Festival and Event Management in the 21st Century
by Scott A. Sumner
Paul Gudgin from the UK, internationally renowned festival and event specialist, was in Thunder Bay to speak and lead at a two day work shop organized by the Ontario Arts Council and the Thunder Bay Funders Network. The theme of the event was festival and event management using 21st Century marketing and fundraising methods and social media for improved programming and bottom line.
“ All the best festivals make you say it could only happen here. That is why Augusta is so good for the Masters. How can we make an event special for us. Also how can we make our program different with new approaches,” said Paul Gudgin. In addition the workshop talked about how to get sponsors involved and what is in it for them including web site usage, social marketing and tactics as to how to get bigger. You can get your governments involved in the events as well. “ Thunder Bay is good with some real beauty here and some rough underbelly. In festivals and event terms it is great to have the contrast. Don’t ignore the underbelly as it makes it interesting. I came here from Winnipeg and you can say the same thing about them,” said Gudgin. “ Being geographically isolated can in some ways be a plus. There are many festivals that are quite inaccessible but can be an attraction. Isolation is not the dominating factor. Big cities may not have the energy to get the event going like a smaller setting.”
