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PAGEANTRY TEMPLATE RESOUCE MANUAL PAGEANTRY TEMPLATE RESOUCE MANUAL

PAGEANTRY TEMPLATE RESOUCE MANUAL - PDF document

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PAGEANTRY TEMPLATE RESOUCE MANUAL - PPT Presentation

Introduction Purpose of this Manual Section A What is Pageantry ID: 133214

Introduction ....................................................................... Purpose this Manual ............................................................. Section A What

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PAGEANTRY TEMPLATE RESOUCE MANUAL Introduction ....................................................................... Purpose of this Manual ............................................................. Section A What is Pageantry? ................................................................. PageantryObservations ............................................................. Programming, Branding and Pageantry ............................................... Case Studies ....................................................................... Canadian Tulip Festival ......................................................... Winterlude .................................................................... Calgary Stampede ............................................................. Mardi Gras .................................................................... Section B Common Pageantry Elements ....................................................... isual Elements .............................................................. ticipatory Elements ............................................ Visitor Gateways and Transportation Infrastructure .............................. Merchandising ................................................................ Community Partnerships ...................................................... Event Training ................................................................ ting Communication Elements ............................................... Leadership and Coordination ....................................................... ageantry Funding ................................................................ Designing a Pageantry Template For Your Community ................................. Conclusion ........................................................................ Section C ageantryWorkbook Ð Getting Started .............................................. Appendix A: Definition of Signage Terms ....................................... eating Your Own Pageantry Template Ð A Step-By-Step Guide ...... PAGEANTRY TEMPLATE RESOUCE MANUAL We often hear the term ÒpageantryÓ used to describe thedecorative elements of royal galas and events, but whatexactly does the word mean? Standard dictionary definitions emphasize the visual aspects ofthe concept. WebsterÕs Dictionary, for example, describespageantry as Òspectacular, colourful display.Ó Such definitionsare only partly useful, because they ignore the wordÕsÒparticipatoryÓ connotations. When used in this manual, the word ÒpageantryÓ actuallydescribes the combination of elements, both tangible andal, that contribute to the overall quality or character ofthe event experience. In a sense, pageantry can also beconsidered a form of ÒexperientialÓ marketing, because it playsall the mechanisms that areyed to give event attendees a heightened sense of eventinteractive experienceamong event participants, the ideal pageantry ÒmixÓ appealsto consumers through all of the five senses. In this manner,event pageantry may encompass colourful costumes andbanners, as well as auditory triggers like music, the gustatoryappeals of food and drink, the olfactory essence of flowers, orthe aroma of special cuisine. Pageantry even encompasses thetactile appeal of engaging in an event activity or simplyrubbing shoulders with other participants in a festival parade.key advantage of pageantry is that it encourages the activeparticipation of event attendees, and in doing so makes theevent more dynamic and memorable for everyone. Throughpageantry, participants themselves become part of the event,as their excitement and energy contribute directly to thecelebratory atmosphere. Though this observation may seem difficult to quantify, if indoubt, ask yourself a simple question: Òwould Mardi Gras be ashe shops, bars and restaurants thatthe overall event experienceÓ? erent things to differenthe central theme is that it has a magical way ofeating the framework for sharedcommunal experience, pageantry unites communities andattracts visitors. What is Pageantry? SECTION A PAGEANTRY TEMPLATE RESOUCE MANUAL ackaging Pageantry Overall, pageantry cannot be packaged and implemented in astrictly formulaic approach Ð it must be appropriate to thestyle of each event and be driven by the audience throughrassroots activities. Illustrating Pageantry Ð Joe SmithÕs ÒEvent ExperienceÓ To get a better sense of what is intended through the creationTemplate, consider the following scenario. Joe Smith is a Toronto businessman who must travel to Ottawafor a series of meetings. While on the plane, the stewardtakes a moment to scan thebrochure, notices that the Ottawa International Jazz Festivalcoincides with his visit to the city, and then turns hisattention back to his paperwork. As he enters the Ottawa Airport, Smith is surprised at thewarm greeting he receives from a young man in a JazzFestival T-shirt. The volunteer welcomes him to the city andhands him a schedule of Jazz Festival performances with asmall map highlighting Jazz Festival performance, hotel andrestaurant venues. mith takes the schedule, and continues on his way throughthe terminal, during which time he notices several posters andlarge colorful banner promoting the festival. Nearing thexit, Smith sees a small crowd gathered around a trio of jazzmusicians performing for travelers.In the taxicab on his way into the city, the car stereo is tunedto a local station that is celebrating the Jazz Festival with aspecial ÒspotlightÓ on performers in town for the festival.Unprompted, the driver recommends a number of localrestaurants or bars that feature Jazz Festival-related specials.Smith, meanwhile, has noticed a special events calendarhanging from the back of the driverÕs seat. Looking it over, he is immediately struck by the sheer numberof events that take place in Ottawa. As the taxicab continuesits voyage from the airport into the city, Smith notices thecreated by a series of street light mountedand signs, which welcome tourists to the city, andinvites them to attend the Jazz Festival. Upon his arrival at the hotel, the sight of a large Jazz Festivalbanner hanging in the lobby greets Smith. Later, when heers the hotel lounge for an evening drink, he notices thatother guests are sipping a colorful drink in a special glass.tyle outfit,omptly offers to make him up a special `JazzmarazzFaced with all these pageantry elements, even the most pre-occupied traveler would take note of and appreciate thehe Jazz Festival. As el reception desk, he quickly notices abrightly coloured pop-up poster display advertising the sale ofJazz Festival tickets, for which, as a hotel guest, he receives adiscounted price. His interest heightened, Smith decides thatheÕll take the time to check it out. Mr. Smith attends the JazzFestival, and has a fantastic time. For the next two nights ofhis stay in the city, he attends a number of other Jazztival events.he city, Mr. Smith has packed aestival T-shirt and poster and adopted a view of Ottawaas a dynamic tourist destination. Given his experience, hehat he will make plans to visit Ottawa during the JazzFestival next year. Finally, when his colleagues in Toronto askertainment, heÕll deliver a soaringtestimonial, complimenting the Jazz Festival, and Ottawa for PAGEANTRY TEMPLATE RESOUCE MANUAL Canadian Tulip Festival, Ottawa reating pageantry through programming and branding As an example of how branding fits in with pageantry, theanadian Tulip Festival (Ottawa) has been highly successfulin creating a brand identity around its well-recognized tulipicon. In addition, the Tulip Festival has been able toleverage the strength of its brand to extend event visibilityinto other directions. To describe a pageantry-related example, the Tulip FestivalÕs2002 season was notable for the creation of a new outreachprogram that introduced hundreds of large, 5-foot highfiberglass tulips. These tulips were highly effective as a meansof encouraging the direct participation of community groupsand local celebrities who painted the tulips. They also createdmechanism for local business to support the initiative byoffering them a chance to purchase unique artifacts during aThe end product was a highly attractive visual display thatsupport the integrity of the tulipinally, the exercise served to further augment positiveal is a participatory and inclusive celebrationom this example is that programming,branding, promotion and pageantry should be consideredsimultaneously. The ability to leverage a proven brand whendesigning a pageantry program contributes both to the eventÕspageantry experience, and to the value of the eventÕs brand.In instances where festivals have not yet had the opportunityor resources to achieve a consistent brand, certain pageantryelements may provide new mechanisms and opportunities forevents to articulate a brand vision. Case Studies Winterlude, Ottawa Combining nature with a need to celebrate Rated as one of the largest winter festivals in the world,Winterlude is a prime example of an event that appeals to thets and souls of its visitors. Over its 24-year history,Winterlude has attracted millions of residents and visitors tothe cityÕs Rideau Canal (widely recognized as the ÒlongestthernerludeÕs branding andeantry strategy is the snowflake logo that is visible one, merchandisevent. Through the pervasivehis logo, visitors and residents alike arehis annual winteral, and of the celebratory atmosphere and enthusiasm itbrings to the city during an otherwise bleak time of the year.To better involve and interest children in the Winterludecelebration, the festival also features special Winterludemascots. Each year, the ÒIce Hog FamilyÓ comes out ofhibernation to participate in promotions leading up to theevent, as well as appearing on the Canal throughoutWinterlude. For the older crowd attending Winterludefestivities, an ÒIce Hog GrogÓ can warm up any visitor on acold winter day.The lessons learned from Winterlude are that by celebratingnatureÕs elements, appealing to a variety of participantsÕying consistent branding, an event can developan international reputation that attracts visitors from all overthe world. PAGEANTRY TEMPLATE RESOUCE MANUAL Calgary Stampede, Calgary ying historical roots with civic pride The Calgary Stampede is a unique phenomenon, widelyecognized as one of the most successful events in NorthAmerica from both a pageantry and marketing perspective. It has been said that the Stampede is the Ôenvy of everyetropolitan city in the worldÕ, mainly because the entire citybecomes involved in the Stampede spirit. Every corporation,every shop owner, every restaurant, every hotel, all decorateor, participate in and unconditionally embrace Stampede week. At the heart of the 90 year-old event is world-classprogramming that is high-spirited, true to western traditions,and respectful of the eventÕs Western/pioneering roots. Thishistorical connection provides the framework for ÒThe GreatestOutdoor Show on EarthÓ. The event attributes its success to adedicated staff and volunteers and good old-fashionedwestern hospitality. addition to the fierce spirit that is exhibited by itsparticipants, an extensive branding program that shows up inevery facet of the event supports the Stampede. The whitecowboy hat has become a symbol for the event, along with awide variety of western wears. This apparel is worn by everyoneassociated with the event, from the volunteers at the airportand in Stampede Park to politicians and business owners.The lesson to be learned from the Calgary Stampede is that byfocusing on your historical strengths and promoting civicparticipation and pride in your event, you can attain a level ofpageantry that cannot be bought or packaged. Mardi Gras, New Orleans pageantry life of its own Mardi Gras appears to defy all conventional wisdom about howorganize, promote and create pageantry around a majorevent. It seems that history and a worldwide reputation forcolour and revelry has created a special magic about the event. Mardi Gras is not coordinated by any central body, rather theevent consists of some 60 separate parades, each orchestratedan independent organization (or Krewe) according to theirown chosen theme. While there is a requirement that eachKrewe obtain a parade license, these licenses are all spokenfor until such time as any Krewe organization disbands. In addition to public parades, Mardi Gras also features some150 private parties. The municipal government of New Orleansspends little to no money on event promotion. They do,however, invest several million dollars in supportinginfrastructure (e.g. police presence, street closures). There is actually a law in place outlawing corporatesponsorship of any Mardi Gras event. Beyond this, there is noofficial licensing of event merchandise. Artists who competefor placement in stores or market stalls produce posters, t-shirts, and other souvenirs independently.There is no official banner program, no event signage, etc.The only event marketing is done by the tourist industry.Hotels, as an example, will promote the event through tourismrelated websites, and with brochures promoting hotel packages.Predictably, the hotel industry has a lot to gain. Every year,,000 hotel rooms in New Orleans are booked solidthroughout the length of Mardi Gras. New Orleans liquors, which are highly liberal, help to promote the sense thatthe event is an on-going party. In New Orleans, you can beserved alcohol 24 hours a day, seven days a week.Overall, the uniqueness and success of the event can begreatly attributed to public buy-in. Mardi Gras is highlyparticipatory and pageantry is a grassroots led activity. Thismanifests itself in highly colourful costumes, make-up andcelebration activities by parade participants and attendeesalike. The crowd interacts with the parade. Float ridersdisperse trinkets and doubloons, which have no real value, but which have a symbolic value in the context of the event. The lesson learned from Mardi Gras is that once an ideacatches hold, it can develop a life of its own. 1 PAGEANTRY TEMPLATE RESOUCE MANUAL 1. Visual Elements Visual elements describe highly visible pageantry tools thatdisplay festival colors and branding, and help create aelebratory mood among pedestrian and drive-by traffic.Visual elements include hanging banners, decorative banners,signs, billboards, posters, and festival-related displays, but alsoxtend to a communityÕs natural attributes (flowers, fallcolours, waterways, etc.). General strategies that mightcontribute to increased visibility and event pageantry at theommunity level include: Regional Inventory of Street Signage/Banner Locations To assist festivals and events in deploying visibility elementsfor maximum effect, a pageantry template should include aregional inventory of street signage/banner locations that maybe accessed by various festivals and events. This inventorywould identify the number of locations for each type ofsign/banner, outline design specifications (see below), andinstallation requirements. The inventory would includelocations for decorative banners, street banners, and/orcoreplast signs. Sign and Banner Design Templates For many festivals and events, signage is almost an after-thought that is addressed as part of the operations componentof an event. However, nothing could be further from thetruth! In addition to communicating important informationand messages, an eventÕs signage program reflects an eventÕsbrand and standards of excellence. To improve the level ofpageantry in this area, festivals and events should be providedwith the tools to properly design and enhance their signageand banner programs by promoting universal hardwarespecifications and providing design guidelines (e.g. text, fontsizes) that are based on industry best practices. In addition, consideration should be given to a coordinatedprocurement strategy that bundles the production of festivalvisual elements together to achieve economies of scale pricingfor the production of decorative banners, coreplast signs, andother visual elements; as well as the hardware requirementsand the installation of these materials. Municipal Banner Signage Support Program Most street banner programs depend on the municipalgovernment for installation approvals. In many communities,the municipal government could support festivals by acquiringand loaning them the appropriate hardware to accommodatefestival banners in a number of pre-approved locations. Thishardware, as well as the banner installation, would beavailable either free of charge through city services, or for anominal installation fee. All festivals would be expected toprovide their own banners that would have to meet the cityÕsbanner design specifications. PAGEANTRY TEMPLATE RESOUCE MANUAL Entrance Structures/On-Site Signage In most communities, festivals and events take place atestablished public locations. To assist festivals in creatingageantry for their event, Entrance Structures should bemounted on a semi-permanent basis at high use sitesthroughout the season to encourage festivals and events toake use of professional venue signs. Under ideal conditions,each festival would be allowed to install event-specific signsup to two weeks prior to their event. In addition, annventory of sign structures that can be loaned to festivals andevents will provide a measure of quality control throughoutthe event site. Pop-Up Display Program 퉐op-upÓ displays are highly mobile, cost-effective units thatcan be placed in key high-traffic locations throughout thecommunity.Examples include vinyl posters and brochureks mounted on telescoping stands.Display deploymentvenues might include:public librariesenas and community centresestaurants, theatres, hotels, etc.)To facilitate the use of these units, an inventory of e-approved locations could be made available to festivalsstandard design and installationguidelines. In addition to these ÒdefaultÓ locations, eachestival and event should be encouraged to identify their ownthey can makeuse of these units to communicate with their target audiences. PAGEANTRY TEMPLATE RESOUCE MANUAL 3. Visitor Gateways and Transportation Infrastructure Gateways are defined as all the physical entry points into thecommunity. These include transportation hubs such as theairport, the bus terminal, the train station, major highwaysinto the city, waterways, ferry landings etc. General strategiesseeking to leverage the use of visitor gateways andtransportation infrastructure include those outlined below. General Gateway SignageCity Entrance Signs: Promote festival visibility by installinggeneric or event branding opportunities as part of the officialCity Population or specifically dedicated signs that vehicletraffic passes by when entering the community via majortraffic arteries. Decorative Banners Along Major Arteries: Install decorativetation arteries to create aheightened sense of excitement for visitors arriving in the city.These branded banners would help to create a greater sense ofpageantry throughout the community and could be placed tocomplement event-specific decorative signage by interspersingfestival-specific decorative banners along the same gatewayroutes (e.g. every second street pole reserved for festivals, etc.). Seasonal Street Banners on Overpasses: Install seasonalstreet banners on overpasses with high traffic counts and/orprovide opportunities for individual events to install event-specific banners for a pre-determined period of time leadingup to, and during their event. Seasonal Signs at Key Intersections: Identify key trafficintersections where seasonal signage (min. 8Õ x 12Õ) can beused to promote generic festival messages (e.g. CanadaÕsFestival Capital), or by individual festivals to promotespecific events. t portant venues forcreating a sense of pageantry for visitors entering a city. Byleveragetunities, visitors will get an immediate sensethat the community is a vibrant one, with a multitude ofactivities to offer. Specific opportunities include thoseoutlined below. Airport Seasonal Display: Create a seasonal display topromote your community as a ÒFestival CommunityÓ and installit in one of the AirportÕs public areas. The display may consistframe display, or might includeinteractive programming such as live performances relevant tohe theme of upcoming festivals. Festival Banners: Explore the installation of banners ontreetlights along Airport entrances and exits. Festival Greeting Team: Develop a volunteer ÒFestival GreetingTeamÓ that will welcome visitors during the festival seasonolunteerswould beprovided by individual festival organizers andfrom a special festival kiosk located in the airportterminal (Arrivals area). As an alternative to volunteers,Festival Greeting Teams could consist of summer studentshrough federal government programs. Festivals couldfurther supplement the greeter program by using volunteers toact as Òroving greetersÓ, distributing information, discountkets, etc. Airport Taxi/Shuttle Promotional Program: Take advantage ofthe Airport AuthorityÕs unique position with local transportationcarriers to leverage taxi, limousine, and shuttle services as 5 PAGEANTRY TEMPLATE RESOUCE MANUAL Train/Bus StationsFestival Promotion: Work with the local train and bus stationsto establish permanent festival exhibits, banners and/orrochure racks accommodating the regular display of postersand brochures. Taxi Industryity Taxi Distribution Program: ork with local taxi companiesto distribute a Festival Calendar of Events to passengers. Taxi Screen Display: Make use of emerging computer-basedon-screen technology to showcase the regionÕs festivals andevents to a captive audience. Local Bus TransportationTransit Promotional Program: Distribute Festivals & Eventsochure sleeves on city buses and in Transit Stations.es for bus passengers toenhance the value of taking public transportation. Transit Station: During certain times of the day, transitstations are an ideal opportunity to reach a large number ofpeople. Reinforce festival/event programming by offering freeentertainment (e.g. Jazz trio, buskers) as passengers wait for eativeTransit Solutions: ansportationovider to develop creative ways to promote specific events(e.g. special attire for drivers, window and ceiling decals). Tour Companies: Work with tour companies (e.g. out-of-towndistribute informationand/or develop special themes while special events aretaking place. Car Rental Agencies Work with local car rental agencies to distribute a Festivals &ed with each rentalagreement or a special promotion item that can be hung fromthe rearview mirror. ourism Kiosks Identify Tourism Kiosks in and around your region andthe placement of brochure racks and/or posterlocal festivals and events to visitors. Merchandising Merchandising refers to those elements that festivals andevents use to leverage brand awareness for their event, suchclothing (e.g. hats, t-shirts) and souvenir items (e.g. pins,mugs). General strategies seeking to leverage the use ofmerchandising include those outlined below. Reinforcing a Brand Through Merchandising: Develop amerchandising program that accurately reflects the nature ofthe event, and one that participants can easily identify withfrom a branding perspective. Provide staff, volunteers andcommunity partners with branded apparel that reinforces keymessages related to the event. Joint Merchandising Program: Develop a joint merchandisingprogram for local festivals and events, targeting relationshipswith a selected number of key retailers or tourism outlets thatelated merchandise throughout the festivalseason. Alternatively, the opportunity to participate as aetailer could be offered through ageneral Request for PrRFPRFPe retailers wouldcompete for the right to be promoted by festivals as anÒofficialÓ retailer. Merchandising Kiosk: Coordinate among participatingfestivals and events, a professional outdoor kiosk that cantravel to events throughout the festival season, carrying aal merchandise on a consignment basis.Each festival venue would provide complimentary space for theage of sales (10-15%).fed through volunteers from eachfestival or alternatively, through a government summerstudent grant program. PAGEANTRY TEMPLATE RESOUCE MANUAL To support your pageantry activities, a variety ofcommunications elements should be considered. These includewide range of information distribution mechanisms,including newspapers and printed publications, electronicmedia, on-line communications, direct mail pieces, brochures,posters, public relations programs, etc. General strategiesseeking to leverage the use of such tools include thoseoutlined below. Community Event Web Site of these potential partners has an extensive communitynetwork that may be leveraged to assist in a variety ofeantry issues ranging from the promotion of festivalinitiatives and provision of in-kind services to incorporatingfestival and event recognition into annual awards programs.Where numbers warrant, to leverage multiple audiences acomprehensive on-line resource (Web site) should bele source of all information related to acommunity's festivals and events. There may be several keycomponents of the web site:Listing of all festivals with a link to the home page of each vent.Newsletter registration page (see E-mail Newsletter).Downloadable festival calendar, festival posters in PDF format, screensavers, festival picture galleries, etc.Survey page.Links to other tourism-related web sites.common graphic identifier that all festivals, events, takeholders, and community partners could use on their web sites to drive traffic back to the central portal.Joint promotion of the portal web site address in printed festival promotional materials. Festival E-mail Newsletter E-mail is now one of the most cost-effective methods tocommunicate with a large and diversified audience. To createexcitement for a region's festivals and events, a comprehensivee-mail ÒFestival NewsletterÓ (PDF or HTML format) could beeveloped and distributed to registrants on a regular basisthroughout the festival season. The Newsletter would featureinformation on upcoming festivals as well as specialpromotions or community initiatives that could help to create excitement around these events. The newsletterdatabase would be populated with names and e-mails gathered at festivals and events throughout the festivalseason, as well as those received through self-registration onal web site. To facilitate newsletter distribution, thelead agency would partner with other organizations that haveextensive e-mail databases and encourage eachfestival and other stakeholders to distribute the Newsletter toheir own constituents. The Newsletter could be launched withtival Awareness Day/Week(see below). Festival Awareness Day To increase community awareness and excitement at thebeginning of the festival season, a Festival Awareness Daycould showcase the unique aspects of each local event as wellas promote the economic benefits of a strong festival sector.estival Awareness Day activities could include the activitieslisted below.An official City Council declaration of ÒFestival Awareness DayÓ, during a special Launch Luncheon or a similar media event.dedicated Festival parade, featuring unique elements fromeach of the events.Developing unique story lines around each festival and event and liaison with local television, radio, and print media for coverage.Distribution of festival materials such as a Festival Calendar (see below) in major and community newspapers as well as through direct mailings from potential partners with mailinglists such as telephone, hydro, and cable companies.Conduct a special Festival Summit to raise awareness about key issues related to the industry. Also consider conductingtraining sessions at the same time to educate festivals aboutpageantry and other marketing best practices. Supporting Communications Elements PAGEANTRY TEMPLATE RESOUCE MANUAL rucial to the development of a Pageantry Template in anycommunity is the leadership that must be demonstrated toencourage buy-in from a wide range of potential stakeholders.In most communities, key stakeholders include:Tourism and Convention AuthoritiesChambers of CommerceFederal and Provincial Governments, Ministries, Departmentsand AgenciesFestival NetworksCommunity OrganizationsEach of these organizations is able to contribute to the growthindustry by providing resources that assist festivals in Leadership and Coordination key areas, from providing funding and infrastructure supportto coordinating event logistics and assisting in marketing theevent. In essence, each of these agencies has its ownmandate and natural strengths in the marketplace that cancontribute to its role as a pageantry facilitator.Based on the strengths of certain organizations and their rolein promoting economic development, it is recommended thatresponsibility for pageantry initiatives be jointly shared by anumber of primary organizations. Under this scenario, eachmajor stakeholder would be responsible for advancing thevarious pageantry elements that fall within its respectivemandates. A summary of recommended areas of responsibilityfollows. ATE RESOUCE MANUAL While most festivals and events are already engaged in variouslevels of pageantry, the key to developing a community-wideageantry Template lies in developing simple, low-cost turn-key mechanisms that will allow all events to access readilyactionable tools and opportunities. coordinated approach to pageantry will serve many purposesincluding increased overall awareness for the industry and therole it plays in the community, Òintelligent programmingÓ thatengages the audience, higher quality events, more efficientuse of scarce resources, and ultimately, increased attendanceat events. Overall, the willingness to coordinate complementaryinitiatives between festivals and events and stakeholders mayle greatest factor in achieving an effectiveram in any community. To be successful, festivals and events will need to commit tosharing information and resources, and moreover to maintainthis commitment over the long term. the pageantry template initiative is considered simply anÒadd-onÓ activity by festivals and partners, then it will havelittle chance to succeed. By clearly defining roles andresponsibilities and by exercising individual and teamleadership, festivals, events, and stakeholders will build thefoundation for a dynamic new promotional framework that willcontribute significantly to the Festival and Events sector foryears to come.