Evaluating an Event

As I mentioned in previous Blogs, one of the ways Judi and I occupy our time on the long trips home from a visited event, is to complete an informal evaluation of the event. This series will explore some of the events aspects that we discuss.

Curb Appeal

How an event looks and feels is very important! It not only enhances the visitor experience, but encourages people to both come back and to tell their friends. As I mentioned under Advertising and Promotion, “Word of Mouth” is the best kind of advertising!

Out-Of-Town Visitors (Continued)

• Visitor Shuttle Bus - If your event is going to attract a lot of overnight guests, setting up a shuttle service between accommodations and an event grounds is a good idea.
• Communications Plan - As an out-of-town visitor to most events, Judi and I are often frustrated that there is no way to communicate with event organizers on the day(s) of the event. I feel that all events should have an “active Event Telephone Number” that can be called and will be answered during an event. The number should be well published on the event’s website. The number could be an organizers cell phone or home phone. If a business number is not available or a cell phone is used, it should always be on full charge and have no “dead zones”. At the very least, well identified staff, volunteers should have a “walkie-talkie” communications system, so at least communications can be relayed throughout the event from visitors and vendors/performers alike.
• Visitor Coupons - The way to a visitor’s heart is “Free stuff” or at least a good “savings”! Offering visitors “local business” savings coupons, are a great way of adding value while helping out the local economy. A word of caution, however, the “coupons” should have good perceived value, offering “junk coupons” will only disappoint visitors.

As out-of-town visitors, when we evaluate an event, especially those promoting themselves to “outsiders”, we take all of these areas into consideration. This, along with “directional” and “informational” signage are top priority.

(To Be Continued)

Evaluating an Event

As I mentioned in previous Blogs, one of the ways Judi and I occupy our time on the long trips home from a visited event, is to complete an informal evaluation of the event. This series will explore some of the events aspects that we discuss.

Curb Appeal

How an event looks and feels is very important! It not only enhances the visitor experience, but encourages people to both come back and to tell their friends. As I mentioned under Advertising and Promotion, “Word of Mouth” is the best kind of advertising!

Out-Of-Town Visitors

This final section in “Curb Appeal” is only necessary if an event is hoping to attract out-of-town visitors. The Ontario Government has set up a number of Regional Tourism Organizations (RTO’s) throughout Ontario. One of their main mandates is to promote overnight tourism to their Regions. This includes the co-ordination of events, attractions, restaurants and accommodations. If an event is looking to obtain support from their Region, they will have to include provisions for out-of-town visitors. Here are some ideas that might help attract out-of-towners.

• Area Visitor Packages – Event organizers should be aware of existing Regional Visitor Packages and include them in their marketing. They should also make sure they are included in Regional Marketing (other are attractions).
• Tour Groups – Most tour group businesses are looking for interesting events to take their customers to. If you want to attract these types of visitors, you have to plan for them. For example, most groups come via bus. You’ll need plenty of parking for the buses. It would be good to have a staff member on hand to greet the tours and to assist them with information and services. Many tours are for older visitors or foreign visitors. Anything an event can do to accommodate these visiting groups will go a long way to attracting them. Considering services such as accommodations, meals, activities, and, even shipping services. This last service is especially of benefit to vendors selling larger items that aren’t easily transported on buses. Working with a courier service could pay big dividends to visitors, vendors and the festival/event.

(To Be Continued)

Evaluating an Event

As I mentioned in previous Blogs, one of the ways Judi and I occupy our time on the long trips home from a visited event, is to complete an informal evaluation of the event. This series will explore some of the events aspects that we discuss.

Curb Appeal

How an event looks and feels is very important! It not only enhances the visitor experience, but encourages people to both come back and to tell their friends. As I mentioned under Advertising and Promotion, “Word of Mouth” is the best kind of advertising!

Admission Fee

It’s always hard to know how much to charge for an event. It’s even harder to evaluate. Costs are normally a result of several factors. The hard costs to run an event (activities, rent, fencing, etc.) The amount of external income received (grants, vendor fees, sponsorships, etc.) And the reason for holding the event (profit, charity, non-profit, etc.) When I  evaluate an event's pricing, I try to take these influences into consideration, but I think I look more at the value of the experience. If an event charges nothing but also offers a poor visitor experience, then the “visitor experience” is low and the "value" is low. Conversely, an event can charge a lot, but give exceptional “visitor experience”, in that case the value is high and therefore visitors will feel they have  received good value for dollars spent. Likely, somewhere in the middle is where most events would like to be, “good value for money/time spent”. My philosophy is “promise a reasonable amount, but give a lot more than what is expected”!

(To Be Continued)

Evaluating an Event

As I mentioned in previous Blogs, one of the ways Judi and I occupy our time on the long trips home from a visited event, is to complete an informal evaluation of the event. This series will explore some of the events aspects that we discuss.

Curb Appeal (Continued)

How an event looks and feels is very important! It not only enhances the visitor experience, but encourages people to both come back and to tell their friends. As I mentioned under Advertising and Promotion, “Word of Mouth” is the best kind of advertising!

Event Staff     

Event Staff, paid and volunteer, can set the whole tone of a visitor’s experience. Unfriendly or none responsive staff are like putting a “DO NOT ENTER” sign up. I believe that the first encounter should be extremely positive. Here are some thoughts:

• Knowledge – ALL Staff should be completely trained on how to greet and interact with event visitors. Organizers should not “assume” that their volunteers know how to do this. It may seem simplistic, but it’s a process that is often missed by organizers. Also, staff should be knowledgeable on all aspects of the event. If it’s a really large event, staff should know who and how to contact the people who are experts in their area. There should always be a backup person to answer questions. Illness and accidents happen, so having backup is important.
• Communications is also important. ALL Staff should be able to communicate with one another. There is nothing more embarrassing and frustrating for both staff (volunteers) and visitors, if communications are not immediately available!
• Identification – Event Staff, especially those expected to interact with visitors should be easily identified. A minimum of event hats and or T-shirts should be worn. Name Badges are also a good idea. Anything you can do to make visitors feel welcome, will be a benefit to your event. The same as instructing staff how to greet visitors. This is a small courtesy, but one that is often missed but goes a long way to enhancing the “visitor experience”!
• Information Booth – Where possible, events should set up at least one information booth. It should be well marked and close to the event's main entrance. The booth should contain well informed staff, lots of event literature, and area information. As I have mentioned previously, excellent communication devices are a must! It’s a good idea to include a “lost and found” at the information booth. Finally, having a well trained and organized staff that are easily identifiable and can communicate well with one another is one of the most important aspects of a well run event.

(To Be Continued)