The Secret Sauce of

Advance Event RevenueJarrod MetzgarKendra Wright

• First job managing events for non-profit

• Began building websites in 1995 for Fortune 1000 company

• Started own company in 1998

PRESENTERS

Kendra Wright

Saffire Events• Serves as Vice President, Fair Division

• Oversees every part of fair management, from booking attractions to overseeing the grounds layout

Jarrod Metzgar

Heart O’ Texas Fair

HISTORY

SAFFIRE CLIENTS

SAFFIRE CLIENTS

SAFFIRE ASSOCIATION

PARTNERS

PALAMINO FEST

WHY DOES SAFFIRE CARE?

WHY DOES SAFFIRE CARE?We like money!

AGENDA1.What the advance sale

program is and how it started

2.The 6 secret sauce elements3.How you can “start small”

HOW DID IT START?

• Originally gave prize of a trip to top volunteer salesperson

• Discovered that Chamber better rewarded volunteers

• Turning point was awarding trips to a much higher number of volunteers

WHAT IS IT?• Volunteers sell advance

tickets and more• Top salespeople are

rewarded with a trip

SECRET SAUCE ELEMENT #1

#1: THE ITEMS FOR SALE

• Important to give enough choices but not too many

• Biggest sales items are:o General admission to fairo General admission to secondary evento Family fun packso Sponsorship packageso Calf scramble packageso Meet and greet with performers

SECRET SAUCE ELEMENT #2

#2: THE INFRASTRUCTURE

Chairman

Division Leader

1

Team 1

Team 2

Team 3

Team 4

Division Leader

2

Team 1

Team 2

Team 3

Team 4

Division Leader

3

Team 1

Team 2

Team 3

Team 4

Division Leader

4

Team 1

Team 2

Team 3

Team 4

Division Leader

5

Team 1

Team 2

Team 3

Team 4

Vice Chairma

n

Each team has12-18 members.

#2: THE INFRASTRUCTURE• Setting goals

• Set total goal amount – let’s say $100k

• Division leader goal is $20k (1/5th total goal)

• Team goal is $5k (1/4 total division goal)

#2: THE INFRASTRUCTURE• How infrastructure is seto Fair chooses campaign chair

and vice chair– Chair and vice chair is one-year

commitment

o Campaign chair and vice chair choose 5 division leaders– Division leaders are two-year

commitments

#2: THE INFRASTRUCTURE• Team captains are chosen based

on sales• Captains:o Keep one membero Draft 4o The rest are randomly chosen by fair

• If there is an opening for division leader, team leaders move up based on sales

#2: THE INFRASTRUCTURE• Materials include:o Committeeman guide and structure– Letter from fair and chairman– Campaign leadership– Campaign goals– Meeting dates and times– Order form– Details about items for sale– Sponsor list (do not contact)– Volunteer sales list (with volunteer contact)– Frequently Asked Questions– Selling incentives

#2: THE INFRASTRUCTURE• Materials include:o Leave-behind materials– Sales materials– Business cards– A few other things

SECRET SAUCE ELEMENT #3

#3: THE KICK-OFF PARTY

• 4 months before event• Invite current volunteers and a

guest• Sponsor involvement

o Held at sponsor locationo Sponsor can do additional promoo Sponsor provides mealo Bar with beero Drawing among attendees

#3: THE KICK-OFF PARTY

• Chairman (and HOT Fair) go over program details

• Disseminate sales materialso Sales packeto Business cardso Leave behinds

#3: THE KICK-OFF PARTY

SECRET SAUCE ELEMENT #4

#4: ONGOING COMMUNICATIONS

• Meetings every two weekso Communicate anything new– Division leaders speak

o Volunteers turn in moneyo Reward people for hitting sales levelso Sponsors involved in these tooo Keeps people energized

• Mega ongoing emails!

#4: ONGOING COMMUNICATIONS

#4: ONGOING COMMUNICATIONS

#4: ONGOING COMMUNICATIONS

SECRET SAUCE ELEMENT #5

#5: THE INCENTIVES

• Set the “payback %” as 20%• Gambled at first that not

everyone would get trip• Leadership picks destination

from in-budget options• Previous trips were cruise,

Jamaica, Mexico

#5: THE INCENTIVES

• Trip benefits:• Volunteers get to know each

other and fair staff better• They are more efficient

volunteers at the fair• They almost become

extended “fair staff”

#5: THE INCENTIVES

• Who gets a trip:• Chairman and vice chair (for two)• Division leaders (for one)• If division leaders reach goal, they can get

extra trip and 2% incentive• If team leaders reach goal, they get one trip

and 2% incentive• There are also levels where you can get

merchandise and cash• Individuals must raise $5,400 for trip for

one or $6,600 for trip for two

SECRET SAUCE ELEMENT #6

#6: THE TRACKINGAt first, all tracking was in Excelo Manually entered in all

orders by teamo Calculated rewardso Time-consuming as

program grew

TRACKING WITH EXCEL

THEN SWITCHED TO TRACKING

SOFTWARENow teamed with a developer to build tracking softwareo Still enter orders, but it

calculates what is sold and if they get trip

o Figures division and team totals, as well as incentives

STARTING SMALLDetermine what is most important to sell

• For most, this is gate admissions• Consider packages (e.g., family fun pack)

Develop a way to track revenue and reward volunteersFind a volunteer to rally troops for the program

• Set up a small leadership committee

Make sure you have a way to fulfill tickets

THANK YOUQuestions?

Leave your business card, and we will send:• This presentation• Original spreadsheet• Marketing materials• Free subscription to The Dirt for online

marketing tips• Invitation to upcoming Saffire educational

webinars