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Background

An offshoot of the popular Life is good* clothing brand, the Life is good Festival is a one-of-a-kind fundraiser held at Prowse Farm in Canton, MA and produced by Superfly, acclaimed producers of the Bonnaroo and Outside Lands festivals.

Event & Ticket Creation

  • Annual two-day celebration of music and optimism for the whole family, featuring three stages of nationally-known musical talent, games, and interactive arts activities
  • 100% of profits from the event go towards the Life is good Playmakers, which helps kids overcome poverty, violence and illness

Switch to Ticketfly

  • In 2010, the organizers selected a new location for the festival, expanded from one to two days, and chose a new ticketing partner
  • After a competitive selection process, Ticketfly became Life is good Festival’s ticketing partner in 2010, and has now ticketed three festivals

Headliners

  • 2012: Dave Matthews & Tim Reynolds, Michael Franti, Sarah Bareilles
  • 2011: Ray LaMontagne, The Avett Brothers Michael Franti and Spearhead
  • 2010: Jason Mraz, Ziggy Marley, Grace Potter, Mavis Staples

* The original Life is good t-shirt, sold by the founding Jacobs brothers on the streets of Boston, had a lower case ‘g’ and they’ve stuck with it ever since.

Goals

Since 2003, the Life is good Festival has grown and raised more money for Playmakers each year. Life is good wants to focus on creating fun, family-friendly experiences and raising money for Playmakers, rather than on ticketing and marketing details and staff training.

During the transition to a larger festival in a new location in 2010, the organizers sought a new partner that could handle the festival’s growing size and meet the following requirements:

Event & Ticket Creation

  • Easily set up and sell multiple diverse ticket types, including child, adult, weekend passes, single day passes, and friends and family

Purchase Process

  • Accept donations during a custom-branded purchase process
  • Multiple headliners and support acts and sponsor information on event pages, purchase process, and tickets

During the Event

  • Create a fully operational box office on a raw event site, Prowse Farms
  • Offer ticket printing, ticket scanning, re-entry for fans, and support on site

Results

Ticketfly has exceeded expectations as a ticketing partner since 2010 with a proven, integrated social marketing and ticketing platform and entry management solution. The 10th anniversary of the Life is good Festival in 2012 is the largest event yet, and Ticketfly reamins the ideal ticketing provider for the festival.

Ticketfly ensures that the ticketing, marketing, and event entry process runs smoothly, while organizers and the community focus on the music, optimism, and giving.

Event & Ticket Creation

  • A dedicated Client Services rep assists festival staff in Ticketfly’s simple event creation proces, which allows for multiple ticket types
  • Adding biographies, photos, and social media links for each artist to event pages takes minutes, not hours; Ticketfly’s Artist Database stores artist information that can be imported into event listings with one click
  • Ticketfly’s content management system saves Life is good time by enabling them to enter event information once and publish to multiple channels instantly
  • Event creation, publishing, and marketing tools enabled Life is good to sell 93% of tickets in advance in 2011

Purchase Process

  • Ticketfly set up donation options during the purchase process; customers that donate over $500 get “VGP” (“Very Good Person”) privileges at the event
  • Tickets include custom images and messaging from sponsors and charitable partners
  • Ticketfly helped create a custom purchase template to match the look and feel of the Life is good Festival
  • Customers choose from a variety of ticketing delivery options including standard or rush mail, print-at-home, or will call

During the Event

  • Ticketfly employees oversee and manage box-office, gate entry, and scanning and train and assist volunteers when needed
  • An average of 12,000 people passed through the gates each day in 2011
  • 7% of total sales in 2011 were walk-up sales and lines remained short on-site for both walk-up purchases and will call pickup
  • Scan counts and event reports are available directly from the Ticketfly platform, which enables the organizers to track successes in real-time
  • Life is good Festival remains a family-friendly event: 21% of tickets are for children, and 64% of ticket buyers are women

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