Leverage Special Events to

Grow Your ProgramDoug Grier

LERN 2016 Baltimore, MD

SPECIAL EVENTS

What are special events?

Why offer special events?

Should you offer special events?

What type of events to offer?

How to leverage special events

Budgets, margins and more …

Topics

What are special events?

Lectures

Performing arts

Variety acts

Other - experiential

SPECIAL EVENTS

On trend

Generate revenue

Reach new audiences

A focal point for marketing

Can be leveraged

Capture email addresses

Newsworthy

SPECIAL EVENTS

Why are special events so special?

SPECIAL EVENTS

Should you offer special events?

Events may not be practical or right for every program

Must haves:

• a niche at your institution and in your community

• a way to sell tickets

• a suitable venue

• a suitable budget

• a way to market your events

Who else is programming at your college? In

your community/region? What are they doing?

Conflicts/overlapping programs w/other

departments – e.g., student activities

Community arts presenters/theaters

Other colleges

The unexpected (e.g., Fermi Lab, retail, etc.)

Should you offer special events?

Can you find a niche?

TIP: Decide upon an audience

I do not recommend selling events as

“classes” through your registration system

If you do not already have one, you will need a

way to sell tickets

There are many low cost ticketing systems –

some of which require no upfront investment

Evenbrite, Ticketleap (web-based)

University Tickets (requires integration)

Should you offer special events?

Ticketing

TIP: decide how to handle sales

at the door

TIP: choose either reserved or

general seating

Availability

Capacity (determines financial feasibility)

Technical capabilities and limitations

Condition of the stage and drapery

Hospitality space, dressing room, etc.

If needed, are outside vendors for sound and lights available?

Are the seats numbered?

Should you offer special events?

Venue

TIP: decide how to handle sales

at the door.

TIP: choose either reserved or

general seating.

TIP: assess the ADA friendliness of your facility

Must have funds available for deposits

Don’t forget production, artist fee, travel, hospitality and ticketing expenses

Setting ticket prices – more art than science

Some event expenses and revenue may fall in a different fiscal year

Should you offer special events?

Budgeting

TIP: be prepared for a loss

SPECIAL EVENTS

What type of events to offer?

Lectures

Performing Arts

Entertainment/variety

Experiential

Lecture market has changed over the years –

corporate clients are driving up fees

Pluses: • Lectures are ideal for corporate sponsorships

• Technical requirements are minimal

• Recognizable names can draw large crowds

• Lessor known speakers – the right tropic (topical, controversial) can draw crowds

Minuses:

• Big names are expensive and will require either

an unlimited budget, sponsors, high ticket prices

or all three

What type of events to offer?

Lectures

TIP: you may have “big” names

nearby that you can get at a discount

Pluses: Classy, prestigious

Opportunity for community outreach

Minuses:

Can be expensive – often a group (high travel cost)

Production requirements can be cost prohibitive

Almost always money losers unless it’s something

very hot at the moment, you have a unique niche or

sponsorship funding

Potentially a poor fit w/your mission*

What type of events to offer?

Performing arts

Pluses: Can be inexpensive, affordable

Attracts families and large crowds

Production requirements are generally modest

Minuses:

Student Activities may already be doing these

type of programs

Potentially a poor fit w/your mission*

What type of events to offer?

Variety

TIP: shop the college circuit/agencies

Pluses: Can be inexpensive, affordable

Trend right

Attention getting

Minuses:

Potentially a poor fit w/your mission*

May be a radical departure from your usual type

of offering

May require a specific marketing campaign

What type of events to offer?

Experiential

TIP: tie-in to anniversaries and other commemorative opportunities

SPECIAL EVENTS

Leverage – making the most of it

It is possible to make money on a carefully selected

offering of events and associated add-ons

Add-ons – generate additional revenue w/a private

reception, experience, workshop, book sale, etc.

You have a captive audience - be sure to creatively

pitch your other programs

Co-sponsor/partner internally (student activities,

foundation, etc.)

Partnerships –external

Arrange dinners for campus VIP’s w/the talent -

cultivate support for your programTIP: tape interviews w/talent

Use events as the cornerstone of your integrated

marketing campaigns

Events can serve as a point of focus for your

marketing - to grab people’s attention

Events are typically more interesting than “just

another class” or a schedule of courses

Events will attract people never before involved

with your program

Events will help to expand your email database

for targeted marketing

Ticketing can avoid the difficulties of an outdated

registration system/process

Marketing

Leverage – making the most of it

SPECIAL EVENTS

Margins and more

It is possible to earn up to a 20% margin on special events

How to maximize revenue:

Book local talent whenever possible

If the talent is non-exclusive – avoid agents

Always negotiate the fee

Always ask for an inclusive fee

Always ask the talent to do more

Sell add-ons

Market multiple events together

SPECIAL EVENTS

Putting it all together

Putting it all together

Putting it all together