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EVENT:
Alice's Now & Zen Festival
Executive Producer on behalf of On Board Entertainment (OBE)
Background:
Alice Radio (KLLC-FM), a leading San Francisco radio station was looking to make a lasting impression on the Bay Area, while creating a new revenue stream for the station. A lifestyle music festival was developed that celebrates the human spirit - an amalgamation of music, mind, body and soul. An annual outdoor music festival in Golden Gate Park showcasing Alice artists that represent current music trends and well-known musical talent. Bands that have performed include Beck, Alanis Morrissette, Melissa Et
Results:
Alice's Now & Zen Fest sold out in its first year in1998 with 14,000 attendees, and has sold out every year since. The yearly festival helps grow Alice's audience and image and generates tremendous non-spot revenues.

Role:

  • Managed all aspects of event production including venue relations, negotiations and management of vendors, hiring of on-site staff and budget creation and tracking.
  • Managed sponsor relations and activation of sponsorships, consisting of 40+ sponsors annually.
  • Solicited and secured local San Francisco restaurants and vendors to sell healthy and multi-ethnic cuisine.

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