Tuesday's Programming Sponsored by Alexander Party Rentals
The Future of Sponsorship: Transform Your Sponsorship Growth
9:00 - 10:30 a.m.
In this forward-looking session, Paula will discuss the explosive growth of sponsorship marketing and share strategies to elevate your game, maximize value delivery and achieve sponsorship excellence. This session will set the landscape and provide the recommended steps you can take now to ensure continued success in this dynamic industry.
Paula Beadle, Sponsorship Marketing Association
Creating a Strong Benefits Package for Your Proposals
10:45 a.m. - 12:15 p.m.
Demographics, business-to-business opportunities, heightening visibility, hospitality, activation, exclusivity. All or part of this list could be important for you to help sell that sponsorship. Learn how to add value to your sponsorship packages.
Melissa Jurcan, Compass One at Amazon; Audrey Fan, Audrey Fan Strategies
Sponsorship Retention and Sponsorship Evaluation
1:15 - 2:45 p.m.
Most sponsorship managers will tell you that it is far easier to renew a sponsor than to go searching for a new one. Learn how to “Under Promise and Over Deliver”, and the importance of an effective sponsorship evaluation program as a part of your retention program.
Amy Lindsey, Riverfront Spokane
WFEA ANNUAL CONFERENCE
Tuesday, October 29
Tuesday's Programming Sponsored by Alexander Party Rentals
A Global View on the Challenges and Opportunities for Festivals
3:00 – 3:45 p.m.
Regency Ballroom (D-G) - 2nd Floor
The former director of the Edinburgh International Festival and the London Cultural Olympiad and a consultant for events in Europe and the U.S. will draw on his past and present experiences and focus on the mixed world picture with rising costs of talent and overhead effecting the survival of events promotors survival. Learn about new ideas that can be used to help bolster the financial and cultural aspects of your event.
Nick Dodds, Festivals and Events International
Building Public Policy for Festivals and Events
4:00 p.m.
Regency Ballroom (D-G) - 2nd Floor
Learn how Bellevue has become the model for events, with cities and tourism officials working together.
Brad Jones, Visit Bellevue, Panel Moderator
Susan Freeburg Special Events City of Bellevue; Philly Marsh, Economic Development Manager, City of Redmond; Lorie Hoffman Creative Economy Manager City of Bellevue
Creating Economic Impact
5:00 p.m.
Regency Ballroom (D-G) - 2nd Floor
WFEA is partnering with State of Washington Tourism to create a platform for measuring the economic impact of Festivals and Events. Learn how this partnership can greatly boost the finances of the festival and event industry. The Event Impact Calculator measures the economic value of an event and calculates its return on investment to local taxes. Armed with this information, destination organizations and CVBs are better prepared to make the case to policymakers and stakeholders for the ongoing development and growth of the events.
Wednesday's Programming Sponsored by Grand Event Rentals
Opening Session
Show Me the Equity
8:15 – 9:15 a.m.
Regency Ballroom (2nd Floor)
Build events, foster belonging, and learn more about DEIB in the event industry. “The Show Me the Equity” workshop aims to create awareness and provide actionable insights to promote equity and inclusivity for event professionals and in the event planning process. Karen is a champion for equity and believes in creating spaces to inform, educate and empower others to take bold action and create change within their communities and corporate spaces.
Karen Foster, KF Curates
BREAKOUT SESSIONS
9:30 – 10:15 AM
The Latest in Non-Sponsorship Revenue
Larch Room (3rd Floor)
The Washington State Fair has been an industry leader in developing new programming and revenue sources. Learn the latest in group ticketing, corporate discounts, ticketed event experiences, staging corporate parties during events, and employer-hosted activations.
Cari Dixon, Washington State Fair
Engage your Guests to Give - Tools on How To Excite Your audience.
Cedar B Room (2nd Floor)
From interactive experiences to personalized engagement tactics, we'll talk about creative ways to elevate guest experience and maximize fundraising outcomes. Discover how to cultivate an atmosphere of excitement, connection, and generosity that leaves a lasting impact.
Gazala Uradnik, GFS Events; Amanda Korb, Blue Ink
Looking at Sponsorship Through Your Sponsor’s Eyes
Laurel Room (3rd Floor)
Many festival and event managers make the fatal error of not researching their potential sponsors, stumbling into corporate offices with little knowledge of the companies’ marketing and other objectives. Learn how to avoid that mistake!
Kristi Ellefson, WaFd Bank
Agri-Tourism Events: Food is Medicine
Cedar A (2nd Floor)
Food and nutrition play a crucial role in rural areas, as community health needs come together at the crossroads of both environmental and business ecosystems. Agritourism is a promising practice that can bring people to farms, festivals, or fairs for education and entertainment while helping small communities sustain production and cultivate growth. This session describes how agriculture and health intersect and create robust interdisciplinary opportunities for rural, tribal and farming communities to thrive.
Trevor Lane, WSU Community and Economic Development
Breakout Sessions
10:30 – 11:15 A.M.
Embrace the Evolution: Emerging Trends Reshaping Best Practices for Festival and Event Organizers
Laurel Room (3rd Floor)
Gain invaluable perspectives from industry leaders Erika Olsen of Winthrop Rhythm and Blues Festival and Phil Megenhardt of Fremont Fair as they share insights on navigating change and charting a course towards excellence in event organization. Explore cutting-edge strategies, from technology integration to sustainability practices, and equip yourself with the knowledge needed to elevate your events to new heights. Join us as we embrace the evolution together."
Erika Olsen, Winthrop Rhythm and Blues; Phil Megenhardt, Fremont Fair
Event Sustainability: How Can we Take Small Green Steps One at a Time
Juniper Room (3rd Floor)
In this session we will go through cause and effects of climate change, and then examine what we can do one step at a time to change the world through out event industry.
Kim Ashworth, Ashworth Awards; Eddie Redman, Grand Event Rentals
10 Activities To Improve Your Mental Health
Cedar A Room (2nd Floor)
Engaging in pleasant activities is associated with better mood – including participating in or attending an event. Learn how the festival and event industry is part of an effective treatment plan to make people start to feel better from Dr. Joshua Jones, a licensed psychiatrist.
Dr. Joshua Jones, Providence
Attracting and Managing a New Generation of Volunteers
Cedar B Room (2nd Floor)
Volunteers are essential to the success of most festivals and events – unfortunately many of them disappeared during and after COVID. This session will provide you with tools and resources to maximize your volunteer program recruitment and management efforts.
Chuck Denney, City of Tumwater
NETWORKING SUPPLIER LUNCH
11:30 A.M. – 1:45 P.M.
Regency Ballroom
2nd Floor
Discover the latest trends in our industry. Each table at the lunch will be hosted by a vendor/exhibitor, who will distribute materials and discuss the merits of their product with fellow table members. During the lunch, each table will be visited by all the different suppliers.
Networking Vendors:
Adams DJ Service
Alexander Party Rental
Ashworth Awards
AT Productions
AXIS PNW
Bellevue Lighting
Blue Ink
Butler Events
CORT Party Rental
EnJoy Productions
Event Hub
Fastbar
Gigs4U
Grand Event Rentals
Greater Giving
Green Latrine
Honey Bucket
Kiwi Creative
Meridian Defense System
Minuteman Press - Issaquah
Northwest Travel
Own the Night Productions
Shanna Paxton Photography
Stages Northwest
Ticket Tomato
U-Cool Refrigeration
VIP Production Northwest
Western Display Fireworks
Breakout Sessions
2:00 – 2:45 P.M.
The Importance of a SWOT Analysis of Your Event
Cedar A Room (2nd Floor)
Assessing the Strengths, weaknesses, opportunities and threats of your event are extremely important to help develop your future and strategic planning. Hear from two experienced professionals who have used the results very effectively.
Jon Stone, Jon Stone Consulting; John Thorburn, Bold Hat Productions; Meredith McIlmoyle, Anacortes Arts Festival
Tips For Selling Alcohol Legally and Safely at Events: Part One
Juniper Room (3rd Floor)
Here’s what festival event organizers should know about this very important subject as they develop their food and beverage plans. The WSLCB Licensing and Enforcement divisions will educate you on how to have safe and legal events with alcohol, the deepest dive yet at a WFEA conference on this important subject. They will cover all types of licensing, ways to obtain and sell alcohol, and relationships with alcohol industry members at events.
Beth Lehman, Washington State Liquor Control Board
Festivals and Events as Part of the Tourism Mix
Cedar B Room (2nd Floor)
Because festivals and events are being recognized as generators of economic impacts in their communities, they are being recognized more than ever as an integral part of the tourism industry.
Representatives of Destination Marketing Organizations
Best Practices for Event Production Part I
Larch Room (3rd Floor)
No organization has mastered the art of producing complex event experiences like The Workshop. Learn how to build an event, hire the right professional staff and volunteers. Also discover best practices for effective communications systems, public safety, staging and technical planning.
David Doxtater, The Workshop
Why Do Non-Profits Stage Fundraising Events
Laurel Room (3rd Floor)
Out of all the ways that non-profits fundraise – charitable giving, capital campaigns, donor solicitation and others – staging a charitable event is often the most time-consuming and cumbersome way to generate funds. However, events are a great way to visualize your mission and to mine for prospective donors.
This session will concentrate on indoor fundraising events and cover the do’s and don’ts while conducting an auction gala.
Beth Lehman, Washington State Liquor Control Board
Why Interactivity Matters
Cedar A Room (2nd Floor)
In a post-covid, cellphone-crazy world, live event producers ALL want more “engagement"….but how?! EnJoy Productions brings 35 years experience to creating some of the nation's most innovative events and experiences. An interactive session that explores the secret sauce(s) YOU can use to take your events to the next level.
Kevin Joyce, EnJoy Productions
Breaking Barriers, Building Community: Creating Equitable, Diverse, and Inclusive Event Experiences
Cedar B Room (2nd Floor)
Join us for an engaging panel discussion addressing the barriers faced by underrepresented communities in events and festivals. Our esteemed panelists will share their perspectives on both the challenges and opportunities in crafting more inclusive spaces. We'll explore actionable strategies to ensure equitable access, celebrate cultural diversity, and foster a genuine sense of belonging for everyone.
Karen Foster, moderator; Ashley Young, City of Tacoma; Deci Evans, Kind + Co Events; Loni Greninger, Jamestown S’Klallam Tribe
Best Practices for Event Production Part II
Larch Room (3rd Floor)
A continuation of David Doxtater’s 2 p.m. session
David Doxtater, The Workshop
Get it Right From the Start: Selecting the Right Security Provider
Laurel Room (3rd Floor)
Oftentimes, selecting your security provider is the last decision an event organizer makes and is generally determined by budget constraints. However, your security partner will be the face of your event, interacting with all of your guests, securing assets, executing the security plan and responding to emergencies. Having the right partner is critical to event success and requires a review of many important considerations.
Mike Reichert, Axis PNW LLC
Breakout Sessions
4:00 – 4:45 P.M.
Election Tuesday: What Might Happen?
Cedar B Room (2nd Floor)
Hear analysis from Stuart Elway, who has been measuring and analyzing public opinion since 1975, directing hundreds of research projects locally and around the country for large and small businesses, associations, non-profits, foundations, public agencies from federal to local, and media outlets. Also hear how the election might affect events. He directed the Seattle Times Washington Poll from 1984-2000 and started The Elway Poll in 1992, which became the Crosscut. Elway|Poll in 2018, the only on-going, non-partisan analysis of public opinion in Washington state. Elway has been consistently rated among the top pollsters in the country, including two recent election cycles when it was one of only six pollsters in the country with an “A+” rating from fivethirtyeight.com. In addition to being regularly quoted in Northwest media, Elway has appeared on every television network and been quoted in nearly every major newspaper in the country.
H. Stuart Elway, Ph.D, Crosscut/Elway Poll Director
Making Your City a Destination by Staging Events
Laurel Room (3rd Floor)
Festivals and events play an important part in bringing visitors to cities. Hear from two chamber executives who actively create events to increase economic impact for their communities.
Amy McGuffin, Kittitas Chamber of Commerce; Marc Abshire, Port Angeles Chamber of Commerce
Working With Your City
Cedar A (2nd Floor)
It’s important to include your city as a partner in your event, so that they can help you navigate through the many permits and regulations that affect your event.
Kiah Patzkowsky, City of Seattle; Ashley Young, City of Tacoma; Sean Douglas, City of Vancouver, Ben Braudrick, City of Port Angeles
Revenue Accelerator: Proven Tactics to Skyrocket Your Food, Beverage and Merch Sales
Larch Room (3rd Floor)
Join Brenton Webster, CEO of FastBar Technologies, for an insider’s guide to unlocking untapped revenue at your events. With nearly two decades of experience in events and technology, Brenton will share actionable strategies that have helped over 300 events in the past year alone, boosting their food, beverage and merchandise sales. Discover how to sidestep common pitfalls that can cost events hundreds of thousands of dollars in lost revenue and learn practical, battle-tested techniques that could double your earnings. Don’t miss this chance to elevate your event’s sales performance walk away with a proven toolkit for success.
Brenton Webster, CEO of FastBar Technologies
WFEA Awards Dinner and Auction
Regency Ballroom
Presented by U-Cool Refrigeration
5:30 PM
Help us recognize the best in our industry, as we welcome new inductees into the WFEA Hall of Fame presented by Grant Event Rentals, the State’s Volunteer of the Year presented by Stages Northwest and the winners of the Summit Awards, presented by Honey Bucket. Also recognized will be the next graduates of the WFEA Certification Program presented by Ticket Tomato, the Event of the Year Presented by Alexander Party Rentals, the Event of the Organizer sponsored by Cort Party Rentals and the Event Supporter of the Year sponsored by AXIS PNW, the Event Producer of the Year sponsored by Green Latrine, and the Rising Star Award sponsored by Bellevue Lighting.
Hospitality Suite – Networking After Hours
8:00 – 10:00 P.M.
Suite Room #2412
WFEA ANNUAL CONFERENCE
Thursday, October 31
Thursday Opening Session
FIFA World Cup 2026
7:45 – 8:30 a.m.
Regency Ballroom (2nd Floor)
Learn the latest in planning for the World Cup that is coming to Seattle in 2026.
Beth Knox, Seattle Sports Commission
Peter Tomozawa, CEO Seattle 2026 World Cup Organizing Committee
Breakout Sessions
8:45 – 9:30 A.M.
Standout-ness: How to Separate Yourself From the Clutter and Be a Benefit to Your Sponsors
Laurel Room (3rd Floor)
This session is both for you as a professional and for your festival or event. You will learn ideas on how to be seen as leader and expert in your field and community, as well as how to have your festival or event standout from the 1,000’s of festivals taking place annually. Learn how the National Lentil Festival was in the New York and L.A. Times in its second year of existence in 1990 and how the Tiny Town of Bucoda, Washington and their first year Boo-Coda Spook-Tacular Festival received an estimated $100,000 of earned media in 2018, including a 2 minute segment on King5 News.
George Sharp, Thurston County Economic Development Council
Insider Tips on The Important Parts of an Event’s Operations Plan
Cedar B Room (2nd Floor)
Many events that we attend seem chaotic, and most of the time that’s due to a poor operations plan. Learn about the importance of proper communications systems, and how to develop relationships with your vendors, who are extremely important to the success of your event.
Alby Allen, Ballard SeafoodFest, Winthrop Rhythm & Blues
Best Practices for Event Budgeting, Part I
Cedar A Room (2nd Floor
Learn about a proforma budget template, financial scenarios and assumptions.
Chris Ortolano, Stages Northwest
Event Security, Part I: Tabletop Mock Training Exercises
Larch Room (3rd Floor)
Tabletop exercises (TTX) are a vital component of emergency preparedness, providing a structured yet informal environment for participants to discuss their roles and responses to hypothetical emergency scenarios. These exercises are designed to enhance understanding, identify procedural gaps, and improve coordination among participants, which typically include emergency managers, first responders, event managers, and other critical personnel. By simulating a variety of crisis situations, from natural disasters to security breaches, participants can evaluate and refine their emergency plans in a low-stress setting. This proactive approach is crucial for effective disaster recovery and crisis management, ensuring that when an actual emergency occurs, all parties are well-equipped to respond swiftly and effectively, minimizing the impact and facilitating a quicker return to normalcy.
Frank Sebastian, Emergency Management Group
Breakout Sessions
9:45 – 10:30 A.M.
Best Practices for Event Budgeting, Part II
Cedar A Room (2nd Floor)
During the conclusion of this session, teams will work together and report back on a fictitious budget
Chris Ortolano, Stages Northwest
Finding Success in a Small Market – No Excuses, Only Opportunity
Juniper Room (3rd Floor)
Learn about the advantages and disadvantages of staging events in a small market. Your staff may be smaller, but it’s easier to make personal connections. Don’t get caught in the trap of doing everything from your office – in person visits make things happen more often than keystrokes.
Sacha Sanguinetti, Birch Bay Chamber
Your Story is a Song
Laurel Room (3rd Floor)
All of us want people to be excited about the things we present. In a world awash in content, how do you make your story stand out? It’s not what you think. Regardless of whether you are talking to fans, grantors, or sponsors, buzz words don’t work. In this hands-on workshop you will get to practice how to think about your story like a songwriter. A songwriter has a very limited amount of time and words to create a compelling story aimed at a connection that sticks. Every word costs $1000. How are you going to spend your stash?
Patrice O'Neill, Wintergrass
Legal Issues for Festivals and Events
Juniper Room (3rd Floor)
This session will cover many legal aspects of our industry, including contracts, intellectual property, trademarks and copyrights, the non-profit private corporation act of 2022 and liability issues
Win Martin, David Lawson, Perkins Coie
Part II – Event Security Mock Table Top Training
Larch Room (3rd Floor)
Continued from 9:00 session.
Frank Sebastian, Emergency Management Group
Accelerating Events with AI: Practical Applications
Cedar B Room (2nd Floor)
A cross-industry panel of experts will delve into the potential (positive and negative) of AI in the event industry. Discover how AI-driven solutions are revolutionizing event planning, enhancing attendee experiences, and streamlining operations. Gain valuable insights from real-world examples, and engage with industry professionals as they share their experiences and answer your questions. This session will include Q&A with panelists, offering valuable insights for anyone interested in leveraging AI.
The Future of Festivals: Navigating Emerging Technologies
Cedar B Room (2nd Floor)
This session explores the future of festivals and events in light of emerging technologies. We'll explore how technology advancements, including AI, robotics, VR/AR, and energy are shaping the industry, discussing both the opportunities they present and the challenges they bring. The session will conclude with a Q&A segment, providing a platform to address questions and concerns about these technological advancements and their potential impact on the events industry.
Joe Muharsky, Teamatorium, Eric Corning, WFEA Board Member, Amy Maxwell, Ticket Tomato; Jackie Wood Baker, Sparkwood Events
Increase Profits Through Your Customer Experience: When Your Customers "Trust in the Process," You'll Become the Only Option
Laurel Room (3rd Floor)
In today’s competitive market, a standout customer experience is more than just good service—it’s a powerful driver of profitability. This session will explore how building trust through consistency and transparency, creating a seamless omnichannel experience, and personalizing interactions can transform satisfied customers into loyal advocates. By mastering these key strategies, you’ll not only increase customer satisfaction but also position your business as the go-to choice in your industry.
Kevin Nash, Bellevue Lighting
Funding Your Event
Juniper Room (3rd Floor)
Fundraising is a vital part of keeping your non-profit event alive. Learn more about development and marketing strategies that help you and your organization stand out amongst the clutter whether it be with your donors or other grant programs.
Natalie Maitland, Fort Worden Hospitality
Part III – Event Security Mock Table Top Training
Larch Room (3rd Floor)
Continued from 9:00 and 10:00 sessions
Frank Sebastian, Emergency Management Group
Washington’s Statewide Support for Festivals and Events
Cedar A Room (2nd Floor)
Karen Hanan has fought for funds to support the arts as long as she has been the director of ArtsWa. Learn what’s in store for events in the new year, including grant opportunities.
Karen Hanan, Washington State Arts Commission
Thursday Closing Session: An All-Star Lineup
11:30 a.m - 1:00 p.m.
Best Practices for Managing Music
Regency Ballroom (2nd Floor)
Hear from all sides during this session – from legendary artists, a legal expert, and talent sellers and buyers. Learn how you can provide the best experience for your musicians and audience.
Bonnie Lackey, Alexander Party Rental, moderator
Recording artists Merrilee Rush (“Angel in the Morning”)
Billy Mac, band director for Rush and author of “My Oh My: The Dave Niehaus Story
Doug Heath, lead guitar player for Paul Revere and the Raiders
Attorney Jim Varnell, whose clients include Garth Brooks
Kell Houston, Houston Productions
Jon Stone, Jon Stone Consulting
MEMBERSHIP:
We offer 3 different membership rate levels. For students, individuals and organizations - each based on annual budget.
