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In the last issues' TIP section, Tips to Determine an Event's
Money Metrics, was so popular that it was picked up by Campus
Event Professionals Magazine (July 2005 ) as well as the Event
Education Newsletter (July 15, 2005). Apparently the Mark
Sonder Productions Ezine is having a nationwide appeal! Below
is the first of a three part series. This one focuses on planning.
Subsequently, we will delve into budgeting and negotiating.
You will get the impression that everything in an entertainment
event costs something, and it usually does. But there are
ways you can save money and still provide top-notch food,
fun, and entertainment for your host and their guests. You
can work with your catering provider to save on food and beverage
costs, but did you know that you can also mine your entertainment
providers for potential cost savings in your event? Here are
some planning tips to help you engage headline speakers and
entertainers for your guests without breaking the bank.
1) Book several dates. The concept here is "volume discounts."
The more dates you book, at least in theory, the cost per
entity (or date) should be less, whether that entity is a
headliner, a generic dinner dance band, character artists,
or speaker. Booking several dates at the same time helps entertainer
fill their calendar, eliminating down time, and it helps you
ensure that you are on their calendar.
2) Offer several dates. If you can supply your favorite entertainment
purveyor or speakers bureau with several dates, they can respond
with the best date for their artists. The same is true in
the hotel industry where, if you give them the choice, they
can offer you either peak, off or shoulder opportunities for
booking. The same is true for your entertainment purveyor.
Clearly, if they can book their artists in an off period,
or even a shoulder stage, your cost should be less.
3) Book for more than one function at the same event. Again,
the concept of volume discounts applies, but all of the bookings
would be within one specific program. If you operate multi-day
programs, you may be able to utilize your talent in a "double-duty"
situation. Talent agencies enjoy this situation as they may
have their same people working multiple times over a period
of several days. To them, this means money in the pocket now,
as they will not have to wait for your next program 3, 6,
or 12 months away.
4) Hire musicians for less than 4 hours. Although in some
metropolitan areas there may be a 4 hour minimum for musicians,
the "smart" local music houses offer a 1, 2, or
3 hour rate, which is just perfect to set the tone, mood,
or atmosphere for your cocktail receptions. When purchasing
local or regional entertainment, ask them how many hours the
price represents. If you cannot hire the entertainment for
less than their minimum book them for the entire time even
if you think it exceeds your requirements. This way, if they
have to play longer than you anticipated, you may not incur
additional costs for overtime if the additional time falls
within the entertainer's minimum. If you know that your meeting
or event will definitely end at a specific time, have the
entertainers come in early. That way, you are not nervous
that they won't show up until the last minute and, if your
attendees arrive early, the music will be there ready to go.
5) Avoid overtime. Overtime can cost you, as the planner,
anywhere from straight time to double time. Certain states,
such as California, have very exacting overtime laws and they
are strictly enforced. Once your event runs into overtime,
you will have to pay overtime rates to several groups, including
the house electrician, food and beverage departments or caterers,
and other labor at the venue. Keep to your production schedule
or include an 'overtime' line item in your budget.
6) Get the best buys in headline entertainment. Headliners
start with a 4-digit figure and can range up to a 7-digit
figure. To get the most marquee value for your dollar choose
headliners that represent the music of oldies, jazz, and country
artists. For years, these categories of musical entertainment
have been the most "underpaid" and still deliver
quality entertainment that is popular with many meeting attendees.
See Industry News: How Entertainment
Companies Bill Their Clients
See Jorge Santana,
this month's featured Artist.
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, a leading national entertainment agency providing
headline talent and production services for large venues,
corporations and associations. In addition, Sonder sits on
the faculty of The George Washington University, Stratford
University, Northern Virginia Community College, and The University
of the West Indies. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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