Management Sales

Beverly D. Pederson

**** ********** **** *******, ** 53703 608-***-**** **************@*****.***

Executive Director

Professional Profile

Highly Motivated Event Manager, with over four years of experience in event management, business

development, and sponsor recruitment and a track record of revolutionizing events profitability,

popularity, and performance. Strong drive to help others grow professionally, coupled with a personal

conviction of life-long learning. Proactive in promoting team progress toward event success.

Area of Expertise

Vendor Relations Business Building Opportunities Relationship Building

Competitive Analysis Strategic Growth Opportunity Development Negotiation Tactics

Marketing Campaigns Conflict Resolution Media Management

Public Relations Post Release Product Performance Analysis Special Events Planning

Professional Experience

2006 Present

MADISON AREA EVENTS, Inc, Madison, WI

LAKE REGION CENTRAL AVENUE MADISON, Inc, Madison, WI 2006 Present

Executive Director

As Executive Director of Madison Area Events, manage and direct over 12 annual events, such as

Balloon Rally / Fish Fry Fest, Blue Sky Blues Fest, and the Concert on the Green series.

Spearhead sponsorship development, recruitment, and retention for a total budget of $352,989

which represents a 38% increase over the budget prior to July 2006.

Rejuvenated stagnant Balloon Rally with an average attendance of 1400 to an astonishing record

of 61,000 spectators in 2009 by bringing in professional, nationally acclaimed Fish Fryers,

Skylight Pyrotechnics, Kid & Kompany, and Sponsorship Activation at events.

Assured revenue generation from events back to Madison Area Events, resulting in revenue

targeted to operations through adding event enhancers like merchandise sales, soda sales, and

ad space in programs.

Revitalized events, for example rebranded, rescheduled, and combined Summer Leisure

Series with Marketplace Fridays to create a Friday line-up of Lunchtime Learning coupled with

Marketplace Fridays, by designing a welcoming environment of food vendors, entertainment, as

well as produce vendors which has increased attendance by 93%.

Implemented software-based Sponsorship ROI program, which provides feedback to sponsors in

a visual method to document event marketing and promotion.

As Executive Director of Lake Region Central Avenue Madison, direct Central Avenue Program, produced

by the Department of Commerce and one of 24 throughout State of Wisconsin designed to revitalize the

downtown, business recruitment and retention, and remodel building facades to improve overall appearance.

Implemented Near Downtown Master Plan, a comprehensive plan to evaluate the downtown

area and determine ways to revitalize, attract, and sustain businesses.

Renewed Business Improvement District for Lake Region by campaigning with business owners to

bring them on board to support the renewal which would be instrumental in continuing to build a

positive environment in the downtown to promote revenue growth.

Partnered with business owners to incorporate social media strategies such as independent

FaceBook pages for the businesses to promote special events and sale items as well as promote

businesses through River District FaceBook page advertising to drive customers toward a

particular business or product.

Implemented spreadsheet analysis tools to document and illustrate financial expenses.

Beverly D. Pederson

Professional Experience continued

2005 2006

MIDTOWN ASSOCIATION, Midtown Milwaukee, WI

Event Coordinator Artist Coordinator

Served as Assistant to Executive Director of City of Hamm Lake and Midtown Association. Provided leadership

and direction in development and implementation of sponsorship for new cross-country ski event.

Recruited, designed sponsor proposal, and implemented sponsorship benefits for the City of

Hamm Lake, resulting in generation of $52,000 for AIDSstride, a new added event enhancement.

As the Artist Coordinator for the Lemonade Art Fair, assisted artists with booths, digication (a

program created for digital use of artist slides), information and fees.

Coordinated Midtown Commerce Association membership, including collecting and recording

membership dues, facilitating meetings, and designing survival handbooks booklet listing area

business information and services provided.

Cultivated and maintained relationships with members of the community via phone, mail, and

direct association.

Controlled press releases, media contact, and police interaction.

BAKER COUNTY FESTIVAL AND EVENTS ASSOCIATION, Stevens Point, WI 2006

Event Organizer

Coordinated, advertised, and recruited membership for non-profit organizations.

Organized annual Membership Conference for BEA, a component of the International Festival and

Events Association.

Professional Affiliations

Board Member, Carver County Youth Arts Foundation

Former Board Member, Festival of the Arts Artfully Yours Weekend, 2006 2007

Former Board member of Festival and Events Association (FEA), 2006 2008

Professional Development and Training

Leadership Certificate Program Center for Leadership Excellence & Economic Development

Certification: CEM, Certified Event Management University of Wisconsin

Certification: Non-profit Leadership Management

Professional Certification: Business District Management The National Center for Public

Productivity at Georgetown University Washington, D.C., and The New York Managed City

Association (NYMCA.com)

Preparing Beneficial Post-Sponsorship Fulfillment Reports AEME Seminars

Determining Fair Market Value of Sponsorship Packages AEME Seminars

Inspired by Association: Principles and Practices for Selling Membership Association AEME Seminars

Education

Bachelor of Science Organizational Management, Leisure & Outreach Services, 2006

UNIVERSITY OF WISCONSIN - MADISON

Emphasis: Event Planning Management

Minor: Non-Profit Leadership

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