Festivals and Events Ontario

The other day I traveled to Brantford to the offices of Festivals and Events Ontario (FEO). FEO is the voice of Ontario’s festivals and events. (Website: http://www.festivalsandeventsontario.ca/) I was honoured to be asked to act as one of the judges for their 2008 Achievement Awards. This is where festivals and events submit entries for various achievement categories. There were 8 judges and we were split up into teams to handle the 100 or so submissions. As I looked through the submissions assigned to our team, I was struck by the professionalism and energy of the individual or committees who had made the submission. Reading through these submissions started me to think about FEO and all the festivals Judi and I had visited in 2007. I wondered how many of the festivals we had visited were members of FEO. When I returned home, I went onto my computer and the FEO website to find out. Of the 46 that we visited, 22 were members, 17 were not and 7 were deemed attractions. Some of the 17 might have been members through their municipality. To be honest, I couldn’t understand why all of them weren’t FEO members. It’s such a great organization to belong to! FEO not only provides a unique networking system with other festivals and events, they provide a direct link to quality suppliers. And now they offer free on-line educational seminars. If this isn’t enough, they hold an annual industry conference in February. It’s fun, interesting, educational and inspiring! I wondered why all of Ontario’s festivals and events were not joining. I was pretty sure all of the events we visit new about FEO, after all, the way we found out about all the festivals and events we visited was through the “Festivals & Events in Ontario Guide” produced and published by FEO in partnership with Ontario Tourism. It‘s hard to believe that these festivals are unaware of the association and its roll in the industry. So, why don’t they join? Perhaps it’s the cost, but I am sure that if a festival or event considered what they were gaining versus the cost, cost would be a non-issue. I believe that most don’t understand the benefits of membership? I think this is the key. If this is the case, whose responsibility is it? Is the festival’s executive? Is it the FEO and its members? Do they need to push harder to get their message out to the non-members? I think it’s a combination of all these factors. However, whatever the reasons, there is a missed opportunity on both sides.

From thinking about membership, I started wondering why there weren’t more submission. Yes, quite a few had been submitted, but when you think how many great festivals and events there are out there, the number of submissions was much too small. Believe me; I know we visited of a number of festivals that should have made submissions in at least one or two of the categories. To win one of these prestigious Achievement Awards is an honour that a festival can take to the bank (sponsors, volunteers and visitors). To be the best of the best is definitely something to strive for. When I asked why there weren’t more, someone said to me that a lot of festivals think it is just too much work, especially the ones whose events are held at the end of the year. Personally I think this is a lack of planning on the part of the festival organizers. The planning of a festival or event takes places months before the actual event takes place. Why don’t festivals and events make an Achievement Award submission part of their strategic planning? That way, no matter when the event ends, it is just a matter of gathering up all the support materials and submitting them. Everything else, applications and summary sheets would have been completed prior to the event being held. Since the awards promote excellence, the added advantage is that the organizers would have had to take this into consideration when planning the event! So no more excuses festival organizers, include Achievement Award submissions in your event planning. And, a thought for FEO, start your promotion of the Achievement Awards right after the annual convention, don’t wait until later in the year. Plus, why not create an easy to follow on-line tutorial that will help festivals and events with their submissions. This will not only help experienced submitters, but will help and encourage first time submitters.

Here is my final thought. While our group was judging the Achievement Awards, another group was reviewing numerous submissions from all over Ontario, all vying to be one of the top 100 festivals in Ontario. This number was increased this year. Previously only the 50 top festivals were chosen. There are thousands of festivals and events held each year in Ontario, so being chosen as one of the top 100 festivals and events is quite an accomplishment. I can’t imagine why any festival or event wouldn’t strive to be in this elite group! Like the Achievement Awards, being one of the top 100 means bankable prestige. Sponsors like to be associated with winners. Volunteers like to know that their efforts are appreciated. Festival goers like to believe that they are attending a quality event. And vendors, if you have them, want to feel that they are getting great value for their investment. It is a win-win situation for everyone, more sponsorship money, satisfied volunteers, greater attendance and happier vendors.

Festivals and events are the backbone of Ontario and Canadian Tourism. According to FEO’s website, festivals and events in Canada create over 54,000 full time jobs. They give the federal government $291 million in direct tax revenues. Sports tourism alone accounts for $1.4 billion dollars in annual spending. In Ontario there are over 5,000 festivals and events being held each year giving Ontario an estimated economic impact of $812 million. With so much at stake, it is important that all of us in the industry try to the very best that we can be. Let us all aspire to new heights in 2008!