The meeting was called to order at 8:17 PM on July 2 by President Elizabeth Lachowicz. This meeting was held via Zoom.

ROLL CALL

Present: Mike Agranoff, Loretta Brooks, Jeff Canter, Sam Edelston, Paul Fisher, Doug Heacock, Peggy Karr, Allan Kugel, Elizabeth Lachowicz, John Mahon, Bob McNally, George Otto, Sandie Reilly, Chris Riemer, Tina Ross, Mark Schaffer, Robin Schaffer, Jean Scully, Andrew Warner and Pamela Zave

Absent: Todd Dennison and Gary Pratt

MOTIONS MADE

• The minutes of the June meeting were approved as amended. 

• The board approved a corporate resolution naming Margaret Karr, Treasurer, as the manager of all financial transactions made on The Folk Project’s behalf, including its banking and credit card accounts at Wells Fargo. 

• The board approved a request from Publicity, budgeting an additional $1,000 for social media advertising for the remainder of 2024.

ADMINISTRATIVE OVERVIEW 

President

Elizabeth opened with a big shout out to the producers of the Summer Songs Rock and Roll event, mentioning Tina, Alicia, Mark, Robin, Bob McNally, Bob Cole, Andy and Larry, the sound crew and everyone else who made it so special. A wonderful experience, and she wanted to say thank you.

Secretary

Chris reports that everything is under control. 

Toward the end of the meeting, he added that he would probably not want to continue as Secretary in 2025. That means the board has six months to find somebody new. Chris thinks that while it’s not a particularly difficult job, it does require a working knowledge of the organization’s history and the personalities on the board. It would be hard for a someone to step into it cold. There’s a job description in the back office.

Treasurer

Peggy reports that everything is “kind of” OK. Mark has been added as a signatory on the checking account (in addition to herself, Paul and Elizabeth), to help facilitate payments by check at the Troubadour. She’s also requested credit cards for selected board members, but the progress there has stalled. Wells Fargo has decided that she needs to prove once again that she is (in fact) the Folk Project’s designated Treasurer. She needs a corporate resolution recorded in the minutes, as well as two signatures on a physical document. She’ll try to connect with Elizabeth and Paul at the Fourth of July picnic to get those signatures. That should speed things up.

Peggy would also like to give serious consideration to finding a new banker, because her battles with Wells Fargo have reached a tipping point. Multiple visits to the branch, multiple forms and correspondence, different stories from different bank personnel... all of which has led to a simmering sense of outrage. Chris cautions that changing banks would be a non-trivial task, and Peggy agrees that she wants to do some more research before making a recommendation. Mike also felt that the choice of a banking service provider should be up to the Treasurer, and doesn’t feel the Board needs to vote its approval.

Peggy has recently moved $10,000 from our reserves at Vanguard to cover current expenses. The stock market is doing well, so the Vanguard account is now over $200,000. No problems there. Wells Fargo is the problem.

BUSINESS ITEMS

Social Media Advertising

(Note that Robin also detailed this information in an email report, which is available in the Written Reports section at the end of these minutes.)

Robin reminded the group that we agreed to a pilot program in which we would fund six months of social media advertising on Facebook and Instagram, in support of specific Folk Project activities. We considered social media to be an essential part of our efforts to rebuild audiences post pandemic. The board approved $1,600 for this program. We spent $400 of that on a social media expert who is also involved in folk music. She helped design the program specifics.

Robin went over the details of how much the ad spend was at each venue. However, Meta’s reporting has been disappointing. They were grossly over-reporting on sales, to the extent that we’ve lost faith in the platform’s metrics. Even with a good deal of analysis, the results were not very helpful. However, there is strong anecdotal evidence indicating the ads are paying for themselves in attendance and awareness. Since the ad spend averages $56 per show, we only need to generate three to four additional tickets to cover the cost. It appears that the ads are more successful with established performers (like Tom Chapin and John Gorka) than they are with up-and comers.

Robin doesn’t think we’ve “cracked the nut” on how to get the most bang from our social media bucks, but does think it’s a worthwhile activity. With the pilot program wrapping up this month, Sam will be folding social media into his overall publicity portfolio. He’s the best person to test, target and learn how to optimize it. There’s $256 remaining from the original social media budget, and Sam is asking for an additional $1,000 to take us to the end of the year. That will come out to about $200 a month.

Chris spends some time on Facebook most days, and reports that he’s seen the Gorka ad repeatedly. Often enough to make it feel a little like spam. There was some detailed discussion about social media concepts, and Sam said there are ways to limit how many times an ad is shown to individuals.  filter what ads are presented to which people. There are lots of controls and capabilities, some of which will be useful for us and some that will be over our heads. Sam gave a shout out to Robin for putting things in motion and getting social media to the point where Publicity can take over. If people have additional comments or questions, they should reach out to Sam directly. 

George has the last word, recalling his own days as Publicity chair. Awareness has been a chronic challenge for us. People might be attracted by a particular performer, and then tell us they had no idea the Folk Project even existed. He thinks this kind of social media presence can help close that gap, and predicts great results ahead.

COMMITTEE REPORT HIGHLIGHTS

Future Planning

Robin stands on her report. 

We did not win the hoped-for grant from Mid-Atlantic Arts (made together with Café  Caffè Lena and Godfrey Daniels), and it may because we didn’t make a strong enough pitch on our engagement with the community and support for disabled audience members. But it’s also true that it was a very competitive grant and we’re going up against large, professionally staffed programs.

Newsletter

George stands on his report.

Swingin’ Tern

Doug stands on his report. They are in the middle of their first social media campaign, and he is seeing their Facebook ad on both mobile and desktop. There’s no clarity on why it might appear more often on one platform than another.

Streaming

No report from Gary this month.

Open Stage / Membership

No report from Todd this month.

Horses Sing None of It

Sandie has nothing special to report. She’s been looking at a place in Butler as a possible venue for bringing back HSNOI, but no real developments. Elizabeth suggested that Sandie put together a wish list of what she’s looking for in a video venue, so we could all be on the alert for possibilities. Sandie agreed. 

Bob mentioned that there are companies renting out space as podcast studios. That might be something HSNOI could do to help reboot the program on a smaller scale, until a real studio is re-established. Chris also thinks it would be worth an article in the newsletter to recap the history of our video work, and highlight the vast archive of shows available on YouTube. Several of those present think the newsletter article would be a great idea, but Sandie wouldn’t be able to write a piece until the fall. Chris was willing to take a crack at it, if Sandie was available for a chat or telephone interview. She would be.

Publicity

Sam stands on his report. He thanked Mark and Robin for keeping him busy with future-looking work, like taking on the Click Clique campaign temporarily. It keeps him off the streets.

Special Events / Troubadour

(Note that Mark hadn’t written a report at the time of the meeting, and delivered a long and very detailed report verbally. However, since he did submit a report the following morning, his remarks are included in the next section, and not repeated here.)

Mike expressed concern about the traditional Birthday Party show, given that only four people have signed up in advance. Normally it would be two dozen at this point. He can only hope a lot of people come out at the Fourth of July picnic. Bob thought it might help if Mike allowed individual performer slots, instead of all duos and trios. 

Sam asked if there would be a show on Labor Day Friday, and Mark said the Troubadour would be closed on that day. Mike will update the calendars.

Troubadour Staffing

Still scrambling a bit, but Jean is happy with our relationship with Katy Ulich from MUF. A very positive force for us, and a very positive connection.

Sound Reinforcement

John stands on his written report, but adds a special shout-out to Alicia Weimer, who in addition to everything else, mixed the sound for the Summer Songs video broadcast, with excellent results.

Mark added that two volunteers are interested in learning the secrets of sound reinforcement, and would be willing to pay for a lesson from Allison Boardman. She’s done sound workshops for us in the past, and it might make sense to open it to more people. Probably not until September, though.

ADJOURNMENT

The meeting  proper was adjourned at  9:54  PM. Next month’s meeting is August 6 at 8:15 PM, via Zoom. 

Submitted by Chris Riemer

WRITTEN COMMITTEE REPORTS

FUTURE PLANNING

From: boardplus@folkproject.org <boardplus@folkproject.org> On Behalf Of Robin Schaffer

Sent: Monday, July 1, 2024 12:50 PM
To: BoardPlus - Current board, select alumni, key volunteers <boardplus@folkproject.org>
Subject: Future Planning Committee Report

Hi All,

Here is our report, also attached as a PDF, since some weren't able to read the pasted version

FP Future Planning Committee
July Board Report
July 2, 2024

June Accomplishments

Grant and Sponsorship Status 

Mark spoke to Mid-Atlantic Arts, which did not award us the grant for the Jorma Kaukonon concert. They shared that they received 75 applications for 25 grants, so it was stiffly competitive.  Our weaknesses were in our lack of relationship with community organizations, and our lack of hearing aid devices. 

Social Media

We started handing off the SM work to the Publicity Committee, Sam Edelston specifically.  Sam brings great analytical skills and direct marketing experience to the job.  We expect great things!  

We advertised:

o Regular Troubadour Shows (Aztec Two Step and Dave LaMotte)

o Special Concert (John Gorka)

o Swinging Term (July 6 dance)

July Objectives

Presentation Sub Committee

• We are reprinting the banner with a darker background.

• Improving the hanging mechanism on the banner to make it less wrinkly

• We will order a tablecloth for the desk

Social Media and publicity

• Will complete handoff to Sam Edelston.

• Presentation to the Board on July 2.

• Further experiments and improvements in measurement

• Considering a FP sound logo.  Mark working on it. 

Branding

• Will develop a long term Tshirt plan 

• New logo being implemented on website, newsletter and flyers. 

As always, the Future Planning Committee is open to all suggestions and feedback. If you want to learn more about longer term ideas, please reach out to Robin.Schaffer@folkproject.org.

Thanks!

Robin Schaffer
Bob McNally

SOCIAL MEDIA

From: boardplus@folkproject.org <boardplus@folkproject.org> On Behalf Of Robin Schaffer

Sent: Monday, July 1, 2024 12:54 PM
To: BoardPlus - Current board, select alumni, key volunteers <boardplus@folkproject.org>
Subject: Social media New Business

Hi All,

I will present this report under New Business at tomorrow's meeting.

Attached as a PDF.

The Folk Project
Social Media report
July 2, 2024

Background

The Future Planning Committee is charged with identifying needs and exploring solutions, and, as such, identified social media as an opportunity to turnaround attendance. The Folk Project must attract new regulars to survive post-COVID. Overall Troubadour attendance is down by over half. The number of regular attendees is down by about 75%. 

Besides the occasional personal introduction, the only way to build attendance is publicity, and, according to conventional wisdom, Meta ads are the most effective. The board approved a 6 month advertising test, from February 2024 through July 2024.

Budget

The budget was $1600: $400 to hire Eleanor Kleiner (a specialist in social media promotion for folk music) and $1200 for 6 months of trials. 

The ad budget was invested as follows

Regular Troubadours - 10 shows  $565

Special Concerts - 1 show  $100

General ad for Performers, promoting Open Stage and Getaway $50

Swingin Tern - 1 dance  $50

Songwriter Day $170

Total expected spend to the end of July: $935

Results

Despite our expectation of solid metrics, Meta’s sales data is very flawed.  It has grossly over reported sales to the extent that we have no faith in the numbers. Analysis proved very difficult but we know the reach of each ad in the Morristown area was in the many thousands.  Our most successful ad seems to be the general ad for performers, which reached over 5000 people. (Reach = number of unique individuals that saw the ad) and generated more calls from newcomers than Chairman Todd had experienced before. 

With little data to go by, we gathered anecdotal evidence that showed the ads paying for themselves in attendees and awareness. We spent $25-50 on most shows, which means that an ad only needed to generate 2-3 ticket purchases to cover the expense.

Our observation is that advertising for lesser-known artists (Arielle SIlver, David LaMotte) doesn’t seem to be effective, while investing in the bigger names (Tom Chapin, John Gorka) not only drives ticket sales, but overall awareness of The Folk Project as a producer of quality. 

Going Forward

The Publicity Committee, specifically Sam Edelston, has stepped up to take on the Social Media effort going forward. That  includes continued tests and improvement in analysis. Sam has already provided tremendous value and has a strong background in direct marketing.  

Budget Going Forward

As of August 1, we expect there will be $265 remaining in the originally approved Social Media budget.

Publicity requests another $1000 for advertising through the end of the year. The Committee expects to provide deeper analysis and learnings, along with a proposal for future investment. 

Thank you,

Robin Schaffer, Future Planning Committee

SWINGIN' TERN

From: 'Doug Heacock' via BoardPlus - Current board, select alumni, key volunteers <boardplus@folkproject.org>
Sent: Monday, July 1, 2024 5:01 PM
To: BoardPlus - Current Board, Select Alumni, Key Volunteers <boardplus@folkproject.org>
Subject: Swingin' Tern Dances June 2024 Report for the Folk Project Board Meeting on 7/2/24

Swingin' Tern Dances June 2024 Report for the Folk Project Board Meeting on 7/2/24

In June Swingin’ Tern held one double dance and one regular evening dance:

6/1       aft: Alex Deis-Lauby & Grand Picnic        50 attendees [41 paid/7 staff/2 free]         Even   $0

6/1       eve: Annie Kidwell & Grand Picnic           45 attendees [40 paid/5 staff/0 free]         Loss    -$82

6/15    Isaacs/Kaplan & Box and String Trio        54 attendees [41 paid/9 staff/4 free]         Profit   $12          

 June loss -$70

2024 cumulative total -$112 loss

Our attendance improved in May but still resulted in a loss for the month.

We have had some issues trying to combine the MeetUp accounts for Swingin’ Tern and Open Stage.  MeetUp is an important source of new dancers bringing in 2 to 8 dancers per month.  Karen Justin is working on the solution.

This month brought two new publicity items.  At each dance we set out a large A-frame sign [attached] at the sidewalk to hopefully attract both motorists and pedestrians.  

We are currently running our first sponsored promo for the July 6th dance.  https://www.facebook.com/share/v/wnoNFhvvjAbz4Bed/  

Once the campaign ends, Sam Edelston and I will figure out what parameters need to be tweaked.

Yours in dance,

Doug Heacock 

NEWSLETTER

From: boardplus@folkproject.org <boardplus@folkproject.org> On Behalf Of George Otto
Sent: Tuesday, July 2, 2024 2:15 PM
To: boardplus@folkproject.org
Cc: George Otto <GeorgeOtto@mac.com>
Subject: Newsletter Committee Report 2024-07

Things are proceeding as usual with the invaluable help of Kathi Caccavale, Pat Brangs, Bill Henderson, Gary Pratt, Paul Fisher, and Todd Dennison. 

George Otto
Folk Project Newsletter Editor
newsletter@folkproject.org

TREASURER

From: secretary@folkproject.org <secretary@folkproject.org> On Behalf Of timpeg@optonline.net
Sent: Tuesday, July 2, 2024 3:13 PM
To: board@folkproject.org
Subject: Treasurer Report July 2024

Everyone,

Attached it the current Profit & Loss by class to date.

I did not attach a Balance Sheet. Some of the important numbers were out of date and I did not have time to update them. As soon as I get the numbers to Karen and she updates them I will send out a Balance sheet to anyone who needs it.

Mark Schaffer has been added as a signatory on our Wells Fargo Checking Account to facilitate being able to issue checks to performers.

The Wells Fargo Credit Card arm still doesn't recognize me as administrator. After multiple visits to the branch, phone calls and applications I am told I need a new Board Resolution. I have created and attached the document. We need to have a board vote agreeing that I am the treasure and have administrative access to Wells Fargo Accounts. I will ask for a vote after giving my report. I will send both Elizabeth and Paul the PDF to print out and sign because the bank needs a hard ink signed resolution along with the minutes from the board meeting phew...

I am going to strongly recommend finding a new. Bank Wells Fargo is complicated and has a horrible reputation. It is impossible the get a straight answer from anyone. They all have a different set of rules & facts and never agree with each other no matter who I talk to.

Respectfully Submitted

Peggy Karr / Treasurer

SOUND REINFORCEMENT

From: 'John Mahon' via BoardPlus - Current board, select alumni, key volunteers <boardplus@folkproject.org>
Sent: Tuesday, July 2, 2024 8:00 PM
To: BoardPlus - Current board, select alumni, key volunteers <boardplus@folkproject.org>; Elizabeth Lachowicz <elizabeth.lachowicz@gmail.com>
Subject: Sound Reinforcement Committee Report July 2024

Sound Reinforcement Committee Report July  2024

In June we provided live and broadcast sound for 4 Friday night shows. This included 3 regular shows for Aztec Two Step and Scott E. Moore on June 7, David LaMotte and Don Sarlin on June 21, and  SummerSongs on June28 and the Open Stage on June 14.

All the shows proceeded with no technical issues.

New Sound Staff - Alicia Weimer has mastered that task of mixing the sound for the video broadcast, and performed this task for three of the shows in June, all with excellent results. I hope to see her volunteering frequently in the future.

John Mahon

Committee Chairman

SPECIAL EVENTS / TROUBADOUR

From: Mark Schaffer <mark.schaffer@folkproject.org>
Sent: Wednesday, July 3, 2024 8:28 AM
To: Board <Board@folkproject.org>
Subject: Special Events and Troubadour Report to Board

Special Events & Troubadour Report to Board

Submitted by Mark Schaffer

GETAWAY: Mark

The Folk Project became eligible for a tax exemption from the State of New York and applied just in the nick of time for get a refund for the Spring Getaway. Thanks to Treasurer Peggy Karr for making it happen quickly. We received a refund from Stony Point in the amount of $769.

I notified Stony Point of the decision to skip the Fall Getaway this year and reserved the weekend one week before Memorial Day for 2025.

SPECIAL EVENTS: Mark

NJ Guitar Summit:

The first NJ Guitar Summit will be Saturday, October 19th. It is billed as “The Folk Project & Beppe Gambetta present the NJ Guitar Summit.” It will feature Beppe Gambetta, Chris Newman and Jon Shain - workshops all day and a concert at the evening.

4th of July Picnic - Event Leader Jay Wilensky:

On schedule for this Thursday at MUUF. It should be a wonderful time.

NJ Uke Fest:

I intended to cancel NJ Uke Fest because preparation was running late due to a band cancellation, and then I was asked to chair Troubadour, which is taking up enormous amounts of time. Besides, from my first year as Uke Chair I asked public for someone to take it over and received no response from the ukulele community, the Folk Project community, or the board. However, I am looking at tow ukulele acts for the Troubadour that weekend, and I’ve gotten two positive “verbal” responses from performers, no contracts yet. If this comes together, it will be a spectacular NJ Ukulele Night at the Troubadour to replace the weekend this year. Plans to cancel this year do not affect plans for next year.

Troubadour:

Lighting: Thanks to the Future Planning and Bob, Todd  and Alex from MUFF for an initiating new lighting. We spent two days putting in smart lights. There’s still more to be done. The effect of a theatrical lighting — a darker audience and controlled stage lighting — makes the shows better. Although the Troubadour audience and the Board are accustomed to a fully-lighted room — what’s been called gymnasium lighting — the new lighting adds a noticeable and effective difference. When the plan is completed, there will be a master switch with about five scenarios preprogrammed so the room and stage lighting canl be changed with the push of a button.

The New Front Desk Cash Register:

Thanks to Todd, Robin, Mike and especially John Lamb on this. The concept its to input data as we collect cash at the front desk automatically — like most theaters do. That splits data entry between the front desk and the exchequer, which makes the exchequer's job smaller and easier. That’s in theory. It’s complicated technology to implement and requires training, so it isn’t working at 100% yet. Our intent is automate our data collection and reporting to modern, efficient standards. 

The transition of chairs has not been easy. I’m learning the job, doing the job, and attempting to adapt the systems to execute the job all at the same time. Nothing is easy yet, although the outlook is improving. I want to thank Wife Robin, Todd Dennison, John Lamb, Mike Agranoff, Loretta Brooks, and Alicia Weimer for working through this difficult period with me. I’m catching up and seeing daylight on the far-off horizon.

Shows for the rest of the year were booked by all three recent committee chairs. All four Fridays in June had great shows. I haven’t assembled all the attendance and financial records yet, but these are the kind of successful shows that bring people back and build regulars. Aztec Two-Step with Scott E. Moore, Open Stage, David LaMotte with Don Sarlin, and Summer Songs Classic Rock Party were four great shows in the month of June. Openers  Scott and Don were particularly strong.

The LaMotte/Sarlin show, although lightly attended, left the audience particularly impressed and happy. A regular said, “I’ve been coming 30 years, and this was the best show ever.” I disagree with the “ever," but it’s the kind of opinion I encourage. 

Hirings of interest:

- Hubby Jenkins and Guy Davis - two culturally-significant black artists, who add to our roots-oriented programming and attract newcomers from outside the immediate Troubadour community.    

- Comedy Song Night featuring Buskin & Batteau, Christine Lavin, John Forster and Carla Ulbrich - a night of folk music all-stars, and also intended to attract attention outside the immediate folk music community.

- The Friday before the Guitar Summit the feature is Muriel Anderson, and we hired an exceptional opening guitarist, Alex Prezzano. 

 - Be on the lookout the week after the Troubadour’s Halloween Show and one day after Halloween for “Halloween II, The Sequel.” One night a yearIt is the only night the Troubadour will present a legendary reenactment. 

All four hirings reflect a belief that our music is high-quality and will be enjoyed by the general public outside the immediate “folkie” community if they knew about us — which they will now that we advertise on social media.

We’ll be paying featured performers at the Troubadour with a new system: The guarantees will be paid by pre-filled-out checks. Any amount over the guarantee will be paid in cash. As online ticket purchasing and credit card use grow, and as attendance is still much lower than 2019, the new pay system will ensure we can pay artists per our contracts - on the night of the show. 

Summer Songs Classic Rock Party - Event Leaders Tina Ross & Alicia Weimer

The night was a spectacular success - The Folk Project at its best. Attendance was 99. It felt like a full house because chairs were spread to make room for instruments in the audience and the room was packed with energy. The show was exciting, the music was tops, and the execution was perfect. The show raised over $430. Kudos the Event Leaders Tina Ross and Alicia Weimer. Kudos to the member singers, Master Food Provider Prince Cole, and the phenomenal backup band: World-touring pros Alan LaBeouf on bass and Steve Gibb on guitar, and Project members and givers John Hone on drums and Bob Dowling on keyboards. 

Submitted by Mark Schaffer, Troubadour and Special Events Chair

PUBLICITY

From: sam.edelston@folkproject.org <sam.edelston@folkproject.org>
Sent: Monday, July 1, 2024 4:39 PM
To: boardplus@folkproject.org
Cc: publicitycomm@folkproject.org
Subject: Publicity Report for 2024-07-02 Board meeting

Hi, all –

Here’s the July Publicity Report. 

I’ll send John Lamb’s Web Team report separately later.

Let me know if there are any questions.

Sam