Highland Fest Event-Spark Consulting

Just because an event’s been around a long time, doesn’t mean there isn't room for improvement. Highland Fest is an annual three-day art and music festival in St. Paul that attracts more than 50,000 people. This past year, leaders of the long-running, beloved community festival realized they might need some help keeping the event fresh and relevant. They turned to Mason Creative for advice on rejuvenating their event. 


We often work with clients who need help in understanding how their event could be better or who have a successful event they want to take to the next level. That’s where our expertise comes into play - we offer event help in the form of an Event Jump-Start Package. 


The Highland Fest leaders asked for our unbiased take on the existing festival. They needed attainable recommendations for improving the weekend-long event to attract more attendees, improve the overall event experience, and increase revenue. 

Our team attended all three days of the festival interviewing volunteers, vendors, attendees, and artists. We also took extensive notes and photographed the event.


Based on the information we gathered at the event, along with our many years of experience developing successful events, we created a comprehensive report highlighting the event’s strengths and opportunities. Along with those insights, we also delivered over 200 creative but attainable recommendations for improving every single aspect of the event.


We worked hand-in-hand with our festival client to develop a plan for boosting future events. We’re looking forward to seeing what the next few years have to offer for Highland Fest!

The Client's Response

"Thank you so much, Char!  I'm so excited to see what we can do.  This report has really provided the structure for us to get some energy to move forward.  I'm confident we are headed in the right direction. I'm sure we will be back for more help.  We really appreciate the hours you put into this and know that you went well above and beyond!"

-Jennifer Dunn, Board Chair, Highland Business Association