1. Name

2. Date

3. Location

Over 15 years of consulting clients has proven to me that three of the first things that many event planners need help with are listed above. You’d be surprised how often these seemingly simple steps go wrong.

STRIKE I

The first issue focuses on the name of your event. If you are looking to appeal to the general public and want to raise sponsorship revenue… then the name is crucial! It can make or break an event. If you are producing an event for a small constituency or a private function for your organization… this is less important. If you are not looking to make money, increase attendance, or have longevity… then skip this part….

A few years ago we consulted a client in an effort to build their event. This was an ‘Oktoberfest’ style event and the client included their name into the name of the festival. This charitable entity concluded that it made sense to include their name because the event was their fundraiser. The event was originally designed to raise money and awareness for their cause.

We took their name out of the event name and replaced it with the name of the town where the event took place instead. Sponsorship revenue more than doubled… attendance more than doubled… and, ultimately, the profit more than doubled!

This one simple change created 10’s of thousands of dollars… and made the event a regional attraction vs. a cause branded celebration designed to attract members of the organization.

The name is HUGE! Think about how you can increase the scope, draw, and appeal of the event by naming it properly. The”Anytown” (Insert Your Town Name) Oktoberfest vs. the Charitable (Remove your Not-For-Profit Name) Oktoberfest. Simple…

Want our FREE advice on selecting your festival name…? Send us an email at info@festivalexpert.com. We will provide our honest opinion and suggestions on how to improve. Think regional (or national) draw… ve. local.

STRIKE II

Can the dates you select effect the bottom line… ? Absolutely! A few things we consider when selecting dates are outlined below. Since weather is probably one of the biggest factors… you should check your region to see what weather patterns can be a factor.

Chicago has some pretty crazy weather patterns… but according to a very reliable source… the 4th of July weekend is the safest if you are trying to avoid RAIN. That is the worst 4-letter word I can think of as an event planner. Every weekend that you move away from the 4th gets riskier and riskier. June July and August are typically when Chicago comes to life with over 500 neighborhood festivals. Most stay within the confines of those 3 months.

I’ll risk going into May … and possibly late April leading up to July 4th… and after the 4th… I’ll produce events into October. As far as outdoor neighborhood festivals are concerned… Anything earlier than May 1st and After October 15th… is too risky.

Avoiding other local events that have a similar draw demographically and avoiding holidays, like Father’s Day, can help you achieve more success. With holidays like Memorial Day and Labor Day, they can be successful… and mitigate the risk over 3 or 4 days vs. the traditional 2-day summer festival.

STRIKE III

Location, Location, Location… You’ve heard it before relating to the purchase of real estate… and, if you have a choice for your event… (some events do not), pick the right location.

If I was consulting with a client that could choose the perfect site… I’d suggest they really think about a few things. Visibility, Convenience, Traffic Patterns, Parking Options, Mass Transit Access, Congestion, Noise Issues, Foot Traffic, Entertainment District, General Appeal of Area, Etc…

There are literally over 100 things to consider when reviewing your options for a successful venue. The footprint you design and the location you choose can make or break the festival.

To receive our comprehensive checklist … send us an email and tell us about your festival. We will send you our checklist… FREE! Info@FestivalExpert.com – Make sure you tell us that you want the Venue Checklist.

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If you have any feedback or stories you can add… we would really appreciate it! Please provide your feedback below with a comment.

A quick story… to give you an idea of the impact a name can have.

A few years back we (StarEvents) were hired to produce am established neighborhood festival. The event had was growing and had reached a point that it was taking too much time to produce efficiently and effectively.

We changed the name from St. Alphonsus Oktoberfest to Oktoberfest Chicago… and have experienced incredible, double-digit, growth. The return has grown from low 5 figures … to over low 6 figures … in just a couple seasons.

Including St. Alphonsus in the name… was a slight obstacle. Sponsors (in-kind and cash) viewed the event as a church function. Attendees were hesitant to attend … and assumed it was a church social.

We changed the name… and experienced incredible growth… immediately! Major, blue-chip sponsors signed up… and the attendance doubled! Worth the name change.

Save the Date

When picking a date… we have found that hosting the event each year on the same date is important. Try to pick a date that does not have other competition. Don’t give them a choice. Your event… or nothing!

If you are concerned with weather… do some research as to the safest weather weekends for your area. In Chicago – the safest weekend is the first weekend in July. Each weekend you move away from that date increases your risk for inclement weather. Pick the right date… and sleep better at night.

The continuity of the same time-frame each season… helps to build recognition. It starts (typically 3 to 5 years) to become an event that has the annual appeal for attendees, sponsors, vendors, and others. They will put the date in their schedule each season… making your job a little easier.

Location – Location – Location

It is crucial when you buy real estate … and when you choose your event footprint. Finding the perfect space is crucial!

Taking into consideration the following critical factors: Destination vs. Convenient | Parking / Mass Transit | Noise Issues | Re-Route Plan | Visibility | Available Services

Let’s dive into a crucial factor… Destination vs. Convenient. A destination location is one that could be off the beaten path – i.e. a park on the outskirts of town, a civic center in a commercial district, fair grounds, etc…

These types of venues can work great if you are the only game in town… but, if you are in a competitive market… these types of venues can be a deterrent.  If your event is established and attendance is increasing or holding stable… then you are probably OK.

A convenient location is one that is woven into the fabric of the community where your primary demographic lives. In Chicago, we typically use vibrant streets, avenues, parkways, and other high traffic venues.

We look for potential venues that can be near entertainment centers where there is a lot of activity. A convenient venue can be situated on a street closure that places all components right on the street.

We will go into much more detail on Street Festivals in future posts. Stay Tuned.

How do you find the best talent that draws… has name recognition… and fits into your budget? Great question, and one that should be given a lot of attention.

We typically research our area to find the most popular bands. We look at all venues that hire bands – year-round. We want to look at who they book frequently and the night that they perform.

If you find a group that gets hired often by the same club and gets the headline spot on a Friday or Saturday… you have found a winner. If an established club is booking the act every 6 – 8 weeks… then the group must draw!

Draw is one of the key factors to look at when finding talent. Another factor to consider is name recognition. These typically go hand-in-hand… but not always.

Other factors to consider would be the type of music the group performs. Does their format match your desired demographic? Will the bands following and set-list be an asset to my event or bring in the wrong crowd. Try to review venues that match your criteria and demographic reach and appeal.

Another factor to consider is cost. Local groups have smaller riders, do not need hotels and travel expenses covered… and local groups will not typically need back-line. These are great ways to reduce your budget… while increasing your bottom line.

When you book a group for your festival – make sure the band is willing to cross-promote their appearance. This is very important and will help you draw more people without increasing your advertising costs.

It is great to get a link on their web-site, on theor myspace, facebook, or other social networks. Provide the group with your event logo as soon as the contract is signed. Provide verbiage to put on their site… or provide banner ads and links to your event.

Get them to give you a good photo, brief description, and a few (mp3) songs. Implement this information into the listing of talent on your site. Include their music, bio, and photo. This is an important piece that will inform people of all the important information about each of the groups booked.

Hope this entry provids a little information that helps. This is obviously just the tip of the iceberg… but should provide a little detail on where to start.

Best of luck with your talent buying. If you need assistance with your talent… we recommend meeting an agent and seeing if they can help.

Although you will pay a fee for their services… it can often reduce your cost because of the leverage the agency may have.

If you are in the midwest… try the Chicago Entertainment Agency for all of your talent needs. They can be reached at http://www.Chicago-Entertainment-Agency.com.

Cheers!