Toni Bodenhamer has been providing marketing, resource development, management consultation, and services to fairs, festivals, special events, nonprofits and agencies since 1981. Toni, a former journalist, has taught a multitude of courses outlining skills and tricks she has learned in her decades of experience including: Marketing for Nonprofits, Volunteer Management, Sponsorship & Special Events, Special Event Management and Fund Raising for Nonprofits.
Toni holds a BA from UCLA and is a Certified Festival & Event Executive through IFEA (International Festivals & Events Association) and Purdue University. She is a past president of CalFest, the California & Nevada Association of event professionals.
Achievements and Areas of Expertise
Toni’s expertise is finding ways to strengthen financial, community and marketing support for events and nonprofits. Her goal is to coach others on ways to grow and enhance their fairs, festivals and special events in today’s increasingly competitive environment.
Financial: When Toni was asked to revive the Luther Burbank Rose Parade, which was in debt, she transformed it, establishing cash reserves approaching 30% of its $90,000 budget and a strong sponsorship program that produced 47% of the budget annually and involved more than 100 local businesses. While managing the Petaluma Butter & Egg Days Parade sponsorship program she was able to increase sponsorship by 50% in 2011 and by another 10% in 2012, in spite of the then-difficult economy.
Nonprofit/ Volunteer Management: Toni has served as the Executive Director for many of her clients, working with Board of Directors to set and achieve their goals, develop volunteer systems and establish operational processes. For the Kendall-Jackson Heirloom Tomato Festival, where she was volunteer coordinator for 10 years, she revamped the event volunteer system, creating a more responsive volunteer population while recruiting and managing 400 volunteers for the single-day event.
Marketing: Toni started her career in the event industry doing marketing and publicity. Her extensive experience has been applied to marketing for sponsors and volunteers as well as attendance. As Marketing Director for the Sonoma-Marin Fair she saw paid attendance increase by more than 8%. During that time she also negotiated sponsorships with local media generating more than $300,000 in media space for marketing clients.
Start Ups, Revivals & Turn-Arounds: Toni is the founding manager of Santa Rosa’s highly successful Downtown Market, now in its 26th year, and Santa Rosa’s 4th of July Celebration now in its 29th year. For the Las Vegas Veterans Parade she revamped the volunteer and parade management system and reduced the parade time-on-street from four hours to two without reducing the number of groups in the parade. The shorter time-span saved the city and parade more than $6,000 in police and public works costs.
Selected Sponsorship & Event Client List
Sonoma County Economic Development Board • Sonoma-Marin Fair
SRJC Day Under The Oaks • Kendall-Jackson Heirloom Tomato Festival
Petaluma Butter & Egg Days Parade • Sonoma County Harvest Fair
Selected Training & Workshop Clients
SRJC Continuing Education • Sonoma State University Extended Ed
Big Bear Event Resource Office • Volunteer Center of Sonoma County
CalFest (California & Nevada Festival Association) • Petaluma Music Festival