18 Feb Building a Festival: Lessons from Fest Forums

The first time I had the idea of creating The Festival of Forgotten Grapes, I knew it would be a challenge. I have planned events for years – corporate gatherings, intimate dinners, one-day celebrations, walk around tastings. Years ago, I collaborated on creating an Italian wine festival, but we never made it to a second year. With The Festival of Forgotten Grapes, I was shaping something that truly reflected my vision. Even though my event is currently a one-day experience, I can see the potential for it to grow into something more. And yet, here I was at Fest Forums in Santa Barbara last week, surrounded by people who had built empires out of experiences, trying to figure out how to make my small but mighty festival thrive.

Fest Forums is a gathering of festival organizers, producers, and industry experts who have scaled events from backyard passion projects to internationally recognized brands. It’s a place where the hard truths of the industry collide with the intoxicating possibility of creating something unforgettable. One of the first things I heard at the conference was a reminder that people crave experiences. Whether it’s music, food, wine, or film, festivals succeed when they tap into something people truly want. But it’s not just about putting on a show—it’s about keeping people engaged, entertained, and wanting to return.

The ‘How’d It Go? Adventures of a First-Year Festival’ session particularly resonated with me. Hearing from organizers who had just gone through their inaugural event was both reassuring and eye-opening. They shared candid stories about unexpected hurdles, financial realities, and the sheer determination it takes to push through year one. Their biggest takeaway? Managing expectations, embracing adaptability, and understanding that the first year is often more about building a foundation than turning a profit.

The ‘State of the Industry’ panel made it clear that sponsorship challenges and rising costs are affecting everyone. With an uncertain economy, securing funding and creating value for both attendees and sponsors is more critical than ever. Festivals need to balance budget constraints while still delivering a high-quality experience. Costs are up, attendees are more selective, and value is key. Tiered ticket pricing strategies, creating compelling sponsorship packages, and amplifying revenue streams through food, beverage, and merch were all crucial points of discussion. The idea is that a festival may not be profitable in its first year, but by year three, it should have established its audience and direction.

Another session, ‘Learning from Festivals Around the World,’ featured organizers of large international festivals who shared their journeys. Many started small, growing their events over time by staying true to their core vision while adapting to audience demands. They emphasized the importance of a strong identity, consistent branding, and evolving programming to keep attendees engaged year after year.

The session ‘Unlocking Brand Partnerships’ also stood out to me. Successful sponsorships aren’t just about securing funding; they’re about creating meaningful engagement that benefits both the sponsor and the festival. Sponsors seek more than logo placement; they want measurable engagement—whether through consumer interaction, trade exposure, or brand storytelling.

Marketing was another key theme. In ‘The Effective Marketing of Live Events,’ I gained deeper insight into the importance of email lists, targeted social media strategies, and data-driven marketing. Successful events don’t just rely on word of mouth; they leverage digital tools to build anticipation and drive ticket sales. Creating an engaged community year-round, rather than just in the weeks leading up to the event, was a major takeaway.

The ‘Mentoring Mini Bootcamp: Live Event Production’ session offered valuable perspectives as well. While some tips were geared toward industry newcomers, they reinforced the importance of organization, communication, and contingency planning—elements that apply no matter how many events you’ve planned. Live events are unpredictable, and being prepared for the unexpected can make the difference between success and chaos.

Two themes stood out as particularly crucial:

Messaging matters – What do I want my festival to stand for? What should attendees walk away with? And more importantly, what do sponsors expect in return? Sponsors aren’t just writing checks; they want value, whether that’s consumer engagement, trade relationships, or brand storytelling.

Communication is essential both before and during the event. Festivals are living, breathing organisms, and things inevitably change. Having strong systems for updating attendees in real time—whether through an app, text alerts, or old-school signage—can make or break the experience.

But beyond all the logistics and business strategies, one theme resonated the most: passion. Every festival, no matter how big or small, starts with a spark—an idea that someone believes in enough to build into reality. The people who make it happen aren’t just event planners; they’re visionaries, risk-takers, and dreamers who understand that they aren’t just putting on an event—they’re delivering happiness.

Attending Fest Forums and listening to the experiences of others, I felt a renewed sense of purpose for my own festival. As I reflected on everything I had heard, I thought about my young event. The Festival of Forgotten Grapes is still in its early phase, but the insights shared at Fest Forums confirmed that I’m building a strong foundation. I believe this festival is tapping into something unique—something the wine-curious, no matter their level of knowledge, truly want. The challenges are real, but so is the potential.

One might ask, why create another wine event when there are already so many? But as one panelist said, ‘I’m not just splitting the pie; I’m growing it.’ And if I do it right, in three years, I won’t just have an event—I’ll have a movement.

Want to be part of it? Join us on March 29th for The Festival of Forgotten Grapes and experience it for yourself.