The Ottawa Festival Network And Specifically, The Following
AcknowledgmentAs is the case with any project, the success of this initiativehas been the result of extensive support, guidance, andinformation sharing by a great number of contributors. Thismanual is the product of countless interviews andconsultations with representatives of Ottawa-based festivalsand events, key business, government and communitystakeholders in the Ottawa area, and participating officialsfrom a number of international festivals and events. Manythanks to the following organizations and individuals for theirgenerous contributions in sharing their pageantry insights andbest practices.The Ottawa Festival Network and specifically, the followingOttawa Festivals & Events:Cisco Systems Bluesfest, Canadian Canoe & Kayak Festival,Canadian Tulip Festival, Keskinada Loppet, SuperEX, Cowan,Wright, Beauchamp Curling, Massive Soca Explosion, CanadaDance Festival, Carnival of Cultures, Ottawa Folk Festival,Urban Music Festival, Pride Parade/Festival, Canadian SkiMarathon, Ottawa International Jazz Festival, Canada Day,Ottawa International Chamber Music Festival, OttawaInternational Animation Festival, Winterlude, Italian Week, FallRhapsody, Les grands feux du Casino, Great ComposersFestival, Perth Garlic Festival, Metcalfe Fair, Dickinson Days,Olde Fashioned Christmas.Pageantry Project Funding: City of Ottawa, Business Development Branch Investment and Development Office of the Ontario Ministryof Tourism Ontario Tourism Marketing Partnership Corporation Ottawa Festival NetworkStakeholders for sharing their current and future ideasfor Pageantry:Public Works & Government Services Canada, CorelCentre/Ottawa International Hockey Festival, VIA Rail Canada,ByWard Market BIA, City of Ottawa/OC Transpo, Canadian BusAssociation, The Ottawa Sun, Pattison Outdoor, Westboro BIA,Somerset Heights BIA, Bank Street BIA, Ottawa Centre forResearch and Innovation (OCRI), CBC, National Gallery ofCanada, Greater Ottawa Chamber of Commerce (GOCC), OttawaCongress Centre, Capital Publishers, The Ottawa Citizen,Downtown Rideau BIA.Ottawa Pageantry Working Group: Chair: Michel Gauthier, Canadian Tulip Festival; OttawaFestival Network Project Director: Catherine Lindquist, Ottawa Tourism andConvention Authority Lucie Campeau and Michel Gervais, City of Ottawa Jonathon Harris, Ontario Ministry of Tourism Brian Findlater, Hertz Surgenor National Leasing Ltd. Heidi Webster, Cartier Place Towers & Suite Hotels Peggy DuCharme, Downtown Rideau Business ImprovementAssociation (BIA) John Spinks, Ottawa International Airport Gilles Chenier, National Capital CommissionOther events/organizations to better understand theirpageantry best practices:Calgary Stampede, Molson Indy, Bike Week, Mardi Gras,Caribana, Edmonton Klondike Days, The City of Vancouver,Carnaval de Québec.1PAG E A N T R Y T E M P L AT E R E S O U C E M A N UA L
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Purpose of this Manual . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Section AWhat is Pageantry? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Pageantry Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Programming, Branding and Pageantry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Canadian Tulip Festival . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Winterlude . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Calgary Stampede . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Mardi Gras . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Section BCommon Pageantry Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Visual Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Experiential/Participatory Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Visitor Gateways and Transportation Infrastructure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Merchandising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Community Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Event Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Supporting Communication Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Leadership and Coordination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Pageantry Funding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Designing a Pageantry Template For Your Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Section CPageantry Workbook – Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26AppendicesAppendix A: Definition of Signage Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Appendix B: Creating Your Own Pageantry Template – A Step-By-Step Guide . . . . . . . 34PAG E A N T R Y T E M P L AT E R E S O U C E M A N UA L2
IntroductionBackgroundBeyond this, a pageantry template also defines and promotesa number of shared policies and procedures, which create theframework for a cohesive and “turn-key” approach tomanaging inter-partner promotion of local festivals andevents. By identifying and streamlining such processes, thetemplate helps to minimize the administrative complicationsthat can impede fruitful promotional partnerships and thecreation of dynamic new event products.This manual is the product of recommendations first outlinedin the ‘Economic Generator’ study, produced in May of 2000 byThe Ottawa Partnership (TOP), an Ottawa-based assembly ofpublic, private, and community sector leaders. Among otherrecommendations targeting growth of Ottawa’s economic clusters,the study recommended the creation of a Pageantry Templateto foster growth in Ottawa’s robust festivals & events sector.Not surprisingly, the motivations of a pageantry program arelargely consistent with those of a marketing program. Bothmarketing and pageantry programs seek to create awarenessaround the event and increase the event’s revenues by attractinglarger audiences. Pageantry differs from marketing, however,in that its focus extends to shaping and creating an interactiveevent experience, rather than simply promoting an event orprovoking a response similar to that of an advertising campaign.Funding for the Ottawa Pageantry Template Initiative wassecured from the City of Ottawa, the Investment andDevelopment Office of the Ontario Ministry of Tourism andRecreation, the Ontario Tourism Marketing PartnershipCorporation and the Ottawa Festival Network.A Pageantry Working Group was established under thestewardship of the Ottawa Tourism and Convention Authority(OTCA), and the direction of representatives from: the City ofOttawa, the Ontario Ministry of Tourism and Recreation(MTR), the Ottawa Festival Network (OFN), and Ottawa’stourism industry.In general terms, the creation of a pageantry template ismeant to address several objectives. To increase local awareness of the importance and economicimpact of community-based festivals and events. To provide a framework to guide and mobilize stakeholderinvolvement in raising awareness, excitement andparticipation levels in a community’s festivals and events. To raise outside awareness of a community’s ability to offerexciting cultural, entertainment, and leisure experiences. To increase the success of the community’s festivals andevents sector in creating a positive impact on the localtourism economy. To improve the quality of the event experience in order tomake it more attractive and memorable for event attendees. To enhance the profile of community stakeholders andbusinesses.Following a period of extensive research and stakeholderoutreach involving consultation with more than 50organizations, in February 2003, the Pageantry Working Groupunveiled the framework for an Ottawa-based PageantryTemplate. The findings and recommendations outlined in theresulting document, the Ottawa Pageantry Template InitiativeReport, provided the foundation for this manual.Purpose of this ManualThis Pageantry Template Manual is intended to assist municipalgovernments, event organizers, and other community interestsin broadening the economic impact of festivals and events intheir communities by guiding these stakeholders through thecreation of their own Pageantry Template.To help communities address these broad objectives, thismanual is divided into three sections.Section A provides an overview of the concept of pageantry,offers a series of pageantry-related observations provided byfestival industry stakeholders, explores some thoughts on therelationship between pageantry, programming and brandingand finally, presents case studies where successful pageantryelements have been implemented.Fundamentally, a pageantry template envisions a partnershipbetween community stakeholders, through which partnersfrom public, private and non-profit sectors dedicate resourcesto achieve increased visibility and excitement for a communityfestival or event. The impetus for this joint effort is a sharedunderstanding of an event’s potential to attract outsidevisitors to the area and enhance their “visitor experience”,ultimately making a considerable impact on the local economy.Section B explores the various components of pageantry andoffers some general strategies to assist communities indeveloping their own pageantry template.A pageantry template is intended to mobilize communitystakeholders by encouraging them to adopt and deploy festivaland event motifs, promotional materials, and relatedmerchandise in a complementary and coordinated fashion.Section C is designed in a workbook format to help communitystakeholders get started in defining their pageantry objectivesand identifying pageantry opportunities in their community.3PAG E A N T R Y T E M P L AT E R E S O U C E M A N UA L
S E C T I O NAWhat is Pageantry?We often hear the term “pageantry” used to describe thedecorative elements of royal galas and events, but whatexactly does the word mean?banners, as well as auditory triggers like music, the gustatoryappeals of food and drink, the olfactory essence of flowers, orthe aroma of special cuisine. Pageantry even encompasses thetactile appeal of engaging in an event activity or simplyrubbing shoulders with other participants in a festival parade.Standard dictionary definitions emphasize the visual aspects ofthe concept. Webster’s Dictionary, for example, describespageantry as “spectacular, colourful display.” Such definitionsare only partly useful, because they ignore the word’s“participatory” connotations.A key advantage of pageantry is that it encourages the activeparticipation of event attendees, and in doing so makes theevent more dynamic and memorable for everyone. Throughpageantry, participants themselves become part of the event,as their excitement and energy contribute directly to thecelebratory atmosphere.When used in this manual, the word “pageantry” actuallydescribes the combination of elements, both tangible andvisceral, that contribute to the overall quality or character ofthe event experience. In a sense, pageantry can also beconsidered a form of “experiential” marketing, because it playsa key role in inspiring people to actively participate in thecelebration. Pageantry engenders all the mechanisms that areemployed to give event attendees a heightened sense of eventawareness, excitement, community spirit, civic pride, and theinclination to “get involved”.Though this observation may seem difficult to quantify, if indoubt, ask yourself a simple question: “would Mardi Gras be asdynamic and exciting an event without the participation of thecrowds it draws or the shops, bars and restaurants thatcontribute to the overall event experience”?While pageantry may mean different things to differentpeople, the central theme is that it has a magical way ofmaking a community and its visitors feel welcome and in themood to celebrate. By creating the framework for sharedcommunal experience, pageantry unites communities andattracts visitors.Because its success depends entirely on its ability tocommunicate and even inspire an interactive experienceamong event participants, the ideal pageantry “mix” appealsto consumers through all of the five senses. In this manner,event pageantry may encompass colourful costumes andPAG E A N T R Y T E M P L AT E R E S O U C E M A N UA L4
Pageantry ObservationsIn developing the Ottawa Pageantry Template, extensiveresearch was conducted both internally (Ottawa region) andexternally (other cities/events) to determine common threadsbetween various pageantry elements. The following is asummary of key observations learned in the course of conductinghundreds of interviews with festival and event stakeholders.The Role of Festivals and Events Festivals and events add vibrancy and excitement to theircommunities and generally contribute to the overall qualityof life. Festivals and events generate economic activity for theentire region, as well as in specific business sectors thatprovide targeted products and services to event audiences.Even businesses that do not directly benefit from eventsview festivals and events as complementary to their activities.The Foundations of PageantryPageantry Elements A very high level of civic pride and a genuine enthusiasm forthe actual event most often characterizes festivals and eventsthat demonstrate an advanced degree of pageantry. This isevidenced by the fact that the most successful events havea strong community support component (businesses, retail,restaurants and individuals) where participation is widespread. In most cases, these festivals have a long-standing historyin the communities they serve. In many cases, pageantryelements have evolved over an extended period of time,often taking on a life of their own. Festivals and events with the most successful pageantryprograms are often those where event programming reflectshistorical or cultural elements that are specific to thecommunity and are a source of pride. Community involvement (outreach) is also considered to bean important component of pageantry. These outreachactivities encourage buy-in from the community at largeand allow for a local “flavour” to develop around specificevent themes. Many events that have a high level of pageantry also have acommercial component (e.g. paid gate, licensed event) thatultimately provides them with the resources to support thedevelopment of pageantry components. Consistent branding is pervasive throughout all successfulpageantry programs. This branding is applied to all aspectsof the event planning process, from pre-event promotionsand advertising, to on-site signage and merchandising. Interactive activities such as participatory parades addsignificantly to a visitor’s overall “event experience” andinfluence the way they feel about an event. Colourful elements, such as costumes, streamers or lightsadd significantly to the level of pageantry. Holding an event in beautiful natural surroundings has adirect influence on the overall “visitor experience”.Community Involvement Community stakeholders (e.g. businesses organizations)often like to be associated with festivals and events becauseparticipation enhances their overall image in the community. Many community stakeholders confess to a degree of“partner fatigue”, and for this reason have an interest inseeing festivals develop a coordinated approach topartnership/sponsorship requests. While community stakeholders are often interested inparticipating in some form of festival pageantry, theirability to get involved often depends on a low or no-costcommitment. By the same token, most stakeholders expect(either directly or indirectly) some reciprocal benefit orreturn on investment for their support. Many municipalities and tourism organizations are involvedwith initiatives to make their festival industry stronger,primarily through grants, infrastructure services andpromotional support.5PAG E A N T R Y T E M P L AT E R E S O U C E M A N UA L
Smith takes the schedule, and continues on his way throughthe terminal, during which time he notices several posters anda large colorful banner promoting the festival. Nearing theexit, Smith sees a small crowd gathered around a trio of jazzmusicians performing for travelers.In the taxicab on his way into the city, the car stereo is tunedto a local station that is celebrating the Jazz Festival with aspecial “spotlight” on performers in town for the festival.Unprompted, the driver recommends a number of localrestaurants or bars that feature Jazz Festival-related specials.Smith, meanwhile, has noticed a special events calendarhanging from the back of the driver’s seat.Looking it over, he is immediately struck by the sheer numberof events that take place in Ottawa. As the taxicab continuesits voyage from the airport into the city, Smith notices thefestive atmosphere created by a series of street light mountedbanners and signs, which welcome tourists to the city, andinvites them to attend the Jazz Festival.Upon his arrival at the hotel, the sight of a large Jazz Festivalbanner hanging in the lobby greets Smith. Later, when heenters the hotel lounge for an evening drink, he notices thatother guests are sipping a colorful drink in a special glass.The bartender, who is dressed in a Dixieland-style outfit,promptly offers to make him up a special JazzmarazzCocktail’, which he readily accepts.Packaging PageantryOverall, pageantry cannot be packaged and implemented in astrictly formulaic approach – it must be appropriate to thestyle of each event and be driven by the audience throughgrassroots activities.Faced with all these pageantry elements, even the most preoccupied traveler would take note of and appreciate theambience and excitement created by the Jazz Festival. AsMr. Smith passes the hotel reception desk, he quickly notices abrightly coloured pop-up poster display advertising the sale ofJazz Festival tickets, for which, as a hotel guest, he receives adiscounted price. His interest heightened, Smith decides thathe’ll take the time to check it out. Mr. Smith attends the JazzFestival, and has a fantastic time. For the next two nights ofhis stay in the city, he attends a number of other JazzFestival events.Illustrating Pageantry – Joe Smith’s “Event Experience”To get a better sense of what is intended through the creationof a Pageantry Template, consider the following scenario.Joe Smith is a Tor
Dance Festival, Carnival of Cultures, Ottawa Folk Festival, Urban Music Festival, Pride Parade/Festival, Canadian Ski Marathon, Ottawa International Jazz Festival, Canada Day, Ottawa International Chamber Music Festival, Ottawa International Animation Festival, Winterlude, Italian Week, Fall Rhapsody, Les grands feux du Casino, Great Composers
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