Is your festival a Purple Cow?

I am somewhat embarrassed to admit how long it took for Seth Godin's Purple Cow to surface at the top of my reading stack. While one will not find a single festival reference, I cannot think of a better book for festival planners to be reading, especially in today's turbulent world.

In a nutshell, the book encourages us to be REMARKABLE in what we do and contends that being remarkable is the only true competitive advantage left for products of any kind.

This started me thinking. Are there many remarkable festivals? In my workshops, I often speak about the homogeneity of the festival product. We all have good food, beverages, entertainment, children's activities....etc, etc, etc. But do we have anything that jumps up and literally grabs the customer's attention? As a whole...I think not so much.

There is no formula for developing remarkable. And if being remarkable was easy, everyone would be doing it and it would no longer be remarkable. However, Godin's book helps us challenge the way we think and provides us with questions, examples and ideas to begin the quest for a Purple Cow.

Again and again he emphasizes the fact that remarkable is rarely a marketing issue. It is usually a product development issue, which could not be truer for the festival industry. What are we doing in programming, access, logistics, customer service, training, or volunteer management to created a remarkable (read: unforgettable) experience?

Are you completely willing to re-engineer your event? Too risky? Godin's contention is that risk-taking is the only safe move in today's landscape. Staying the same (as yourself and your competitors) is the path to being obsolete. Risk is the path to success.

He tells the story of Dutch Boy paint. Paint is boring and paint is an even more homogeneous product. Dutch Boy realized that paint was not their product. Rather, the painting experience (ugh!) was the product. By developing revolutionary new packaging, an easy to pour plastic jug with a handle to replace unwieldy paint cans, they made painting easier, cleaner and more fun. Listening to the customer, completely rethinking the product and unleashing this clever Purple Cow helped them steal significant market share.

Is your festival the next Purple Cow? I sure hope so!

Penny C. Reeh - Owner, Indigo Resource Group & TFEA Executive Director

Rainy Days And Mondays . . .

Mother Nature is such a tease. All summer long the temps topped 100 and the sky was blue above most of Texas, but in recent weeks that's changed.

Traders Village Marketplace is the largest flea market and festival complex in Texas with more than 5.5 million shoppers and festival-goers every year. From the Bayou City Cajun Festival and Houston Championship Chili Cook-off in Houston, to the Tet Lunar New Year celebration and annual Auto Swap Meet in Grand Prairie, the marketplaces' festivals and special events entertained thousands earlier this year without a hitch . . . then, the rains came.

Anyone who stages outdoor events knows the heartbreak that comes when months of planning is completely washed away in a frog-strangler filled with pine needles, paper debris and generic "stuff" of questionable origin. But, it happens.

Traders Village in Grand Prairie recently hosted its 47th annual American Indian Pow Wow - an event that normally draws more than 100,000 guests over three days. But, this year a rain dance must have mistakenly been performed, the sky opened up and the event was a washout. The event crew did its best and the Pow Wow went on beneath the cover of a giant Expo building, but the damage had already been done.

The thunder rolled in Houston for the 9th annual Village Art Car Show. With more than 35 rolling works of art and thousands of dollars in television support behind it, it was like a festive private party for the members of the Houston Art Car Klub and Traders Village staff who had not been sent home for the day. There was even a live band for dancing. Such fun on a rainy day with nobody there to enjoy it.

But, despite the rain, the pre-happening prep, and all the event day stuff that had to be done -no matter what - we survived to do the next festival - hopefully one staged in the sunshine, with parking lots filled with cash carrying, fun-loving patrons.

There is no doubt that you need a positive attitude in our industry. Singing "rain, rain, go away" may have worked for us as kids, but as grown-ups, not so much. After more than 30-waterpark-flea market-theme park-years I have learned ride the wave of rainy days, and I'm okay with that. You can't do anything to stop it, so just make alternative plans, throw on your rubber boots, and go with the flow. Don't beat yourself up over it. Just rejoice in the fact that we have the best job ever. Don't let those rainy days and Mondays get you down - right Karen?

M. Baxter

Texas's Own George Draghici Performs at IFEA

CLICK HERE to watch George Graghici's performance at the Opening Reception of the IFEA Annual Convention and Expo on September 22 in Indianapolis, IN! This painting was purchased at the IFEA Foundation Night fundraiser later that week by the 500 Festival in Indy.

Let's Share

Welcome to TFEA's new blog! A place where festival/event planners, volunteers and suppliers can share ideas. A place where new information can flow quickly to members. A place to find new connections and new partners. A place to learn and teach.

We will routinely strive to offer new information, monitor trends, ask for feedback and hopefully make you smile, or even belly laugh, from time to time.

We invite you to join the conversation and be an active part of the largest state association in the country. Everything is bigger in Texas!