This workshop is designed for people considering organizing a new festival or event or who wish to scale an existing festival or event. Participants will learn about business plans, including budget and contracts management, evaluation, and audience expectations; marketing strategies, including press releases; event logistics; legal considerations and risk management plans; food and beverage programs; and operations, including permitting and volunteer management.

Master Key Concepts

  • Developing a scope of work for your event
  • Ensuring you have the right plans and people in place before, during, and after an event
  • Understanding and managing audience expectations


Jaimee Carreras
Co-Owner | Tracey’s Original Irish Channel Bar

Jaimee Carreras received her MBA with a concentration in Marketing from the University of New Orleans, where her event planning and fundraising career began. She now has more than 20 years of event marketing experience. Carreras and her husband have owned and marketed Tracey’s Original Irish Channel Bar in New Orleans for over 15 years, and Parasol’s before that. Carreras parlayed her journalism background into becoming an expert is getting media attention for her events. Her business, Catalyst Communications, helps local non-profit groups launch and develop events, fundraisers, and overall marketing campaigns. She currently teaches Marketing & Management at the University of New Orleans, where she enjoys cultivating students into future event planners and entrepreneurs.


Denali Lander
Executive Director | Youth Run NOLA

Denali Lander is the Executive Director of Youth Run NOLA, a sports-based-youth-development non-profit organization that creates opportunities for local young people to develop healthier lifestyles and build a more interconnected community. After graduating from Tulane University with a BA in English and history, Denali joined Teach For America as a 2009 Corps Member and taught middle and high school English at C.F. Rowley Alternative School in St. Bernard Parish. She then joined the staff of KIPP Central City Academy to teach 8th grade English. Throughout her years in the classroom, Denali supported the founding and growth of Youth Run NOLA as a coach, Program Director and Board Member before transitioning into the full-time ED role with the organization in the summer of 2014.