Bob Payne
photo by E. Presley
Putting on an outdoor concert of a decent size isn’t that hard. I have listed, step by step, the tasks needed to accomplish such a feat. I came up with about 43 steps to get things going. Unfortunately, not a one of the aforementioned steps guarantees a success. This list just gets you to the first song. These aren’t necessarily in order.
In this example, we will use a big-time artist like Luke Bryan, Imagine Dragons, or Pink, since those are names everyone always says they would like to see.
Step 1 – Secure a location and date for the concert
Step 2 – Procure licensing and permits for said concert
Step 3 – Procure insurance for the event
Step 4 – Arrange for stage. The size of the act will somewhat determine the size of the stage. Most big-time bands want a big stage. A bigger stage means more money.
Step 5 – Think entertainment. Make a list of the bands you would consider having at your event.
Step 6 – Contact band agent and prepare an offer
Step 7 – Upon receiving offer acceptance, send deposit check to agent to secure the band. (This will run about $250K-500K for the deposit on these examples, in the form of a cashiers check or wire) You may have to pay it all up front if you are not well known in the concert business.
Step 8 – After the deposit is received by the agent, begin negotiations on the contract riders (the technical rider details specifications for stage setup, load-in, load out, personnel needed, etc. Hospitality rider details all of the meals, beverages, and related items for the band and crew)
Step 9 – Contact band’s publicity manager to get band photos and bio, as well as release date for announcing the show. (Yes, the band decides when you announce)
Step 10 – Contact band’s tour manager to get rooming list for hotel, arrival mode, and other pertinent information
Step 11 – Contact band’s production manager to get details as to how many trucks will be arriving, equipment list to be furnished by venue and band, etc
Step 12 – Send out bids for hotel rates for band, staff, crew
Step 13 – Contact winning hotel bidder and reserve rooms
Step 14 – Contact caterer(s) and arrange for any meals, and snacks for crew and artist.
Step 15 – Contact equipment rental companies and arrange for rental of forklifts, lulls, portable light towers, orange traffic barrels, cones, etc.
Step 16 – Meet with local police authorities and set up traffic pattern management, security protocols, etc.
Step 17 – Contact sound company providers to arrange for PA system
Step 18 – Contact lighting company to arrange for stage lights
Step 19 – Contact stagehands to arrange for crew to load-in, load-out, manage stage activities, etc.
Step 20 – Contact staging company to arrange for stage construction, stage assembly
Step 21 – Contact auto rental store to arrange 15 passenger van rentals for artist transport
Step 22 – Contact golfcart rental company to arrange for local festival site transportation
Step 23 – Contact port-o-john company to arrange for toilets
Step 24 – Contact municipal or private trash carrier to arrange for refuse removal
Step 25 – Contact media organizations for event publicity
Step 26 – Arrange for event tickets, credentials, wristbands, and method of selling tickets
Step 27 – Design posters and have them printed
Step 28 – Contact potential sponsors to enlist their support
Step 29 – Contact major suppliers, like beer, soft drinks
Step 30 – Arrange for electrical power at site. A concert takes a ton of power so either enough must be readily available or a generator must be rented.
Step 31 – Contact plumbers to provide water access for vendors. Also, a “gray water” tank may be required for each vendor.
Step 32 – Establish a volunteer corps and detail duties for each volunteer, from gate management to credentials checkers to green team to delivery of ice & water for crew.
Step 33 – Secure enough coolers for all volunteers, crew, and staff to have an adequate supply of ice and water.
Step 34 – Contact ice supplier. Thousands of pounds of ice are typically needed for a big concert.
Step 35 – Determine the payment method for patrons to purchase food/beverage. Options include cash, credit card, tokens, gift cards, RFID.
Step 36 - Secure beer permit and food inspection permits
Step 37 – Select fencing company to fence in and secure the site
Step 38 – Arrange for local fuel company to come in and top off all powered equipment (forklifts, lulls, light towers, generators, etc)
Step 39 – Get petty cash from bank to stock ticket window and vendors if necessary.
Step 40 – Develop social media program to attract potential concert-goers and keep patrons informed of updates, changes, guidelines, etc.
Step 41 – Establish security and accounting procedures to count in all monies received for the event. Arrange for armored car pickup at concert site.
Step 42 – establish communications network (walkie talkies, cell-phones, internet access)
Step 43 – arrange for meet n’ greet with artist, if allowed. Usually, the artist will limit to a certain number of guests, like 20-25.
There are probably another 43 steps, but these will get you started. In the examples at the top of the article, these acts usually run a half million dollars to a million dollars. With production costs and other expenses, you will probably need well in excess of a million dollars cash on hand. Let’s say 1.25 million. To break even, you will need to sell 25,000 tickets at $50 apiece. (about the equivalent to selling out the Memorial Auditorium seven times!)
See, it’s pretty easy. And, as they say on social media…lol.
Bob Payne is the entertainment editor for the Chattanoogan.com and talent/production assistant at Friends Of The Festival. Email Bob Payne at davrik@aol.com or www.facebook.com/davrik2000.