Managing Your Environment 

Part V: Live Entertainment 

Embrace the Live Music Movement and Enjoy the Rewards

    The concept of live entertainment has been enjoying some renewed interest in recent years. Think Rock, think revenue. Accordingly, there are a number of specific ways that live entertainment can be managed to full profit potential. Benefit from the following examples that, if effectively used, can assist in making you and your group more successful.

1. BUDGETS: Re-think what your room entertainment budget should be. I’m not suggesting you spend more for bands, but I am suggesting that you know what you need to pay for bands in order to make the room work and the cash register ring. As I’ve said many times, I’ve learned that using a cheaper band doesn’t always mean less costs and more bottom line. There is a level of quality bands that your market will respond to. That level of quality/price ratio can sometimes make or break you. Over a six-month period, a $2,300-a-week band might produce an average of 60 percent capacity in your club, while a $2,900- to $3,000-a-week band might produce an average of 85 percent capacity for you. This increase in capacity more than pays for extra expense, and it produces a substantial increase in bottom line.

2. USE AN OCCASIONAL SUPER-GROUP: Another formula that works for some is to use a higher-priced group occasionally, say every six weeks to give the room a boost.

3. BE CONSISTENT: Stay on top of your format. Are you Top 40, Dance, Heavy Metal, Alternative Rock, Jazz, Funk, Hip-Hop or what? The bands you book determine the type of clientele. Like the restaurant with inconsistent food, the club with inconsistent live bands is in trouble for the long run. Here are tips for succeeding.
A. Go see the bands you book or at least ask for a video of the group.
B. Call other operators. Develop your own network of club operators and exchange data on groups.
C.    If you book a band you see, ask the booker not only to list the group’s name, but the individual names of band members on the contract. That way, the band you see will be the band you get. Members do change. Sometimes that change can turn a great group into a mediocre group overnight.
D.  Always clearly define start times, length of sets, sound and lighting requirements, etc. The more specific you are up front, the less the chances of a disagreement or hassle in the future.
E. Have a meeting with the group when they arrive. Establish with them your “House Policy Rules,” what is and is not acceptable with you for the club. Remember, it’s your club. You determine if it’s too loud, not the band. Yes, you have to work together, and yes, you’ll still be there when they’re long gone.

4. USE THE BAND AS AN EMCEE: Do you require announcements be made from the bandstand? Set standards. Remember, a good last call pitch can produce more sales.

5. TIGHTEN UP: If you use tapes or a DJ on breaks, set up a system with the band so that everything works like clockwork. Manage the break along with the band.

6. HOUSE BAND: Some clubs work with a house band with full-time members who work for the house. The same things apply and more:
A. When does the group practice and how often?
B. How many new songs are added each week?
C. Do you require that each set be programmed in advance? If not, should you? 
D. Do band members assist in emceeing in-house promotions such as fashion shows? Do they need to be available for rehearsals of some events?

     Lots of productive things happen when you manage your entertainment. Your customers can tell. One thing is for sure, the consumer’s level of awareness is much higher today than in the past, much more in tune. The more professional you are today directly correlates to your success. NCB
 
Ray Ford will be conducting a dynamic learning workshop at “The Show” in Las Vegas March 5th.