The ALIVE Music Festival aims to bring people together through music, food, scenery, and memories. Held at Avila Beach Golf Resort, the festival prioritizes health, adventure, sustainability, and laidback vibes. Target attendees are 22-year-old extroverts who meet new people and create content. The festival director oversees teams for coordination, marketing, operations, and more. Detailed timelines cover planning from 9 months to 1 day before the event. Marketing includes activations at Cal Poly and social media contests. Registration uses Eventbrite and RFID wristbands. Food, drinks, rentals, and more are sourced from local vendors. Forage Kombucha is proposed as a

1. BROUGHT TO YOU BY: LINDSEY RUTHERFORD AND HAILEY BAUER

2. ALIVEALIVE Music Festival’s goal is to remind
individuals of what matters most in life:
the connections we have with one
another & what we love. We hope to join
people together with music, food,
beautiful scenery and lifelong memories.
Ultimately the choice is yours: to exist… or
to be ALIVE.
ABOUT

3. THE
LINEUP

4. THE VENUE
AVILA BEACH GOLF RESORT

5. Self Care
Adventurous
Sustainable
Laid Back
TARGET AUDIENCE
ATTENDEE LIFESTYLE
Our attendees prioritize their bodies and mental health
They value new experiences and seek out adventure
and meeting new people
They care about the environment and
practice eco-friendly habits on a budget
They are easy going individuals who enjoy the simple
things in life

6. Personality: Extrovert, Adventurous, Fun, Student on a Budget
Behavior: Inclusive, Curious, Lives a Sustainable Lifestyle
Age: 22
Motivations: Meet new people, Create content for Instagram, Try new things, Create
Memories with Friends
Interests: Hanging out with friends, Listening to Music, Social Media, Hiking & Camping
Instagram Followers: 31.3k
Meet Ashley
TARGET
AUDIENCE
ATTENDEE PERSONA

7. Leads event strategies, sets the vision of the festival,
builds the team, allocates the budget, and manages
internal and external partnerships.
EVENT DIRECTORS
T E A M R O L E S
E V E N T C O O R D I N A T O R
M A R K E T I N G M A N A G E R
G E N E R A L / O P E R A T I O N S M A N A G E R
A S S I S T A N T
Oversees the entire event process, supervises the rest of
the team to make sure nothing is missed, communicates
regularly with Event Directors to make sure the day-to-
day work aligns with the overall vision.
Responsible for marketing, PR, and outreach. In charge of
the strategy and execution of event communications in
regards to traditional and experiential marketing before,
during, and after the event.
Oversees all of the logistics of the festival: budget, making decisions about
technology and researching the tools we need to invest in (cashless payments,
loading money on wristbands, etc.) Delegates tasks to other members of the team.
Helps facilitate the relationship between event team and partners. Helps arm the
sales and customer teams with valuable event data and helps track sales
performance on event outreach. In charge of the entire marketing technology stack,
and should ensure that all your event data is synced. “Go-to” person for anything
related to what happens on the day of the event at the venue.
Reports to the Event Coordinator. Handles day-to-day tasks: filing
purchase orders, scheduling meetings, ordering supplies. Must be very
organized and detail-oriented.

8. E X P E R I E N T I A L D E S I G N E R
In charge of all the festival’s visual components: website,
instagram posts, emails, social assets, decor, branded
swag. Works closely with the Event Coordinator on the
creative development during the festival’s promotion
phases
F I N A N C I A L M A N A G E R
Oversees finances and budgeting throughout the
event. Responsible for the oversight of invoices,
taxes, expenses, and revenue.
P R O D U C T I O N M A N A G E R
In charge of lighting, porta potties, logistics, etc.
V O L U N T E E R M A N A G E R
In charge of recruiting, interviewing, and hiring volunteers.
Plans and manages volunteer orientation and the training
volunteers receive that day. Sends out volunteer manual
with written volunteer job descriptions and contact
information. Oversees volunteers day of.
S P O N S O R S H I P R E L A T I O N S
S E C U R I T Y M A N A G E R
In charge of ingress, egress, organizing a security team,
perfecting festival check-in and checkout.
Responsible for acquiring sponsors before the event and
the sponsorship pitch. Manages sponsorship accounts
leading up to the event. Follow up post-event and continue
the relationship into the future.
T E A M R O L E S

9. Choose a date
Figure out the story we want to tell at the event
Outline expectations, goals, objectives for the
festival
Book Artists
Arrange contracts
Complete negotiations
Decide date for deposit payments to be made
Hire staff highlighted in "Team Roles"
Create Marketing Plan
Prepare graphic marketing materials
Plan marketing activation at Cal Poly
Arrange Mustang News Advertisements
Marketing manager in charge of creating and
managing website and social mediaInstagram,
Facebook, Twitter Coordinate social media
giveaways and plan them for: 4 months, 2
months, and 2 weeks prior to ALIVE)
Set up ticketing webpage & social media outlets
Create app for attendees
Get tickets on sale! (at least 4 months prior)
Eventbrite ticketing on ALIVE’s website
GA vs VIP
Assign prices based on approximated budget and expected
number of attendees
Set up RFID wristband pairing with each ticket
Contact the following to let them know we have booked an event
Our Staff
CHP Security
EMT
SLO County Sheriffs
SLO Ambulance
Restrooms
Waste Management
CAL Fire
Lighting & Sound
Stage Tech
Insurance
Infrastructure
Weather back up plan
Approximate budget
Establish a risk management plan
Decide what company would be best to sponsor ALIVE
Decide sponsor based on similar values as ALIVE’s
Create and present sponsorship pitch to the
company Sponsorship secure and coordinate logistics with
sponsor
TIMELINE
2-9 MONTHS PRIOR TO EVENT DATE

10. TIMELINE
1 MONTH PRIOR TO EVENT DATE
Meet with security team to go over day of plans
Confirm 70 security guards
Line up and secure volunteers
Interview/screen each individual applicant
Order restrooms and waste receptacles
Guerilla Gardening
Secure food & beverage local vendors
Beachwalk BBQ food truck (Paso Robles)
Taqueria 805 food truck (SLO)
Zen Dog food truck (SLO)
Shaka Shak shaved ice food truck (Pismo Beach)
Gusto on the Go food truck (SLO)
Sidecar Cocktail Co. Mobile Bar (SLO)
Tap Truck Mobile Bar (SLO county local beer &
wine)
Secure rental vendor
All About Events
Secure Audio Visual vendor
Audio Visual Solutions (SLO)
Secure logistics vendors
Security
Miller Event Management, Inc.
Parking
City of Avila Beach Parking
Permit Insurance
City of Avila Beach
Avila Beach Golf Resort
Pay artist deposits
Sign contracts with:
CHP (onsite 1 hour before doors open and stay until everyone
has vacated the premises- 4 officers & 2 vehicles)
SLO County Sheriffs (onsite 1 hour before doors open and
stay until everyone has vacated the premises- 4 sheriffs & 2
vehicles)
EMT (4)
SLO Ambulance (1 onsite during entire event)
Create a flexible layout for the venue
Continue monitoring ticket sales and evaluate marketing strategy
Adjust marketing plan if needed

11. Bring staff and volunteers in for infrastructure set up
Tents
Tables
Chairs
Water stations
Trash cans
Fences
Restrooms
Parking layout
Ticket operations
Medical tent
Backstage set up
Order ice & water
Make sure all food & beverage vendors have ordered
all supplies and are ready to go
Check weather and change accordingly (tents, etc.)
Contact security with final event attendee numbers to
see if we need to add/remove any staff
Send out arrival details to all staff, vendors, artists,
volunteers, etc. (7 days prior)
Hold volunteer orientation (7 days prior)
Continue monitoring ticket sales and evaluate
marketing strategy
Set up stages and food & beverage vendor booths
Restrooms and trash receptacles get delivered and
set up
Sound & lighting delivered and set up with certified
stage tech present
Light towers delivered and move in place for night
events
Decor set up
Review all logistics and timelines
TIMELINE
1-7 DAYS PRIOR TO EVENT

12. All event staff & volunteers arrive at 6 am for final setup
Event staff checks final parking layout operations
Concert promoters and ticket staff arrive several hours before artist arrives for setup
Artists arrive
Guerrilla Gardening arrives early to set up all trash and recycling bins
CAL Fire arrives onsite with the inspector to do inspection 5 hours before doors open. Event manager & General Manager do a site walk
through the venue with them
CHP arrives and is in place when parking lots open. General Manager has a briefing with each officer prior to parking lot opening
Sheriff's arrive when the parking lot opens and stays in the parking lot until gates open. 2 stay in the lot to manage the crowd and 2 return
inside the venue.
Security & parking staff
10 arrive in the morning to secure venue and the rest of the security and parking staff arrive 1.5 hours prior to parking lot opening
Security briefing 1 hour before doors open with all security staff and managers, venue management, promoters, artist management
EMT & Ambulance arrive and in place when doors open
Stay calm & positive
TIMELINE
DAY OF EVENT

13. Clean up event & thank everyone
Wrap up with sponsors
Document notes on what did/didn’t go as planned for
future
Contact press for an overview of the accreditation
Begin evaluation
Finalize final budgetary items and calculate
profits/losses
TIMELINE
POST EVENT

14. WHO: Cal Poly students
WHAT: "Guess that Song"
Ten students wear headphones, music begins and the first student to stand up and name the song title receives a
point (extra point for naming the artist). All songs played will be by artists on ALIVE's Lineup. The top 3 students
with the most points after 20 minutes will win 2 free tickets to ALIVE.
WHERE: Cal Poly University Union
WHEN: UU Hours (11am - 12pm)
WHAT ELSE: Selling tickets and ALIVE Merchandise
MARKETING
ACTIVATION CAMPAIGN AT CAL POLY

15. MARKETING
SOCIAL MEDIA
One free concert ticket
Individuals must like ALIVE's photo
Must follow ALIVE
Must comment 3 friends they want to attend with
Reposting the graphic counts as entering twice
The contest begins on Monday and ends Sunday
Winners selected at random and announced on ALIVE's Instagram story
4 months prior to event date
FORAGE KOMBUCHA X ALIVE - 2 free concert tickets and free Foragew Kombucha at ALIVE
Contestants follow the same rules as Giveaway #1
This time, indidivuals can enter via ALIVE's Instagram and Forage Kombucha - doubling winning chances
2 months prior to event date
ALIVE Merchandise - T-shirt and pop socket
Encouraged to post a photo on Instagram doing something that makes them feel truly alive
Winner selected at random and announced on Instagram
2 weeks prior to event date
1.
a.
b.
c.
d.
e.
f.
g.
2.
a.
b.
c.
3.
a.
b.
c.

16. MARKETING
MUSTANG NEWS ADVERTISEMENTS
Mustang News will advertise ALIVE periodically throughout the 9
months prior to ALIVE. This will be done in their printed newspaper,
social media, and radio station.
Announcements will include:
ALIVE's date, time, location, motto, how to purchase tickets, giveaway
information
GOAL: To reach target auidence - Cal Poly students

17. MARKETING
PRINT ADVERTISEMENTS AND TEXT UPDATES
Print Advertisements
Local restaurants and stores
with their consent
Around Cal Poly campus
Farmer's Market downtown
San Luis Obispo on Thursday
evenings
Flyers with ALIVE logo and
festival information will be
handed out at:
Text Updates
After purchasing a ticket
via Eventbrite, attendees
will be given the option to
opt in to text updates
These updates will include:
reminders about ALIVE, the
link to download the ALIVE
app, and giveaway
notifcations and details

18. REGISTRATION
TICKETING
All sales conducted via Eventbrite found exclusively at
www.ALIVEMusicFestival.com
Attendees will input their personal information upon purchasing
(full name, address to deliver RFID wristband to, email, phone
number, age, gender, opt in/out to text updates)
Purchase options: VIP or GA
Timed 10 minute checkout
Post Purchase: Conformation email

19. REGISTRATION
ALIVE APP
ALIVE Music Festival App
Attendees will receive download instructions via
email upon ticket purchasing.
The app is designed for attendees to create a
custom schedule of their favorite artists when
they are about to go on stage.
Included is a map where patrons can see the
nearest emergency exit, restrooms, food and
beverage stands, and much more.

20. REGISTRATION
RFID WRISTBANDS
Each attendee will receive a wristband via mail upon
purchasing a ticket
Encrypted RFID chip that acts as a physical ticket
Upon arrival, patrons must be wearing their wristband to
enter the festival
Scan the valid wristband and walk into the festival
After passing through security first
Will walk through 1 of 4 entrances whrere they will
then stand in 1 of 10 lines
VIP and GA will have separate entrances and the
wristbands will be different colors
Easily differentiate if patrons are entering through
correct lines and standing in the correct festival
viewing areas

21. FOOD
Beachwalk BBQ Food Truck
Taqueria 805 Food Truck
Shaka Shak Shaved Ice Truck
Gusto on the Go Food Truck
BEVERAGE
Sidecar Cocktail Co. Mobile Bar
Tap Truck Mobile Bar
RENTALS
All About Events
HOTEL
Avila Beach Golf Resort
Avila Lighthouse Suites
SECURITY
Miller Event Management, Inc.
SOUND
Audio Visual Solutions
PARKING
City of Avila Beach Parking
PERMIT INSURANCE
City of Avila Beach
Avila Beach Golf Resort
VENDORS

22. SPONSORSHIP
FORAGE KOMBUCHA X ALIVE MUSIC FESTIVAL

23. Sponsorship Goals
SPONSORSHIP
FORAGE KOMBUCHA
Sustainability Health
Forage Kombucha is dedicated to
creating a product for people who
lead an eco-friendly, busy life on a
budget & it is easy to transport and
recycle
Forage is a kombucha company that
uses the healthiest products and
delivers that health to their
customers- not to mention the
delicious taste
“Forage is fully committed to leading the
charge for a healthier and more accepting
world”

24. A partnership of two companies who share the same
goals; expanding their network together.
ALIVE and Forage would make a great fit, considering
the two brands and target audiences closely resemble
one another.
Increase in exposure to customers and brand awareness
for both companies.
SPONSORSHIP VALUE
FORAGE KOMBUCHA X ALIVE

25. Access to post on ALIVE Instagram page,
including a giveaway campaign
Multiple flavors of Forage Kombucha
available to purchase at many locations at
festival
Most importantly: a long lasting
relationship & friendship with ALIVE Music
Festival
Forage logo over stage
VIP after party & exclusive tent at festival
PARTNERSHIP
ASSETS
WHAT WILL FORAGE KOMBUCHA GAIN?

26. MEASURING RETURN
ON INVESTMENT
FORAGE KOMBUCHA X ALIVE
Ticket trafficking using link on Instagram bio & the number of
new followers and likes received after posting on both ALIVE
and Forage Kombucha's social media
Social Media
Brand Awareness
Sales Gain leads from Forage tent & VIP after party to follow up with after the festival
Attendee exposure and interaction with Forage to become familiar with the brand

27. SOCIAL MEDIA
FORAGE KOMBUCHA X ALIVE
Take a look at what could be
Forage Kombucha’s sponsorship
post on ALIVE’s Instagram +
Forage Kombucha’s AD on ALIVE’s
website
@ALIVEMusicFestival
@ALIVEMusicFestival

28. VOLUNTEER
MANUAL
WHO WE WANT
ALIVE music festival is searching for volunteers who are excited to be a
part of the attendee experience. We want people who love events and
believe in the success of the festival as much as we do. ALIVE wants
volunteers who we can trust will make us proud even when we aren’t
looking.

29. VOLUNTEER
REQUIREMENTS
REQUIRED:
Outgoing personality
Fan of Music
Detail Oriented
At least one year of hospitality
related experience
PREFERRED:
Cal Poly Student
Studying EIM/RPTA
Must be able to lift and/or carry
up to 40 lbs
Ability to stand for extended
periods of time
Excellent people skills
Valid Driver's
License and
reliable
transportation to
Avila Beach Golf
Resort

30. VOLUNTEER INTERVIEW
Priority: having a genuine conversation
Going over expectations and goals
Asking their motivations and experience
Past volunteering and their roles
Why they want to volunteer at ALIVE
Reviewing timeline
Appropriate attire
Comfortable and uniform
Notifying selected volunteers via email
Sending reminders prior to the festival
Overview:
Follow-Up:

31. ORIENTATION
Welcome all new volunteers
Introduce staff
Review administrative procedures
Parking, restrooms, breaks
Conduct a venue tour (45 minutes)
Inform of ALIVE’s mission, goals, and objectives
Review timelines
Assign and breakout into role-related training groups (1- 1½ hours)
Outline roles, expectations, responsibilities, tasks
Meet and Greet Lunch! (1 hour)
Mingle, exchange contact information, arrange rides if needed
Regroup; Q&A (20 minutes)
Reiteration of the importance of volunteers to ALIVE
Next steps and Thank you!
Program:
(Conducted 1 week prior to ALIVE)
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a.
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a.
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a.
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32. VOLUNTEER ROLES
Set Up
Clean Up
Parking
Security
Entrance/Arrival
Registration Help Booth
Departure
Vendor Relations
Restrooms
Merchandise
Floaters

33. FOLLOW UP
Each volunteer will receive a post-orientation email including a Volunteer Manual
including:
Staff and volunteer directory
Mission statement
Date, Time, Location of ALIVE
Summary of ALIVE’s goals
Check-in procedures
Rules and Regulations
Overview of the training for each role
Encouraged to read all the role responsibilities
Thank you!

34. DAY-OF RESPONSIBILITIES
Check in with Volunteer Manager
Receive location assignment
Begin Set-Up for Day 1 at designated location
Duties will shift from “Set-Up” to “Gametime”
Volunteers will be expected to follow through with their tasks explained of them during
orientation
Any questions will be directed at the Volunteer Manager
Tear down station, prepare for the following day
Recap what went well and what did not with fellow volunteer teams
Upon Arrival
Festival Begins
Post Festival

35. THANK YOU
ALIVE MUSIC FESTIVAL