BTA
Table of Contents
Who, What, Where, Why:
Executive Summary
Mission Statement
Goals
Measurement
1
2
2
3
Event Overview
Timeline
Day of Event Schedule
Contingency Plan
Event Location & Map
4
5
6-12
13
14
How
The Numbers:
Budget and Financial Plan
Marketing and PR:
Press Release Advertising and Marketing Plan Event Poster Forms:
0
15-17
18
19-27
28
Vendor Info. & Application Sponsorship Information 29
30-32
Future Plans
33
EXECUTIVE Summray
Back to Athens is a music festival in Athens, Georgia
featuring the talent that put The Classic City in a league
of its own. The University of Georgia and the city of
Athens are renowned for their production of music talent.
Back to Athens will be harnessing that talent to raise
money for the Music Business program while bringing
Athens and the University of Georgia the ultimate
homecoming festival. The three-day event will be located
in a variety of the town’s music venues leading up to the
final concert in the historic Sanford Stadium. This packet
will outline in detail the ins and outs of the Back to
Athens festival and hopefully be used to turn a vision
into a reality.
1
Mission Statement
“Back to Home. Back to Music. Back to Athens.”
A homecoming festival to celebrate the past and the
present of Athens music while investing in the future.
Goals
• To raise money and awareness for the University of
Georgia Music Business program.
• To bring the music from all different genres and levels
of commercial success Back to Athens.
Desired Outcome
• Festival goers will have learned about UGA’s Music
Business program
• Festival goers will have learned about the array of
musicians from UGA
• Musicians will have enjoyed their experience playing in
Athens again
• The Athens community will have received an enjoyable
boost in profit from the festival
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measurement
The success of Back to Athens will be determined by:
• Number of Attendees
• Amount of money raised for the Music Business
Program
• The response of the attendees, the Athens
community, and the UGA alumni musicians
• Increased awareness of the Music Business Program
(Likes on Facebook, followers on Twitter, etc.)
3
OVERVIEW
WHO: The University of Georgia Music Business Program describes
itself as, “geared towards those aspiring to be leaders in the music
industry.” The program is one of the few at public universities in the
United States that trains students in the understandings of the music
business and allows students to customize their studies to their own
goals. Back to Athens is a sector of this program whose purpose is to
raise money and awareness for the program.
WHAT: Back to Athens is a three day music festival featuring UGA
and Athens-made musicians from every level of commercial success.
WHERE: Back to Athens will take place in historic downtown Athens.
Concerts will be held in all of the area’s famous venues and lead up
to a final celebration in Sanford Stadium.
WHEN: This one time only music festival will be held from Friday
May 15th to Sunday May 17th of 2015.
WHY: Keeping it local. Keeping it Athens. Giving thanks. Giving back.
4
MUSIC: Three days packed full of bands as large as the legacy acts
that put Athens on the map all the way down to the ones that call
Athens home today.
TIMELINE
Estimated Date of Event: Spring 2015
Summer 2014:
• Submit “Special Events” Application to Athens-Clarke County, Central Services Department
P.O. Box 1868, Athens, GA 30601 with fee of $25.00.
• Review by government will take up to 30 days and then will notify us of approval/denial,
permit fees, requirements, and restrictions.
• Contact venues about usage of space
• Upon approval of application (approximately 30 days), submit Certificate of Insurance and
Waiver of Liability form
• Contact booking agents of headliners
• Contact potential sponsors (larger scale) and set up program to collect donations
• Create tentative budget
Fall 2014:
• Complete negotiations with booking agents regarding performance fees, etc.
• Contact local/smaller-scale artists about playing
• Confirm lineup and venue space; begin scheduling the specific shows of the festival
• Research operations/production needs (port-a-potties, tents, police detail)
• Host fundraisers and continue to seek out local sponsor opportunities
• Book accommodations for artists
• Make vendor application form available to public
• Begin recruiting volunteers
Winter 2015:
• Confirm all operation needs and rentals
• Begin guerilla marketing campaign
• Launch pulsing print campaign with Flagpole and Bulldog Illustrated and radio campaign
with 100.7 and 90.5 (will continue until festival)
• Print posters and launch social media advertisements
• Confirm all vendors and artists
March 2015:
• Organize team meetings with volunteers and form committees to take on different tasks
• Order t-shirts and other merchandise
• Finalize daily schedule of festival and send to all booking agents and venues
• Send performance fee deposits
April 2015:
• Put tickets on sale
• Host weekly volunteer meetings to cover tasks such as: public relations/ social media,
hospitality, sponsor liaison, artist liaison, accounting/cash handling, photography, door sitters,
street team
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6
S
C
H
E
D
U
L
E
Friday
Georgia Theatre
8:00 pm- The Beat Geeks
9:25 pm- Danger Mouse
11:15 pm- Gnarls Barkley
40 Watt
8:00 pm- Muuy Biien
9:10 pm- Reptar
10:35- The Whigs
12:00- of Montreal
The Melting Point
8:00 pm- Camper Van Beethoven
10:00 pm- Cracker
Saturday
New Earth Music Hall
2:00 pm- Mercyland
3:00 pm- Love Tractor
4:00 pm- Dreams So Real
5:00 pm- Sugar
6:00 pm- Pylon
Georgia Theatre
7:00 pm- Universal Sigh (rooftop)
9:00 pm- New Madrid
10:15 pm- Dirty Guv’nahs
11:30 pm- Drive-By Truckers (2 sets!)
40 Watt
8:00 pm- Modern Skirts
10:30 pm- Neutral Milk Hotel (2 sets!)
The Classic Center Theatre
8:00 pm- Dallas Davidson & The Peach Pickers
9:25 pm- Lady Antebellum (2 sets!)
Sunday
Sanford Stadium
2:30 pm- B-52’s
4:00 pm- Widespread Panic
5:30 pm- REM
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9
10
11
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contingency plan
In case of medical emergecy.
A first aid station will be located at the headquarters in Morton Theatre
Two tents with EMTs will be located downtown. One on College Ave. near the Athens
Market. The other tent will be in the Hotel Indigo parking lot. On Sunday, the Hotel
Indigo tent will be moved to Sanford Stadium.
In case of disorderly conduct.
Venue security guards will monitor patron behavior
If patrons act disruptively and do not stop, the hired police will intervene
In case of artist cancellation
Schedule will be revised as needed, additional bands may be employed
In case of a problem with the sound system in
Sandford Stadium
A back-up system will be on-hand.
In Case of rain
New Earth show will simply move indoors
Georgia Theatre Rooftop shows will also move indoors
Sanford Stadium show - event will take place rain or shine. If severe weather
persists we will delay the show until favorable conditions return. In extreme
circumstances, the show will be cancelled.
Festival tickets are non-refundable due to all natural causes for delay or cancellation
13
STADIUM MAP
DOWNTOWN MAP
14
the budget
15
16
17
press release
Back To Athens
Benefit Music Festival
May 15-17, 2015
Embargoed for January 2015
A celebration of Athens music, past and present. Bringing UGA alums and
Athens-made musicians back to Athens for a three-day festival benefiting
UGA’s Music Business Program expected to take place in the Spring of 2015.
Athens, GA. Back to Athens is a one-time festival with a unique purpose.
The festival is a reunion. Back to Athens is the homecoming celebration
of the talent and music UGA and Athens has produced over the years.
The three-day festival will be held at various venues in Athens, including The Georgia
Theatre, the 40 Watt Club, Morton Theatre, the Melting Point, New Earth, The Classic
Center, and UGA’s Sanford Stadium. Shows will run at the venues simultaneously
Friday and Saturday. Sunday will feature one, finale show at Sanford Stadium.
Tickets for the festival will allow entrance to all shows at all participating venues.
Tickets can be bought in various capacities. Regular admission is $200 for the three-day
wristband. Single-day passes are also available for $90, Sunday passes for $120. VIP
wristbands, $450, include preferred seating and express entry at all venues. Meet and
greet passes can also be purchased. These tickets are sold separately and will be
announced in February of 2015.
The festival will draw musicians and fans alike from around the country
back to Athens. The goal is to celebrate what brings this town and its
university alive – good music. UGA boasts some of the best and most
beloved talent in the country, and it’s time to bring it all back home.
Benefit: The festival is a celebration with a purpose – giving thanks and giving back.
While celebrating the past, the festival will be investing in the future. A portion of the
festival proceeds will be donated to the University of Georgia’s Music Business Program.
The Line-up:
Headliners – the REM “collective”, B52’s, Widespread Panic
Dallas Davidson / Peach pickers, Lady Antebellum
The Beat Geeks, Danger Mouse, Gnarls Barkley, Universal Sigh,
New Madrid, Dirty Guv’nahs, Drive By Truckers, Camper van Beethoven,
Cracker, Muuy Biien, Reptar, The Whigs, of Montreal, Modern Skirts,
Neutral Milk Hotel, Sugar, Mercyland, Love Tractor, Dreams so real, Pylon
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For More Information, visit www.BackToAthens.com
BRANDING
Athens is a drinking town with a
music problem. It’s a distinctive
city that values good music and
delectable eats on the same level
as honest law practice and good
business. A place that pushes any
aspiring artist to keep going,
instead of providing the final hint
of discouragement needed to quit;
Athens is the eternal lover and
supporter of creativity. Its
business it to create, and the
inhabiants are well aware. Seek
Athens and you will find music
of different shapes and sizes in
multiple venues any night of the
week. It is a place where
interesting people, high energy,
and true creativity mesh together
and make magic. It tastes like feta
fries and reeks of stale beer and
excellence in the morning. It has
provided the groundwork for
numerous legendary acts and
remains a solid foundation for
up-and-coming bands.
Therefore, we propose a once in
a lifetime, be there or be square
BACK TO ATHENS music
festival featuring the legacy acts
that Athens is known for as well
as other current Athens bands.
A chance for all of the musicians
who got their start in this classic
city to come home and a chance
for all aspiring artists to become a
part of something grand. It will be
a tribute to the greatness that is
Athens.
All proceeds will benefit none
other than the program that
continues to educate and inspire
individuals interested in the
industry- the Music Business
Program at the University of
Georgia, in order to continue
growing this longstanding,
one of a kind, stellar thing that
is Athens.
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WEBSITE & TARGETING
WHO WE NEED TO REACH:
Target: Male and female UGA students, UGA Alumni, as well as
fans in the Athens and surrounding communities (18+)
Also: Volunteer “Advertising” – via listserv to MBUSGRANDE
Should count for 4100 / 5100 intern credit
Website: Powered by SquareSpace:
Large, high resolution images scrolling across the home screen
- Home
(Who we are, mission, sponsor logos, benefit, meet the staff)
- Wristbands and Passes Dropdown – How to purchase
- Festival Info. Dropdown (Schedule, press room/media, contact
us, lodging, parking, location, map, facilities, accessibility, other
fast facts about pets and rain etc.)
-Music Dropdown (Booking, Venue Tech Specs, etc.)
- Shop Festival Merchandise Dropdown
(Festival Merch that can easily be purchased online)
- Get Involved Dropdown
(Contact for volunteers with descriptions)
- Connect With Us Dropdown (Hyper-linked social media icons
and a place to enter your email address for updates)
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SOCIAL MEDIA
Facebook – high resolution
images and event pages for
every band including all info.
Twitter – campaign to get word
of mouth advertising and updates out quickly
Instagram – documentation of
the journey before, during, &
after the BTA experience
#backtoathens
Tumblr – new and old photos of
lineup, Athens, art, and
inspiration
Foursquare - so that when
people are back in Athens, they
can share that
Youtube – independent
filmmakers will collaborate
in order to show the
festival in a way that words
fail to capture. The result
will capture the Back to
Athens Experience
providing an intimate lens
into this incredible
community bound together
by music, creativity, and
limitless possibility. Through
a montage of the many
voices and images of the
artists and venue staff, this
short film will illuminate the
festival’s nature, motives,
and promise.
Spotify – for live streaming
and fun pre-festival playlists
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EMAIL & GUERILLA
Email Blasts:
Powered by MailChimp
-Send attendees important
confirmations, information,
and updates (when ordering
wristbands and passes online,
it will ask for an email)
-Remind and update all
involved venues
(Keep a file with all important
venue contact information)
Database: Art.fully – non-profit
to store contact information
and emails-blast lists
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Guerilla Marketing:
-Street Art throughout downtown
in front of the venues we choose
to use featuring illustrations of the
reunions that are about to occur by
aspiring local artists
-Elevator Door Covers- made to
resemble time machines taking
passengers back to Athens
-Instagram Contest- users will
post their best attempts at
incorporating vinyl album covers
(featuring artists in the line-up) into
their daily life. Winner gets a free
festival tee shirt (This will run for a
month and a winner will be chosen
each Monday (4) pre-festival.)
PRINT ADVERTISING
get back . . .
back to Athens
Music Festival
featuring legacy
acts that Athens
is known for as
well as other
current Athens bands.
Benefiting the
Music Business Program
at The University of Georgia.
May 15-17 . 2015
Mandatories:
Logo
Website URL
Headliner Photos
Featuring Local Street Art
Art Credit:
Background by Patrik Svensson
get back
For more information, visit www.backtoathens.com
The background images of each print add will
be chosen from our guerilla marketing street
artists as well as our aspiring photographers
hoping to build their own resumes and
portfolios. The mandatories include the Back
to Athens logo, website URL, preview tease
photos of the three headliners, and the festival
dates in order to give onlookers all of the
immediate information that they need.
GET BACK
For more information, visit www.backtoathens.com
Music Festival
featuring legacy
acts that Athens
is known for as
well as other
current Athens bands.
Benefiting the
Music Business Program
at The University of Georgia.
May 15-17 . 2015
23
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RADIO.FM
FILM AND PHOTOS
Photography & Festival Brand/Promo Video:
Our team will seek out aspiring artists, filmmakers,
and photographers to go out and capture the Back to
Athens experience. They will have the opportunity to
build their own portfolios and we will have the honor
and privilege of having awesome and creative work
for free . . .
1) Photography and Film Interns
(pre-fest, during fest, and post-fest)
2) Film Team- to shoot a pre-fest video featured in
the press room / media tab on our website . . .
Choose one or two people from headliners to walk
around Athens aimlessly 2 months early for the
festival.
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MERCH
Promo and Swag:
-Back to Athens bumper stickers to slap on your car
since you’re going somewhere, with the logo and date
-Tee Shirts with lineup on the back and logo on the front
-Coozies – after festival ordeal
“I went BACK TO ATHENS”
I went
BACK
TO
ATHENS
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LOGO SPECIFICS
The name itself is directional and
in all caps in order to stand out and
make an immediate impression.
Top in the shape of
Georgia with a white dot
in the Athens area and
one string stretching from
the arrow to the exact
place where the festival
will occur.
Arrow guitar with
actual arrow carved
out pointing in the
backwards direction
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B-52’s
REM Collective
Dallas Davidson
& Peach Pickers
Lady Antebellum
The Beat Geeks
Danger Mouse
Gnarls Barkley
Dirty Guv’nahs
Drive By Truckers
Universal Sigh
Dreams So Real
28
New Madrid
MAY 15-17 2015
Widespread
Panic
Camper van Beethoven
Cracker
Muuy Biien
Reptar
The Whigs
of Montreal
Modern Skirts
Neutral Milk Hotel
Sugar
Mercyland
Love Tractor
Pylon
n
Vender form
The goal is for all participating vendors to be local. We encourage food
vendors with existing establishments downtown to provide sidewalk service
(in addition to their normal shop). There will also be the “Athens Market.”
This is an area where other local businesses (that are not located in walking
distance) can sell their products.
Note: No alcohol is allowed on the street.
All alcohol sales will take place inside of the venues.
Vendor Application:
Name
______________________________
Address ______________________________
______________________________
______________________________
Phone
______________________________
Email
______________________________
1. Please list all items you wish to sell and all corresponding prices
2. Please list an electronic items you plan on using and any power
requirements
3. Please describe the appearance and dimension of your set up including
signage, trucks, trailers, tents, tables and any other item you hope to
use. Attach photo if possible.
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4. List any additional information that we should know about your operation.
Sponsor information
Potential Sponsors – list formed based on past sponsorship behavior.
i.e. The company has sponsored an Athens or Atlanta festival before and
will be potentially interested in a similar event.
Potential Sponsors:
Goose Island
Downtown Athens
The Adsmith
Biotest
Athens Regional
Taqueria del Sol
Athens Ford
New West Records
Normaltown Records
The Recording Academy Atlanta
Chapter
The Grill
Georgia Power
The Melting Point
Ghostmear Records
Prestige Parking
Your Pie
Barron’s Rental Center
Lance
Flagpole
Georgia Music Magazine
The Blue Indian
Perry’s Convenience & Liquors
DreamLab
All Good Lounge
Waterman
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Foundry
Gameday
Bank of America
Dynamite
Avid
Chick Music
The Grit
Ted’s Most Best
The Office Lounge
Bell’s Food Stores
Five Points Bottle
Jimmy John’s
Jittery Joe’s
Marti’s at Midday
Buffalo’s
Transmet
Dirty Toe Productions
AutoMax
Justus League
Athena Insurance
Rocket Salon
Pain and Wonder
State Farm
Chase Park Transduction
Coca-Cola
Terrapin
Sweet Water
sponsorship form
Company Name: _______________________________________
Contact Information
Name: _____________________________________________________
Address: ___________________________________________________
Phone Number: _____________________________________________
Website: ___________________________________________________
1. Why are interested in sponsoring Back to Athens?
2. What level of sponsorship would you like to contribute?
3. What arrangements need to be made to help you contribute?
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sponsorship contract
Complements of Pansen and Busch Law
SPONSORSHIP AGREEMENT
(SAMPLE ONLY)
DATE:
___________________________________
BETWEEN:
___________________________________ (Sponsor)
___________________________________ (Sponsee)
TERMS OF AGREEMENT:
1. The sponsee agrees to grant the sponsor the following sponsorship rights: (List all benefits to sponsor.)
E.g. Race Pack Inserts, MC Announcements, Event Branding, Website Branding, Entry Form Branding, eNewsletter
branding, Expo rights, Complimentary Entries, T-shirt Branding etc
2. It is agreed that at the time of renegotiation (Stipulate date), the sponsee will automatically invite the sponsor to
renegotiate the agreement.
3. The sponsorship will be for the period of xxxxxx to xxxxxxx.
4. The sponsor agrees to provide: (List all the provisions of the sponsor.)
5. The sponsee agrees to provide the sponsor in the form of xxxxxx.
6. In the event of a dispute arising that the parties themselves cannot resolve, the parties agree to refer the matter
to an independent arbitrator appointed by mutual agreement.
7. If the parties cannot agree on an arbitrator, or both parties do not agree with the decision of the arbitrator
appointed, the agreement may be terminated in the following manner:
a) If the breach is one that can be rectified, then the non-breaching party can request in writing that the breach be
rectified in 14 days. If the breach is not rectified within that time, the non-breaching party may terminate the
Agreement immediately;
b) If the breach is one that cannot be rectified, the non-breaching party may terminate the Agreement by giving
14 days written notice of their intention to terminate.
c) If either party goes into liquidation, is wound up, dissolved (except for the purpose of reconstruction or
amalgamation), enters into a scheme of arrangement or is placed under official management or in receivership,
the other party may terminate the Agreement by giving 14 days written notice of their intention to terminate under
the clause.
d) In the event of a termination under this Agreement, each party’s rights and liabilities will cease immediately but
the termination shall not affect a party’s rights arising out of a breach of this agreement by the other party.
8. Where one party is unable to carry out its obligations under this agreement due to circumstances beyond its
control or which it could not have prevented, those obligations are suspended whilst those circumstances
continue, provided the other party is notified and the first party uses its best endeavours to overcome the
circumstances preventing its obligations from being carried out.
9. Each party shall indemnify the other against any claims arising from any breach of the agreement by either party.
10. The terms and conditions of this agreement shall not be disclosed to any third parties without the prior written
consent of both parties.
11. The rights of either party under this agreement shall not be transferable or assignable either in whole or in part.
Signed:
__________________________ __________________________
The sponsor The sponsee
__________________________ __________________________
Title Title
__________________________ __________________________
Date Date
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future plans
Our ultimate goal is to
make Back To Athens a
reality. The music business
network in Athens is strong and
enthusiastic, and we plan to utilize
our resources to get venues and artists
on board. We will then pitch the idea, as
well as the comprehensive business plan,
to AC Entertainment. Assuming we come to
an agreement, AC Entertainment will take the
reigns on the operation. Our team will then act
as the primary liaison between AC Entertainment,
UGA, all of the venues involved, and the city of Athens.
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2014
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