Today is the birthday of my mother. We planned a party in 2020 that had to be cancelled, obviously, and this year will be the first time we’re having a party. Nothing big or complicated, only lunch for 30 people, in a cozy restaurant with large windows overlooking the sea.

Simple and lovely. Or, is it?

I came to the conclusion that there isn’t that much of a difference between putting on an event like a luncheon for 30 ladies or a jazz concert.The stages of preparation, for example, are very similar. For instance,there is a need for pre-planning, may it be a guest list or the searching for a gig. In both cases, of of the first limits to face is about the audience.

You must be aware that the capacity of the venue impacts several aspects of your organization, from the budget, (after all expenses tend to grow proportionally to the size of the venue, to the dissemination of results. After all, which is better for your portfolio: a small venue full of enthusiastic fans, or a large venue, with fans separated by empty “holes”?

The location will guide lots of the following decisions, from lighting issues to the stage setup (or tables, in the case of the event for the ladies). Once the location is defined, the next step is to think about what will be offered.

For example, what kind of food and drinks will be served. The time of the event will guide you. For example, it is assumed that at lunch the intake of alcoholic beverages will be lower than at an evening event. Your type of audience (children, seniors) will play a huge role in this step, as each audience has its preferences and specific needs.

And if we think in terms of a music concert, the responsibility is even greater. How will your musical menu be? Rich in different flavors, or focused on a single genre? The ups and downs type or the “dance floor only” type? Full of hits or more of a singer/songwriter experience? Needless to say, the setlist assembly can make your performance a wonderful experience for the audience or cause yawns.

And last but not least, what are your guests taking home? A rose? A piece of cake? I firmly believe that a reception that offers a souvenir at the exit is much more likely to be engraved in the affective memory of the guests. In the case of concerts, these souvenirs are called merch and allow their fans to build and feed an affective memory with your work. Keep it in mind when setting up your merch table.

Top tip: Make your merch table really special by not only showcasing the products, but also providing a reason for the public to come and visit it. Typical candies from your region usually work very well as an attraction factor, without weighing on your budget.

Be seeing you!

G.F.

p.s. Happy Birthday, Mom! Love you!