Last week I attended the 54th Annual Convention & Expo by International Festival & Events Association (IFEA). I presented a session, based on my book, and participated in a panel on education. I also learned (or was reminded of) a few things:
- Some events had their best years ever in terms of sponsorship sales because of their priority to build great relationships with corporate partners.
- Corporations recognize that community goodwill is more important now than ever. Sponsorship is the perfect way to convey goodwill.
- Sponsorship is a qualitative medium, no matter how much you fight it. You can dump data into a spreadsheet, into a computer database; you can tally impressions all day long. It's still qualitative.
- Event leaders and nonprofit organizations that produce events can take better advantage of partnering with their local colleges and universities. Undergraduate, graduate, continuing education, and executive certificate program students all need internship/externship hours, are eager to learn, and they can help your event. Reach out to them.
Congratulations to all the Pinnacle Award winners, including Temple University's Event Leadership Executive Program, at the School of Tourism & Hospitality Management, on whose faculty I serve, which won a Gold!