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

5. Total Sponsorship for 2000  $225,513

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

7. Attendance
250,000
200,000
150,000
100,000
50,000
0

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.

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

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.

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

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.

32. Any Questions?