Ingredients for a SuccessfulTall Ship Event

Presented by:Patti LockGreat Lakes Marketing GroupAnd the American Sail Training Association

And

Krista SlackKrista Slack+Aylett And theRedpath Toronto Waterfront Festival

With special thanks toKaren ScherbergerNorfolk Festevents Ltd.

1. Fundamental Considerations

Purpose of Event Historical

Anniversary Tourism Economic

Development Stand Alone

opportunity

1. Fundamental ConsiderationsSanctioning Organization/Scope of Event Endorsements

Local State National International

1. Fundamental Considerations

Experience/Background of Organization Promoter Non-profit Government Body (including Military Volunteer

Financial Stability/Funding Sources Planning Schedule Experience with tall ship relationships

2. Planning Ingredients

3 or more years Invitation Process – Scope of Participation Initial call to confirm point of contact Confirm ship’s availability Official letter of invitation Endorsement letters Office visits Communications: phone/email/office Social opportunities: at least 1x/year

2. Planning ingredients (cont.)

Working Maritime Team Port U.S. Coast Guard/Transport Canada Customs/INS/Border Protection Pilots depending on size of ship Navy if applicable Protocol Police: local/state/federal (if appropriate)

2. Planning Ingredients (cont.)

Budget Preparation Expenses Cost of hosting an attraction vessel vs. an

international Class A or Navy ship Appearance fees Trade opportunities: fuel, provisioning

Revenue Gate vs. free admission Fundraising/sponsorships/grants

2. Planning Ingredients (cont.)

Establish strategy for US/CAN or International ships INS regulations USCG/Transport Canada regs Marine Event of National Significance

(through USCG applied for by ASTA) Private use of ship – manage

expectations for both ship and port Contract/Letter of confirmation Prior and Post port schedules

2. Planning Ingredients (cont.)

Ship fees Fee vs. no

fee or exchange of services

Cash + trade

Services only –pre-determine in writing

2. Planning Ingredients

Plan Public/Private events that incorporate ships as central feature Parade of Sail Crew Parade Crew games Corporate Hospitality Public Dockside

Events

2. Planning Ingredients (cont.)

On Board Hospitality

3. Operations

Access to the Port Bridges, Depth, Tides, Traffic

Appropriate docking facilities Shoreside facilities – water, sewage,

communication, fueling Power options – generator, ship’s

power Comprehensive radio communication

with all key people

3. Operations

Public Communication Signage Signage Signage Consistency of

message Strong Website

3. Operations (cont.)

Insurance requirements Location for event coordination within

event site Unified Crisis Plan with all partners

and stakeholders

3. Operations: Staff/Personnel

Maritime Operations Director (Waterside) Docking plan/dockmaster/line handlers Parade of Sail Commander USCG/Transport Canada Ships manuals Shoreside Deliveries Host ship coordination

3. Operations: Staff & Personnel

Ships Liaison Coordinator Liaison Officer for each ship Crew center management Tours/city guides/local transportation Ship transportation coordination

3. Operations: Staff & Personnel

Protocol Manager Development/Spo

nsorship Manager Special events –

to produce events within the event

Marketing Public Relations

Finance Security Weather – to

Monitor for impact on operations, Parade of Sail, docking, tugs, fueling, arrival & departure, etc.

4. Ship Support

Advance information: port manual, charts Liaison: host ship (local vessel or military) Liaison officer

Crew Center, daily briefings Transportation & supplies “runner” Daily schedule of events Ship obligations vs. free time

Internet access

4. Ship Support (continued)

Local information (CVB, tourism) Contact information 24/7 Entertainment discounts or comps Understand cultural preferences Flexibility to accommodate changing

needs and issues “NO SURPRISES”

5. Public/Private Interactions

Tours School groups Charters, VIPs,

Sponsors Public boarding

Staffing Ship’s crew for tours

vs. local docents or volunteers

5. Public and Private Interaction

Gun Battles Programming Re-enactors Knot tying Boat building Mattress races Duck races Eco-

entertainment

5. Public/Private Interaction

Parade of Sail or Daysails Viewing landside or from a ship or

pleasure craft

5. Public/Private interaction

Youth sail training/Adventure sailing Adopt a ship’s crew – take them home for

dinner Crew parades Athletic contests with public, other crew

members Official/Private receptions Officers Crew party Understand cultural differences within ranks

5. Public/Private Interaction

Official courtesy calls (military)

Local cultural associations

Press/media & feature story opportunities

ADA or Special Needs

6. Measures of Success –Have you met your goals?

Operational success Financial management Planning team satisfaction evaluation Conflict resolution performance Industry recognition Tall Ship Event Tourism

Marketing

Do you want to do it again?

Special thanks to Karen Scherberger, Norfolk Festevents