Putting On A Dance Event

[d nice]

As a spawn off of the Sacramento Swing Festival in the Ads & Events forum, I'm starting a topic about how to put on a dance event. Here is the place to ask your questions and share your experiences both as a promoter and as a customer.

[pygmalion]

Okay, I'll bite.

First, how far in advance do you start planning and advertising an event ?

How do you target a manageble audience size?

How do you structure pricing so as not to lose money?

Are there resources out there -- demographic data in terms of what's most popular, by region?

Is there a performers/teachers clearing house, similar to speakers bureaus that exist?

Are there organizations out there where one could apply for grants to help underwrite an event?

If not, do you have other ideas for sources of sponsorship, or do ticket sales cover the costs?

Can an event with no big "headliners" succeed? If so, how, by targeting a specific need in the dance community?

How do you identify a possible venue?

Any dance-specific means of advertising? Websites, publications?

[d nice]

I start planning an event no less than eight months before hand. Advertising depends entirely on the target audience. For the lindy hop community at least three months.

What is managabel size wise is entirely dependant on your facilities, staff, and finances.

Pricing is actually both the easiest and hardest thing. Don't plan on making money. Plan on not losing money. If you focus on making money you actually risk falling into several pitfalls that will make you lose money.

Figure out how many people you can reasonably expect to get to an event. Figure out how much money others are asking for on a similar successful event. Is this enough to cover the expenses?

If not time to rethink the expansiveness of your event. If it is, then good, you have a viable event. If it is more than you need then you are in an excellent position. YOu can think about offerin an extra benefit to your event that others don't have, or lower your price. People always talk about Free Market astheir excuse for charging as much as they can... this isn't what free market teaches. YOu want to create a win-win situation. Your customers need to feel that your event is not worth the money but uinstead is worth more than what they paid. This is how you build a reliable customer base, how you get brand recognition.

There are few groups that act as clearing houses for information without being a member of an organization that will make certain demands on the event you run. Dance councils and associations will require fees, that you use their certified teachers and/or judges and competitions meet their requirements. My recommendation is create a network of contacts that will serve you the same way.

Aunderwriting... this is a very good idea... generally not to my knowledge, but there are non-profit organizations that will often help in a number of ways with facilties, equipment, networking etc. that could save you money. Some have funds used to help put on events. SPonsorship is usually a case of networking... know the right people who work with the right company. Generally large corporations will only sponsor events that pull in huge numbers (like a thousand or more).

Headliners...not a requirement. Targeting a specific need is the easiest way, but grabbing and building a relationship with up and comers or "stars" that generally don't travel much except for events in their own area can yield good results.

Venues depend on the event. If you want specifics give me a hypothetical event and I can make some suggestions that may give you an idea for future events on means of promotion and planning.

There tons of websites and publications. The key is always targeting the right group.

[pygmalion]

Wow!

That's great! I was thinking of contacting the local history museum, which at the moment has a WWII exhibit going. Possibly gratis or cheap, they could house such a swing event on their premises. The dancefloors are small, but viable, and the audience would be the local swing scene, which is extremely active. I have a few contacts at the local university who could grease the skids (at an emotion price. :) )


I think the first event, if any, should be small, just to help me get a feel for these things. Anything subsequent could be bigger. I've led planning or singlehandedly planned for lots of big events, and one thing I've learned is to start small, then expand. Oh yeah, and delegate.

Let me chew on what you've said for a while.

I'll be back with dumb questions.


Thank you so much!!! :D

Jenn

[dancedevine]

To DNice
Great post! I enjoy your writing and your thoughtful information:)