How much does a new learning summit cost? Kirsty Lewis shares an eye watering amount

This month I want to share the emotional rollercoaster that is creating a festival from scratch with NO financial backing. If you are discovering this blog for the first time today, let me introduce myself: My name is Kirsty Lewis, founder of School of Facilitation and the architect of SOFest.

A three day, in-person, learning event, space, summit (call it anything but a conference)

SOFest is a new learning festival for facilitators, trainers and coaches happening on 10-12 June 2025, in Essex, UK.

YES! A three day, in-person, learning event, space, summit (call it anything but a conference) all about facilitation and training as well as the business of running a business, working with clients, nurturing your soul and your wellness.

Excitement and… reality

As with most of my ideas (and yours) they are born from a need I have. The need in this instance is community and connection followed by a space to do lots of lovely learning and development for me, myself and my business. Having everything in one place vs having to go and find each individual part.

The finances are my biggest worry

As with all ideas the start comes with a frisson of excitement, an electrical charge surrounds conversations that are whispered to those I quietly shared the idea with. What if people think I am mad?

It turns out other people thought the idea of the festival was a good one which led to step two: making a plan. This is where the voice of doubt showed up; questioning how this is possibly a good idea with a starting budget of ZERO? What do I know about creating a festival? Who will buy a ticket?

Some wise person said that if you feel fear around an idea then it is probably an idea worth exploring. When I feel the fear but think an idea could work I break it down. What are the fears and what is the easy next step?

I have two fears:

1. I don’t know how to create and run a festival
   
   
2. The finances – it’s expensive and I don’t have the money to bank roll the project

Creating the festival

I have the creative vision, I can clearly see how the three days will flow, the type of location, the food, the speakers and workshops – I just don’t know how to make it a reality.

I knew I needed a project manager, someone who had run a festival before, someone who understood all the different parts required to create a brilliant experience. Enter Toni Finnimore, a wonderful person who has run or been part of many festivals around the UK.

Working with Toni has certainly calmed my nerves. She is the queen of project plans and playbooks, managing conversations with the site, identifying things we need to do, buy, say and consider. She has seen it all before and happily shares what is and isn’t a good idea.

Financing the festival

This is my biggest worry. The basic cost of hiring a site, glamping tents, food for three days, insurance, basic decorations, audio visual (AV) equipment, music, lights, cameras, photographer, bags, t-shirts, project manager, social media and not even counting hidden costs and those yet to reveal themselves… it comes to around £100,000.

My way of combating the financial fear? I talk about it. 

Each month I write a newsletter to the SOFest community. The newsletter is for people who have signed up to know more about the running of the festival, receive early notifications and ticket promotions, speaker reveals and workshop topics. I finish each newsletter sharing the latest financial position of the festival. It eases my worry knowing I am sharing what is happening with others.

Am I still nervous about the financial outlay? Absolutely.

Next there is a ticket strategy. It is a thought out plan of who to sell to, at what time of year, the price and promotional offers. Step one of the ticket strategy was the launch and early bird offer in October 2024. I was really nervous on launch day – would anyone buy a ticket? Yes, yes they did. Two people bought tickets on day one. Phew.

Selling the tickets

By the end of the early bird period 38 people had signed up to SOFest. Currently there are 69 people coming, including the speakers, workshop hosts, activity hosts, volunteers and advisors.

Am I still nervous about the financial outlay? Absolutely. There are £27,870 of costs to cover, which equates to 19 full price tickets. I am quietly confident we will sell 19 tickets between 1st January and 10th June, but who knows?!

Some days I am euphoric and excited about SOFest, other days little clouds of concern skitter across my mind. I keep telling myself it is an experiment, all will be ok and it will work out, even though I don’t know that it will.

By the way, if you want to come to SOFest can I strongly recommend keeping an eye on my socials (Linkedin and Instagram) from 17-24 January. It’s my birthday on 17 January and I have some presents for you!

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