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Getting the Most from Your Entertainment Dollar

By Mark Sonder

You will get the impression that everything in an entertainment event costs something, and it usually does. But there are ways you can save money and still provide top-notch food, fun, and entertainment for your host and their guests. You can work with your catering provider to save on food and beverage costs, but did you know that you can also mine your entertainment providers for potential cost savings in your event? Here are some planning tips to help you engage headline speakers and entertainers for your guests without breaking the bank.

1) Book several dates. The concept here is "volume discounts." The more dates you book, at least in theory, the cost per entity (or date) should be less, whether that entity is a headliner, a generic dinner dance band, character artists, or speaker. Booking several dates at the same time helps entertainer fill their calendar, eliminating down time, and it helps you ensure that you are on their calendar.

2) Offer several dates. If you can supply your favorite entertainment purveyor or speakers bureau with several dates, they can respond with the best date for their artists. The same is true in the hotel industry where, if you give them the choice, they can offer you either peak, off or shoulder opportunities for booking. The same is true for your entertainment purveyor. Clearly, if they can book their artists in an off period, or even a shoulder stage, your cost should be less.

3) Book for more than one function at the same event. Again, the concept of volume discounts applies, but all of the bookings would be within one specific program. If you operate multi-day programs, you may be able to utilize your talent in a "double-duty" situation. Talent agencies enjoy this situation as they may have their same people working multiple times over a period of several days. To them, this means money in the pocket now, as they will not have to wait for your next program 3, 6, or 12 months away.

4) Hire musicians for less than 4 hours. Although in some metropolitan areas there may be a 4 hour minimum for musicians, the "smart" local music houses offer a 1, 2, or 3 hour rate, which is just perfect to set the tone, mood, or atmosphere for your cocktail receptions. When purchasing local or regional entertainment, ask them how many hours the price represents. If you cannot hire the entertainment for less than their minimum book them for the entire time even if you think it exceeds your requirements. This way, if they have to play longer than you anticipated, you may not incur additional costs for overtime if the additional time falls within the entertainer's minimum. If you know that your meeting or event will definitely end at a specific time, have the entertainers come in early. That way, you are not nervous that they won't show up until the last minute and, if your attendees arrive early, the music will be there ready to go.

5) Avoid overtime. Overtime can cost you, as the planner, anywhere from straight time to double time. Certain states, such as California, have very exacting overtime laws and they are strictly enforced. Once your event runs into overtime, you will have to pay overtime rates to several groups, including the house electrician, food and beverage departments or caterers, and other labor at the venue. Keep to your production schedule or include an 'overtime' line item in your budget.

6) Get the best buys in headline entertainment. Headliners start with a 4-digit figure and can range up to a 7-digit figure. To get the most marquee value for your dollar choose headliners that represent the music of oldies, jazz, and country artists. For years, these categories of musical entertainment have been the most "underpaid" and still deliver quality entertainment that is popular with many meeting attendees.

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.