January 2025 Board Member Newsletter Article

Lessons from Stillwater’s World Snow Celebration

Robin Anthony-Evenson, IOM
President
Greater Stillwater Chamber of Commerce & Foundation

Planning and executing events that engage the community, foster connections, and leave a lasting impression requires careful attention to detail and collaboration. As Chamber Presidents, we understand that events are a cornerstone of community engagement and economic vitality. We also understand we can’t do it alone!

The Blueprint for Success

1. Define the Vision and Objectives: Every great event begins with a clear vision. Identify the purpose of the event—whether it’s to celebrate local culture, support economic development, or showcase unique talents. For Stillwater’s World Snow Sculpting Championship, the vision was to create an internationally recognized event that highlighted artistry, fostered winter tourism, promoted health and wellness, explored different cultures and brought the community together.
2. Engage the Community: Community involvement is crucial to any event’s success. It is important to seek input from local stakeholders, including residents, businesses, and non-profits. In Stillwater, partnerships with local schools, businesses, and city officials ensures that the championship reflects community values while providing economic and cultural benefits.
3. Assemble a Dedicated Teams: Events require teamwork and the right people on the team. I always say, “get the right people on the bus, and the wrong people off the bus; then, that bus is going places!” You must assign specific roles and responsibilities to staff, volunteers, and committees and make sure they are educated with what their role is and the importance of it. For the snow sculpting championship, task forces were established for areas such as logistics, sponsorship, marketing, park logistics, snow making, activities and events and hospitality. Then we bring everyone together as a full steering committee monthly; all year around. Clear communication and shared accountability are key to keeping everything on track.
4. Secure Funding and Partnerships: Successful events often rely on a mix of sponsorships, grants, in kind services and sometimes ticket sales. Relationships are everything! For Stillwater’s event, partnerships with local and regional sponsors provides the necessary financial and logistical support. As we all know, it is vital to make sure sponsors feel like they get the value that is important to them. We have learned that it is never one size fits all, and we are customizing more and more of our sponsorships.
5. Plan Logistics Down to the Last Detail: We always start with a project plan because logistics are the backbone of any successful event. That is the source of truth. This includes securing permits, arranging vendor contracts, planning traffic flow, and creating contingency plans for weather or other unforeseen challenges. Every task goes on the plan or the action log. For the snow sculpting championship, detailed maps of the competition area, accommodations for participants, and crowd management plans were meticulously prepared.

The Magic of Stillwater’s World Snow Sculpting Championship

Stillwater’s World Snow Sculpting Championship exemplifies how an event can blend artistry, competition, culture and community spirit.

• International Collaboration: Teams from around the world participate, showcasing their talents and bringing global attention to Stillwater. This year we had 12 different countries attend from a pool of 36 applications from 21 countries.
• Community Engagement: This event includes activities for all ages, from family-friendly entertainment, date night, accessibility day, veteran’s day and more. This year we engaged the restaurants by a Taste of the Nation experience where 12 restaurants in the area featured food or drink from one of the countries. Businesses put snowflake branded clings on their doors and windows, and the entire park and streets are lit up.
• Economic Impact: This event attracts over 50k visitors during the winter season, the championship boosts local businesses and puts Stillwater on the map as a winter destination. This year we are working with a university to assess the actual economic impact so we will have some real solid metrics.
• Volunteer Power: This year we had over 175 volunteers who contributed time and energy, by helping with logistics, snow stomping, welcoming visitors, working in the indoor market and concession tent, and supporting the sculptors.

Final Thoughts
Events are more than gatherings; they are opportunities to create lasting memories, strengthen community bonds, and showcase what makes your region unique. Collaboration, planning, and adaptability, is so important for all of our events. Stillwater’s World Snow Sculpting Championship stands as a shining example of what is possible when a Chamber works with the community, city, schools, non-profits and our wonderful businesses.
In our industry, events can be a heavy lift, but the impact can be huge. I have learned over the years to take a pause during these type of events – to stop, look around, breath, see the joy in the eyes of the guests, and reflect. This event is here because of your leadership, your ability to bring people together with a shared vision, and your love of your community. Now that is pretty dang special!