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If you missed Part One of this two part article, please
click here.
In the first part of two of this article we discussed the
emergence of headline entertainment for meetings, conventions
and events and how that positivly influenced the customer
experience. In this last portion of the article, we see how
the addition of production values enhances not just headline
entertainment but The Customer Experience!
Production: "See Me…Hear Me…" -The Who's
'Tommy'
The Who's Tommy is one of rock/pop's large-scale music compositions
turn theatre productions. Today's events are taking on not
just audio, but video transformations. "That's the biggest
change, using video as a tool," says Fenton Williams
the LD (lighting designer) and scenic designer for Dave Mathews
Band since 1991. Aaron Stinebrink, assistant to Williams,
adds "The visual element will keep changing, as we'll
catch a riff and run with it, playing off the band."
No dim bulb Pete Franks, lighting crew chief for Dave Mathews
Band since 2001 proclaims, "For the first time, there
are no dimmers being used on the show. Everything is LED (light-emitting
diode) or moving."
Production: Sound Advise
Stan Aaronson, CSEP and a Project Manager for Mark Sonder
Productions has noticed, "Fashion and sound are inseparable
(except at many large events). Billboards and all the checkout
line magazines display splashy Ipod ads portraying a personal
audio lifestyle. Walk into any Best Buy, Circuit City, Comp
USA or Blockbuster Video and you are instantly surrounded
by, naturally…glam audio. How many residences are now
without a fashionable and trendy surround sound home theater
video/DVD system? Sound is IN. Audio is glamorous and trendy."
Aaronson asks, "So, why not at special events and fund
raisers?" "Planners who fail to adequately integrate
sound/audio into the design and budget phases of event management
and production are not only missing out on having a more glamorous
and fashionable event, they are short-selling the client's
message and purpose in getting people to turn out for the
meeting or event. One of the most consistent mistakes planners
continue to execute is to relegate sound to the stage or entertainment
provider. Planners will say something like 'The sound comes
with the band.' In not separating the entertainment sound
from the public address at a fundraiser, countless dollars
are lost because people are not listening to the fund raising
message. What is spoken must have clarity and intelligibility
in order to engage the guest and deliver the impact with which
it is intended," Aaronson suggests.
Every Dawn Has Its Day. New products: e.g. MiStrip
According to Projection Lights & Staging News in their
July 2006 issue, and writing on cutting edge production for
the Bon Jovi Stadium Tour, "MiStrip was developed using
the same 10mm SMD LEDs that are used in the O-Lite series.
The designers used the new LED display to create a skyline
with a mesh covering, resulting in what they call the low-res
'mesh city.' It's a 42-meter wide three dimensional scenic
stage backdrop with 384 square meters of LED made up of over
1490 MiStrips."
You might think this type of production is just within the
format of rock? The legendary country artist George Strait,
with 53 number-one hits, took to the road earlier this year
for a tour that features a new in-the-round production package.
This package included a manufactured six-screen plasma pod
and custom lighting rig.
So the trend is: choose a format of music, acquire headline
entertainment and beef-up the production of your show.
Everything old is new again
As a person growing up in the season of the late 1960's I
am delighted to note that legendary rock act the Byrds will
be back in the spotlight this fall thanks to the four-CD/one-DVD
boxed set "There Is a Season," due Sept. 26 via
Columbia/Legacy.
What's happening in a different medium? How has television
stimulated our thirst for the up-to-date events? The new "Star
Search" of today might be considered "So You Think
You Can Dance"; "American Idol"; "America's
Got Talent; as well as "Dancing with the Stars."
In the corporate marketplace for events Dorene Collier* of
Dorene Collier's Event Show Productions in Tampa, Florida
has participated in, "Corporate Idol; "Your Company's
Name Got Talent", etc. Collier indicates there is a need
for "interactive themes so that the actual guests participate.
Breakout sessions during the day to learn how to dance are
used for rehearsals, then [they] perform at night. This can
be used for afterparties and final night gala's."
Jerry Horn*, VP Avista Studios in Chicago, sees life in a
circle. He describes his thoughts and buyers; "I don't
measure ROI like everyone else. They [the planners] are playing
at a higher level in their total package to: enhance their
brand; increase sales and/or lower their cost of doing business.
For example Meet & Greets. Finding entertainers that can
both perform and interview an executive or become the Master
of Ceremonies for the company or host a panel discussion e.g.
Larry Miller from Nutty Professor II" offers a unique
opportunity for interaction, says Horn.
However, not all companies arrive at the same destination
at the same time but take a journey to get there. That journey
is an education process. This process is one of both time
and money as stated above. Horn continues, "The education
process many of us face in the industry is for meeting planners
to start to understand the costs of headline entertainment.
They are also looking for a strategic partner as they are
going back to wanting that intermediary company/person for
bookings and production so that they can use their time elsewhere."
Some vendors feel that there is, "Nothing new under
the sun," exclaims Jack Shannon, Principal East Coast
Entertainment. "Experienced planners have seen it all."
Shannon points out there are, "More continuous music
of three hour minimum jobs combining a DJ with a band or utilizing
a second drummer." He also has seen, "In this post
Katrina world in the new New Orleans Diaspora, brass bands
and Mardi Gras entertainment," prevalent in events.
Although most people don't consider them in these terms,
attendees, registrants, customers, fans, etc. are all synonymous
and consumers of hospitality industry services provided by
associations, corporations, incentives and its suppliers.
Whether on the cutting edge or not, take the time, as well
as put aside a budget for the ever increasing piece of pie
for meetings, conventions and events that is music, entertainment
and production.
In conclusion I would like to wrap up with this quote from
the Kensei News and Information Services 7/28/06, with its
source: the Global Gaming Expo, "Spectacular shows and
quality entertainment have become a mainstay of modern casinos
[events], and the cutting-edge technology implemented behind-the-scenes
helps to ensure the best possible customer experience."
Read Part 1 in the September/October
2006 issue!
See this issue's featured
Tips: Naming The Different Formats of Musical Entertainment
This issue's featured artist: Micki Free
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, a leading national entertainment agency designing
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, University
of Nevada at Las Vegas (UNLV) and The University of the West
Indies. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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