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Fiesta San Antonio Commission
Fiesta San Antonio Commission
Managed the organization that produces one of the largest festivals in the country, with over 100 event in 11 days that includes 3.6 million attendees.
Implemented the first strategic plan in the organization’s 55 year history.
Increased overall income for the organization by 25% within a two year period.
Created a new sponsorship program based on feedback from sponsors, with more robust media, custom proposals to meet sponsor’s marketing objectives, ROI measures and detailed recap reports.
Increased sponsorship dollars by 70% in 3 years.
Obtained 100% renewal of sponsors by the third year.
Moved from a local to national platform by including 27 new sponsors including Johnson & Johnson, Nationwide and Kellogg’s.
Increased festival merchandise sales by 47% in three years.
Fundraising and Community Outreach
Created and developed a mission and programs for the charitable side of the organization.
Increased charitable giving by eight times in a six month period through a comprehensive plan for individuals, corporations and foundations.
Created internship and leadership program for Miss Fiesta, moving the program from a beauty pageant to an internship program.
Membership and Volunteers
Revised communications with members including renewal mailings.
Grew membership in the organization by 10% each year for three years.
Revised the volunteer program to include activities tied to the strategic plan. Increased the number of volunteers to a five year high and implemented an internship program.
Managed and created a branding study and implemented new branding for all aspects of the festival and the organization.
Implemented online ticketing for some of the events and increased ticket income by $300,000 in one year.
Built public relations on the event from a six week cycle to a ten month cycle.
Increased local media coverage by 53% in one year.
Moved coverage from a local to an international audience with online stories increasing from 1 billion page views to 4 billion page views in one year.
Built social media platforms to engage the audience. Doubled Facebook fans, created an Instagram account with 15,000 fans, doubled Twitter followers in one year, and created a mobile app with 60,000 users in a six week period.
Doubled program advertising revenue in three years.
Created an advertising co-op for the nonprofits to advertise their event and this resulted in a new income stream for the organization.
Implemented a multi-platform marketing strategy that included:
broadcast television – network and cable, and developing content for network television news specials and parade broadcasts.
radio, utilizing all local and internet media outlets.
print mediums, including weekly, alternative and coupon programs.
outdoor with bus wraps and digital billboards (where the message could change easily to build excitement).
social mediums to engage the festival attendees, including doubling Facebook likes to over 100,000.
a new website platform, which saw an increase of users to 700,000 in a 6 week period.
mobile app - had 60,000 users download it in its first month.
Events and Recognition
Added 20 new events in 3 years.
Recognized with over 120 awards in a three year period by the Texas Festivals and Events Association (TFEA) and the International Festivals and Events Association (IFEA), including 36 TFEA awards and 24 IFEA awards in 2014.
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