Create an Unforgettable Festival Experience

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

#ReachingUnreachables

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

#ReachingUnreachables

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

Forecastle Festival :::75,000 reached

Forecastle

Mission:

Music.Art.Activism®. Founded by Art of Impact's JK McKnight, Forecastle launched 2002 inside Louisville’s award-winning Olmsted park system, was one of the first contemporary music festival models to make sustainability a core pillar of its DNA, shifting the industry flywheel towards a more socially-conscious, environmentally-friendly direction.

Strategy:

Music, art, and activism on equal footing. Program differently. Focus on creating experiences you would not find in a traditional music festival environment, merging education and entertainment, while weaving in festival sponsorships highlighting local culture. Create an authentic and immersive environment where experiential brand activations thrived and locally-sourced micro-experiences forged a distinctive identity and stimulating journey of artistic and cultural discovery.

Results:

Forecastle scaled from 0 to 75,000 attendees and became one of the most critically-acclaimed festivals in the country. Attracting Gen Z and Millennial audiences from 2500 cities and 13 countries, it featured an eclectic mix of artists, including Chris Stapleton, Jack Harlow, Outkast, Tame Impala, Beck, Jack White, LCD Soundsystem, Odesza, Tyler the Creator, My Morning Jacket and more. Forecastle is a case study of successful festival development, and was acquired by AC Entertainment in 2013 and Live Nation in 2016.

Experience It

High Water Festival :::30,000 reached

High Water

Mission:

Bring Charleston, SC’s storied history and southern culture to the music festival masses. Targeting Gen Z and millennials, the two-day celebration of music, food, and libations was curated by homegrown artists Shovels & Rope and featured purveyors of lowcountry cuisine and culture.

Strategy:

Focus on sense of place. Understand what makes Charleston unique and distinct, and showcase it with creative freedom. Feature a world-class lineup that highlights its flavorful food, handcrafted libations, philanthropic passions, and colorful artistic visual art. creating experiences anchored by native culture bearers like Band of Horses (music), Rodney Scott (culinary), Garden & Gun (lifestyle) and more. Art of Impact’s JK McKnight used his experience in festival sponsorships and strategic partnerships to facilitate impactful brand partnerships that enhance the live experience by delivering unique sets of locally-grown micro-experiences with festival sponsors like Lagunitas, Tito’s, Four Roses and many more.

Results:

Delivering on our brand promise with an eclectic menagerie of lowcountry culture and cuisine, High Water checked all the festival essential boxes and sold out in its debut at nearly 10,000 patrons per day. Fueled by Gen Z and millennials, it went onto become a staple of the southern music festival circuit - merging history, hospitality, music, arts, culture and camaraderie in a beautiful waterfront setting that attracted fans from 45 states, 5 countries, and nearly 1500 cities.

Experience It

Design an Unforgettable Festival

Our Team

Creative Mornings

Ted Talk

JK McKnight

Chrissy Hanna

Emily Pratte

Setup a free discovery call

Experience

Our Founder

Case Studies

Forecastle

Mission:

Strategy:

Results:

High Water

Mission:

Strategy:

Results:

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