The objective was to create a new market event to drive positive station branding for the station, WTKS-FM, within the market and drive non-traditional revenue. My role was to plan and manage the event from initiation (conception) to closure. I collaborated with station staff and talent to create the concept of a taco-centered, food event. I managed external stakeholders, including venue partners, vendors, and sponsors. I worked with internal stakeholders, managing the profit/loss statement, sales packaging, and on-site branding scheme. I helmed on-site execution of the event. After the event, a post-event meeting was held to discuss wins, opportunities, and changes to be made for the next year. The outcome was a successful first-year event that saw over 4,000 attendees and turned a profit.
