“It marks a year when the festival actually broke even financially, something that hasn’t happened in a number of years. It also marked the start of the long-range changes the organization began last year when a long-term strategy was developed.
“’We had a sweet festival,’ said Folkmoot Director Angie Schwab, who came on board just five months before the July event. ‘We sold 5,000 tickets and gave away another 1,000 to sponsors, complementary gifts and promotions, so we exceeded attendance from last year.’
“The change is a significant one, she explained, because most of the dance groups are under 30 and are avid social media users. The relationships made during the festival are being maintained, she added.
“’We got (almost) 1,000 (Instagram photos with the #Folkmoot hashtag) and we had great video. It’s helped us realize our potential with reaching international audiences,’ she said. ‘What’s happening now is we’re getting a lot of requests from international groups to come here because of our social media. It feels like we’re at the beginning of a wonderful transformation.”