5 Great Tips for Producing and Managing Events
I hosted a Facebook Q&A event on the weekend, chatting all things event producing. I know we are currently in the midst of the COVID-19 pandemic. But I know so many creatives that are using the enforced physical isolation to start to plan for activities in a post COVID world.
And why wouldn't you?
If there is an upside to anything, it’s that the time we never have to think and plan is something we potentially have more access to **
So it seemed timely to run a quick discussion online about running and managing events - particularly how you can do so in a way that might see you make a profitable event. This tip sheet isn’t going to cover everything - particularly when it comes to market research and venue management. But it might give you some guiding questions to start you out.
TIp #1 - Do Your Research
Thinking of starting a new event? I’m amazed at how many people don’t do a proper scoping of the nightlife and shows in their area. Before you click ‘publish’ on that Facebook event, make sure you have thought about:
What burlesque and cabaret shows currently operate? Who are their audiences?
What other events are happening ?
What are the gaps in the current market? What type of events aren’t being run? What would a potential audience like to see that is different?
Who is my audience? Where are they located? How far might they travel? What can they afford?
If you were in project management, this is the section where you are basically starting your environmental scan. Understand what events and shows are currently available and think about what audiences you are trying to tap into. This is about understanding the types of arts activities that are being held currently, and also about the profile of your community - particularly understanding the income range or the age group you are attracting will be a big help.
Tip #2 - Make smart venue decisions - and get them excited about your show!
When you are scanning your environment, you are probably going to be making a mental list of potential venues. It’s really important when you do this that you actually physically check out the venue and make sure that they can accommodate your needs. Think about things like:
Location and accessibility (particularly important depending on your target audience)
Cost and seating/standing capacity
Toilets and backstage area
Stage, lighting and access to technical support
I’d also really recommend if possible getting a venue that is actually supportive and interested in your show and in helping you get bums on seats. Trust me that’s a 100 times easier if you meet the staff in person and get them to see your passion and enthusiasm.
Tip #3 - Prepare a realistic budget
So you have a show concept? You have a venue? What’s your budget?
My biggest tip if you take nothing else away from this article, is that you need to budget for something between achieving 30%- 50% seating capacity. You can probably make a good call on risk assessment depending on your experience and the size of your venue.
From doing your environmental and audience research, you should have an idea of what your ticket pricing could be. Now that you have your seating capacity, you’ve got a good and realistic budget for your event.
Getting a shock? Yes it’s shocking when you think about what you can and can’t afford. But the good news is that if you do this early on, you’re not going to be 2 weeks out to an event looking at hundreds or thousands of dollars of expenses that you might have little chance of repaying.
Tip #4 - Think about cash and in kind support
So you’ve worked out your budget and you got a shock? It’s a perfect time to think of other things that might help you generate income that aren’t ticket sales. This might include:
Arts Grants or Local Council Grants
Sponsorship from supporting businesses
Bringing on a financial backer or co producer
All things that could help generate cash income to your event.
You also can’t discount the value of in kind support. If a good chunk of your budget is hinging on getting butts in the door, remember that adding in kind supporters to your show can help you out a lot with marketing. Basically becoming a bit of a cheer squad for your show. In my experience, in burlesque your target supporters are often smaller and niche businesses. They aren’t likely to have lots of cash to invest- but they do have other ways that might help you. Consider things like:
Complimentary ticket exchanges with other shows or venues
Promotional newsletter collaboration
Social media promotion and networks
Instore events and promotions
Prizes and donations that enhance an audience experience
Tip #5 - Have a contingency
There’s a long list of things you need to account for when you are budgeting your expenses. This can range from artist wages, volunteer reimbursement, technical costs, venue hire, marketing and advertising.
In all of the expenses you are budgeting for, have a 10% contingency. It’s really important that you can be a bit flexible in your event planning - you might find you need to replace an artist and have to pay a cancellation fee; or your marketing expenses jump up. Having a reserve of money that you can set aside for these other expense will definitely ease your blood pressure if an unexpected cost jumps up.
BONUS CONTENT
It didn’t neatly fit into the 5 tips title. But my bonus advice? Evaluate your event. I’m amazed at how many people make similar mistakes over and over again. there are so many ways that after your event you can begin to understand your audience better and understand your strengths and weaknesses as an event manager or producer. You can do heaps of easy things like:
Pulling social media analytics
Pulling data from ticketing sites
Checking in with your audience - either post show or sending a feedback form or poll in a newsletter or social media post
Check in with your performers - how did they find the experience?
Anything you learn will help you in the future.
I realise that I’m not splitting the atom in this article or covering heaps of new ground. Because so much comes down to understanding your audience, your point of difference as an event and your aims as a producer.
If you want some specific and targeted advice on audience development, marketing or managing venues, sponsors or performers please ask. In addition to performing, I have about a decade of experience in my daily life in volunteer management, communications and advocacy - so I’ve got lots of opinions that I love to share. Shoot me an email to book a free Zoom meeting!
You can view my live video on Facebook here - it’s saved for you to hear from the horse’s mouth directly!