Challenge

Bi-annually, in a city of the United States, the organization convenes its National Conference. The Delta Sigma Theta National Conference represents the largest gathering of African American sorority members in the nation- 20,000+ registered attendees. Conference attendees include a wide-cross section of African Americans and others, which also represent some of the most dynamic and influential leaders in the corporate, foundation, nonprofit, entertainment and political communities.

Given the high-profile nature of the National Conference, the desire to create a lasting impression surrounding the event and a preference to instill anticipation among attendees, Delta Sigma Theta Sorority Incorporated wanted to improve the sensibilities surrounding event management, entertainment booking and production oversight.

Objective

Enhance the conference and entertainment management process by providing expert contract negotiations and flawless event management organization and oversight.

Solution

Compliment the conference’s heritage and purpose with entertainment events that exceed the expectations of attendees. This was accomplished by booking high-profile and mainstream artists accompanied by optimal event execution befitting the largest gathering of influencers in the United States.

Results

TFG streamlined the booking and production process to consistently come under budget during each of the past four conferences, while raising the production quality of concerts, seminars and after-parties.

Recent artist and speakers have included The O’Jays, Misty Copeland, Fred Hammond, Melissa Harris-Perry, Angela Bassett, Hill Harper, Mara Brock Akil, Brian McKnight, Fantasia, India Arie, and Gladys Knight.

Challenge

Baltimore City, with a 66% African American population, was failing to provide relevant, beneficial and exciting cultural entertainment outlets targeting its young emerging and professional segment within the city’s and region’s boundaries. There were perceptions abound that Baltimore’s sole attraction was the Inner Harbor, which only appealed to tourists.

As a result, Baltimore was not considered an lifestyle destination, but rather, a past through portal for influencers and trendsetters seeking cultural and entertainment variety. Surrounding cities, especially Washington, D.C. given its proximity to Baltimore, garnered the reputation as the preferred destination for hip and diverse options. This preference for Washington, D.C. positioned Baltimore as a minimal factor among urban cities on the eastern seaboard with substantial African American populations and as an unwilling provider of hip and diverse entertainment options.

Objective

Create an attraction designed to generate appeal for Baltimore as a desirable and culturally hip destination, with an emphasis on attracting a diverse demographic cross-section of Baltimore and the DMV focusing on the 25-54 year-old segment.

Solution

Unlike most major cities on the eastern seaboard, Baltimore did not provide a monthly outdoor music series – a signature cultural and social event for the 25 – 54 segment, which typically influence pop culture trends in the U.S. To prevent further migration of this segment to Washington, D.C., Philadelphia, New York, and Northern Virginia and in search of cultural music events, TFG created Jazzy Summer Nights (JSN).

JSN is a monthly mid-week concert series running from June through September. Hosted in 2016 at Pier Six Pavilion at the Baltimore Inner Harbor, featured music, vendors and sponsor pavilions. In addition to providing a regional cultural lifestyle and entertainment option in downtown Baltimore, JSN generated new revenue for local vendors and businesses that was otherwise lost to alternative discretionary spending options.

To create impact, gain momentum and provide credibility for the event among 25– 54 year-old influencers, the marketing campaign for JSN had to be relevant, truthful, imaginative, passionate, intelligent, enlightening and fresh in its approach. A fully integrated social media marketing campaign was required to truly tap into the varying media usage habits of the target audience. The tactics included web, email, street teams, Instagram, Facebook, Twitter, and Linked-in.

Results

The event has grown from nonexistence in 1998 to an annual signature event for summertime lifestyle and entertainment in Baltimore since 1999. In addition to exceeding the original goal of creating an ongoing musical and lifestyle event hosted in the city, JSN now generates more than 20% cross-over market attendance among non-ethnic minorities.

Event attendees include local business professionals, students, young leaders as well as cultural enthusiasts traveling within the New York to Virginia seaboard. Monthly attendance averages 7,000. The closing 2015 concert drew 12,000+ attendees. JSN averaged 3,500 attendees for the 2016 Series.

JSN has become a vital “brand” for summer networking, lifestyle enhancement, and entertainment in Baltimore boasting an impressive list of food, beverage and retail vendors along with several leading corporate and in-kind sponsors.

Challenge

The National Association for the Advancement of Colored People (NAACP) is the nation’s oldest pre-eminent civil rights organization. The NAACP Annual Convention is regarded as the event of the year for those engaged in civil rights advocacy and ensuring equality for all Americans.

Before TFG began providing Entertainment and Event Management Services, the NAACP encountered entertainment budget overruns, declining musical production quality and lackluster enthusiasm among conference attendees surrounding the conference entertainment performances.

Objective

Enhance the event and entertainment management process to create financial and operational efficiencies relative to artist selection, contract negotiation, production quality (sound, lighting, backline), while seamlessly orchestrating air, hotel, ground transportation and artist catering needs.

Solution

Restructure, streamline and optimize the NAACP’s event and entertainment related expenses and processes with a focus on providing fiscally responsible stewardship and a well-run professional event for conference guests. Utilizing TFG’s extensive event and entertainment contacts and expertise in the event and entertainment sector allowed the organization to restructure its event and entertainment related expenses and processes.

Results

TFG reduced the outlay for event and entertainment services by negotiating better and more favorable contracts while streamlining the event and entertainment management process. This resulted in a better selection and variety of artist who fit the NAACP preferred performance profile. Additionally, the upgraded artist selection process enhanced the overall entertainment experience for conference attendees and guests. And finally, reducing budget overruns while enhancing the event’s enjoyment quotient has been regularly acknowledged by organization leaders and key stakeholders throughout the NAACP since 2000.

Artists and VIPs have included President Barack Obama, Secretary Hillary Clinton, President George Bush, Yolanda Adams, Patti Labelle, Maze-featuring Frankie Beverly, The Roots, and John Legend

Challenge

Each year, in a city where the Urban League has an affiliate, the organization convenes its Annual Conference. The National Urban League Annual Conference represents the largest gathering of African American professionals in the nation. Conference attendees include a wide-cross section of African Americans and others, which also represent some of the most dynamic and influential leaders in the corporate, foundation, nonprofit, entertainment and political communities.

 

Given the high-profile nature of the annual conference, the desire to create a lasting impression surrounding the event and a preference to instill anticipation among attendees, the Urban League wanted to improve the sensibilities surrounding event management, entertainment booking and production oversight.

Objective

Enhance the entertainment management process by providing expert contract negotiations and flawless event management organization and oversight.

 

Solution

Compliment the conference’s heritage and purpose with entertainment events that exceed the expectations of attendees. This was accomplished by booking high-profile and mainstream artists befitting the largest gathering of African American influencers.

 

Results

TFG streamlined the booking and production process to consistently come in under budget during each of the past four years, while raising the production quality of concerts, seminars and after-parties.

Artists have included India Arie, Chuck Brown, Doug E. Fresh, DL Hughley, Gladys Knight, The Isleys, and Brian McKnight.

Challenge

The AAHF celebrated a 25-year history in Baltimore. The festival had been celebrated at several venues throughout Baltimore; including the Inner Harbor and Pimlico Race Track. Unfortunately, over time the festival lost its identity, corporate appeal and community support, which resulted in an all-time low attendance of 10,000 people in 2000.

Objective

Restore excitement, anticipation and support for the AAHF that met or exceeded the success enjoyed in years past.

Solution

LaRian Finney as producer and event manager, in partnership with the AAHF Foundation, executed a four-tier strategy for revitalizing the festival. The four strategic tenets were; creating more attractive entertainment programming, relocating to a better-suited venue-Camden Yards/M&T Bank Stadium Lots, developing a robust marketing plan and insuring a safe and family-friendly environment for attendees – all free of charge. Specific actions taken to revitalize the festival were as follows:

· Recruited volunteers from community groups and government agencies to help revamp programming. Participating agencies included; Baltimore City Police, Housing Department, Health Department, Sanitation Department and the Governor’s and Mayor’s Office.

· Produced an entertainment schedule that included national acts Patti Labelle, Maze featuring Frankie Beverly, Erykah Badu, Chaka Khan, Teena Marie, Donnie McClurkin, LL Cool J, and India Arie; while highlighting local acts such as Fertile Ground and Maysa.

· Expanded entertainment stages beyond the main stage to allow for entertainment programming for all age groups including a stage completely dedicated to kids and young adult interests.

· Created multiple community support “Pavilions” to provide valuable information to festival attendees in the areas of health awareness and prevention, housing and financing, education employment, children’s and young adult activities.

· Negotiated with the Maryland Stadium Authority to secure a larger venue that also provided easy access via multiple public transportation modes. Camden Yards has been our new location for the last 12 years.

· Recalibrated the strategy driving the marketing plan to enhance outreach to communities in the Baltimore Metro area and key feeder markets such as Washington DC, Virginia and Philadelphia. The media campaign included radio, TV, print-bus backs, billboards, newspaper, the internet and grass roots street campaigns.

Results

The AAHF under the event management of LaRian Finney became the largest ethnic festival on the east coast and one of the largest in the country. Attendance increased from 10,000 in 2000 to 200,000 participants in 2010.The festival enjoyed corporate support from major national and regional sponsors such as Aerotek, Maryland Lottery, Baltimore/Washington DC McDonalds Owners, Moet Hennessy, Budweiser, State Farm Insurance, Chevrolet, Soft Sheen, Comcast and Geico. Sponsorship funding reached $700,000 in 2010.