Cool Careers - Flamenco Festival Executive Producer

Interview with Lionel Félix: Executive Producer, Toronto International Flamenco Festival, Toronto, ON

"You have to have a passion for your subject, in my case Flamenco, and the ability to develop strong relationships is key in this line of work."

1. How would you describe what you do?

I am responsible for the full production of the festival. In our festival we program International Flamenco artists and I oversee artistic direction to select the artists, which is done by video audition. I look at how each artists program will match the other components of our live show. Also, our artists have to be able to teach and pass on their knowledge to our local Flamenco community. I work with the artists to organize the workshops. We also have over 40 volunteers that help run the festival and its administration, including course registration, theatre seating, flyers, etc. and I get them involved in the festival.

2. How did you get started?

I have always had a passion for dance. After an injury from football at the University of Waterloo I looked at dance more seriously. I took a variety of classes and found Flamenco. Prior to starting the festival I worked in the actuarial field for 18 years. During this time I took classes and competed in ballroom dance. I continued to study Flamenco in Toronto, Montreal and in Spain and at some point I felt I had a good understanding of Flamenco and decided to create the festival in 2007. I have a goal to have Flamenco create a positive impact on our society.

3. What do you like and dislike about what you do?

I like to see something that started as an idea or a thought become a reality. It is really cool – I can see, hear and touch it! What I like less (dislike is too harsh a term) is writing grants for government funding. Fundraising is also a real challenge for me.

4. How do you make money/or how are you compensated?

What we do every year is that the Board of Director approves a salary line in the budget for me. We generate income at the festival, receive government grants and accept donations.

5. What education or skills are needed to do this?

In business, I think the more education you have, the better. I have a BMATH Honours Actuarial Science which allows me to provide strong financial oversight and guidance. You have to have a passion for your subject, in my case Flamenco, and the ability to develop strong relationships is key in this line of work.

6. What is most challenging about what you do?

 Knowing where to take the company next, within the bounds of our budget is challenging. It is frustrating to have a vision bigger than what we have now and knowing that it is not yet possible to do everything we could be doing.

7. What is most rewarding?

 The fun part is watching how the public reacts to a show we’ve presented or seeing students be completely satisfied with a class that they’ve taken. In the last 4 years, our live shows have received multiple standing ovations with strong positive comments. This feedback is very rewarding. It is also very cool to spend time with International, National and local Flamenco stars and see them as real people – to connect with them one person to another.

8. What advice would you offer someone considering this career?

 I think in order to be a good Executive Producer or anything to do with the arts, one has to be able to see the full picture. What I mean is you can’t focus only on the art aspect – you can’t forget about the business part. Also, you should surround yourself with people who will help you grow. Having a solid board of directors is something that is very important.

9. What is a common misconception people have about what you do?

There is a difference between non-profit arts organization and profit-based companies. In the non-profit space you start with a focus on wanting to make a difference – to leave a certain legacy – in addition to getting the work done. As a non-profit we have to rely heavily on government grants and volunteers. Also, there is a common misconception people have is that Executive Producers have overnight success. In reality it takes time, dedication and hard work to make it happen.

10. What are your goals/dreams for the future?

In relation to my role as Executive Producer, my goal is to introduce more and more people to the beauty of the art form of Flamenco. I would like to take it to 3-5 live shows during the week of the festival and make it an event people feel they have to come back to again. I would like this festival to be among the best Flamenco festivals in the world and to attract attendees from around the world who love Flamenco and fall in love with Toronto as a beautiful city.

11. What else would you like people to know about what you do?

 I want them to know that there are always challenges to overcome – but with hard work and focus you can overcome them. It is really important to track your results so you know how you are doing and can make needed adjustments. I also want people to know that this is a festival that has something for everyone – We really don’t see a lot of Flamenco in theatres and this is a way to bring it to everyone.

In 2011, our festival will run from Oct 16 to Oct 25, and our live show will be held at The Royal Conservatory, TELUS Centre for Performance and Learning, Koerner Hall – 273 Bloor Street West, Toronto, on Thursday Oct 20th at 8pm. In addition, we are presenting a Flamenco Film for free in partnership with the National Film Board Mediatheque www.nfb.ca/mediatheque and are offering a series of classes geared to people who would like to get a taste of Flamenco. Visit our website for more information www.torontoflamencofestival.com

Thank you, Lionel, for sharing your very cool and unique career with us! Lionel is available to Challenge Factory clients interested in spending a “day in the life” of a festival executive producer / organizer. If readers have enjoyed this interview, please enjoy the rest of the series!