So how much time and effort does it take to pull off a 90-minute concert for a convention, trade show, or other private event?
Truth is, it’s more time consuming than you might think. In fact, planning for many of Cord Management’s larger corporate concerts run nine or ten months from beginning to end.
Below is a typical timeline required to pull it off, with commentary describing each phase of the project. The process can be condensed, if need be, but this is standard operating procedure in most instances.
Month 1 – Your entertainment need is defined, talent options are discussed, budgets are confirmed, booking agents are contacted, and negotiations begin. Venue selection also begins.
Month 2 – You’ll get verbal confirmation that the band you want is available and willing to accept an offer for your date, and a formal written offer is prepared and presented to the responsible agent. Venue selection is finalized.
Month 3 – If your offer is accepted, a formal written contract, with technical and hospitality riders attached, is issued by the booking agency. Final performance details, budget requirements (typically regarding insurance specifics, backstage catering, accommodations, ground travel, backline needs, etc.) and other variables such as photo policies, autograph requests, and meet & greet procedures are negotiated.
Month 4 – Final versions of the contract and riders are signed, and all required deposits are paid to the band’s booking agency. Phase one is now complete.
Month 5 – Phase two begins by securing approved marketing assets from the artist’s management or publicity company, special requests are discussed for co-branded merchandise or specialty items that may be provided to your guests, and coordination among the venue, buyer, and band’s road crew begins.
Month 6 – The activity moves from the “administrative” side of the coin (booking agents, personal managers and publicists) to the technical teams who actually make things happen on the ground: tour managers, production managers, sound engineers, lighting designers, the venue’s technical team, outside production companies, backline providers, caterers, and any others involved with producing the concert.
Month 7 – Planning continues regarding the band’s schedule and technical needs, often at odd times of the day or on weekends. Musicians and their crews keep different hours than most nine-to-fivers, making communication challenging at times.
Another element that can be frustrating for corporate America is the lead time traveling bands are able to provide corporate customers – a touring band’s flight times or drive schedules often are not determined until a few weeks before a concert date and can change frequently up until the last moment. The tour manager is always juggling opportunities that are being presented to the band, while dealing with up to 20+ band and crew member’s personal schedules. The tour manager constantly adjusts each of every moving part to suit his band’s needs and keep the tour on budget.
Month 8 – Final planning with the venue takes place in regard to the band’s needs, as well as the client’s “guest experience.” Details surrounding technical elements, including load-in and sound check, are coordinated with the band, venue, buyer, and outside providers. An hour-by-hour checklist is confirmed, as advance planning helps ensure a smooth experience for all parties. Any security needs are also addressed at this time.
Tour managers operate on precise timelines as they roll in and out of cities with large entourages of musicians and crew. Checking into hotels, getting to the venue, setting up the gear, performing and working with the buyer, then tearing down, packing up and heading out to the next tour stop can be dizzying. There’s very little margin for error at any point of the process. Touring bands are typically well-oiled and fine tuned – and buyers need to be just as nimble and efficient as the bands and venues they are working with.
Month 9 – Finally, after nine months of work, it’s show time! Final payments to the band are provided at the concert, VIP guests meet the band for a quick photo-opp, the venue’s staff is caring for the band backstage and your guests out front, everyone in the audience is having a great time, and you sit back and enjoy the moment.
Month 10 – Post-show analysis takes place. Mementos for key customers are produced and shipped to VIP guests. Final incidental expenses are paid to third parties. And discussions about “next year” begin.
Month 11 – Your internal team reviews customer comments and determines a plan and budget for next year’s event.
Month 12 – Everyone catches their breath for a few weeks, before starting the process all over again.