Groupon

Gap made 11 million dollars in a single day due to a simple Groupon coupon. Shocking, right?

Maybe you’re not sure exactly what Groupon is. I’ll explain.

Groupon is a website that features a daily deal specific to a certain geographic region. Once an individual subscribes to the site, an email explaining the deal is sent to them each day. Trust me, you probably want to subscribe. Some of these deals are simply irresistible. Others, though, are quite resistible. In order for the daily Groupon to be valid, a certain number of individuals must first purchase the deal. If the set number is not met, no one gets the deal. Period. This method is highly beneficial, ensuring that the said company actually makes some money. Groupon then receives a small share of the dollars taken in.

One complaint that should be mentioned, however, is that each deal must be discounted at least 50%. This means that it would be best to do a Groupon daily deal earlier in ticket sales rather than later ensuring that those customers who purchase early aren’t missing out. Whether, you choose to discount a 3-day general admission ticket or a single day pass, you’ll probably make some money from this gig.

Obviously a retail store such as Gap is a bit different than a music festival. Regardless, it is something your festival should consider.

By the way, I was serious when I said you should subscribe. Not only should you subscribe, you should also take a few minutes to look at the “How Groupon Works” portion of the website. Please.

www.groupon.com

The Voodoo Experience

Just like I mentioned in my last blog, it’s all about the experience. Period.

That is exactly where the Voodoo Experience fits into the picture. Experience is in its name. Literally. The Voodoo Experience is working to create this ultimate fan experience. Just like every festival should. Take a peek at their website. There is an entire section dedicated to the experience itself.

The festival does have headliners like Ozzy, Muse, Weezer, and Drake slated to play. But that’s only a miniscule portion of what you’ll actually experience at this place.

The Voodoo Experience does not just encompass a wide variety of musical talent. Artists ranging from Ozzy to Drake will be in attendance. Not an Ozzy fan? No worries, the Voodoo has got you covered.

Artists from around the globe will be displaying interactive pieces of art daily. The pieces will all be connected by a common theme, which has not yet been announced. Just imagine seeing these interactive exhibits under the New Orleans stars.

Oh and after you walk through the festival gates each night, the celebration continues. Voodoo 24/7. On Halloween. In New Orleans. Local and Voodoo artists will perform at venues in the French Quarter, Frenchman Street, Uptown, and the Warehouse District nightly. Be prepared to experience the vibrant spirit and culture of New Orleans. And bring your dancing shoes. You’ll need them.

It doesn’t stop there. Vooboo. Nope, that wasn’t an error on my part. Vooboo is an area on the festival grounds for kiddies ages 10 and under. The area will feature music, arts, crafts, and ketchup. Yes, ketchup. Hmmm.

Wondering what’s next? Save your pennies. The Voodoo Marketplace will feature arts and crafts from around the globe and unique to New Orleans. And of course, the drinks will be flowing and the food will be plentiful. Fill that piggy bank. This could be dangerous.

This unique combination is essentially added leverage for the dollars the fan spends on their ticket. It’s what keeps them coming back year after year. Because in all reality, they could catch Drake at their local concert venue rather than attending a festival. Creating this experience that extends well beyond the acts you see on the main stage should be the ultimate goal of every festival. And it’s exactly what the Voodoo Experience is doing. So take notes.

Buy Tickets here if you’re ready to experience the experience.

We Put the “We” in We Fest

It was 5 am on Thursday, August 5th. Three of my closest festival-going buddies and myself packed up. I don’t think any of us have been up THAT early since…well I don’t know when. It was like we were seven years old again and going to Disney World. We were going to Disney World. The Disney World of country music fans, that is. We Fest.

Four dreadful hours and one cramped car ride later, we found ourselves in Detroit Lakes, MN. By the way, I had somehow gotten the honor of driving while the other three snoozed away. Like most “festival” towns, Detroit Lakes, is a small town nestled in northwestern Minnesota. One thing about Detroit Lakes that isn’t so small though is We Fest. The reason we had made the journey. It was my first time.

Nothing about We Fest is small. This place has ten campgrounds. TEN. The venue itself has four gates that 40,000 avid country music fans walk through daily. No, not over the entire weekend. Daily.

And there’s a reason the fans come in herds. The line-up was A+. Kenny Chesney, Keith Urban, and Kid Rock were all on the bill amongst a slew of other country music superstars. People come from miles around to see these guys. The camping is plentiful. With a wide range of prices and locations, fans can find the option that fits both their budget and location preference. And last but not least, the experience itself is…well there aren’t words to describe it.

We Fest has an established fan base that wouldn’t miss the festival for the world; the ultimate dream of every festival promoter. In fact, being the social media guru I am, I checked the Facebook page when I arrived home on that Sunday. Fans were already voicing their excitement and enthusiasm for next year’s event. By the way, Sugarland, Brad Paisley, and Rascal Flatts have all been announced as a part of next year’s entertainment. So buy your tickets now.

I missed a couple of the concerts throughout the weekend, but I must say my favorite show was Keith Urban. That’s a given though. Mr. Urban never ceases to amaze. My other pick is Dierks Bentley.

One complaint I have, however, is the distance from the campgrounds to the venue. Yes, the shuttle service offered is nice, however it isn’t always convenient. Especially when there are thousands of others waiting not-so-patiently to get to the same destination.

Did I mention our air mattress deflated on night numero uno? Chalk that up as complaint number two.

As I sit back and think about the 40,000 number I threw around earlier though, it truly reflects on the fact that we, the fans, are the ones who put the “we” in We Fest.

Blog, Tweet, Post, Poke…You Get the Idea.

So maybe I’m on a bit of a social media kick this week, but I
cannot stress the importance of joining in the conversation. Because
there aren’t going to be any of those awkward silences anytime
soon. I promise.

The beauty of social media is that it is essentially a two-way
conversation between your festival or venue and the fans. There
isn’t a single other form of media in which a business or brand
and a consumer can communicate directly and instantaneously. It speaks
innovation like none other.

Not only are other forms of media one-way, they are also costly. As
you know, in order to place a 30-second radio ad, you’ll have to
dig pretty deep in those pockets. Social media is FREE. But remember
how some of the best things in life are free? That’s what I
thought.

So I was curious. Why ARE businesses and brands so hesitant? The two
main reasons I hear as to why businesses and brands do not have
participate in the social media conversation are because they do not
have the time and are also highly intimidated by the fact that social
media is in fact a two-way conversation. It isn’t that annoying
radio ad that gets little to no attention and no response from the
people that matter. It’s an actual conversation that the
consumer can participate actively in. But so can you. Not only is it a
conversation, it’s advertising.

Remember how I also mentioned that social media is conversational?
Don’t shout. Use your inside voices please. Create a character
or voice to use on each of your social media outlets. Make sure
it’s consistent. Be creative though. The content must be
relevant and interesting. Keep people chatting. With that being said,
do your part to respond the moment a customer asks a question,
compliments your festival or venue, or even voices a complaint.
Deleting is NOT the answer. Imagine you are face-to-face. You
can’t run and you definitely cannot hide. It will only hurt you
in the long run. If a customer voices a complaint, respond to them.
But also use it as an opportunity to re-shape their opinion. They want
to be heard.

What if there is one of those awkward silences where you’re
unsure of what to say? Create a social media campaign. Follow it and
tweak it as need be. The campaign can be a combination of promotions,
giveaways, news, and updates. Remember to be adding a twist of that
personality and voice that I spoke of earlier. Use this campaign to
get fans excited. Get them counting down the days until they walk
through those front gates again, until they’re eating another
fudgie wudgie.

But for now… blog, tweet, post, and poke away. You’ll be
impressed at how effective joining the conversation can actually be.

Foursquare

So maybe it’s a little ironic, I’m using a social medium to write about another social medium. Maybe that’s clue number one of the power social media truly has.

Recently, a new fad in the chattersphere of social media has developed; location-based social networking. Or maybe it isn’t a fad at all. It just may be here to stay. I think it is. This concept, which I will explain in detail in a second, is extremely fascinating to me. It should be to you too. Foursquare is the primary contender in the realm of location-based social networking. All a customer needs is a smartphone. As soon as said customer arrives at a location, whether it’s a concert venue, coffee shop, bar, boutique, or restaurant, they “check-in” via their device. Their “check-in” can then be broadcast to both their Twitter followers and Facebook friends. It tells their exact location including the city and a map provided by Bing.

So as I sit here writing this blog, I’m having a “hello festival, welcome to the chattersphere of the world wide web moment.” Foursquare has a couple million users, 2.4 million to be exact. And it’s growing in monstrous strides each month. These are 2.4 million young, tech-savvy consumers at your fingertips. So… use them. Again, 2.4 million users who broadcast their exact location to the millions of users on Facebook and Twitter. Has it hit you yet? This is huge.

Maybe you have a colossal advertising budget, I’m not sure. Regardless, isn’t your ultimate goal to get more people to purchase tickets? To get more people through that front gate of the festival? Encourage them to check-in the moment they arrive at your venue. And reward them for doing so. Offer them anything from a t-shirt to a discount on next year’s ticket for “checking-in” upon arrival. Use them as a source of free advertising. As cliché as it is, the word-of-mouth advertising they can provide for your festival or venue is invaluable.

You may just find that location-based social networking is much more powerful than that billboard you just spent two thousand buckaroos on.

The Incredible Machine

As I roamed the festival grounds in Eau Claire, WI, it was very obvious that the Incredible Machine Tour was in town. And I couldn’t have been more excited. Sugarland’s tour buses and equipment semis were neatly lined up in the backstage loading dock area. It had rained (hard) on the Thursday of the festival so the grounds were a bit muddy. The buses and semis were dirty from the good ol’ Wisconsin mud. No one cared about being a lil’ dirty though, it was Sugarland time! The Incredible Machine is not only the name of the duo’s tour, but also of one of their latest singles. As I sat in awe watching the show, I heard the first note of “The Incredible Machine.” It was then that my wheels started turning.

I began to think about how a festival is in fact an incredible machine. The people who make these things happen do not get nearly enough credit and admiration for the work they do. As soon as the curtain is pulled on the final act of the weekend, planning is already well underway for next year’s production. And a production it is. As a fan, it is sometimes easy to underestimate and take for granted the sweat, time, passion, hard work, and long hours it takes to make this so called incredible machine happen. After all, as a fan, it is your job to take a break from the hustle and bustle for the weekend.

But next time, sit back for a second and take a peek at all that’s going on around you. From the moment you step foot onto the festival grounds and have your ticket scanned – to the vendors who have traveled from miles around – to the runners who drive the artists and their crews to and from the airport – to the security guard who warns you to “settle down” with a tough grin on his face. This list is endless. Really. All of these people work together to create this incredible machine.

Without every part of the machine working together in sync, the machine is broken. The festival does not happen as it should. Or could, for that matter. On the other hand, when everyone does their part and works together, it creates an incredible machine; an extremely memorable experience for all.

So… Take time to appreciate the incredible machine. Because as a fan, you’re the most important part. For real.

Jason Likes To Jam

As I sat under the VIP renewal tent on Saturday evening at Country Jam in Eau Claire, WI, I met Jason. Jason walked up to me, serenading me with his own version of a certain tune by Neal McCoy. It went a little something like, “Jason’s got his beer goggles on.” He then chuckled a bit and made a comment under his breath about how he always has his beer goggles on at Country Jam. Who doesn’t?! His rendition may have been a bit out of tune, but I appreciated it nonetheless. Jason was a true cowboy. He was sporting a cutoff shirt and a cowboy hat with a flashing Country Jam light. Oh, and I must not forget, he had his beer of choice in hand.

As our conversation began, I quickly learned that Jason is a seasoned festival veteran who hails from Sun Prairie, WI. He has been attending Country Jam for 17 years (since 1993) and he’s loved every minute of it. After chatting for a bit, Jason informed me that he prefers to be called “EN.” After a bit of prying, I learned the true definition of “EN”, but it may be a bit too vulgar to blog about. So… use your imagination? By the way, this nickname only applies annually on the weekend of Country Jam.

Jason was far from shy and did not hesitate to inform me that his favorite Country Jam tradition is beer. Plain and simple. I asked him to elaborate. He then told me that his group has an inflatable snowman named Frosty that they place on top of their camper. When I questioned the significance of this Christmas decoration, Jason went on to explain that he sometimes drinks a little too much between the Bloody Mary he has for breakfast and the beer he has for lunch and dinner. Frosty helps him and his neighbors find their way “home” at night. Thank God for Frosty. If you happen to see the one and only Frosty next year at Country Jam, stop by and say “hi” to Jason. He’ll probably offer you a beer. Once everyone in the group has stumbled their way back to the campsite, each person says the “highlight” and “tick-off” of their day as they sit around a campfire. I could only imagine how entertaining this portion of the night becomes.

Did I mention that Jason is a Luke Bryan fan? Luke Bryan was Jason’s favorite show of the weekend. I would have to agree. He was also pleasantly surprised by the Lo Cash Cowboys. Considering the fact that the Lo Cash Cowboys were the first to sell out the sky box seats each day, other fans must have been impressed as well.

As far as next year is concerned, Jason already renewed his VIP tickets. He’s set. His one request though, “Bring on Toby Keith!”

The Legend of the Lawn Chair Line

During my 21 years on this Earth, I have attended my fair share of country music festivals. As in, I have probably been to every country music festival in Wisconsin and Minnesota at least once. Twice in most cases. It’s true, I have been going to these things since I was in middle school. I have grown up with them. Just as children of the 60’s are graced with the title of “hippie child”, I am 100% deserving of “festival child”. And I’m proud of it. In short, I’ve witnessed lots of (for lack of better word), interesting traditions that take place at these things. Perhaps the quirkiest tradition I have noticed (and taken part in) though is none other than the lawn chair line.

Just so you understand the full experience and not just the definition, I’ll give you a little peek into my favorite lawn chair line adventure. And an adventure, it was. You’re stumped, aren’t you? What in the world is a lawn chair line?

As “Closing Time” by Semisonic played over the festival sound system, there was a definite separation of the crowd. Some were stumbling their way to the beer tent while others were wandering aimlessly, lost souls hoping to bump into their campsite… eventually. These are the people who probably wouldn’t even know their own name if you asked. There were some who stampeded the gate; anxious to get back to their camper after a long day in the Wisconsin humidity. But none compared to those who were headed to the lawn chair line. These are the die-hard fans; the ones that will do anything to catch a drumstick or guitar pick or even a glimpse of a shiny tour bus. I was one of those for the night. I was headed to the lawn chair line. I wanted nothing more than to see Alan Jackson from row one. And by row one, I mean row one of the general admission lawn chair seating. Row one of the general admission seating at this particular festival was behind both the VIP and reserved seating, yet for some reason these seats are still treasured. I had saved all of my babysitting money to buy the ticket and I was determined to be as close as possible to Alan Jackson. These are the VIP seats of general admission seating, if that makes sense.

After sprinting back to our campsite to grab pillows, sleeping bags, a bottle of water, a snack, and our lawn chairs, of course, we rushed to the lawn chair line. Yes, Mother Nature would be tucking us into bed. Bed? Wait, we would be spending the night on the rock hard ground under the stars. I’m not sure that qualifies as a bed. By the time we arrived, there were at least 20 people in line. Those 20 people were considered our competition. We laid our sleeping bag on the damp ground and crawled in. The gates opened up at 11 am. That meant there were 12 torturous hours remaining.

As I drifted off into a light sleep, I heard footsteps stumbling toward me. I then felt a heavy body crash down on top of me. A drunken cowboy had crashed on his way home from the beer tent. He officially qualified as one of those lost souls I referred to earlier. I dosed off again only to be awakened by another lost soul tripping over my sleeping bag. She didn’t fall on top of me though. She bit the dust. Joke was on her.

I awoke to the cock-a-doodle-doo of a rooster. Literally. It was the crack of dawn. My body was stiff from sleeping (if you could even call it that) on the hard ground. I didn’t care though, I was ready to see Alan Jackson. It was only 6 am and the humidity of the Midwest had already kicked in. As I sat in line sweating, I dreamed of going back to the air conditioned camper. For the remaining 5 hours until the gate opened, we alternated shifts of going back to the camper for a cool down. We rotated every hour, on the hour. And you had better not be late. During my “on” shifts, I worked on my tan (farmer’s tan) and counted down the seconds until my partner in crime would return. Eventually, after 3 long shifts, it was time for the lawn chair race. The moment we had been waiting for. Although this idea may seem humorous and perhaps a bit ridiculous, it was taken extremely seriously by those who participate. Especially after spending 12 hours in line.

Four security guards with matching neon yellow t-shirts and tough grins stood before us. We were constantly updated on the status of the opening of the gate through the chatter of their radios. A stern voice finally came over the radio and said, “Gates open in 5, 4, 3, 2, 1, and open.” My heart was pounding. And just like that, the chutes opened and we were off. “The Race Is On” by Sawyer Brown played over the festival sound system. Dust flew. And so did people. I witnessed at least 5 bodies hit the ground as they tried to beat the person running next to them for the next best spot. I may or may not have been one of them.

Although I can admit to despising my life for the 12 hours I spent “sleeping” in the great outdoors of Wisconsin, I can also say I had the time of my life in my first row seat rocking out to “Chattahochee”. Scraped knees and all. And that is the legend of the lawn chair line… because I can’t say I will ever be “lawn chair lining” again.

“Just as free, free as we’ll ever be”

On June 19th (we’re a little late on this one, I know) in the nestled, yet bustling town of Somerset, WI, I witnessed something I’ll refer to for now as the appreciation factor.

As the sun set on the festival amphitheater, a crowd composed of thousands of screaming fans rose to their feet in anticipation of seeing the Zac Brown Band. What the Zac Brown Band brought to Somerset, WI that beautiful June evening wasn’t just one hell of a concert. These guys are truly talented musicians who prefer Land Shark Premium Lager, by the way. When the band took the stage at 8:30, they warned the crowd that they would be playing until concert promoters shut them down at midnight. They did NOT disappoint. But beyond that one hell of a show, the Zac Brown Band did something rare. For those three and a half hours, it didn’t matter what your political stance or affiliation was, or whether you were pro or anti war. It didn’t matter who you voted for or whether or you considered yourself liberal or conservative. It only mattered that you appreciated the freedom we so often take for granted. The Zac Brown Band united thousands of fans over this common idea. The appreciation and graciousness for our soldiers; those who make this freedom possible could be felt making a ripple-effect throughout the crowd. It could be heard through the screams and hollers of the fans. It could be seen by the fans scrambling for the Letters for Lyrics booth to write a letter to a soldier overseas.

In partnership with Dodge Ram, the Zac Brown Band has created a campaign called Letters for Lyrics with the ultimate goal of writing one million letters to soldiers around the world. The program was launched in May and by mid-June, approximately 150,000 letters had already been written. That’s 150,000 people who felt the need to show their appreciation. Do you?

At each of their shows, Zac encourages fans to go to the Letters for Lyrics booth to write a letter to a soldier in exchange for a Breaking Southern Ground CD. As soon as Zac made the announcement to visit the Letters for Lyrics booth that night in Somerset, WI, it looked like thousands of tiny ants crawling around Thunder Road, with one destination in mind.

So…write your letter. Bring it to a Dodge Ram dealership. Get a free Breaking Southern Ground CD. But most importantly, show your appreciation. As Zac would say, we’re “just as free, free as we’ll ever be.”

Who Dat say they gonna rain out Gulf Aid?

With only a week to prepare but an extraordinary volunteer workforce, Gulf Aid was upon us. With a lineup that included well known artists such as John Legend and Lenny Kravitz, we were expecting a large walk-up crowd.

After checking the weather report early in the week, it didn’t seem like we had too much to worry about. Just about all of our festivals experience some degree of rain so a little rain might actually be welcomed as it would cool things down a bit. Coming from Arizona, believe me when I say that a “dry heat” beats a humid summer any day of the week. Even driving to the venue (a < 2 mile commute) we only experienced some mild showers that dissipated by the time we pulled into the Mardi Gras Word River City venue.

Well by the time that Todd came out of the venue after checking us in, that changed “a little”. His shirt was SO soaked (after a 50 foot run) that he actually suggested that I give him my shirt so that I could wear my undershirt for the duration. With tornado warnings being broadcast on the radio, I was beginning to fear the worst. It seemed like such a shame to end that way considering all of the effort that so many people had made in such little time.

By the time we got ourselves and our equipment safely inside, a decision had already been made to move the outdoor stage inside (a contingency plan that had been put in place by Rehage Entertainment) and the ticket sales and ticket taking lines were moved inside as well.
The Mardi Gras World River City (I’m just gonna refer to it as “The venue” from now on) was loaded with large sculptures of famous people, prominent Louisiana athletes and also mystical creatures. I definitely have to say that if I’m gonna through a huge party, I want Yoda and an amazonian Marilyn Monroe joining in the festivities and officer McGruff the crime dog handling security.

The stage that was originally planned to be out on the riverfront (also known as the “Coastal Stage”) was moved inside the warehouse and the “Wetlands Stage” was located in an indoor facility adjacent to the “Mansion” (being a tourist, I’m still not sure what this is representative of, if anything). From within the Wetlands stage, VIP ticket holders had a balcony view of the performance (in addition to free beverages).

With us set up between Poseidon (or was it Zeus?) and King and Queen Kong, we had our new home. The “Burger King” King was sitting directly behind us acting as supervisor and I must of looked back at him a dozen times thinking some creepy guy was sitting back there staring at us. With volunteers aplenty and our system setup, we were eager to get the party started. In spite of the torrential downpour, the event opened less than 2 hours behind schedule (which was impressive I thought) and people started flowing in. Funny thing was that after the event opened, there wasn’t a drop of rain (I personally think that Poseidon had something to do with that).

The day really flew by with the various acts playing and the crowd size growing. The Jazz was pumping on the Coastal stage and it was definitely cool to hear some of the local bands play. EVERYONE was friendly and excited to get together for a good cause. I don’t know if it was just a philanthropic crowd or what, but the people of New Orleans thoroughly impressed me. If not for the calls of “Who Dat?”, I wouldn’t have a negative thing to say about them (actually if I don’t have to listen to it during next years NFL playoffs, I’m willing to accept it at a benefit concert).

Warning: Sappy heartfelt moment
During one of my trips through the Mansion into the Artist bathroom (Why use a port-a-john when you have an all-access wristband), I remember actually considering how amazing it was that this was put together in such a short time. People truly can accomplish amazing things when they have great leadership and work together for something that they all believe in. There were so many people that helped out for this that I just want to personally thank everyone involved. I know that coming from AZ we aren’t going to be impacted as much by the oil leak but it was a good feeling to know that Elevate was able to play its’ part.

From the number of “thank you’s” and “Who Dat?” calls on the way out, I was convinced that the event was a success. I’ll leave you with the gist of a conversation that I had with “Bob” (one of the Rehage employees that was vital to the event and helped provide all of the gate volunteers)… “The event was a success the minute that it was decided to put it on”. Having Gulf Aid helped create so much awareness throughout the region and even the country that the success of the event cannot be measured simply in attendance numbers. I think that much of human nature is to ignore that which doesn’t impact you directly but it’s hard to avoid things that are in your face. Donations have continued to come in (http://www.gulfaid.org/) and hopefully these efforts will help to minimize the impact of the spill.

My last piece of advice is that you should pass on the 1am Cheese Steak and Onion Rings. Problem is, I don’t think that they serve salads on Bourbon Street.