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Entertainment Trends for Meetings, Conventions and Events: Part II

By Mark Sonder, CSEP

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 Advice

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."

Mark Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder Productions, Inc., a leading award winning national entertainment agency designing headline talent and production services for large venues, corporations and associations. This article first appeared on the Mark Sonder Productions website, www.marksonderproductions.com.