Opportunity knocks for the New Orleans Jazz & Heritage Festival. They tap Bower & Co. for an answer.


The Challenge

New Orleans Jazz & Heritage Festival producers had a big idea for a new source of revenue. The challenge was how to bring it to life. 

The Idea

Enter Bower & Co. to help make a great idea even better. Called the Big Chief VIP Experience, the concept was to develop a premium ticket package and integrate it with the festival’s complex operations. Knowing upscale Jazz Fest fans would appreciate – and splurge on – creature comforts that make the weekend more enjoyable, Gail and her staff went to work shaping every detail, including décor, customer service protocols, concierge-level amenities (like iced towelettes and a VIP Lounge), even training and managing the Big Chief service team.


Not only was Big Chief a top-of-the-charts hit, they built demand, doubled sales in year two, and have sold out every year since. In addition, the idea attracted a new audience, creating even bigger returns for the Festival, and spawned two additional VIP programs that Gail also strategized and launched — the Grand Marshall VIP Pass and the Krewe of Jazz Fest VIP Pass. 


The New Orleans Jazz & Heritage Festival and Foundation Board greatly appreciates your dedication and hard work.

David Oestreicher, President, The New Orleans Jazz & Heritage Foundation