IslaFest, LLC

IslaFest, LLC

Project by: Nicole Nazarenus, Allie Dickson, Brooke Hyers, Nate Sandage, Debbie Watson April 19, 2011 Music Business 5100

University of Georgia

Music Business Program

MBUS 5100 Spring Project

mbusislafest@gmail.com

www.islafest.wordpress.com

IslaFest, LLC

Festival Summary
What is IslaFest?
IslaFest is a new music festival in St. Simon’s, Georgia and will be held annually over Memorial Day weekend. It started as an idea that Allie Dickson had only dreamed of. For her spring music business project, she presented the idea to her team and they were on board! Through the opportunity to plan this festival, we have come up with the following business plan that will allow Allie to follow through with her idea in the future as a fully functional and incredible music festival.

Our Mission Statement
”To gather the music community in St. Simons, Georgia for a weekend of music and culture to foster appreciation for the arts.”

Contents
In this report, you will find materials demonstrating how the festival will be laid out, how we plan to finance the project, and how we will promote the event in the regional area surrounding St. Simons. • Page 2: Summary of IslaFest Events • Page 3: Map of Festival Site and Venues • Page 4: Sample Press Release • Page 5: Sponsor and Vendor Information • Page 6: Sample Sponsorship Form • Page 7: Sample Artist Market/Vendor Application • Page 8: Marketing and Promotion Plan • Page 9: Website • Page 10: Ticket Packages, Work Exchange, Street Team • Page 11-12: Volunteer Jobs • Page 13: Booking and Band Packages • Page 14-15: Financial Plan and Budget

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IslaFest, LLC

Summary of IslaFest Events
WHAT IslaFest 2011 is the 1st annual, three-day music and arts festival near the sandy beaches of St. Simons, GA, a town long renowned for its love of the Arts and Jazz. St. Simons Island beaches are some of the finest and most pristine in the Southeast. With a temperate year-round climate and picturesque sandy beaches, St. Simons is the perfect place to enjoy Music. WHEN Music on the Outdoor Stages is scheduled for Friday, May 27th from 5:00-10:00 PM, Saturday, May 28th from 12:00 noon-10:00 PM and Sunday, May 29th from 12:00 noon-8:00 PM. The IslaFest Music Venues take place Friday, May 27th from 8 PM-2 AM and Saturday, May 28th from 8 PM-2 AM. The Artisan Market is open on Friday, May 27th from 5:00- 10:00 PM, Saturday, May 28h from 11:00 AM-10:00 PM and Sunday, May 29th from 11:00 AM-8:00 PM. KidsFest takes place Saturday, May 28th and Sunday, May 29th from 12:00 noon until 5:30 PM. WHERE IslaFest Outdoor Stages, IslaFest Art Market and KidsFest are located at the corner of Mallery Street and Beachview Drive. The 2011 participating IslaFest Music Venues are Bluewater Grill, Iguana’s, Mullet Bay, Brogen’s and Rafter’s. MUSIC This is the first year for IslaFest. It will showcase the best in local, regional and nationally recognized talent. This year, almost 50 bands and artists will perform on the IslaFest Outdoor Stages and in 5 of the town's best music venues. IslaFest wristbands are available as 1 day or 3 day passes. Wristbands include unlimited entry to the outdoor stages and participating music venues, subject to age and occupancy. KidsFest and Art Market are free. ART The IslaFest Art Market includes regional visual artists displaying and vending their works. Exhibited work can include ceramics, drawings and watercolor, folk art, furniture, glasswork, handmade instruments, jewelry, mixed media, painting, photography, prints, stoneware, woodwork, or sculpture. Free of charge. KIDSFEST includes a variety of musical performances, hands on projects, educational exhibits, a petting zoo, play ground area, bungee jumping, drum circles, and artistic activities for children of all ages. Free of charge. ISLAFEST CD Starting in 2012, IslaFest will present the Best of IslaFest 2011 CD. Best of IslaFest 2011 will be available at IslaFest.com, TICKETS No tickets are required for the Artisan Market or KidsFest. Wristbands for the Outdoor Stages and Music Venues are $50 in advance for 3 day all access Early Bird Pass, $60 for 3-day All Access Pass, $45 for Senior/Student discount 3-day All Access Pass, $20 for 1 day Pass, $100 VIP Package. See website for more details. Wristbands are available beginning January 1st and are available at www.IslaFest.wordpress.com, select stores, the IslaFest Merch Booth, and all IslaFest Music Venues. Early Bird Pass is available until April 1st.
IslaFest's mission is “to gather the music community in St. Simons, Georgia for a weekend of music and culture to foster appreciation for the arts.”

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Map of Festival Site and Venues

Outside Stages sponsored by: Fendig and Budweiser Night time venues include: Bluewater Grill, Brogen’s, Iguana’s, Raffer’s, and Mullet Bay

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IslaFest, LLC

Press Release
For More Information Contact: For Immediate Release

Brooke Hyers brooke@islafest.com ANNOUNCING THE 1ST ANNUAL ISLAFEST MUSIC FESTIVAL, MAY 27, 28, 29 2011
The 1st annual 3-day IslaFest Music Festival will be held on May 27th – 29th, 2011, in St. Simons, Georgia. This is the summer’s newest festival will soon become a music lover’s favorite festival to attend. This summer IslaFest is proud to bring you the Avett Brothers, Lera Lynn, Packway Handle Band, and many more. For the full line-up of artists check out our website at http://islafest.wordpress.com/. IslaFest is a three day music festival dedicated to gathering the music community of St. Simons, Georgia for a weekend of music and culture to foster an appreciation for the arts. What is sure to become one of the largest musical events in the southeastern U.S., the 2011 festival will feature internationally acclaimed artists, national touring bands, an even some local artists, with more than 20 performances in beautiful settings around the island. Bring the kids along and let them experience the festival too! A special area will be designated “Kids Only” with child-friendly vendors, games, petting zoo, music, and much more. This event is welcome to all ages and free of charge, and will sure to be a fun way to spend the day with the kids. Our artist market provides a festive village atmosphere, with vendors selling jewelry, quilting, fabric, sculptures, figurines, crafts, and much more. Our food vendors will have everything from snack food to full on dinner. Tickets for this year’s festival include a 3-Day Early Bird Pass for $50, which is available for purchase through February 1st through TicketBiscuit.com. Other ticket packages include a 3-Day All Access Pass, Senior/ Student Discount 3-Day All Access Pass, a 1-Day Pass, and a VIP Package. All tickets can be purchased through TicketBiscuit.com. 2011 Line-up includes:

David Lowery Whiskey Gentry John King Band Yo Soybean The K-Macks Lera Lynn
Up Until Now

David Barbie and the Quickhooks Ponderosa Juice Box Widespread Panic Laissez Funk Dead Confederate Drive By Truckers Railroad Earth
For more info go to http://islafest.wordpress.com/

Packway Handle Band

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Sponsorship and Vendor Info
Sponsorship: • • • Showcasing and placement of product at event will provide direct “link” to a wide range of target markets and demographics. Placement of company logo on all promotional materials will provide widespread exposure in the St. Simons area Placement of company logo and product/services information on Facebook and Twitter pages of the festival, as well as on official website, will create widespread exposure and recognition of your business in the virtual world, reaching not only residents of St. Simons but residents of cities all over Georgia and the U.S. as well. • • • On-air radio mention of business as an “Official Sponsor” Sponsor mentions in between each artist set Street team promotions in St. Simons, Athens, Atlanta, and surrounding areas

In addition to the exposure achieved by sponsorship of the current year’s festival we would like to offer our sponsors the opportunity to work as partners with this festival in all of our future endeavors. We believe in building and maintaining strong relationships that will be mutually beneficial in the future. In future years, we would tier the sponsorships depending on donation amounts. We would also like to name each stage after a valuable and returning sponsor. Our V.I.P. party would also be named after one of our sponsors.   Vendors: Our potential vendors consist of a variety of displays in our artist market section and many food and beverage vendors whom would be located throughout the festival grounds.

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IslaFest, LLC

Sponsorship Form
Company Name:_____________________________________________________ Contact Information: Name: __________________________ Email: _______________________________ Address: _____________________________________________________________ Phone Number: _____________________ Website: __________________________

1. Why are you interested in being a sponsor for IslaFest?

2. What level sponsorship would you like to contribute?

3. What is the best way to contact you to make arrangements?

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Artist Market/Vendor Application
Name: ___________________________ Address: _________________________ _________________________________ Email: ___________________________ DBA: _____________________________ Phone (work): ______________________ Phone (home): _____________________ Phone (cell): _______________________

(*email will be our primary form of correspondence with you unless you note otherwise) 1. What type of vending space are you interested in? (Circle one) Artist/Crafter Vendor

2. Please list all items you would like to sell and corresponding prices (use back if you need more space)

3. If you are using anything electric other than lights please list all items here with power requirements.

4. What experience do you have vending to a large crowd? Please list references, with names and numbers.

5. Please describe the appearance of you set up (tents, signs, banners, products, etc.) Please include pictures.

6. Any other information we should know about your operation. (Please use other side)
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Marketing and Promotion Plan
Advertising
Our main interest in advertising would focus on social media and grass roots marketing. We might run a few ads through Facebook. We would also aim to get radio advertisements the month before the festival with local stations in the St. Simons, Athens, and Atlanta areas. One of our potential sponsors is a local billboard company in St. Simons, so we would also start buying space on the more busy roads to advertise the event. Street teams in St. Simons and in Athens would hang flyers and promote the festival through Facebook and Twitter. We would also sell our merchandise online to promote the festival with t-shirts and stickers, because who doesn’t love a good festival shirt? During the first year, our main concern will be to build awareness. Getting our name out their in anyway possible will help us create a brand image and eventually help us build the festival to its fullest potential.

Public Relations
Primary Market: Young adults, ages 18-44 Justification: This is the singlelargest growing segment of the population throughout the country. This people who make up this group are the ones who largely attend music festivals. Secondary Market: News Media (newspaper, radio, TV) and Social Media Justification: News Media is influential in the community. Helps to reach traditional audiences. Social Media is influential on the primary target audience. Will reach audiences not only in the region, but national and global music lovers as well. • Newspapers: Brunswick News, Atlanta Journal-Constitution • TV: WSB, WAGA, WXIA, WTOC • Radio: WXMK 105.9 FM, WBGA 106.3 FM, WWRR 100.7 • Magazine: Paste Magazine, Southern Living, The Islander • Social Media: Facebook, Twitter, Website
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IslaFest, LLC

Website and Social Media

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Ticket Packages, Work Exchange, Street Team
Ticket Packages All are welcome to participate in the events surrounding the festival. Outdoor Artist Markets and Vendor Markets are open to the public, as well as the KidFest area. All tickets may be purchased through TicketBiscuit, just click the links below! • 3-day  Early Bird Pass- $50 only available until February 1: includes access to all the main stages, discounts at local restaurants and bars, and venue performances for Friday, Saturday, and Sunday • 3-day All Access Pass- $60 includes access to all the main stages, discounts at local restaurants and bars, and venue performances • Senior/Student Discount 3-day All Access Pass $45 60+ or current students with valid student i.d. get everything included in the 3-day All Access Pass for a special discount only available to them • 1-day Pass- $20 includes access to the main stages, discounts at local restaurants and bars, and venue performances for one day only • V.I.P. Package- $100 includes all access pass for the entire weekend PLUS invitations to V.I.P. after parties, meet and greets, and a chance to win backstage passes! Work Exchange Want to see great music and help with the festival? Apply to be part of our Work Exchange Team and receive access to the festival by volunteering. (Link is on our website to apply) Street Team Help with our online marketing by promoting us on Facebook and Twitter. Being part of our street team gives you the opportunity to win free passes, half-price tickets, and much more! Apply with Street Shimon to be an official street team member and start right away!

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Volunteer Jobs
Production This is the general term used for the setup and pack-up team. These volunteers are responsible for unloading trucks, setting up tents, moving tables, and in general, hauling stuff around. Production needs volunteers that are ready to work hard, but many hands make light work, so we encourage as many people to sign up as possible. This is the toughest shift to fill as most of it happens during the day on Friday and at night on Sunday after the festival ends. In case your not sure, please know that your work on the production team will be extra kindly rewarded! KidsFest KidsFest volunteers help on Saturday & Sunday with all “kid friendly” activities. Volunteers work 3-hour shifts. Duties include working at the kid tables, which in the past have included: • Bubbles • Finger-painting • Face painting • Selling KidsFest t-shirts • Instrument making and other arts and crafts KidsFest is a blast, and shifts end by 6 PM, so there is still time to enjoy the music during the evening or volunteer at venues.

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Volunteer Jobs (continued)
Merchandise In general, the volunteer opportunities for Merchandise fall to two different categories, Merchandise and Venues. During the day and into the early evening, there are opportunities at the main merchandise booth and the refreshment stands. In the early evening and into the night (actually the very early hours of the morning), there are opportunities at the various music venues. Additionally, there may be other areas and opportunities to help out with merchandise throughout the weekend and/or before the festival. Please note: Merchandise volunteers must be at least 18 and venue volunteers must be at least 21 (unless volunteering with a parent/guardian. Also, IslaFest is an outdoor festival, and we are subject to the weather on the street. Please dress accordingly and in comfortable clothing and shoes. Specific opportunities in Merchandise and Venues include: • Friday – Festival Sales Setup • Saturday & Sunday – Festival Sales Setup • Friday, Saturday and Sunday – Festival Sales • Friday & Saturday Nights – Venues Outdoor Stage Outdoor stage volunteers help with stage setup and maintenance during shows. Volunteers do not necessarily need to have stage work experience, just a willingness to learn. Types of work may include helping the musicians load and unload their gear, moving cars away from the stage, moving equipment on and off the stage, showing the musicians where they need to be and when, and much more.

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Booking and Band Packages
Booking Artists may submit their work to be considered for performance at IslaFest. That information they may get by submitting inquiries to our booking agent. There is a submission fee of $15. Night time venues participating in the festival will book their own bands under the supervision of IslaFest. We would like to give priority to St. Simons/Athens/Atlanta bands to promote local music. Bands have a guarantee of $100 with the larger “headliners” receiving an agreed upon amount in their contract. Band Packaging Band Managers / Artist will need to pick up band packets on Day 1 of IslaFest. Packets will be available at the volunteer sign-in table by 12 noon. Band Packets include but not limited to the following: • Schedule of Events (including sound check times) and Map of the Festival • VIP pass for load in/ load out • Wristbands for all three days for each band member plus 2 • Meal tickets for lunch / dinner – only applies to day of show • Hotel Accommodations – if applicable • Two t-shirts (adult Large)

One to two volunteers will be assigned to Artist to assist with load in/load out, merchandise, schedule, festival layout and other related day of events. Payment – IslaFest Artist Manager, Booking and Music Promoter will mail checks out to Artists 5-10 days after Day 3 of IslaFest. All payments will be made according to booking contract.

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Financial Plan and Budget
Budget Income Statement

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Financial Plan and Budget continued
Projected Ticket Sales

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