SUCCESS STORY:
New Orleans Jazz & Heritage Festival: Nearing 40 and Still Innovating

Opportunity:  When the producers of the New Orleans Jazz & Heritage Festival decided, in its 36th year of operation, to develop a new source of revenue for the festival, they brought Gail Bower in to bring life to their concept.  In 2005, the Big Chief VIP Experience, a premium ticket package, was born.

Challenge:  We recognized the opportunity the New Orleans Jazz & Heritage Foundation had to recapture the enthusiasm of long-time Jazz Fest fans who, now more mature, would value exclusive experiences and small comforts to enhance their festival weekends—and would be willing to pay for them.  The non-profit Foundation would also be able to attract new audiences by tapping into a trend in the luxury travel sector towards unique experiences.  The timing was right to fill a market need, create a new product aimed for a unique segment of Jazz Fest's audience, and develop a new income category.

The challenge, however, was to create an experience that customers would value and at the same time to create a self-sufficient operation that would be streamlined easily into the already existing, complex festival operation.

Results:

Working with my Jazz Fest colleagues, and eventually the Big Chief staff under my direction, here's what happened:

• First, I gave shape to the Big Chief VIP Experience concept, fashioning every detail that would make the Experience a valued one—from the décor of the hospitality area, to the customer service protocol, to the amenities and concierge-level services, even the most miniscule detail—fancy moist towelettes, kept on ice, that would refresh customers walking around on the dusty infield in the hot sun, and daily newspapers from around the country.
• We created an operational infrastructure, working with and supplementing current operations for security, site production, credentials, ticketing, parking, clean up, medical, visitor information, concessions, hospitality, stage production, and access for customers with disabilities.  From all operational departments, we received positive feedback that we were successful at creating both an independent operation that made a smooth integration into the existing operation.
• We developed the staffing structure, codifying procedures, roles, functions, and job descriptions for each of 10 new staff members; then we trained and managed the team who would help launch this new "product."  In the second year, we recognized an opportunity to improve the operation for the convenience of our customers, which required doubling the paid staff and quadrupling the volunteer staff as well as developing new procedures and fully fleshing out the roles of the new staff members. 
• We developed both internal and inter-departmental policies and procedures.
• We mitigated the potential risks of developing a new product.
• Working closely with the marketing operation of the festival, we responded deftly and quickly to opportunities, building demand for the second year.  It worked.  In the second year of marketing the Big Chief VIP Experience—which was the first festival following Hurricane Katrina's destruction—and the true test of our first year's effort, we nearly sold out and doubled the number of passes sold.
• Customers love Big Chief and all its benefits— the comfort of the viewing stands or semi-private seating areas at key stages, the convenience of an air conditioned lounge where they can relax throughout the day, staff recommendations for music and food sampling, friendly and helpful staff, even the towelettes.  The first year's customers implored us to allow them to have the first opportunity to buy tickets for the second year, afraid the limited number of tickets would sell out.
• Financially, Big Chief was a success from the beginning, with strong returns both years.  We managed the budget, as is customary for all events Bower & Co. Consulting LLC is involved with, and during the second year, even with an operation that doubled the staffing requirements, we brought the budget in at only 4 percent over the first year's.
• There's no doubt that Big Chief will increase in popularity.  2007 is sure to be a sell-out year.

For more information about the New Orleans Jazz & Heritage Festival and to experience Big Chief yourself, visit www.nojazzfest.com.