What I found... by Bill Ronay
This past rain-threatened Saturday found me at an annual community event. I was there the entire day. What I found was an obvious, growing trend... Inexperience and procrastination, neither are of any benefit to anyone.
Previously held another Saturday in May, this year's show had been moved to the third Saturday. The event directors seemed to assume word would get out. It didn't. The new parade director/event coordinator, a local professional business owner, used his adrenaline of enthusiasm and eagerness to learn quickly.
Local promotion of the event with little emphasis on its changes had been limited to area radio stations and the two weekly newspapers. Their one-week push prior to the event had little effect beyond the immediate market.
"Everyone knows the festival is going on and they turn out anyway, " according to a ten-year vendor from the area. The fact her booth was one of less than a dozen craft displays among the total of forty others didn't seem to register with her.
What I learned...
It had been a waiting game. The show committee had made changes, but waited to do what little marketing they did. Longtime committee members were hoping new members would take up the reigns. These hardworking volunteers had busy schedules. They had too little time, so waited too late to give changes a fair chance of success.
Even I was not aware of the date change. Vendor applications, the few which had been sent out, were mailed later than usual. There is no web site for the event. Information about the event is incorrect. Media's emphasis had been placed on entertainment which, in real-time, seemed to be why festival visitors came.
"Waiting and hoping" was obvious here. The festival had presented itself much as it had done for generations. Expecting response from past participants and reliance on an aging reputation, the gamble of waiting did not pay off.
The crowd of 1200 could have been larger. It has been dwindling for many years. The number of vendors could have been greater. It, also, has been dwindling for years.
Not Alone...
The reluctance to market events is more obvious across-the-board.
On a recent visit to a South Carolina festival, I found this same hesitation. Budget cuts, the "current economic condition" (Oh how I dislike that terminology!) and some Good Ol' Boy politics had forced delays in publicity, marketing and community awareness efforts.
The result was an event heavy on good entertainment, low on vendor quality and disappointing bottom lines.
Take the initiative...
Any fair, festival or special event failing to meet minimum expectations is not worth the time and talent it takes to be a participant. Timely promotion, marketing, exhibitor relations, quality focus, innovative event development...are ongoing responsibilities of the presenting organization.
I believe the trend of "Waiting and Hoping" isn't working. And quality exhibitors are reacting by not showing. Buy/sell, community organizations, and local businesses seem to be filling exhibit space at community events more frequently. Community shows have strayed from the premise of art and craft and are now simply selling 10'x 10' spaces.
Exhibitors, offer your community festival committees some advice. Tell them how they can provide you the opportunity to make money and to get your product known. Almost always, committees have regularly scheduled meetings. Offer to speak to them for 15 minutes at one of the meetings. Often, the committee members are not exhibitors themselves. They need your input.
