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Austin Family Fest - Internal Brief

CONFIDENTIAL - FOR INTERNAL COLLABORATORS ONLY
Last Updated: May 26, 2025

Event Overview​

Austin Family Fest is a transformative experiential event designed to give parents and students a tangible taste of the future of education and what it means to be part of the most inspiring human development, career, and life acceleration network in the world. Through hands-on learning experiences, visionary talks, and immersive demonstrations, families will discover how education can nurture their children's unique talents and prepare them for tomorrow's world. The event combines interactive workshops, inspiring entrepreneurial wisdom, and actionable takeaways that empower parents to elevate their children's educational journey. Attendees will experience firsthand the power of Alpha's network through direct interactions with industry leaders, successful entrepreneurs, and accomplished professionals who are committed to accelerating student success. Families will leave with renewed hope, clear action steps, and a sense of belonging to a revolutionary educational movement that connects them to unprecedented opportunities for growth and achievement. The event will be held at Alpha School Austin (interior campus) on June 14th, 2025 from 12:30 PM to 5:30 PM.

Strategic Objectives​

Primary Objectives​

  1. Imagination Activation: Give parents and students a tangible taste of the future of education and what it means to be part of the most inspiring human development, career, and life acceleration network in the world
  2. Lead Generation: Capture 400 families in our family CRM through experiential engagement
  3. Hope & Action: Ensure every attendee leaves with renewed hope and clear action steps for their child's education
  4. Enrollment Pipeline: Convert 40% of attendee families into Shadow Day experiences through transformative experiences
  5. Community Affinity: Build strong emotional connection through premium merchandise and "part of something great" feeling

Secondary Objectives​

  • Demonstrate Alpha's innovative educational approach through hands-on experiences
  • Create scalable experiential model showcasing science, fashion, music, and entrepreneurship
  • Provide tangible takeaways (documents, PDFs, resources) that parents can immediately use
  • Generate content from entrepreneurial speakers on ideal K-12 education design
  • Build rapid funnel integration capturing families at multiple touchpoints
  • Position Alpha as the leader in experiential, imagination-focused education

Target Audiences & Engagement Strategy​

Audience Segments​

  1. General Parent Community (50% of attendees)

    • Austin-area families with school-age children seeking weekend activities
    • Primary motivation: Family entertainment, good food, and enriching experiences
    • Key messaging: A fun, inspiring, and delicious day out for the whole family in an innovative environment.

  2. Wealthy Education-Change-Ready Parents (50% of attendees)

    • High-net-worth families actively considering or ready to make significant changes to their children's education
    • Primary motivation: Exploring innovative approaches and finding the right educational fit for their children's future success
    • Key messaging: Exclusive access to educational innovators, Alpha community, and a network of opportunities for your child's future success.

Engagement Approach​

We employ a bifurcated messaging strategy to simultaneously attract general families while nurturing education-focused prospects:

  • Family-Fun & Foodie Messaging: Positions event as a fun, memorable, and tasty experience for the whole family.
  • Child-Focused Messaging: Positions event as intellectually stimulating and inspiring for children.
  • Parent-Focused Messaging: Emphasizes educational innovation, inspiring conversations, and networking opportunities.
  • Influencer Endorsements: Leverages trusted community voices to build credibility.

Registration & Check-in Protocol​

Luma Event Platform (https://lu.ma/)​

  • We will exclusively use Luma (https://lu.ma/) as our event management platform for Austin Family Fest
  • RSVP Link: https://lu.ma/AustinFamilyFest - Live and accepting registrations
  • All pre-event RSVPs, communications, and check-ins will be managed through Luma's intuitive interface
  • Custom registration form will collect demographic data, education interests, and family information
  • Luma's QR code check-in system will streamline on-site registration and entry
  • Registration is set to "Approval Required" to ensure we capture qualified families

Mandatory Registration Requirements​

  • Pre-Registration: Primary attendee must register all family members in advance via our Luma event page
  • On-Site Registration: Walk-ins must complete full registration on Luma before entry
  • Parent Registration: ALL parents/guardians requires individual registration
  • Building Access Control: No entry permitted without completed Luma registration
  • Tour Management: All building tours tracked through Luma check-in system

Data Capture Protocol​

  • Registration will collect contact details, child ages/grades, current school information
  • All family members will be tracked in our system individually
  • Check-in staff will verify and update information at entry
  • Follow-up communications segmented based on registration data and event interactions

Featured Speakers, Entertainment & Experiential Learning Zones​

Confirmed/Target Speakers​

  • Mackenzie Price (Educational visionary) - Future of learning and educational innovation
  • Tauren Wells (Potential - Gospel recording artist & pastor, Whitestone Church) - On faith, community, and resilient families
  • Alpha Guides (Teachers) - Sharing their innovative teaching approaches and student success stories
  • Alpha School Leaders - Austin - Campus leaders from Austin Alpha schools presenting their vision
  • Innovative School Leaders - National - Leaders from Alpha and other innovative schools outside Austin
  • Alpha Students & Alumni - Current students and graduates sharing their transformative educational experiences
  • Values-Aligned Leaders - Notable Austin and national leaders aligned with Alpha's educational vision
  • Experienced Entrepreneurs - Sharing how they would design their ideal entrepreneurial K-12 education if they could go back in time

Experiential Learning Zones​

  • Future of Education Room: Dedicated space helping parents and students envision the future of education for their kids
  • Science Experimentation Lab: Hands-on science experiments where kids can actively participate and discover
  • Fashion Design Workshop: Teaching young people how to create a fashion brand from concept to execution, hosted by Sam Gregor (Alpha Activator, Founder of Mind Liquid fashion house)
  • Music & Vinyl Listening Room: Acoustic space with instruments and recording equipment, hosted by Gregory Beef Jones (Alpha Activator, Austin record store owner and music industry connector)
  • Entrepreneurship Hub: Interactive demonstrations of youth entrepreneurship in action

Programming Structure​

  • Arrival & Check-in (12:00-12:30 PM): Registration, welcome materials, and initial exploration of experiential zones
  • Visionary Welcome (12:30 PM): Setting the tone for reimagining education's future
  • Multi-Perspective Speaker Series (1:00-4:30 PM):
    • Alpha Guides & School Leaders:
      • Chris Locke (Head of High School, Alpha School Austin): Sharing insights on innovative high school education and student success stories
      • Stefanie Baduria (Head of K-8, Alpha Schools): Presenting on scaling innovative education and guide training excellence
      • Jawaan Delaney (Lead Guide, Alpha Middle School Austin): Demonstrating middle school innovation and student development
      • Jack Oremus (Guide, Alpha School Austin): Presenting on student motivation, AI integration in education, and the future of learning
    • School leaders from Austin campuses sharing local success stories
    • National innovative school leaders presenting broader perspectives
    • Student & Alumni Showcase:
      • Sloane Price: Sharing her coaching app development and confidence script that has helped many people
      • Elle Liemandt: Discussing her international experience and insights on education innovation
      • Maddie Price: Presenting her perspective as a student navigating traditional and innovative education
      • Alex Mathew: Showcasing his AI-generated marketing pages and Build-A-Bear masterpiece project
      • Cruce Saunders: Sharing his running app development and journey from traditional to innovative education
      • Ella Gremont: Presenting Club Studios, her skincare brand for sporty women (10,000+ followers, $1,000 raised, 800,000 monthly reach)
    • Values-aligned community leaders on education's role in society
    • Entrepreneurs sharing ideal K-12 education design
  • Continuous Experiential Zones: All learning spaces active throughout event with rotating demonstrations
  • Takeaway Distribution Points: Scheduled times for collecting physical resources and accessing digital materials
  • Imagination Activation Sessions: Guided exercises helping families envision their educational future
  • Closing Transformation Moment (5:15 PM): Collective experience cementing hope and next steps for educational change

Venue Layout​

  • Main Presentation Area: Dynamic stage for entrepreneurs sharing their ideal K-12 education design
  • Future of Education Room: Immersive space with interactive displays and visioning exercises
  • Science Experimentation Lab: Equipped with materials for hands-on experiments
  • Fashion Design Workshop: Tables, materials, and tools for fashion brand creation, hosted by Sam Gregor (Alpha Activator, Founder of Mind Liquid fashion house)
  • Music & Vinyl Listening Room: Acoustic space with instruments and recording equipment, hosted by Gregory Beef Jones (Alpha Activator, Austin record store owner and music industry connector)
  • Entrepreneurship Hub: Demo stations showcasing student businesses and projects
  • Merchandise Station: Premium Alpha-branded items creating community affinity
  • Resource Center: Physical takeaway materials and digital resource sign-ups
  • Video Documentation Stations: Capturing parent reactions and student experiences
  • Registration Checkpoint: Streamlined Luma verification with immediate funnel entry
  • Student-Led Tours: Current Alpha students serving as tour guides, sharing their personal experiences and insights about the school

Partnership Framework: "Seven Mountains" Approach​

We're curating partnerships across seven key sectors of influence, with each partner serving dual roles:

  1. Distributing event information to their existing audience
  2. Contributing a powerful, prepared speech to the event program; or providing engaging, family-friendly activities/food if not speaking.

Partnership Categories​

  1. Technology/Innovation: Showcasing cutting-edge learning tools and approaches
  2. Food/Entrepreneurship: Local food entrepreneurs providing unique culinary experiences and sharing their stories (potential speakers or vendors)
  3. Faith/Community: Leaders discussing community building and values development
  4. Culture/Style: Brands with community trust and cultural relevance (e.g., Sneaker Politics)
  5. Education/Development: Parent advocates and educational thought leaders
  6. Sports/Wellness: Physical development and mind-body connection experts
  7. Media/Arts: Creative expression, family entertainment, and future career preparation

Alpha Activators Program​

A new initiative launching at Austin Family Fest, Alpha Activators are successful professionals who have committed to supporting Alpha students and alumni in their career development. These industry leaders provide:

  • Career mentorship and guidance
  • Industry connections and networking opportunities
  • Real-world project collaboration
  • Internship and job opportunities
  • Professional development workshops

We are proud to announce dozens of inaugural Alpha Activators across various industries. Here are two featured examples:

Gregory Beef Jones (Music Industry):

  • Music industry expertise and connections
  • Record store ownership in Austin
  • Commitment to student development
  • Integration of music education and business experience

Sam Gregor (Fashion Industry):

  • Founder of Mind Liquid fashion house
  • Fashion design and brand development expertise
  • Industry connections and mentorship opportunities
  • Hands-on workshop leadership for aspiring designers

Note: These are just two examples of our growing network of Alpha Activators. The full list includes leaders from technology, entrepreneurship, media, sports, and many other industries, all committed to supporting the next generation of Alpha innovators.

Partnership Benefits​

  • Brand Visibility: Prominent placement in event materials and environment
  • Audience Access: Direct engagement with targeted family demographics
  • Content Creation: Opportunity for custom content development
  • Community Alignment: Association with forward-thinking education innovation
  • Alpha Relationship: Early access to Alpha Schools community and potential ongoing collaboration

Marketing & Distribution Strategy​

Primary Distribution Channels​

  1. Influencer Platforms:

    • MacKenzie Price's distribution network (~1M followers)
    • Featured speaker social platforms
    • Partner organization audiences

  2. Direct Outreach:

    • Manually identified "spark plug" families in target demographics
    • Current Alpha family networks
    • Strategic partners' customer/client bases
    • Alpha Schools parent email lists (coordinating with Stef, Chris, and Jawaan)
    • MacKenzie Price's email distribution list

  3. Digital Presence:

    • AustinFamilyFest.com website
    • Luma event page (https://lu.ma/AustinFamilyFest)
    • Automated response systems for social media engagement
    • Targeted messaging by audience segment

  4. Local Newsletters & Media:

    • Austin family-focused newsletters
    • Things-to-do and events newsletters
    • Local parenting blogs and media outlets
    • Community event calendars

Lead Capture Mechanisms​

  1. Luma Registration: Comprehensive pre-event registration capturing all attendee information
  2. On-Site Check-in: Digital verification of all attendees with data updating
  3. Partner-Sponsored Contests: Prize opportunities requiring contact submission
  4. Content Access: Valuable resources provided in exchange for contact information
  5. Shadow Day Sign-ups: Direct registration for follow-up school experience

Event Design Elements​

Venue Layout​

  • Main Presentation Area: Dynamic stage for entrepreneurs sharing their ideal K-12 education design
  • Future of Education Room: Immersive space with interactive displays and visioning exercises
  • Science Experimentation Lab: Equipped with materials for hands-on experiments
  • Fashion Design Workshop: Tables, materials, and tools for fashion brand creation, hosted by Sam Gregor (Alpha Activator, Founder of Mind Liquid fashion house)
  • Music & Vinyl Listening Room: Acoustic space with instruments and recording equipment, hosted by Gregory Beef Jones (Alpha Activator, Austin record store owner and music industry connector)
  • Entrepreneurship Hub: Demo stations showcasing student businesses and projects
  • Merchandise Station: Premium Alpha-branded items creating community affinity
  • Resource Center: Physical takeaway materials and digital resource sign-ups
  • Video Documentation Stations: Capturing parent reactions and student experiences
  • Registration Checkpoint: Streamlined Luma verification with immediate funnel entry

Programming Structure​

  • Arrival & Check-in (12:00-12:30 PM): Registration, welcome materials, and initial exploration of experiential zones
  • Visionary Welcome (12:30 PM): Setting the tone for reimagining education's future
  • Multi-Perspective Speaker Series (1:00-4:30 PM):
    • Alpha Guides & School Leaders:
      • Chris Locke (Head of High School, Alpha School Austin): Sharing insights on innovative high school education and student success stories
      • Stefanie Baduria (Head of K-8, Alpha Schools): Presenting on scaling innovative education and guide training excellence
      • Jawaan Delaney (Lead Guide, Alpha Middle School Austin): Demonstrating middle school innovation and student development
      • Jack Oremus (Guide, Alpha School Austin): Presenting on student motivation, AI integration in education, and the future of learning
    • School leaders from Austin campuses sharing local success stories
    • National innovative school leaders presenting broader perspectives
    • Student & Alumni Showcase:
      • Sloane Price: Sharing her coaching app development and confidence script that has helped many people
      • Elle Liemandt: Discussing her international experience and insights on education innovation
      • Maddie Price: Presenting her perspective as a student navigating traditional and innovative education
      • Alex Mathew: Showcasing his AI-generated marketing pages and Build-A-Bear masterpiece project
      • Cruce Saunders: Sharing his running app development and journey from traditional to innovative education
      • Ella Gremont: Presenting Club Studios, her skincare brand for sporty women (10,000+ followers, $1,000 raised, 800,000 monthly reach)
    • Values-aligned community leaders on education's role in society
    • Entrepreneurs sharing ideal K-12 education design
  • Continuous Experiential Zones: All learning spaces active throughout event with rotating demonstrations
  • Takeaway Distribution Points: Scheduled times for collecting physical resources and accessing digital materials
  • Imagination Activation Sessions: Guided exercises helping families envision their educational future
  • Closing Transformation Moment (5:15 PM): Collective experience cementing hope and next steps for educational change

Measurement & Success Metrics​

Key Performance Indicators​

  • Total attendance (target: 400 families in CRM)
  • Contact information captured (target: 100% of attendees via mandatory Luma registration)
  • Complete family data sets (target: information on all family members)
  • Shadow Day registrations (target: 40% family conversion)
  • Partner satisfaction ratings (target: 4.5/5 average)
  • Video content views post-event (target: 100,000+ combined views)
  • Attendee satisfaction survey results (target: 90%+ rating event as "excellent" and "fun for the whole family")

Long-term Impact Metrics​

  • Enrollment pipeline contribution (6-month tracking)
  • Event replication success at other locations
  • Partnership relationship development
  • Content marketing performance
  • Brand perception shift among target demographics

Implementation Timeline​

Immediate Actions (By May 24)​

  • ✓ Event date confirmed: June 14, 2025
  • Finalize event narrative and positioning (emphasizing experiential education showcase)
  • Set up Luma event page at https://lu.ma/austinfamilyfest
  • Create Shadow Day registration workflow
  • Establish team communication channels
  • Confirm participation from Alpha guides, school leaders, and students

Week 1 (May 25-31)​

  • Finalize partner list across all sectors (including food vendors and family entertainers)
  • Develop messaging templates for each audience segment, highlighting family fun
  • Confirm featured speaker schedules and topics
  • Begin direct outreach to "spark plug" families
  • Train staff on Luma check-in procedures

Week 2 (June 1-7)​

  • Launch official event announcement
  • Confirm speech schedule and tour guides
  • Secure all logistical elements (food vendors, family entertainment, videography, etc.)
  • Activate partner distribution channels
  • Test Luma registration and check-in workflows

Week 3 (June 8-14/21)​

  • Implement final promotional push
  • Complete venue preparation (including family-friendly zones and decor)
  • Conduct final coordination with all speakers/partners/vendors
  • Prepare registration/check-in stations
  • Finalize on-site staffing for registration verification

Budget Considerations​

Revenue Opportunities​

  • Sponsor contributions (in-kind and financial)
  • Food vendor participation fees (potential)
  • Premium experience upgrades
  • Follow-up product/service offerings

Expense Categories​

  • Venue preparation and enhancement
  • Speaker honorariums/accommodations
  • Marketing and promotional materials
  • Staff/volunteer support
  • Food and refreshments (subsidized or for purchase via vendors)
  • Technology and production elements
  • Professional videography and editing
  • Luma platform subscription and setup
  • Family-friendly decorations and experience elements (e.g., games, entertainers)

Get Involved​

If you're interested in participating as a speaker, vendor, or sponsor, please contact our team:

Gary Sheng - Strategic Partnerships
Ron Roberts - Brand & Influencer Coordination
Nakia Booth - Logistics & Scheduling

Next Steps​

  • Confirm your interest and capacity to participate by May 28
  • Provide any specialized requirements for your participation
  • Share relevant audience insights to help refine our approach