Post Festival Rant

On Monday, September 7th, we wrapped our 4th annual Central Florida Film Festival. My thanks to Ocoee Mayor Scott, the Chamber of Commerce and Donna Wagner and her television and film student volunteers from Ocoee, High School for their support.

Now that the numbers have been tallied we showed an increase in ticket sales (up 200+) but the overall cost of the festival has us losing almost five thousand dollars. How is this possible? Last year in Kissimmee, Florida, the local hotel (the Clarion) saw value in having a film festival in their community. They give us five complimentary rooms for our VIPs and workers and a 20% discount at the restaurant for festival ticket holders. In return we made sure everyone attending knew about the discounts and the Clarion because the "Official" hotel of the festival. The advertising alone for a hotel is worth thousands of dollars. The Labor Day weekend in Florida is a slow weekend and many rooms are vacant. The exchange is advertising for rooms and last year twenty-two filmmakers stayed at the Clarion. We ate in their restaurant and drank in their lounge and everyone was happy. There were no guarantees but everyone left happy.

The move to Ocoee, Florida was based primarily for business purposes. There is a grant in Orange County where matching advertising dollars are given based on the amount of people you bring to Florida and stay in local hotels. It takes a year to qualify. In the world of "we're going to get your business anyway, approach," the three hotels closest to our festival venue are owned by the same people. The Red Roof Inn, The Best Western (turnpike) and the Courtyard Marriott are all within walking distance of the West Orange 5 Theater. The representatives of these hotels do not understand the value of advertising. They said they would adjust our bill accordingly based on the amount of people staying during our four day event. However, their count was about as accurate as their pricing. I signed a contract for what I thought would be their cheapest rate only to find festival attendees complaining they were able to get it cheaper either using, Internet Discounts, AAA, AARP or any way other than saying they were with the festival. I believe we were only getting credit if the filmmaker paid the higher Festival Rate. I don't believe this is fair. I saw few if any non festival tourists staying at these hotels. We supplied the bulk of their business and were still hit with not only the three rooms I purchased to get a cheaper rate myself than the negotiated price but at least two other rooms. Granted I believe I did receive two complimentary rooms but that remains to be seen when the Discover Card invoice arrives. According to Discover Card (online) I may have been billed twice for one room at the Best Western. We spent close to $1200-$1500 in room rentals for our volunteers and guests. Compared to zero last year.

On a positive note, Michael Palmierri (Catering Manager) handled his share of the workload in a professional and caring manner. In addition to all the room rentals, we also held two parties and a breakfast at a cost of close to four thousand dollars. The cost was much higher but Michael dropped a few charges when I went into convulsions reading the bill. I'm not in the hotel or catering business and that's exactly what I told everyone at the hotels when I approached them to sponsor our film festival. In exchange for advertising and promoting the hotel to our filmmakers we wanted four or five rooms. THAT'S IT!!!!! They came back with a sliding scale for rooms which I agreed to but the scale never slid. They know I'm PO'd but the negotiator went on vacation and hasn't been heard from.

What's in advertising? Placing their logo on our website means revenue to the hotel. Not the festival but the hotel. We are placing our nod for filmmakers from all over the world to stay at their hotel. We also placed their logo on all paid advertising including posters, postcards, and press releases. Again, worth thousands of dollars in good faith. Did I forget to mention we are a charitable, non-profit, organization? We gave Ocoee High School a complete stock footage and sound effects library for their television and film program for cryin' out loud! What did the hotels provide the community?

I know Mayor Scott understands the economic impact of our festival to Ocoee, and I know the businesses surrounding our festival understand as well. Something has to be worked out or we will have to place the hotel logo of a competitor on our website for next year. Yes, I know they own the Holiday Inn Express down the block too. Monopolies never bothered me before. There has to be another hotel in Winter Garden, Windermere or Clermont, who can find value in what we offer. After all the filmmakers are all from out of town or even out of country, they'll stay where I ask them to stay. It remains to be seen where they'll be staying next year.

.......and cut!