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Festival by the Sea Presentation

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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.

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.

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  • Alan
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  • Alan
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  • Alan – Kit Kat Ad
  • Alan - IWC Watch Ad
  • Alan - IKEA Ad
  • Alan - Kung Fu Panda Ad
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  • Roisin
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  • Roisin - Talk about energy consumption and that infrastructure can be built eco-friendly
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  • Alan - Ashley Green, Leonardo DiCaprio, Alexander Skarsgard & Kate Bosworth, Vanessa Hudgens & Her non-famous ex More celebrities = more paparazzi = more PR!!!
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Transcript

  • 1. Festival By The Sea A Presentation by Alan DiamondSee 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 UsedDay 1 1,014 731 283 704Day 2 1,023 807 216 658Day 3 1,107 413 694 1,022Day 4 930 405 525 845Day 5 1,021 541 480 880Day 6 796 513 283 655Day 7 1,332 510 822 1,219Day 8 1,448 536 912 1,375Day 9 1,011 487 524 770Total 9,682 4,943 4,739 8,128
  • 5. Total Sponsorship for 2000  $225,513
  • 6. Festival Month Duration Location Oxegen July 4 days Kildare, IrelandElectric Picnic Aug./Sept. 3 days Laois, Ireland Glastonbury June 3 days Somerset, EnglandTomorrowland July 3 days Boom, Belgium Coachella April/May 3 days California, USA
  • 7. Attendance250,000200,000150,000100,000 50,000 0
  • 8. Festival Dates Ticket PriceFestival 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 FestivalFestival By The Sea August 11th – 19th $11-$20
  • 9. 1. Define the Target Market2. Guerilla Advertising3. Smartphone Application4. Competition5. Making the Festival “Green”6. Celebrity Endorsements7. High Profile Acts8. Camping9. Technology10. Volunteers
  • 10. 1. Look at your current customer base2. Check out your competition3. Analyze your service4. Choose specific demographics to target:a) Age b) Location c) Gender d) Income Levele) Education f) Marital/Family status g) Occupation h) Ethnic background5. Consider the psychographics of your target6. 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.  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!
  • 14.  Friend Finder Interactive Map Photo Up loader Map Marker Advertising Space
  • 15.  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.
  • 16.  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.
  • 17.  It is a universally accepted fact that celebrity endorsement can bestow special attributes upon an event that it may have lacked otherwise.
  • 18. 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
  • 19.  Social Media Website Partnerships Sponsorships Volunteers
  • 20.  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.
  • 21. Any Questions?