Music Festival Event Promoter

The Project

Event Creation, Design Development & Opportunity Evaluation

The Problem

Rhe development of a large, international, multi-day music festival to be held annually in the US.

The Strategy

Provide expert leadership in developmental planning, organisation of ownership, funding alternatives, business modelling and operational budget creation. Provide the development group with a realistic reflection of the required business components, brand and event marketing programs, timelines and possible business opportunities. Develop the initial guidance on the configuration of the site plan, infrastructure services planning, customer access, facility amenities, and event operations. Provide initial staffing requirements and organisational structure and facilitate a comprehensive search program to identify appropriate management staff.

Additionally, the Incognitus development unit will develop and implement the initial brand introduction and marketing program. Also in the initial phase of the start up, Incognitus will develop and implement the event-marketing plan, as well as, the development of a premium sales program, locally, nationally and internationally.

Lead the negotiating and securing of an appropriate site. Develop governmental and civic relationships required for the successful introduction of a large, international, multi-year event into the community.

The Solution

Establish a comprehensive business model that will serve as the foundation of the event development. This began with the researching of similar events around the world to develop a working model including capital expense budget and initial year profit and loss with a three to five-year future forecast. The model also included the development of an ownership/Client structure that will serve as the "governing board" of the event based on a private entity structure.

In addition to the development of the financial parameters of the event (profit and loss and capital), Incognitus has assisted the Client group research and developed various owner financing and funding scenarios and presented to ownership for consideration. This also includes the development of a governmental and community action plan that provides the groundwork for the expansion of the various relationships, thereby helping to secure positive Governmental support (favourable tax structure, municipal services, traffic planning) and other financial and "in-kind" agreements that provide favourable financial upside for the event while building positive community support.

Incognitus developed an initial overall site plan and an overlay of integrated off site service locations beyond the actual event site that includes, parking, support services, traffic management, emergency services access and other associated aspects of the overall site. We launched an effort to secure an appropriate site and are negotiating on two different parcels on behalf of ownership to host the event.

The development unit of Incognitus established a foundational brand introduction and marketing plan providing the basic structure and preliminary estimated expenses for the implementation of the plan.

Along with this plan, a preliminary event-marketing plan was developed which includes traditional marketing, tourism and international marketing, viral and digital marketing elements, basic group sales plan and the structure for the development of the sale of premium assets. Included in the plan are the realistic estimates of revenues derived from corporate partnerships and other various income opportunities.

As part of the budgeting process, we developed a staffing model, both full-time and event based which allowed for the development of a management organisational chart and job descriptions. This will serve as the basis of the management search that will be directed by Incognitus as part of the overall business model and timeline development.

Sustainability

Incognitus was able to provide a very solid and realistic plan, the very nuts and bolts of this proposed event. The plan is providing critical information and ownership, working hand in hand with Incognitus has begun the various aspects of development that such an event requires.

Without this critical information the development of such an event would be similar to navigating a large ship without a rudder. We continue to provide valuable consultation, information and management as this event grows upon the strong foundation developed by Incognitus, into an internationally recognised annual event.