About us
Experiential AgencyWe reach unreachables, Gen Z and Millennials, through experiences that deliver new consumers, improve lives and elevate communities.
Why Care About Millennials?
Millennials recently overtook Baby Boomers as America’s largest generation. Generally defined as those born between 1981 and 1996, Millennials have a:
- Collective net worth of over $9 trillion (Fortune)
- Will account for 75% of the workforce by 2030 with annual income projected to reach $32 trillion (Decalia)
- Will inherit over $68 trillion from their Baby Boomer parents by 2030 (Forbes)
Why Care About Gen Z?
Gen Z will overtake the economy by 2030. Defined as those born between 1997 and 2012, in 8 years, Gen Z’s income is expected to increase five-fold to $33 trillion as they enter the workforce. Per CNBC, they currently:
- Account for 40% of the world’s consumers
- Have spending power estimated up to $323 billion
- Have an estimated collective buying power near $150 billion
Alrighty, I get it. How do I reach them?
Art of Impact helps clients reach unreachables - Gen Z and Millennials - through festival consulting and experiential marketing agency services. Driving all services is social impact, cause marketing and corporate social responsibility.
Millennials crave experiences
- 82% of millennials attended or participated in a variety of live experiences in the past year, ranging from music festivals, performing arts, races and sports - more so than older generations (70%).*
- But millennials can’t get enough. 72% say they would like to increase their spending on experiences vs physical things, pointing to a move away from materialism and growing demand for real-life experiences. When marketing to millennials, use an experiential playbook.
Gen Z = Fun, authentic, good
- “Gen Z doesn’t buy brands, they buy into brands. Brand purpose drives brand decisions and loyalty. Think mission when marketing to Gen Z.” - Bridget McCauley (Fmr. Marketing Dir - Maker’s Mark, Four Roses)
- “Gen Z are looking beyond products to understand what it is that makes the company tick. What’s its mission? What’s its purpose? And what is it actually trying to build for us as a society?” - Bo Finneman (McKinsey & Associates)
Our Team:
We hail from the South and Midwest – Austin, TX, Cincinnati, OH, Louisville, KY, and Harrison, WV – but our festival consulting and experiential marketing agency is deployed nationally - Atlanta, GA, Los Angeles, CA, Charleston, SC, Jacksonville, FL, Nashville, TN, Indianapolis, IN, St. Louis, MO, and more…
JK McKnight
Founder
At 21, JK created a mission-driven music festival and guided it from 0 to 75,000 fans, alongside a nonprofit that also grew from grassroots to global. Along this journey, I discovered the Art of Impact – an effective model for marketing to Gen Z or marketing to millennials.
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Chrissy Hanna
Creative Producer
A seasoned experiential marketing wizard, Chrissy earned her stripes working for national brands and music festival sponsors like Mars-Wrigley, Pedigree, M&M’s and more. She is a passionate, creative enthusiast who gets the job done efficiently…and with flair!
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Emily Pratte
Creative Producer
Connector, creator, strategizer and community steward...Emily is a festival opts master who pulls the things together behind the scenes to allow you to be fully present in the experience. Never far from a good laugh, Emily spent 15 years in Austin, TX, working for the likes of SXSW, Wine & Food, Texas Tribune and more…
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Creative Mornings
Ted Talk
JK McKnight
Founder
At 21, JK created a mission-driven music festival and guided it from 0 to 75,000 fans, alongside a nonprofit that also grew from grassroots to global. Along this journey, I discovered the Art of Impact – an effective model for marketing to Gen Z or marketing to millennials.
Raised in a family of creatives and community leaders, I became well-versed in art and impact as a child. My father, creative director at the city’s largest advertising agency, left to pioneer the city’s first digital marketing agency, while my mom volunteered for social impact organizations while founding her own corporate sponsorship agency.
These experiences shaped and molded Art of Impact - a festival consulting and experiential marketing agency.
Chrissy Hanna
Creative Producer
Chrissy is a seasoned experiential marketing agency professional with years of experience working directly with lifestyle brands in various industries including: music, sports, confectionery, pet care, and food & beverage to help them engage their target audience through authentic, impactful, authentic experiences consumers remember forever.
- What Makes you Happy?
- Fresh clean sheets, live music, clicking unsubscribe, a good hair day, checking off the last item on my to-do list, cheese boards, and that “Friday feeling.”
- Where can you be found on a day off?
- Being a tourist in my own city, thrift shopping, or spending quality time with the people I love.
Emily Pratte
Creative Producer
Emily has spent nearly two decades honing her skills in the festival and event industry. From festivals, multi-day destination conferences, nonprofit galas, civic events and more, she has successfully honed her skills in the Live Music Capital of the World; Austin, TX. Her track record has proven fruitful in leading clients to their defined success.
- What is your biggest fear?
- Dams, drains, and elevators
- If you could choose to do anything for a day, what would it be?
- Early morning hike in the mountains, followed by food and libations with friends and family.
- Aside from necessities, what one thing could you not go a day without?
- Since coffee is a necessity … Old lady alert - Vitamins and Kombucha - It makes all the difference in my days
Our Founder
Global Visionary
World Affairs Council
Southerner of the Year
Southern Living
Innovative, catalytic creative
Greg Fischer | Louisville Mayor
Elite leader, community builder
Dan Jones | Founder & CEO, Parklands
A major league entrepreneur
Roger Eaton | Fmr. President, KFC
Forward-thinking, hardworking visionary
Pat Hallahan | My Morning Jacket
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"JK is a visionary, strategist and tactician - he sees the potential of any product or service clearly, crafts a potent strategy, and is an effective leader who tactically can reach any goal. He was a national leader in marketing to Gen Z and marketing to millennials - merging business, social impact and philanthropy - always including the ROC (return on community) to the ROI."
– Gill Holland, Entrepreneur | Community Builder