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FestivalNet

Bob Baker

When you promote yourself via e-mail or with the words you use on your web site, you have a choice. You can be straight-forward and matter-of-fact (also known as bland and boring). Or you can communicate with pizzazz.

Case in point: My friend Gregg Hopkins plays in a band called The Melroys. He could have sent a run-of-the-mill e-mail to promote a recent show, including the rudimentary club name, address, phone number, etc. Instead, he sent this:

Git yerself down to the Broadway Oyster Bar tonight where The MELROYS will present our little Rock and Roll fandango. The food is delicious, the adult beverages are cool and refreshing, the music will be swinging, and you'll fit right in with the other beautiful people there. Showtime is 9-1. See ya there!

Gregg Hopkins
TheMelroys.com

P.S. Any person peeved by perpetual pestering such as this posting will be promptly purged from this list upon proper petition.

Ya gotta admit, this short message is a fun read -- which leads one to assume that a Melroys live show will be a fun event. And that's smart marketing. (The only thing I might add is an address and phone number of the venue for those fans who might not know where it is.)

So don't be afraid to show your personality. In fact, go out of your way to do something fun or different or creative any time you communicate with the public about your music. Got it? Good.

Use Hypnotic Descriptions
Here's another example from a longtime musical pal, Michael Schaerer. In this recent e-mail, he does a great job of painting word pictures of the venues he plays and describing what it means to him:

Read more here!

The holiday season is a special time for many people. A time that brings families together, and a time of celebration. When creating your winter crafts, keep in mind the types of decorations and activities that are popular with this time of year. Here are a few helpful ides for your holiday creations:

OrnamentsMany families enjoy putting up a holiday tree, and look forward to decorating it together. Try offering unique ornaments that will help commemorate this holiday season for years to come. Since ornaments are something that can be passed down through a family, use coloring techniques for your particular medium that will help it keep from fading. That way future generations can enjoy that decoration just as much as the first.

PajamasWhat's cozier than curling up by a nice warm fire in your PJs in the winter time? If you excel in clothing or just want to give it a try, consider making soft, durable pajama sets or nightshirts. Winter-related designs such as snow, snowmen, candy cane, reindeer, polar bears, and so on can adorn your design in a very festive way.

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Qualitative (descriptive) data can come from many different sources and is beneficial in many ways. Comments & feedback from attendees, vendors and volunteers, examining foot traffic patterns through the festival grounds, and assessments of festival signage & layout are all great examples of qualitative data. Often, this data is overlooked in lieu of traditional quantitative measures, such as economic spending, marketing effectiveness, and event satisfaction data. Although traditional quantitative measures are extremely useful to festival organizers, qualitative measures prove just as beneficial to their productions. But why bother with collecting qualitative data?

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1. Your attendees are diverse and (mostly) intelligent. Listen to them!

Overall, your event attendees are people who come from diverse backgrounds and work skilled jobs in a wide variety of fields. While they may not be experts at planning & executing events, their area of professional expertise can offer relevant viewpoints that can be applied to your decision-making processes. Additionally, your patrons most likely attend other events throughout the year, so they are able to provide unique insight into other successful production ideas they have experienced elsewhere. Capturing comments pertaining to their individual experiences & mindsets can prove to be quite meaningful.

2. Many festival & event attendees differ greatly from the organizational staff.

Known as groupthink in psychology, members of an organizational & planning committee have a tendency to agree with each other and create harmony within the group. They also have a tendency to think alike and may not consider a broader range of viewpoints or options. Typically, event attendees have little bias or in some cases different biases. They come to the festival with a different set of expectations and are able to comment in ways that perhaps you were not considering.

Read more here!

Consumers will be logging on ecommerce sites searching for holiday gifts and deals very soon. The traditional kickoff for holiday buying is Black Friday - the day after Thanksgiving. Last year, Black Friday sales through the following Monday, 'Cyber Monday', accounted for 18% of total online holiday sales. U.S. online sales topped $1 billion on Cyber Monday alone. Perfect your marketing and delivery plans as the year's most lucrative shopping season draws near. Here we have created a few tips to be get the most from this season:

• Consider Free Shipping - Users are more inclined to buy, especially around the holiday season, if shipping is free. Many people are expecting to pay a few dollars more for shipping, but they will show their thanks for free shipping by taking advantage of the promotion and buying a few extra items.

• Send Holiday Themed Email - Try sending newsletters with holiday-oriented content. Timely, holiday-oriented content is generally well-received by the general public. This is a way for you to showcase features products and give customers additional visual gift ideas. Inform them the promotions are available for a limited time and don't forget to mention the gift cards!

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If you think all you have to do is gather a few exhibits, buy some entertainment, advertise what is going to happen... and the folks will bang down your door!

WRONG! It's not that easy!

First off, today's leisure-time market has more options with entertainment than "Carter has liver pills." There are virtually dozens of events every weekend in Anytown, USA, tugging at your customer's jacket. You have to fight sports on TV, Sunday shopping hours, the kids' soccer games, and discount movies.

You need to razzle-dazzle them and promise 'em the silver cup or else you're just another ho-hum event. The only foreseeable problem is: If you don't deliver the glitz and the silver cup, you might as well pack up and become "another thing of the past."

Have you been reading the trades lately? I'm sure you'll agree, events are changing. More commercialism. Festivals are now after the 30+ demographics, and motion picture producers are going for the 14- to 26-year-old.

Do you remember when we had the video boom? Record sales went bonkers. All those 45's our children used to buy were put on the back burner; the new priority was to be a video jockey. Now here we are with records, cassettes, and almost CD's a thing of the past. You can't even buy a record player anymore. Music is now downloaded straight to our iPods.

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Ari Herstand

I've played over 500 shows in 40 states and have booked nearly every show myself (I'm still DIY). I started, though, in my (former) hometown of Minneapolis. Before ever leaving the state (of Minnesota for those struggling with geography) I had chalked up about 30 local shows.

From the moment I made the decision that a performing songwriting career was to be my life (mid-freshman-year of college after giving my dad a near heart attack) I began playing out as much as possible. I made a local goal: sell out the Varsity Theater.

The Varsity Theater is a 700 person capacity venue in Minneapolis just off the University of Minnesota campus. Nearly every band that has toured through Minneapolis has played it at some point. I lived a block from it when I decided to make music my life. I'd walk by it every day from the sub shop I worked at and salivated as I passed the 40 foot tall marquee with a hot touring act's name in lights.

In one year, I not only played the Varsity Theater, but filled it. And two years later I sold it out.

Before even thinking of touring you need to figure out how to conquer your local market. It sounds a little aggressive to say conquer, I suppose. Hipsters would say "simultaneously satiate the collective consciousness of the city." But I say conquer (because it's a true battle � and hipsters are assholes)

You have to figure out early on what your niche is going to be. Everyone has one. I started with the University of Minnesota (of 40,000 students). Hardly a small niche, but a niche nonetheless. I was part of that community so I understood the hot coffee shops, Greek houses, dorms, the grassy mall, the union, had friends at the newspaper and on the ultimate frisbee team and so forth. I took a blanket approach and plastered the campus with posters for every show � just to get my name out there and begin the conversation. I also started playing every possible venue on campus (in coffee shops, dorm lounges, bars, open mics, music venues, sorority lounges�yup, frat houses�bro, and�elevators (that's another story). Eventually everyone started to take notice.

One person seeing a poster or a Facebook ad or a YouTube video won't get them out to your show. They have to be hit from multiple angles and from multiple people.

Read more here!

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Many people starting a food concession business are unaware of the variety of business opportunities that are available to them. They have a vague notion there is money to be made but cannot imagine exactly how. The business becomes a little clearer knowing most concession businesses fall into one of two categories; stationary and temporary.

A stationary food stand is essentially a conventional "storefront" operating full-time from a single location. Storefront carts, drive thru coffee trailers, indoor food kiosks, and street side food stands - to name only a few - are all considered stationary food stands. A temporary food booth, on the other hand, sells food at a different location on a daily or weekly basis. These concessionaires set up their booths at a variety of temporary events, such as fairs, festivals, sporting events, auctions, concerts, open-air markets, and special-interest events - nearly any place that a large group of people is temporarily gathered. A stationary food stand, like any business, stays in one location and waits for customers to come to it, whereas a temporary food booth takes its business to the customers. It is this mobility, or lack of mobility, that makes them very different. In order to better understand the unique nature of the concession business, and to imagine the variety of opportunities the business has to offer, it is helpful to explore the differences between the two.

Do not let my biases influence you. Although some people may hate certain aspects of a stationary food stand or a temporary booth, others may find these same characteristics are just what they seek in their businesses.

Read more here!

GET THERE EARLY!!!

There are some vendors who get to the shows very early and some who get there just minutes before the event starts. Since it takes us a long time to set up, we are one of the early birds. As time goes on, things can become more hectic by the minute. It's nice to get there, unload, park the vehicle and set up. Whatever works for you.

The squeeze. In a lot of events, a 10x10 space is exactly what you get. Your canopy is 10x10 and have you ever found yourself getting to an event where canopies are set up on each side of you and they have 'squeezed' you out. Like, you are short several inches which makes propping up your canopy difficult. One time in Clovis I arrived there somewhat late (coming from the Bay Area in the wee hours of the morning) and found that I only had about 4 feet for my space. Each space was supposedly 10x10, but a number of vendors used a 'few extra inches' and I ended up with that. They had to push their canopies over to allow me to get in. I must say that was not very easy to do.

Get to your event early. It's hell waiting at the end of a street for cars/vans/trucks to unload. Plus as time goes on, people do get stressed out. Also, if there are any problems with your space, etc., you can get things worked out a lot easier (if possible).

Read more here!

Heather McDonald of about.com

In general, the end of year holiday season is a difficult time for indie labels and bands to compete with the majors and all of their holiday, best of and greatest hits releases. That doesn't mean you can't live it up during the season with a little fun of your own. These ideas may not be big money makers, but they can be a great way to give your fans something special for the holiday season. There are ideas here for bands and labels alike, so everyone can get into the holiday cheer.

Here's How:

Plan a Holiday Gig:

A holiday show in your hometown is a great way to show your fans a good time during the season (and give them a break from visiting family and office holiday parties). Go for a small venue and deck it out in seasonal glory to give the show a personal feel - your gift to your fans. Other ideas to bring the holiday spirit to your show:

• Free entry for everyone OR
• Donate all of the door money to a favorite band charity (and remember, no guest lists at charity gigs!)

1. Release a Special Single:

It may be hard to release a new album for a small indie label or band after October, when the roost is being ruled by major label, "big bang" releases, but that doesn't mean it isn't a good time to bring something special to your die hard fans. Release an unreleased version of a fan favorite, a remix, a cover song, or a b-side you have sitting around. You can release this single as a download through your website to keep your costs down, but you could also release it as a CD (or even CD-R with special artwork). The idea here is to do a limited run. Want to make it really special? Think 7".

2. Release a Holiday Themed Album:

This one follows a little bit from the previous suggestion, but whereas the idea there is to release a special, limited edition song that is in keeping with the music you usually make, this one is all about singing holiday songs. Put your own spin on holiday favorites or create a few new holiday classics of your own.

3. Holiday Newsletters:

You know those annoying "what we've been up to this year" newsletters you get from distant relatives? Well, you can take this idea and run with it for your band or label (of course, you will want to be slightly less annoying and way more interesting). Give everybody a reminder of the highlights of the past year and sneak peak of what you planned for the next one. This is a good way to remind people about releases you have that might make great holiday gifts and get the word out about upcoming tours. Send the newsletter to your fans and your press contacts.

Read more here!

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The economic impact that festivals & events have upon local communities can be profound. In the industry, the focus is often on "Direct Economic Spending" or "Economic Impact Assessment" in reference to the figure that represents the amount of money produced by the festival or event. In this article, we will explore attendee spending & economic impact assessments to highlight the processes & benefits of conducting this type of research. Oftentimes, the terms "Direct Economic Spending" and "Economic Impact Assessment" are used improperly. The difference between these two measurements is subtle in text but monumental in meaning. Direct Economic Spending refers to the total amount of money spent in a city or county as a result of a festival or event. The total amount spent per person for different types of attendees (most often residents and non-residents) is calculated and extrapolated for the total attendance. An Economic Impact Assessment is far more detailed. Essentially, it starts with Direct Economic Spending numbers and traces how money flows through & impacts the community as it is spent and re-spent.

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The trailer food business is, by nature, a fusion business. It blends the best efforts of gourmet chefs with the street food medium. Yet some food trailers have taken the fusion concept a step further and created their menu with a blend of two or more culinary cultures. Here is a sampling of fusion food you can find in the mobile food scene in Austin:

The Peached Tortilla: Asian + Southern Comfort

Web:thepeachedtortilla.com

Suggested dish:Pad Thai Taco ($3) - Chicken or tofu sauted in a traditional pad Thai sauce, bean sprouts, peanuts, lime wedge.

Story:Former attorney Eric Silverstein was born in Japan. Having traveled throughout Asia to China, Bali and Singapore, he has been exposed to different cultures and foods from an early age. At ten, he moved to Atlanta where he learned about the sultry influences of southern cuisine. When he started his food truck concept, it made sense to mingle the best of both worlds and utilize both Southern and Asian cuisine with the tortilla as his pallet. Thus, the Peached Tortilla was born.

Read more here!

Blake Guthrie

As a working musician who is also a working music journalist I've made friends in both fields of the music industry, so I feel I have something to offer to this topic outside the traditional methods.

The number-one thing to consider when approaching a journalist is first-contact. Do you want to make first-contact via e-mail or snail-mail (which still works, by the way) or in person?

If you choose e-mail, be concise, professional and personal. A professional music critic receives so many e-mails a day that he or she can't keep up with them. A short personal note up front just might be the trick to being remembered, because then they will feel the need to respond.

If you choose snail-mail show them your handwriting somewhere, like a note in the margin of your press release, to grab their attention away from what they are used to seeing in the typical press release.

If you choose to make first-contact in person, congratulations. Actually meeting a music journalist in person for the first time is like a trifecta when it comes to scoring good press. It becomes much harder for someone to ignore you when they have actually met you face-to-face and shaken your hand.

The thing to remember upon meeting the music critic is that the critic is a music geek, just like you. State your name and what you do but then proceed to talk about OTHER music besides yours. They will remember you then. After that FOLLOW UP. The follow-up is the key to getting press. They don't care about you, but you do care about them, so FOLLOW UP (this tenet involves exchanging contact info, which should go without saying).

Outside of meeting the writer in person, do your research. The first major press I ever received as an artist came from researching the tastes of the three music writers in my local paper. I realized after doing the research that only one of these writers would be into my music. I sent a personal e-mail inviting him to my show, opening for another act he had written about in the past. Upon meeting the writer after the show the first thing he said to me was "I never would've come out early to see you if you didn't send me that e-mail."

Read more here!

In today's festival & event industry, the need for strategic sponsor partnerships is greater than ever. In order for festival organizers to obtain these high-value partnerships, sponsors are constantly requesting to see research data that demonstrates a quality match between festival and event attendees and their product or service. Survey research is one of the most effective ways to obtain that needed data.

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As heat waves continue to roll across the nation, planners who have upcoming outdoor events may tend to panic. How in the world are you going to keep your guests cool and comfortable if the weather turns blistering?

Of course, there are always portable air conditioners and fans, but if that stretches the budget or exceeds the power supply, you have some other options.

A Cool Damp Towel

Nothing feels more refreshing than a cool, damp cloth when the temperature is feverish. You can offer your guests that sensation with individualized, 100 percent cotton, pre-moistened towels. Patterned after the traditional oshibori nakins offered before a meal at restaurants in Japan, they can be used on hands, faces or even feet. It's a snap to chill down the packages in a refrigerator or freezer before the event.

These napkins come in different sizes and scents including lemon, lavender and peach mango. They are also available unscented. A nice added touch is that you can customize the packaging to include your branding or sponsor information. One source: www.wtowel.com.

Drink a Watermelon

Guests will appreciate a nice cold drink, and it's even better spiked with a little jolt. Here's a fantastic summer drink from our friends at Feastivities Events (www.feastivitiescatering.com) in Philadelphia. It's easy to make in large batches, and is a luscious thirst-quencher.

Read more tips on here!

• VOA (Voice of America) Featured "Green Crafter" 2010
• Best of American Jewelry Artists (book) 2010
• Midwest Home's "Greenest Artist" American Craft Council (St. Paul, MN) 2010