Education Programming

ICAS Convention 2019 Seminars

Air Force Open House Workshop

Sunday, December 8th
(Champagne 3-4)
9:00 a.m. to 5:00 p.m.

The Air Force Open House Workshop is specifically designed to provide Air Force personnel – both uniformed and civilian – with the information, tips, background, insight and direction needed to organize and conduct an air show or open house in accordance with Air Force regulations, policy and guidance. Seldom will you have an opportunity to attend a course that is so specifically developed to meet your needs. As the 50+ year old trade association serving the needs of the air show community, ICAS formed an informal partnership with the Air Force in 2002 to provide this training program as a way of reducing the slope of the learning curve for Air Force personnel charged with managing their bases’ open house. Nearly two decades later, the course has evolved, the partnership is stronger than ever, and ICAS has provided practical, how-to information to nearly 2,500 Air Force personnel over a 17-year period.

What Will You Learn

During a fast-paced, information-packed, eight-hour course, the Air Force Open House Workshop will provide information and instruction on:

· Planning

· Regulations, policy and guidance

· Operations/safety

· Budgeting/finance/funding

· Sponsorship

· Contracting

· Legal considerations

· Building and organizing an effective open house team

· Working with Force Support

· Marketing/publicity

· Hospitality/concessions

The course will also take a detailed and specific look at the recent changes to Air Force policy on open houses and how they will impact your planning for events on your base in 2020, 2021 and beyond. It has been developed and refined over the last 17 years to address the questions that nearly every Air Force open house director has. In addition to the instruction and discussion, each participant will be provided with an instructional manual that includes copies of all the power point slides used during the program, a detailed funding matrix to help Air Force personnel determine what type of money (APF vs. NAF vs. outside funding) can be used to pay for nearly every open house expense with which the Air Force project officer may be faced.

 

What Will You Learn?

During a fast-paced, information-packed, eight-hour course, the Air Force Open House Workshop will provide information and instruction on:

· Planning

· Regulations, policy and guidance

· Operations/safety

· Budgeting/finance/funding

· Sponsorship

· Contracting

· Legal considerations

· Building and organizing an effective open house team

· Working with Force Support

· Marketing/publicity

· Hospitality/concessions

The course will also take a detailed and specific look at the recent changes to Air Force policy on open houses and how they will impact your planning for events on your base in 2020, 2021 and beyond. It has been developed and refined over the last 17 years to address the questions that nearly every Air Force open house director has. In addition to the instruction and discussion, each participant will be provided with an instructional manual that includes copies of all the power point slides used during the program, a detailed funding matrix to help Air Force personnel determine what type of money (APF vs. NAF vs. outside funding) can be used to pay for nearly every open house expense with which the Air Force project officer may be faced.

 

Fee

The fee for the full-day, eight-hour Air Force Open House Workshop is $220, $195 if you register in advance. This fee is NOT included in your convention registration fee.

 

Air Shows 101: Air/Ground Operations Training Workshop

Monday, December 9th
8:30 a.m. to 5:00 p.m.

When the FAA or Transport Canada approves your request to organize and conduct an air show, the permission that they grant comes with an enormous responsibility. Air Shows 101, the Air/Ground Operations Training Workshop, is designed to provide you with the tools you need to manage that responsibility.

Air show event organizers, especially first-timers, face a steep learning curve when standing face-to-face with the myriad regulations, requirements, restrictions and recommendations for putting on an air show. Air Shows 101 is a practical, one-day program that features information-packed presentations on the most important air/ground operations issues that you will face as an air show event organizer.

Offered for the first time more than 30 years ago, the program has evolved continuously since 1988 to ensure that you get the most up-to-date and pertinent information you need in a format that is accessible and useful. During the last three decades, nearly 4,000 ICAS Convention delegates have taken this comprehensive short course specifically developed to provide a working knowledge of air show air/ground operations in a single day.

 

Who Should Attend?

Air Shows 101 has been developed as an introductory course intended to give participants a fundamental-level summary of air show air/ground operations. Newcomers to the air show community are encouraged to attend. Veteran air show personnel with new responsibilities in air/ground operations will also benefit from this comprehensive overview. And military personnel have said that Air Shows 101 has been critical to the success of newly assigned officers, enlisted personnel and civilians taking on significant air show operations responsibilities for the first time. This course is not intended to provide you with all the information you need to run your show’s air/ground operations, but it is -- without question -- the very best place to start learning what you need to know to build a safe and successful event.

 

What Will You Learn?

Above all else, the Air Shows 101 Air/Ground Operations Training Workshop is practical. This year’s course will center around an extensive and detailed timeline that provides you with specific information on what needs to be done and when it needs to be done. Workshop participants will be presented with a wealth of information at a fast pace from shortly after the program begins at 8:30 a.m. in the morning until the class is dismissed at 5:00 p.m. that same day.

More specifically, this year’s Air Shows 101 curriculum will include discussions on:

- the business of air shows and the need to approach it as a business;
- air show planning timelines;
- air show site layout;
- selecting performers;
- mitigating air show hazards;
- emergency planning;
- a summary of pertinent regulations;
- how to apply for an air show waiver/SFOC and your responsibilities once it is approved;
- interacting with regulatory authorities;
- parking and traffic;
- air show security;
- health and safety considerations; and
- recent changes to FAA guidance that impacts air/ground operations.

 

Fee

Air Shows 101: Air/Ground Operations Training Workshop is not included in your registration fee. The fee is $295 thru November 15, and $320 beginning November 16.

 

Air Boss 201: Advanced Air Boss Workshop

Monday, December 9th
8:45 a.m. to 5:00 p.m.

Air bosses are the individuals who control the aviation event activities in accordance with the briefed schedule and federal regulations. They must be prepared to assume responsibility for everything related to safe air and ground operations conducted as part of the air show. For more than 20 years, the ICAS Air Boss 201 Workshop has provided new and aspiring air bosses with an introduction to air boss techniques and tactics.

The Air Boss 201 program offered at the 2019 ICAS Convention will be the second time that ICAS has offered the workshop as a full-day (rather than half-day) program. ICAS has significantly expanded the range of topics covered during the 8+ hour session. We have also increased the number of subject matter experts participating as part of the course faculty. And ICAS has made a number of changes to the format of the program to encourage greater participation by participants and increased retention of the topics covered.

Air Boss 201 Now Required for Letter of Authorization
Effective January 1, 2020, completion of this program or the ICAS Air Boss Academy is a pre-requisite for any person applying to the FAA for a Standard or Recognized Air Boss Letter of Authorization. By itself, the course will not qualify an individual to become an air boss, but this program is focused on air boss issues. And the course can be a useful first step in developing the knowledge base necessary to become an air show air boss.

 

Who Should Attend?

This course has been developed for individuals with air boss responsibilities, aspiring air bosses, air show directors who interact with and/or hire air bosses, and any other air show professional who would benefit by learning more about advanced concepts in air operations and air bossing. It is strongly recommended that any individual taking this course have taken Air Shows 101 or be familiar with all the material taught in Air Shows 101.

 

What Will You Learn?

Topics to be covered during the 2019 Air Boss 201 Workshop will include:

- Role of the Air Boss Risk Identification and Mitigation;
- Lessons from ATC: Tips and Ideas from Air Traffic Controllers for Air Show Air Bosses;
- The Waiver Regulations/Policy;
- The Aerobatic Box: an Interactive Exercise;
- Summary and Update on the Air Boss Recognition Program;
- TFRs and Restricted Airspace;
- Aircraft communications;
- Weather;
- Radio Frequencies;
- Requesting Military Assets;
- Interfacing with Airport Personnel;
- Interfacing with Regulators;
- Interfacing with Non-Pilot Performers/Participants;
- Interfacing with Performers;
- How to Build a Performer Schedule/Sequence;
- The Air Show Safety Briefing; and
- The Emergency Plan

 

Fee

The fee for the Air Boss 201 Workshop is $295 thru November 15, $320 beginning November 16. This workshop is not included in your convention registration fee.

 

Sponsorship for Events Workshop

Monday, December 9th
(Versailles 3-4)
1:00 p.m. to 5:00 p.m.

For most civilian air shows in North America, sponsorship is expected to be a principal source of revenue to fund operations. But creating, selling and servicing sponsorships can be difficult. There is more and more competition from a wide variety of events for a limited amount of sponsorship dollars. Practical, "how to" information and direction are often hard to come by. And training one of your team members to be efficient, effective and successful at selling sponsorship and then delivering on promised benefits is a struggle all by itself.

In this four and one-half hour, workshop-style session, your information needs as an air show event organizer will be specifically addressed. For more than a decade, event sponsorship consultant Bruce Erley has consistently been one of the two or three top-rated speakers at the ICAS Convention. The course he teaches has been refined continuously to meet the needs of ICAS Convention delegates.

Once again this year, Erley will discuss the key sponsorship issues likely to face ICAS members -- including members of the military -- during the 2020 air show season and beyond. He will be joined again by former U.S. Air Force JAG officer Curtis McNeil, who will “translate” Erley’s guidance, descriptions and ideas into language that makes sense to military personnel and complies with current military guidance. And, new this year, a session on the unique nature and appeal of air shows as a sponsorship opportunity will be presented by ICAS Foundation Executive Director/CEO Mike Kaufman.

This course has been developed for all air show event organizers -- small and large, military and civilian -- to help them better understand the latest trends and most effective tactics in selling and activating air show sponsorships. The fee for the half-day Sponsorship for Events Workshop is $195 until November 17 and $220 after November 17. This workshop is not included in your convention registration fee.

 

What Will You Learn?

This workshop will address:

- terminology;
- recent sponsorship trends and how they impact the air show industry;
- the selling and activation of sponsorships;
- how to audit your air show to ensure that you are leveraging all of the resources available to give your sponsors maximum return on their investment;
- how to activate the sponsorships you sell and how to help your sponsors do their part in activating their own sponsorships;
- how to assess "sponsorable" assets and assign a dollar value to both the individual assets and the overall sponsorship package; and
- how to assemble a sponsorship package and put it in the hands of the decision makers at prospective sponsoring corporations/organizations.

 

Fee

This course has been developed for all air show event organizers -- small and large, military and civilian -- to help them better understand the latest trends and most effective tactics in selling and activating air show sponsorships. The fee for the half-day Sponsorship for Events Workshop is $195 until November 17 and $220 after November 17. This workshop is not included in your convention registration fee.

 

Using Social Media and Digital Analytics to Sell Air Show Tickets: A Half-Day Workshop

Monday, December 9th
1:30 p.m. to 5:00 p.m.

So much has changed in event marketing world in the past ten years. Social media has transitioned from a communications curiosity to an invaluable business tool capable of providing highly targeted and results-driven marketing capabilities. Digital analytics have evolved to produce highly informative consumer insights and increasingly stronger returns on investment. And today, as these technologies become more refined and focused, social media and digital analytics have the power to fundamentally reinvent the manner in which air shows sells tickets to their customers. But the learning curve can be steep and there are a limited number of case histories from within the air show community to help direct those wanting to use these new tools efficiently and effectively. This new, 3 ½-hour workshop has been developed to address that need for more information, more training and practical advice. From 1:30 p.m. until 5:00 p.m. on Monday, December 9…

· We will take a deep dive into the specific information, direction, tips, ideas and tactics you need to use social media and other forms of digital communications to sell tickets.

· We will compare and contrast traditional, legacy marketing tools and techniques with the newer digital marketing tactics, including a summary of pros and cons of each.

· You’ll get an overview of the different social media platforms, analytical tools and marketing tactics that you can use to build and fine-tune your digital marketing program for selling air show tickets.

· We’ll give you a brief, but targeted working knowledge of digital analytics and how to use the information generated to continuously improve your digital marketing program.

· You’ll learn how to design, place and monitor a social media ad.

· You’ll hear about the critical elements of a short, promotional video, how to create one yourself, and how to integrate that video into your digital marketing campaign.

· We’ll discuss how to supplement on-line advertising with targeted email and other forms of digital communications with prospective customers.

· You’ll learn how to target your intended audience in a digital promotional campaign and then use the data and analytics generated by that campaign to even more specifically pinpoint your prospective customers.

· You’ll hear case history-type presentations from marketing and advertising specialists with specific, recent, advanced-level experience in using social media and other forms of digital communications to sell air show tickets.

For 210 minutes, you will get highly targeted suggestions and ideas on how to sell more air show tickets using the power and efficiencies of digital marketing. This is a course that will be equally valuable to large and small events. You’ll benefit whether you are an experienced air show marketing professional or you’re just getting started. This is not a session that will be of interest to performers, support service providers or air shows that don’t charge admission. The course will be specifically and exclusively focused on helping you and your organization sell more air show admission tickets using the power and efficiency of social media and other internet-based communications tools.

 

Fee

The fee for the Using Social Media to Sell Air Show Tickets Workshop is $125 from April 1-November 15 and will increase to $150 on November 16.

 

Air Shows 102: Business Basics (Part One of Two)

Tuesday, December 10th
(Skyview 5-6)
1:30 p.m. to 5:30 p.m.

Part 1 of 2 parts: Part 1 of this program is offered on Tuesday, December 10 from 1:30 p.m. to 5:30 p.m. Part 2 of the program will be offered on Wednesday, December 11 from 8:00 a.m. to 12:00 noon.

Historically, the aviation-oriented individuals who organize and conduct air shows are relatively well-versed in aviation safety. Often, the bigger challenge is focusing on less familiar issues: concessions and ticketing, volunteer management, marketing, finance and sponsorship solicitation, to name a few. This workshop has been developed to address those business issues, and to provide air show event organizers -- both newbies and veterans -- with a thorough introduction to the business issues that have such an out-sized impact on the success of your event.

Developed and taught by veteran experts in the field and refined continuously during the last two decades, Air Shows 102 will help you navigate the myriad business and event planning issues that you will face as an air show event organizer. Air Shows 102 offers presentations by North America's most respected air show event organizers, sharing business models from small, mid-size and large events to illustrate best practices in the field of air show management. The course is designed especially for event organizers from new or small shows as well as newly assigned officers and enlisted personnel taking on significant air show business responsibilities for the first time. And because so many of you also have responsibilities for the air/ground operations aspect of your show, we've scheduled this course so as not to conflict with Air Shows 101, giving you the opportunity to attend both.

The fee for Air Shows 102: Business Basics Workshop (Parts 1 & 2 inclusive) is $295 until November 16 and $320 after November 16. This workshop is not included in your convention registration fee.

 

What Will You Learn?

Specific topics addressed include:

- Finance (factors that impact the budget and common mistakes to avoid, how to reduce financial risk through insurance and contracts);
- Concession and Vendor Relations (options, how to strike the best deal, negotiating a win-win contract with a master concessionaire, dealing with local charity groups);
- Sponsorship (tailoring your program to a sponsor's specific needs, approaching your sponsorship development process from the prospective sponsor's perspective, maintaining sponsor relations before, during and after your show);
- Hospitality (individual seating options, chalets, sponsor hospitality, volunteer/performer hospitality);
- Volunteer and Staff Management (finding people, developing job descriptions, volunteer training, volunteer retention);
- Ticket Management (what types of systems work, developing ticket sales policies, effective inventory control, pricing and accounting procedures);
- Marketing (what you need to attract an audience, how to use television and radio ads, billboards and newspapers, news coverage and media rides, bartering for ad space, negotiating television and radio ad buys, cross promotion, social media marketing tactics, digital analytics);
- Facilities/Logistics (site set-up, static lay-out, toilets, trash, parking and traffic management, communications, seating); and
- Hotel Negotiations and Management (selecting hotel(s), negotiating contracts, managing catering)

Part one of this program is offered on Tuesday, December 10 from 1:30 p.m. to 5:30 p.m. Part two of the program will be offered on Wednesday, December 5 from 8:00 a.m. to 12:00 noon.

 

Fee

The fee for Air Shows 102: Business Basics Workshop (Parts 1 & 2 inclusive) is $295 until November 16 and $320 after November 16. This workshop is not included in your convention registration fee.