Five Good Reasons to Attend the WFEA Conference

1. Learn how to sell sponsorship and increase your bottom line during several sessions offered at the conference
2. Whether you are a big or small event, this seminar has plenty of sessions for everyone
3. AI and Your Event - Learn from the experts what to use and not
4. There is something for everyone - from how to make money to how to produce your event
5. Hear from the best presenters - Becky Genoways on How to Make Non-sponsorship revenue, Paula Beadle on How to Sell Sponsorship, Karen Foster on DEI, Joe Muharsky on AI, and Nick Dodds for a worldwide perspective

An extra 6th reason! Plenty of sessions for fundraising event professionals on how to raise more money at your gala, golf tournament, etc.

WFEA Annual Conference

October 29-31, 2024

Hyatt Regency

Bellevue

Sponsorship Trends

Paula Beadle, Sponsorship Marketing Association

Selling sponsorship has changed significantly in the last five years – learn from one of the top strategists in the country on what the trends are, the results of surveys that have been completed, and what that portends of this important part of the marketing mix for the future.

Boost Sponsorship Revenue by Creating Target Market Zones Within Your Event

Brett Gorrell, Seafair

Maximize your event's sponsorship potential by identifying the reality of your current value propositions and then develop target market zones within your event, to attract new sponsors. Learn to transform your event into a multifaceted experience, attracting diverse sponsors and maximizing revenue streams.

Creating a Strong Benefits Package for Your Proposals

Melissa Jurcan, Compass One at Amazon

Demographics, business-to-business opportunities, heightening visibility, hospitality, activation, exclusivity. All or part of this list could be important for you to help sell that sponsorship. Learn how to add value to your sponsorship packages.

Sponsorship Retention and Sponsorship Evaluation

Amy Lindsey, Riverfront Spokane

Most sponsorship managers will tell you that it is far easier to renew a sponsor than to go searching for a new one. Learn how to “Under Promise and Over Deliver”, and the importance of an effective sponsorship evaluation program as a part of your retention program.

KEYNOTE:

A Global View on the Challenges and Opportunities for Festivals

3:15 - 4:15 PM



Nick Dodds, Festivals and Events International

The former director of the Edinburgh International Festival and the London Cultural Olympiad and a consultant for events in Europe and the U.S. will draw on his past and present experiences and focus on the mixed world picture with rising costs of talent and overhead effecting the survival of events promotors survival. Learn about new ideas that can be used to help bolster the financial and cultural aspects of your event.

Building Public Policy for Festivals and Events

4:30 p.m.

Brad Jones, Visit Bellevue, Panel Moderator

Learn how Bellevue has become the model for events, with cities and tourism officials working together.

Creating Economic Impact

5:30 p.m.

Panel discussion by representatives from State of Washington Tourism and Destination Marketing Organizations.

WFEA is partnering with State of Washington Tourism to create a platform for measuring the economic impact of Festivals and Events. Learn how this partnership can greatly boost the finances of the festival and event industry. The Event Impact Calculator measures the economic value of an event and calculates its return on investment to local taxes. Armed with this information, destination organizations and CVBs are better prepared to make the case to policymakers and stakeholders for the ongoing development and growth of the events.

Opening Reception

Hosted at Forum Social House

6:30 p.m.

Sponsored by Visit Bellevue

OPENING SESSION:



Show Me the Equity Workshop

8:15 – 9:15 a.m.

Karen Foster, KF Curates

Build events, foster belonging, and learn more about DEIB in the event industry. “The Show Me the Equity” workshop aims to create awareness and provide actionable insights to promote equity and inclusivity for event professionals and in the event planning process. Karen is a champion for equity and believes in creating spaces to inform, educate and empower others to take bold action and create change within their communities and corporate spaces.

Breakouts

9:30 – 10:15 a.m.

The Latest in Non-sponsorship Revenue

Cari Dixon, Washington State Fair

The Washington State Fair has been an industry leader in developing new programming and revenue sources. Learn the latest in group ticketing, corporate discounts, ticketed event experiences, staging corporate parties during events, and employer-hosted activations.

Agri-Tourism Events: Food is Medicine

Trevor Lane, WSU Community and Economic Development

Food and nutrition play a crucial role in rural areas, as community health needs come together at the crossroads of both environmental and business ecosystems. Agritourism is a promising practice that can bring people to farms, festivals, or fairs for education and entertainment while helping small communities sustain production and cultivate growth. This session describes how agriculture and health intersect and create robust interdisciplinary opportunities for rural, tribal and farming communities to thrive.

Looking at Sponsorship Through Your Sponsor’s Eyes

Kristi Ellefson, WaFd Bank

Many festival and event managers make the fatal error of not researching their potential sponsors, stumbling into corporate offices with little knowledge of the companies’ marketing and other objectives. Learn how to avoid that mistake!

Engage your Guests to Give - Tools on how to excite your audience.

Gazala Uradnik, GFS Events; Amanda Korb, Blue Ink

From interactive experiences to personalized engagement tactics, we'll talk about creative ways to elevate guest experience and maximize fundraising outcomes. Discover how to cultivate an atmosphere of excitement, connection, and generosity that leaves a lasting impact.

Music and Your Event

Nick Dodds, Festivals and Events International

It’s the fastest growing type of festival in the country, and along with it has come rising costs. Learn how you can best book talent and add or improve the music at your event.

Breakouts

10:30 – 11:15 a.m.

Embrace the Evolution: Emerging Trends Reshaping Best Practices for Festival and Event Organizers

Erika Olsen, Winthrop Rhythm and Blues

Phil Megenhardt, Fremont Fair

Gain invaluable perspectives from industry leaders Erika Olsen of Winthrop Rhythm and Blues Festival and Phil Megenhardt of Fremont Fair as they share insights on navigating change and charting a course towards excellence in event organization. Explore cutting-edge strategies, from technology integration to sustainability practices, and equip yourself with the knowledge needed to elevate your events to new heights. Join us as we embrace the evolution together."

Event Sustainability: How Can we Take Small Green Steps One at a Time 

Eddie Redman, Grand Event Rentals

Kim Ashworth, Ashworth Awards

In this session we will go through cause and effects of climate change, and then examine what we can do one step at a time to change the world through out event industry. 

10 Activities To Improve Your Mental Health

Dr. Joshua Jones, Providence

Engaging in pleasant activities is associated with better mood – including participating in or attending an event. Learn how the festival and event industry is part of an effective treatment plan to make people start to feel better from Dr. Joshua Jones, a licensed psychiatrist.

The Ten Most Important Things You Can Do to Maximize Your Event Revenue

Becky Genoways, Genoways Event Management, Rockford, Illinois

Are you 100 per cent efficient in capturing your event revenue? The keys to maximizing efficiency and accountability are people, products and process. Whether you’re just starting out in the industry, or you’ve been involved for years, this session will help keep you ahead of the curve.

Attracting and Managing a New Generation of Volunteers

Chuck Denney, City of Tumwater

Volunteers are essential to the success of most festivals and events – unfortunately many of them disappeared during and after COVID. This session will provide you with tools and resources to maximize your volunteer program recruitment and management efforts.

Network Supplier Lunch

11:30 AM

Discover the latest trends in our industry – each table at the lunch will be hosted by a vendor/exhibitor, who will distribute materials and discuss the merits of their product with fellow table members. During the lunch, you will be able to visit with several suppliers.

Breakouts

2:00 – 2:45 p.m.

The Importance of a SWOT Analysis of Your Event

Jon Stone, Jon Stone Consulting

John Thorburn, Bold Hat Productions

Meredith McIlmoyle, Anacortes Arts Festival

Assessing the Strengths, weaknesses, opportunities and threats of your event are extremely important to help develop your future and strategic planning. Hear from two experienced professionals who have used the results very effectively.

Tips For Selling Alcohol Legally and Safely at Events: Part One

Beth Lehman, Washington State Liquor Control Board

Here’s what festival event organizers should know about this very important subject as they develop their food and beverage plans. The WSLCB Licensing and Enforcement divisions will educate you on how to have safe and legal events with alcohol, the deepest dive yet at a WFEA conference on this important subject. They will cover all types of licensing, ways to obtain and sell alcohol, and relationships with alcohol industry members at events.

Festivals and Events as Part of the Tourism Mix

Representatives of Destination Marketing Organizations

Because festivals and events are being recognized as generators of economic impacts in their communities, they are being recognized more than ever as an integral part of the tourism industry.

Best Practices for Event Production Part I

David Doxtater, The Workshop

No organization has mastered the art of producing complex event experiences like The Workshop. Learn how to build an event, hire the right professional staff and volunteers. Also discover best practices for effective communications systems, public safety, staging and technical planning.

Why Do Non-Profits Stage Fundraising Events

Shelly Tolo, Tolo Events

Shauna Smith, Corporate Engagement and Events Officer from EvergreenHealth  

Out of all the ways that non-profits fundraise – charitable giving, capital campaigns, donor solicitation and others – staging a charitable event is often the most time-consuming and cumbersome way to generate funds. However, events are a great way to visualize your mission and to mine for prospective donors.

Breakouts

3:00 – 3:45 p.m.

Tips for Selling Alcohol: Part Two

Beth Lehman, Washington State Liquor Control Board

This session will concentrate on indoor fundraising events and cover the do’s and don’ts while conducting an auction gala.

Selling Sponsor in a Mid-Sized Town – Why We Sponsor What We Do

Howie Ruddell, Ruddell Auto, Port Angeles

Jerry Allen, Seven Cedars, Jamestown S’Klallam Tribe

Too many times we look at sponsorship through our event’s eyes, instead of through the eyes of our sponsors. Learn how you can increase your sponsorship revenues by learning what drives the needs of your prospective partners.

Breaking Barriers, Building Community: Creating Equitable, Diverse, and Inclusive Event Experiences

Karen Foster, moderator; Ashley Young, City of Tacoma; Deci Evans, Kind + Co Events; Loni Greninger, Vice Chair, Lower S’Klallam Tribe

Join us for an engaging panel discussion addressing the barriers faced by underrepresented communities in events and festivals. Our esteemed panelists will share their perspectives on both the challenges and opportunities in crafting more inclusive spaces. We'll explore actionable strategies to ensure equitable access, celebrate cultural diversity, and foster a genuine sense of belonging for everyone. 

Best Practices for Event Production Part II

David Doxtater, The Workshop

A continuation of David Doxtater’s 2 p.m. session

Get it Right From the Start: Selecting the Right Security Provider

Mike Reichert, Axis PNW LLC

Oftentimes, selecting your security provider is the last decision an event organizer makes and is generally determined by budget constraints. However, your security partner will be the face of your event, interacting with all of your guests, securing assets, executing the security plan and responding to emergencies. Having the right partner is critical to event success and requires a review of many important considerations.

Breakouts

4:00 – 4:45 p.m.

Election Tuesday: How Will It Affect Your Event?

H. Stuart Elway, Ph.D, Crosscut/Elway Poll Director

Hear analysis from Stuart Elway, who has been measuring and analyzing public opinion since 1975, directing hundreds of research projects locally and around the country for large and small businesses, associations, non-profits, foundations, public agencies from federal to local, and media outlets. He directed the Seattle Times Washington Poll from 1984-2000 and started The Elway Poll in 1992, which became the Crosscut.Elway|Poll in 2018, the only on-going, non-partisan analysis of public opinion in Washington state.

Elway has been consistently rated among the top pollsters in the country, including two recent election cycles when it was one of only six pollsters in the country with an “A+” rating from fivethirtyeight.com. In addition to being regularly quoted in Northwest media, Elway has appeared on every television network and been quoted in nearly every major newspaper in the country.

Making Your City a Destination by Staging Events

Amy McGuffin, Kittitas Chamber of Commerce

Marc Abshire, Port Angeles Chamber of Commerce

Festivals and events play an important part in bringing visitors to cities. Hear from two chamber executives who actively create events to increase economic impact for their communities.

Revenue Accelerator: Proven Tactics to Skyrocket Your Food, Beverage and Merch Sales

Brenton Webster, FastBar Technologies

Join Brenton Webster, CEO of FastBar Technologies, for an insider’s guide to unlocking untapped revenue at your events. With nearly two decades of experience in events and technology, Brenton will share actionable strategies that have helped over 300 events in the past year alone, boosting their food, beverage and merchandise sales. Discover how to sidestep common pitfalls that can cost events hundreds of thousands of dollars in lost revenue and learn practical, battle-tested techniques that could double your earnings. Don’t miss this chance to elevate your event’s sales performance walk away with a proven toolkit for success.

Working With Your City

Kiah Patzkowsky, City of Seattle; Ashley Young, City of Tacoma; Sean Douglas, City of Vancouveer

It’s important to include your city as a partner in your event, so that they can help you navigate through the many permits and regulations that affect your event.

WFEA Awards Dinner

5:30 PM

Presented by U-Cool Refrigeration

Help us recognize the best in our industry, as we welcome new inductees into the WFEA Hall of Fame presented by Grant Event Rentals, the State’s Volunteer of the Year presented by Stages Northwest and the winners of the Summit Awards, presented by Honey Bucket.

Also recognized will be the next graduates of the WFEA Certification Program presented by Ticket Tomato, the Event Supporter of the Year sponsored by Morgan Sound, the Event of the Year presented by Alexander Party Rentals, Event Organizer of the Year sponsored by CORT Party Rental, Event Producer of the Year sponsored by Green Latrine, and the Rising Star Award presented by Bellevue Lighting.

Breakouts

9:00 – 9:45 a.m.

Event Security, Part I: Tabletop Mock Training Exercises

Frank Sebastian, Emergency Management Group

Tabletop exercises (TTX) are a vital component of emergency preparedness, providing a structured yet informal environment for participants to discuss their roles and responses to hypothetical emergency scenarios. These exercises are designed to enhance understanding, identify procedural gaps, and improve coordination among participants, which typically include emergency managers, first responders, event managers, and other critical personnel. By simulating a variety of crisis situations, from natural disasters to security breaches, participants can evaluate and refine their emergency plans in a low-stress setting. This proactive approach is crucial for effective disaster recovery and crisis management, ensuring that when an actual emergency occurs, all parties are well-equipped to respond swiftly and effectively, minimizing the impact and facilitating a quicker return to normalcy.

Standout-ness: How to Separate Yourself From the Clutter and Be a Benefit to Your Sponsors

George Sharp, Thurston County Economic Development Council

This session is both for you as a professional and for your festival or event. You will learn ideas on how to be seen as leader and expert in your field and community, as well as how to have your festival or event standout from the 1,000’s of festivals taking place annually. Learn how the National Lentil Festival was in the New York and L.A. Times in its second year of existence in 1990 and how the Tiny Town of Bucoda, Washington and their first year Boo-Coda Spook-Tacular Festival received an estimated $100,000 of earned media in 2018, including a 2 minute segment on King5 News.



Insider Tips on The Important Parts of an Event’s Operations Plan

Alby Allen, Ballard SeafoodFest, Winthrop Rhythm & Blues

Many events that we attend seem chaotic, and most of the time that’s due to a poor operations plan. Learn about the importance of proper communications systems, and how to develop relationships with your vendors, who are extremely important to the success of your event.

Best Practices for Event Budgeting, Part I

Chris Ortolano, Stages Northwest

Learn about a proforma budget template, financial scenarios and assumptions

Breakouts

10:00 – 10:45 a.m.

Finding Success in a Small Market – No Excuses, Only Opportunity

Sacha Sanguinetti, Birch Bay Chamber

Learn about the advantages and disadvantages of staging events in a small market. Your staff may be smaller, but it’s easier to make personal connections. Don’t get caught in the trap of doing everything from your office – in person visits make things happen more often than keystrokes.

Your Story is a Song

Patrice O'Neill, Wintergrass

All of us want people to be excited about the things we present. In a world awash in content, how do you make your story stand out? It’s not what you think. Regardless of whether you are talking to fans, grantors, or sponsors, buzz words don’t work. In this hands-on workshop you will get to practice how to think about your story like a songwriter. A songwriter has a very limited amount of time and words to create a compelling story aimed at a connection that sticks. Every word costs $1000. How are you going to spend your stash? 

Accelerating Events with AI: Practical Applications

Joe Muharsky, Teamatorium, Eric Corning, Seafair, Jeremy Gilchrist, WFEA

A cross-industry panel of experts will delve into the potential (positive and negative) of AI in the event industry. Discover how AI-driven solutions are revolutionizing event planning, enhancing attendee experiences, and streamlining operations. Gain valuable insights from real-world examples, and engage with industry professionals as they share their experiences and answer your questions. This session will include Q&A with panelists, offering valuable insights for anyone interested in leveraging AI.

Part II – Event Security Mock Table Top Training

Frank Sebastian, Emergency Management Group

Continued from 9:00 session.

Best Practices for Event Budgeting, Part II

Chris Ortolano, Stages Northwest

During the conclusion of this session, teams will work together and report back on a fictitious budget

Breakouts

11:00 – 11:45 a.m.

Funding Your Event

Natalie Maitland, Fort Worden Hospitality

Fundraising is a vital part of keeping your non-profit event alive. Learn more about development and marketing strategies that help you and your organization stand out amongst the clutter whether it be with your donors or other grant programs.

Washington’s Statewide Support for Festivals and Events

Karen Hanan, Washington State Arts Commission

Karen Hanan has fought for funds to support the arts as long as she has been the director of ArtsWa. Learn what’s in store for events in the new year, including grant opportunities.

The Future of Festivals: Navigating Emerging Technologies

Joe Muharsky, Teamatorium

This session explores the future of festivals and events in light of emerging technologies. We'll explore how technology advancements, including AI, robotics, VR/AR, and energy are shaping the industry, discussing both the opportunities they present and the challenges they bring. The session will conclude with a Q&A segment, providing a platform to address questions and concerns about these technological advancements and their potential impact on the events industry.

Increase Profits Through Your Customer Experience: When Your Customers "Trust in the Process," You'll Become the Only Option

Kevin Nash, Bellevue Lighting

In today’s competitive market, a standout customer experience is more than just good service—it’s a powerful driver of profitability. This session will explore how building trust through consistency and transparency, creating a seamless omnichannel experience, and personalizing interactions can transform satisfied customers into loyal advocates. By mastering these key strategies, you’ll not only increase customer satisfaction but also position your business as the go-to choice in your industry.

Part III – Event Security Mock Table Top Training

Frank Sebastian, Emergency Management Group

Continued from 9:00 and 10:00 sessions

Closing Session: An All-Star Lineup

Best Practices for Managing Music

12:00 – 1:30 p.m.



Bonnie Lackey, Alexander Party Rental, moderator

Recording artists Merrilee Rush (“Angel in the Morning”)

Billy Mac, band director for Rush and author of “My Oh My: The Dave Niehaus Story

Doug Heath, lead guitar player for Paul Revere and the Raiders 

Attorney Jim Varnell, whose clients include Garth Brooks

Kell Houston, Houston Productions

Jon Stone, Jon Stone Consulting

Hear from all sides during this session – from legendary artists, a legal expert, and talent sellers and buyers. Learn how you can provide the best experience for your musicians and audience.