Full Program Mgmt: Inkcarceration Music and Tattoo Festival / by adam grosze

CHALLENGE (S):

Inkcarceration Music & Tattoo Festival had one festival under its belt, going into year 2. Multiple festival staff, who were responsible for other core festival operations, PR marketing duties, were fielding incoming requests and selling sponsorship deals. Inconsistent (low) pricing, no expense tracking, packages heavily weighted with free festival passes, limited space to monetize, as well as sponsors, left frustrated from under-delivery and insufficient support on-site, were all lingering challenges moving forward. The festival Promoter was looking for a reliable, experienced team to manage all aspects of their sponsorship program.   

HUB SOLUTION: FULL PROGRAM MANAGEMENT

  • HUBXm established an inventory of sellable rights and benefits and set fair market value for each.

  • Integrate a year-to-year revenue growth strategy.

  • Engaged on-brand national, regional, and local brands

  • Established a festival charity strategy and ticket policy to address the many charity donation requests.

  • Identified Sponsorship program expenses, tracked, and billed to the appropriate sponsors.

  • Managed all marketing integration for all sponsorships, ensuring full delivery of marketing benefits purchased.

  • Managed all activation need and on-site fulfillment for all festival sponsor programs.

RESULTS:

  • Increased investing sponsors to 16 national regional and local investing sponsors, elevating the event with brand partners like Miller Coors, Monster Energy, Indian Motorcycle, Zyn, Bulleit Bourbon, US Army, etc. while including local partners for “community engagement” objectives.

  • Increased festival sponsorship revenue by 150%.

  • Reduced complimentary festival tickets as a percent of sponsor package value by over 80%, adding to revenue generation for this event.

  • Negotiated the festival’s merchandise vendor partnership.

  • Secured license agreements for multiple non-traditional festivals branded items, establishing a baseline value and sales volume metrics for several annual festival “keepsakes”.

  • Received a 100% approval rating from all sponsors.