I was given a statement in my "Event Operations" class and was asked to decide the best strategies that this event could use to be financially successful.
1. Festival By The Sea
A Presentation by
Alan Diamond
See You There!
2. In order to succeed financially
the Festival By The Sea
needs to raise its profile
within its target market and
pursue multiple revenue
generating streams.
3. Began in 1985 as the Cultural Component of the Canada
Summer Games
Aimed to provide a broad range of cultural performances
showcasing Canadian talent
Because it’s a community event, the festival charged
admission for only 9 of the 100 concerts offered
Takes place mid-August each year, originally for 14 days
but got trimmed to only 9 in 2000
Pat Pelley (Manager) & Candice MacDonald (Co-Ordinator)
4. Day Distributed Complimentary Sold Used
Day 1 1,014 731 283 704
Day 2 1,023 807 216 658
Day 3 1,107 413 694 1,022
Day 4 930 405 525 845
Day 5 1,021 541 480 880
Day 6 796 513 283 655
Day 7 1,332 510 822 1,219
Day 8 1,448 536 912 1,375
Day 9 1,011 487 524 770
Total 9,682 4,943 4,739 8,128
6. Festival Month Duration Location
Oxegen July 4 days Kildare, Ireland
Electric Picnic Aug./Sept. 3 days Laois, Ireland
Glastonbury June 3 days Somerset, England
Tomorrowland July 3 days Boom, Belgium
Coachella April/May 3 days California, USA
8. Festival Dates Ticket Price
Festival de la Bale June 6th – June 11th $5 - $25
Française
Loyalist Heritage July (Dates Vary) Free Admission
Festival
Nesbitt Burns & July 13th – July 15th Free Admission
Blues Festival
Buskers July 21st – 23rd Free Admission
Mostly Mozart July 18th – July 27th Free Admission
Festival
Festival By The Sea August 11th – 19th $11-$20
9. 1. Define the Target Market
2. Guerilla Advertising
3. Smartphone Application
4. Competition
5. Making the Festival “Green”
6. Celebrity Endorsements
7. High Profile Acts
8. Camping
9. Technology
10. Volunteers
10. 1. Look at your current customer base
2. Check out your competition
3. Analyze your service
4. Choose specific demographics to target:
a) Age b) Location c) Gender d) Income Level
e) Education f) Marital/Family status g) Occupation h) Ethnic background
5. Consider the psychographics of your target
6. Evaluate your decision
11. a) Allows you to focus on the features and benefits of
your event that differ from others.
b) Communication lines are more clearer.
c) More simple to know where & how to market your
services.
d) Creates opportunities to partner with other
businesses that offer complimentary services.
e) Be proactive with who you want to do business with.
12. A marketing tactic in which a company uses surprise and/or
unconventional interactions in order to promote a product or
service. Guerrilla marketing differs from traditional marketing
in that it often relies on personal interaction and generally has a
smaller budget, and it focuses on smaller groups of promoters
that are responsible for getting the word out in a particular
location rather than on wide-spread media campaigns.
13.
14.
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18.
19.
20. 8 million people in Canada own a Smartphone.
On average, Smartphone users have 27 apps on
their phone.
On average, 81 minutes daily is spent on mobile
apps.
66% check their favourite app at least once a day!
44% check their favourite app several times a day!
21. Friend Finder
Interactive Map
Photo Up loader
Map Marker
Advertising Space
22.
23.
24. 115.3 million number of nights spent away
from home by Canadians travelling within the
country during July & September.
17.3 million the number of nights spent at
campgrounds during the summer; in comparison
to 14.8 million nights spent in hotels or motels in
Canada.
7.8 million the number of trips taken by
Canadians to attend a festival/fair/exhibition.
25.
26. On average, 15% of Canadians are willing to
pay extra to attend an environmentally-friendly
event.
90% of all households in Canada use some sort
of recycling program.
26% of Canadians
consider the environment
the top issue facing
the country.
27. It is a universally
accepted fact that
celebrity
endorsement can
bestow special
attributes upon an
event that it may
have lacked
otherwise.
28. Celebrity endorsements are impelled by
virtue of the following motives:
Instant Event Awareness and Recall
Celebrity values Define and Refresh the
event’s image.
Celebrities add new Dimensions to the event’s
image.
Instant Credibility or aspiration PR coverage.
Convinces customers to attend the event
29.
30. Social Media
Website
Partnerships
Sponsorships
Volunteers
31. If Festival By The Sea were to use
even half of the recommendations
given, not only would they soar in
profits but they would have an
outstanding event for years to come.
Roisin - Talk about energy consumption and that infrastructure can be built eco-friendly
Roisin
Alan - Ashley Green, Leonardo DiCaprio, Alexander Skarsgard & Kate Bosworth, Vanessa Hudgens & Her non-famous ex More celebrities = more paparazzi = more PR!!!