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Mariana Paolini, CMP and Meeting Planner at a large planning corporation in Connecticut, provides this case study for an event that she produced for a client where last-minute decisions were required in response to situations involving the venue that nearly derailed the event.
Direction, control, supervision; these are the three concepts I subscribe to when on-site at “command central”. Three words for three teams: your client, your client’s attendees, and your own staff. The vibe in the room must always be “read” for what is working, and maybe more importantly, what is not working. Your client must trust you to monitor and make decisions as many “corrections” may be necessary. I believe this approach to managing events has a proven track record for consistent customer satisfaction.
Case in point. Venue: House of Blues, Orlando, FL
Client: major pharmaceutical company
Event: Entertain 1600 guests with a show consisting of; The Cornell Gunter Coasters, The Marvelettes, The Elsbeary Hobbs Drifters, Blood Sweat & Tears featuring David Clayton-Thomas, and Joan Jett & The Blackhearts.
Delivery of Services:
- Meet & Greet
- Encores
- Timing of individual sets both at the show and in the sound checks
- Monitoring the sound reinforcement, lighting, staging, and security for both artists and attendees
- Making air, local, ground, and hotel reservations and backline, with everyone’s special quirks adhered to
- Handling contract negotiations not only between artists and source client but with the House of Blues regarding live video and photo shoots
Direction, control, and supervision were essential throughout the entire event. Planning for this event commenced eight months prior to the 4-hour show and finished the day after during our post-con meeting.
This was handled by The Mark Sonder Productions (MSP). Everyone had their own 3-ring loose-leaf binder with tabs on varying subjects and specific responsibilities. On-site meetings were scheduled with the artists, the site, and the client. Communication when all of MSP’s 59 employees were in town was imperative.
Challenges:
- The venue is very protective of its artwork around the theatre and backstage. Their corporate headquarters was not going to allow any still or video cameras for any type of use whatsoever, even if there was written permission granted by my company on behalf of all the individual artists.
MSP got the venue representative, client, and the client’s acting attorneys together to have an open discussion to make sure everyone’s rights were not going to be infringed. An agreement was made and papers had to be drawn up, language double-checked, and the parities physically found to sign this agreement. I put my signature on all the papers within minutes of MCing the start of the show.
- Sale of Merchandise
As the venue wanted a “hefty” cut of the merchandise sold, I made another unilateral decision. It seemed best to eliminate the option of selling merchandise since little profit would be earned.
"It is always a fun challenge to resolve problems...especially when they get resolved," said Sonder recently. "This is the 'fun' of live performances. This is what we do...and we do it well."
Click here for this issue's
Tips: The Right Stuff: Choose Your Event Production Firm with these 5 Questions
Click here for this issue's
featured artist: Linwood Peel's Tribute To The Drifters
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, an award-winning leading national entertainment agency designing
headline talent and production services for facilities,
corporations and associations. In addition, Sonder sits on
the faculty of George Mason University, University
of Nevada at Las Vegas (UNLV), 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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