Bigger Crowd and Better Shows

For several years, I've presented an educational session called "Bigger Crowds and Better Shows" at campus activity conventions and conferences around the country. It's a potpourri, an unbrella session that covers the full range of event and activities programming on a college campus.

In an attempt to cover some of the basic factors involved in successful programming, I've broken it into three different areas: Planning, Scheduling, and Production. Each of these topics will be addressed in an individual article.

Part One: Planning

Planning is a strategy for reaching a goal. For those of you involved in student activities, the goal is the successful presentation of a campus event. The only way to succeed consistently is through planning. And planning begins with organization.

Sometimes creative people will say they don't want to be organized. They might say it 'stifles my creativity.' They are wrong. The most creative people are generally the best organized. How can you produce a beautiful painting when you can't find your paints? Many remarkable artists are almost compulsive in their organization. It gives them the freedom to be creative. For example, just think about how much more creative time you would have if you didn't waste it searching for your car keys. How do you do that? By organizing, and putting your keys in the same place every time.

Basic organizational skills are not genetic-- they have to be learned. Believe it or not, it is relatively easy to get organized and to stay that way. We generally have a course outline for any college class, and we make a list before we go to the grocery store, but we often try to tackle a major challenge without the slightest bit of written assistance.

Consider the following as a detailed "shopping list" for student activities. The purpose is to make sure that everything gets accomplished and that nothing is forgotten.

A Sample Timeline

One Semester in Advance:

1. Book all shows.
2. Reserve venues.
3. Bid or order staging, sound, lights, etc.

Two-three weeks before Semester begins:

1. Create program series promotional material and plan publicity campaign.
2. Make sure paperwork is being processed (contracts, PO's, etc.).
3. Make any advance arrange for artists' accommodations, hospitality needs.

Beginning of Semester:

1. Begin your promotional campaign.
2. Distribute program series material (schedules and descriptions of shows, etc.).
3. Distribute press releases, interviews, overviews to campus and local media.
4. Deliver press materials to your University/College Media Relations office.

Three-four weeks before each show:

1. Assemble all promo for that individual show.
2. Distribute press releases and photos to local print media (check deadlines).
3. Distribute PSA's to local broadcast media (check deadlines).
4. Send Artist/Agent campus & city maps; directions to your office & venue; ALL important phone numbers (in case of emergency); room arrangements; and any other pertinent information.
5. Reconfirm sound/staging/lights; make sure riders or spec sheets are delivered.
6. Review artist's rider, take care of any details.

Ten-fourteen days before show:

1. Begin the Publicity Blitz-- hang posters & banners, put up table tents, fliers, etc.
2. Review artist's rider AGAIN for anything you might have missed.

Week of Show:

1. Begin the Committee Blitz-- Crank Up Word-Of-Mouth campaign. Tell everybody you know about the show.
2. Wear promo T-shirts and Buttons ("Ask Me About The Bill Smith Show").
3. Begin Radio promo blitz.
4. Distribute fliers and door hangers.
5. Confirm travel plans and arrival time for artist, assign a hospitality escort.
6. Reconfirm stage crew.

Morning of Show:

1. Plaster "TONIGHT" or "TODAY" over every poster & table tent.
2. Reconfirm escort/contact for artist.
3. Make sure your entire program committee will be at the show!
4. Pick up the Artists' Check.
5. Reconfirm any hospitality arrangements (catering, etc.)
6. Pick Up parking permits for Artists' vehicles.
7. Arrange for Load-in.

Just Before Show:

1. Handle any last minute details and emergencies-- don't panic.
2. Write or get introduction for emcee.
3. Get your entire committee on the front row! Enjoy the Show!

After the Show:

1. Deliver check.
2. Take care of load-out.
3. Thank everybody involved for helping with the production.
4. Thank everybody for attending.
5. Take the artist out-- or not. (Their choice, not yours!)

The Morning After:

1. Remove all promo-- posters, banners, table tents, etc.
2. Tell everyone you know about last night's show. Make them believe it was the greatest performance in their college career. Make sure they will never miss another campus event!
3. Thank your committee again, and all your friends who attended and helped.
4. Write a letter of thanks to the Artist and/or Agent.
5. Finally, go to class. Beg your professor to let you make up all your missed assignments. Plead "temporary insanity" and promise to never miss another class.

In addition to this timeline, I have also put together a basic event form that you can use on your campus.(Campus Activities Board Event Form)

All of these individual steps may not apply to every event, or to every school. But use this as a starting point in developing a standard and consistent procedure for presenting activities on your campus. It will bring some organization-- and freedom-- to your campus programming board.