masters Tournament (Augusta, Ga.)
Rose Bowl (Pasadena, Calif.)
Boston Marathon (Boston, Mass.)
Agriculture
Cherry Blossoms (Washington, D.C.; Macon, Ga.)
Pumpkin Festival (Centerville, Ohio)
Holidays
Fourth of July (Washington, D.C.)
New Year’s Eve (New York City)
The true measure of a successful event is when attendance grows and the community thrives. And for that to happen, event planning must be a year-round task, which requires tremendous planning, organization, departmental cooperation, promotion and resources.
Are you new to event planning, or thinking of starting a new festival or community event? The best way to start is to ask the “who, what, when, where, why and how much” questions. A brief, and by no means comprehensive, outline of such questions should include the following:
WHO
Who is your target audience?
Who will be affected by this event (both positively and negatively)?
Who will assist/staff/volunteer?
Who can help me organize; who has done this before?
Who will be my vendors/suppliers/musicians/judges/security/support, etc.?
Who has to approve of the event (permits, restriction of codes/zoning)?
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WHAT
What kind of festival/event will this be (i.e. sporting event, product/agriculture, seasonal/holiday, music, fund raising, arts, food, community service, etc.)?
What do I ultimately want to achieve by doing this?
WHEN
Will this be a one-time event, or an annual one?
If outdoors, weather is a key consideration.
Is this a peak time for travel/tourism?
Are other major events scheduled for this time in the region? (Check local and regional event calendars, and also check for internal schedule conflicts.)
Do set-up and tear-down days create a challenge? How long will it take?
How much time will I have/need to organize the event?
WHERE
Where will the event occur?
Is there adequate room for parking, as well as the growth of the event? (Relocation can be tough, and the event can lose its identity.)
Is the access in and out of the area adequate?
Are utilities available and sufficient?
Where do I get permits? Do I need them? Can I get them?
Is the site privately owned or governmentally controlled?
Does the area layout meet the needs of the festival (pedestrian and auto traffic)?
Will people come here? Do they know where it is?
Does the site have name recognition/a positive identity?
WHY
Why are we doing this? Does it fit the needs of the community?
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HOW MUCH
Create a budget. Consider:
Gate fee?
Ticket sales?
Sponsorship-supported?
City/government-produced/supported?
Staffing
Equipment
Cleanup/set-up/tear-down
Insurance (safety of patrons is vital)
Security
Food/beverage vendors (a percentage of revenue, or a flat fee?)
Also consider these questions: If the festival is not “city-produced,” what will be the city’s role in the event? Depending on the economic/community impact, some considerations may include free access to city services (i.e. sanitation, street closures, permits, insurance, security). If the governmental agency is to be involved, the event should fit into the agency’s mission statement and project a positive image.
Once you’ve answered all of the questions above, it’s time for execution (and some sleepless nights!). Oh yes, a few last things:
Develop a timeline/schedule of events, and a list of people responsible for them.
Develop an event site plan/map for distribution.
Make a contact list of all important phone numbers, emergency contacts and key people.
Contact local news media again to ensure coverage; keep them informed and make them feel welcome at the event.
Review your safety plan, responsibilities and staffing.
Review your communication plan – radios, cell phones, etc. Is it tied in with city/support staff?
Establish a “command station” or “base,” and make sure everyone knows where it is.
The “what if?” plan for dealing with inclement weather, lost parents, power outages, back-up vendors, etc.
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Almost as important as planning an event is a thorough evaluation afterward. Promptly after the event (ideally, a day or two following), bring the key people together to discuss the good, the bad and the ugly. Have an open discussion about things to change, things that went well, and gather ideas to execute for the following year. Be sure to recognize and thank all people involved for their hard work and involvement in the event. Give people a sense of ownership and involvement in an event, and most will gladly return for another successful year.
Be sure to start a scrapbook of your event, collecting news media coverage, pictures and printed materials for possible submission of an award. Event winners establish instant credibility, and can use these awards to further generate “buzz” in the media and tourism industry.
If you’re still asking yourself, “How do I do this?,” then look to other event planners, or associations of event professionals, for networking and advice. The best way to grow your event and further that community spirit is to align yourself with others that have “been there, done that” and learn from their mistakes, instead of making them yourself.
Successful festivals and events are the “warm and fuzzies” of the community – and everyone could use more of those!
Carolyn Morris is a regional director of International Festival and Events Association (IFEA), located on the Internet at www.ifea.com. IFEA is composed of nearly 2,000 event professionals worldwide who provide regional and national seminars and conferences, printed materials and staff support. Morris also has more than 18 years of experience as an events planner, including serving as the special event coordinator for a city government. She can be reached by mail at P.O. Box 965296, Marietta, GA 30066; by telephone at (770) 794-5607; or via e-mail.
Reprinted from Quality Cities March/April 2005
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