I
was watching “Speed TV” a week ago and “Dave
Despain” was interviewing the new president of USCA (United States Auto
Club). Despain asked the new president how he was going to improve USAC. His
reply was simple. They were going to have to change, to appeal to more people,
to appeal to different demographic groups.
This interview started me thinking about festivals and events. I remembered a conversation that I was part of. It happened a few years ago. We were talking about the future direction of a major festival. One of the principal organizers thought for a moment about the direction of his portion of the festival and then said, “You know, we’ve been pretty successful over the years, I don’t see any need for change.” In his mind this was absolutely true. His portion of the festival is still going, but, in my mind, it seems to be losing the vitality it had a number of years ago.
I wonder of how many other festival and event organizers refuse to consider change as part of the management process? I believe too many! I worked in the wildlife conservation banquet business for over 20 years. Most banquets are still using the same fundraising formula that was used when I entered the business! Today’s banquet proceeds and attendance is considerably down. I am not advocating that change has to be done on a wholesale basis. I think that evaluation of your event regularly and then comparing it to today’s realities is important and necessary! Looking into the future and planning for it is just smart business! Consider all the corporations that no longer exist because they couldn’t accept change and embrace it!
This interview started me thinking about festivals and events. I remembered a conversation that I was part of. It happened a few years ago. We were talking about the future direction of a major festival. One of the principal organizers thought for a moment about the direction of his portion of the festival and then said, “You know, we’ve been pretty successful over the years, I don’t see any need for change.” In his mind this was absolutely true. His portion of the festival is still going, but, in my mind, it seems to be losing the vitality it had a number of years ago.
I wonder of how many other festival and event organizers refuse to consider change as part of the management process? I believe too many! I worked in the wildlife conservation banquet business for over 20 years. Most banquets are still using the same fundraising formula that was used when I entered the business! Today’s banquet proceeds and attendance is considerably down. I am not advocating that change has to be done on a wholesale basis. I think that evaluation of your event regularly and then comparing it to today’s realities is important and necessary! Looking into the future and planning for it is just smart business! Consider all the corporations that no longer exist because they couldn’t accept change and embrace it!
There
is a major, very successful event in the Kitchener-Waterloo area, the K-W
Oktoberfest. I was at a conference where the Executive Director talked about
his festival and how they developed a new 5-year plan. He told us that they did
this re-evaluation regularly and that they were in the process of revamping
their volunteer program. It wasn’t because their program and volunteers were
bad; actually it was quite the contrary. Their volunteer program was second to
none! It is just that they wanted to offer their patrons and visitors a Disney-like
experience. To accomplish this, it meant re-educating and re-focusing their
volunteers. A huge task, but well worth it!
Festivals
and events are a major part of all our communities and far too important to
wither up and die!
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