Spacetaker ARC Workshop

DIY Event & Exhibition

PlanningTips to effectively plan and successfully

execute a special event

With Jenni Rebecca Stephenson, Spacetaker & Input from Lindsay Peyton, Cadence Enterprises

Mantra to embrace:Nothing ever goes as smoothly

as you’d like. Plan accordingly.

This presentation will focus on:

Consider your goals…

Is the goal to raise funds? If so, for what? A project? An organization? (And how much money?)

Is the goal to raise awareness? If so, of what? Your work? (What is your target attendance?)

Is the goal to showcase your artwork? (WHO is your target audience?)

Your answers will help shape your strategyTake a moment to consider

whether a special event is the most effective means to achieve

your goal.

(i.e. when it comes to return on investment (ROI), special events can be a time & resource drain…and

are historically a very inefficient means to raise money

And if your goal is…Good attendance at your exhibition for greater exposure, do you regularly compile a contact list for your advocates & collectors?Reaching a target audience of collectors, do you attend openings where collectors lurk? (And introduce yourself?) Securing support from the community or volunteer help, do you regularly attend others’ openings? Volunteer for their events?

It seems obvious. But these steps are so often overlooked!!

Do not assume you need to do it all!Error on the side of simple.

ConsiderScale of event

Size of team involvedTime commitments

Up-front costsMeasurement of success

Let’s start with fundraising events…

Small & intimate? Or big blowout?

This is a give and take equation.

*Clearly depends on your audience.

Pros of intimate event Pros of blowoutLess time required for planning & preparation

Larger reach & greater awareness

Ability to more deeply engage attendees

Possibility of raising status in community

Cache * Cache *

Let’s shoot for the moon:Planning the blowout.

The absolute first things to do:Establish goal (intent)Assemble teamCreate a timelineDefine budget constraintsDetermine if these major factors work in

tandem

Assembling the team…The hierarchy of your team is (more or less):Event ChairHonoreeYou Know your role in the pecking order!*Steering or Host CommitteeVolunteersHired Event Staff

* With use of someone’s name & rolodex, comes compromise. Seek balance between autonomy & giving others ownership of your event’s

success

Setting Team ExpectationsAgree upon roles & responsibilities from the

OUTSET

Example (for fundraiser): Raising critical funds for X (Involve team in setting

tangible $ or ticket goals; make them personally accountable)

Cultivating, educating, leading, and motivating committee members (and attendees)

Building & nurturing new relationships with other organizations & new stakeholders within your community

Creating a timeline…

Remember that NO event timeline & template is one-size-fits-all (and nothing ever goes according to plan)

Furthermore, experts won’t always agree on ‘Best Practices’ (snail mail versus email? invitations sent at 3 or 6+ weeks?)

So… be observant. Watch and track how your target audience behaves.

Sample Timeline(This is scalable!)

6-11 months out Decision on Chairs/Co-chairs Develop Event Committees w/ input from Chairs

(Fund Development / Marketing / Auction / Volunteer) Discuss & determine event theme Review Logo Kit/letterhead needs 1st meeting with Chairs

Sample Timeline (continued)3-6 months out Select event date & book event venue 1st full committee meeting Evaluate Vendor needs & Requests for Proposals for

Catering, Rentals, A/V (Audio/Visual), Printing Review list of corporate/underwriting targets with

committees Determine underwriter levels & benefits Develop, print and compile Silent Auction solicitation &

corporate sponsorship/program ad solicitation packets Media: Send Calendar Listing to society ‘glossies’ (4

months out)

Sample Timeline (continued)3 months out Distribute Corporate Sponsorship / Program Ad Packet

to potential Sponsors/Advertisers/Auction donors (Major gifts may require up to 12 months planning)

Mail underwriter letters to identified targets (Underwriting/sponsorships should be secured by the time invitation is being designed @ 6-10 weeks)

Develop detailed budget for event and review with event stakeholders (Get 100% buy-in!)

Create payment portal for tickets Start collecting email addresses from event

stakeholders for Save the Date

Sample Timeline (continued)2-3 months out Follow up on all Corporate sponsorship / Silent Auction

/ Program ad solicitations Update Event Web Page Media: Define Media/Publicity Strategy (coordination of

advertising, PR, and social media) Event site visit – preferably for Committee meeting Encourage Committee members to purchase tickets Create Save the Date & email Start collecting snail mail invitation lists from all event

stakeholders (consider how this list is organized & how mailed; i.e. w/ personal note from chair?)

Sample Timeline (continued)6-10 weeks out Start recruiting volunteers for the night-of duties Start final push for ALL Solicitations Send Invite to printer (Be mindful of printer deadlines:

Allow 1-2 weeks from time artwork is sent to printer until your desired drop-date, i.e. when it hits mailboxes)

Media: Distribute Calendar Release 8 weeks out (monthlies due beginning of prior month)

Media: Distribute full Press Release to all media targets 6 weeks out

Sample Timeline (continued)4-6 weeks out Finalize event web page info (Triple check for sponsor &

underwriter logos/names) Mail formal Invitations Review ticket sales with committees – evaluate goal performance Adjust budget for unexpected expenses/income Develop a Silent Auction check out procedure If ticket sales are slow, make personal calls Identify banner/signage needs, design, & send to printer Media: Follow up with media targets to try to secure event

coverage Media: Coordinate email and social media invitations (continue

following up with media targets-weekly & dailies)

Sample Timeline (continued)2-3 weeks out Finalize Budget Design Silent Auction/Forms/Program (with ads) Create Run of Show (Event schedule/script) & review with Chairs Create list of all vendors to be paid day/week of event Review & communicate Volunteer Duties Program Book, Silent Auction Listings to Printer Review Check-in Process with volunteers & committees Push ticket sales to outstanding committed attendees (Consider

incentives/promos/ticket giveaways) Media: Encourage all event stakeholders to distribute personal

email invitations (consider all friends, family, patrons, existing & potential collectors, VIP targets)

Sample Timeline (continued)Week of event Create vendor day-of point person list (with emails & cell phone

numbers) Create a coordinated Load In / Sound Check schedule Create sorted guest lists (seating charts/table assignments): sort

by last name AND company affiliation All printing (programs/silent auction forms/labels) & signage

picked up Media: Send digital reminder to all contacts and those of event

stakeholders

Immediate Follow Up Close-Out (All income/expenses collected and logged) Confirm all Receivables Paid

Sample Timeline (continued)2-6 Weeks After (Closeout, Evaluation & Stewardship) Committee Acknowledgements (Gift to Chairs?) Acknowledgements sent to Attendees Special “thank you’s” to corporate sponsors,

Underwriters, and Silent Auction donors. (Hit any stand-out advocates / Make it personal)

Thank You Event for volunteers Close out receipt of income and payment of expenses

and create closing financial report (Profit & Loss) Share event results with all event stakeholders

Let’s talk BUDGETs. Just like timelines, work backwards with budgets (Let

budget goal define event scope) Be realistic: Hope for the best, but plan for the worst

(consider having 2 budgets- internal vs. external) Always think in terms of NET, not GROSS. Standard: Effective fundraising is spending 30 cents or

less to raise $1. Watch out for unanticipated costs (i.e. credit card fees

or sales tax) Consider real-time cash flow (When do bills need to be

paid? When is sponsorship check arriving?)

Sample ExpenseBudget

All costs are variableSeveral line items

may be reduced through securing In Kind donations and/or volunteer labor

Notice Credit Card Fees will align with projected income (i.e. ensure that all variables align)

Sample Income Budget

These figures work in tandemConsider different/additional benefits

available to VIP guests, sponsors & underwriters

Notice the Gross Revenue (Income) aligns with $.30/$1 fundraising rule

How do you cut costs?Consider securing In Kind donations.

How do you do that?

Very similar to underwriter letter, custom tailored to best interest of particular business o Name & logo placement on Invitations/Fliers/Eviteso Access to cultivated clienteleo Promotional opportunity for new businesses o Trade opportunities

Easiest to secure for alcohol (distributors look for promotional opportunities)

Sample Language for In Kind Request

“The continuation of this work in 2011 is only possible through the support and sponsorship of businesses like yours. To this end, we humbly request a donation of light culinary fare consisting of 200-300 samplings of a Signature Dish(es) in exchange for the opportunity to showcase your restaurant and menu offerings. For your generous, tax-deductible donation, Spacetaker will provide an ideal promotional arena for your business (including display tables and linens). In addition, you are invited to take full advantage of other exposure opportunities tailored to your desired level of participation. (These Sponsorship Tiers are described in detail below.)”

As for Sponsorship Tiers…Here are some examples…

Event Icons ($5,000 value) • 8 VIP tickets to the Gala, including all-access passes to VIP areas • One reserved table in the VIP Section• Featured recognition of name, brand, or logo at gala and on printed

gala materials and website

Event Rockstars ($2,500 value) *• 4 VIP tickets to the Gala, including all-access passes to VIP areas • Recognition of business name or logo at gala and on printed gala

materials/website

Make it attractive!

GALA REACHInvitation mailed to X+ households in

Downtown, Heights, Midtown, & River OaksEvite emailed to X+ businesses, nonprofits,

artists, and arts patronsFacebook invite to X fansPromotion to almost X Twitter followersWebsite averages X hits/monthOver X attendees at last year's eventPromotion via media partners, like 002Houston

Magazine and CultureMap

But while we’re talking booze…

Be aware of all the rules & regulations involved with serving alcohol.

Be aware of TABC (Texas Alcohol & Beverage Commission) rules for donations

Be aware of liability issues (Are you insured?) Be mindful of other safety issues involved with alcohol

consumption (Do you have security officers?)

These concerns obviously vary with audience. But don’t underestimate irresponsibility. Protect yourself.

What are TABC rules anyways?*Options for serving alcohol at events:

Provide FREE alcoholic beverages w/o obtaining TABC permit (no serving to minors/intoxicated persons); May be donated by distributor (But without permit, must serve anyone who asks, even without event entry! And be careful about tips!)

Obtain a temporary TABC permit & sell beverages(must use TABC-certified servers & PURCHASE from authorized distributors/retailers (But distributors may provide cash donations!)

Use 3rd-party retailer to sell beverages at event (may have agreement to share proceeds)

* Per TABC Marketing Practices Bulletin- MPB026

.

And about that insurance…Event Insurance: Necessary to satisfy most rental requirements Frequently necessary if obtaining a TABC temporary

permit in public venue Cost affected by duration of the event, activities, and

total attendance Liquor liability portion is typically what makes the

policy expensive Allow 2 weeks for quote and certificate

(Recommended: Fractured Atlas / Frazier Insurance) Combining events in same venue reduces cost

Now, let’s talk EXHIBITIONS / PERFORMANCES

Many of the same points apply. Like:

TABC Rules Insurance & security concernsBudgets & timelinesMedia & promotionTeams, committees, volunteers, etc.Underwriting / Sponsorship / Program Ads / In

Kind Donations

Additional Points to Ponder:Venues: If unconventional/alternative venue,

does it have an occupancy permit? (The Fire Marshall can & WILL shut down a performance.)

If in a traditional theatre/exhibition space, are there staffing requirements? (Union stagehands are expensive! Is there equipment that can’t be used without venue staff?)

Do you have to go through their box office? (Are there associated service fees & surcharges?)

And liability insurance?

If you’re exhibiting your work, it may get damaged while on display, in transit, or in

storage.

Consider securing an annual general liability policy so , in any case, you are protected

Policy quotes are available via Fractured Atlas (within 3-5 days)

This differs from Event Insurance!

Finding the perfect venue…The are many traditional and alternate

exhibition/performance venues in Houston.

Think outside the box! Spacetaker’s developing a database of rentable

venues: http://www.spacetaker.org/field_guide/spaces (Check back regularly for additions!)

Houston Arts Alliance also has venue listings: http://www.artshound.com/advanced_search/facilities

We recommend you research past events at the venue. Try to obtain feedback from past renters.

Rental Agreements… Pay close attention to payment terms & add-on costs

(If renting by the hour, keep a public time log & get signatures of venue managers.)

Clarify any and all venue restrictions up front (Can you drill into the wall? Can you use tape on all surfaces? Who is responsible for repairs? General accessibility? Structural limits?)

Don’t take anything for granted (especially in alternate venues), like working electrical outlets, use of all entrances/exits, functioning air conditioning, 24-7 access, etc.

Get terms & conditions in writing- NO MATTER WHAT

Consider utilizing agreements* to protect your work when invited to

exhibit..In a restaurant or alternate venue. Include:Inventory of artwork(s)

o Titleo Dimensiono Mediumo Priceo Discount – If giving one, how much?o Commission – If giving one, list amount or

percentage?o Framed/Unframed

* Prepared by Michele LaRocco of 360 Degrees of Art

Agreements (continued)INCLUDE:Condition report/document for artwork(s)

o This should include photographs of artwork(s) with caption and pricing underneath. The artist and person(s) responsible for the artwork(s) should both sign and date this. o Include CCC statement: “The above mention works are in the Care, Custody and Control of __________________________ for the time period of _______________________.”

Agreements (continued)INCLUDE:Terms

o Commission structure?o Under what conditions can a discount be offered and how much?o Duration artwork(s) will be on loan?o Who is responsible for damages, should they occur during the install or after? o Does the business have the right to accept payment on your behalf for artworks(s)? If so, when does payment need to be made to you?

Sample Exhibition ChecklistFrom Lindsay Peyton of Cadence

EnterprisesConfirm Date / VenueFinalize Information, Create & Distribute Press

Releases: Title of show / Concept / Special equipment needs? / Images of work & headshots of artists

Design and Distribute PostcardsCreate Evite and Facebook Event Pages, send Hire staff : Art installers / Security / Valet /

Caterers / Bartenders / Clean-up / PhotographersPrinting needs: business cards, artist resumes,

bios or statements or catalogs, GUEST BOOK (collect info!)

Install art (leave enough time)Create price listsSet-up food and alcoholDocument the work and the installation

More Tips from Lindsay Peyton of Cadence

Enterprises Be a great host: Circulate, engage conversations,

introduce guests to each other (secure volunteers to help with sales/serving)

Make it interesting / Consider collaboration: music or live performance; more collaborators = bigger draw

Create objectives: do you want to meet people, sell work, add to your guest list, etc…

Talk to people besides just your immediate friends & family

Think about what you want to communicate in advance -- consider your artist statement

Looking for volunteers?

Try Volunteer Match: http://www.volunteermatch.org/

Volunteer Houston: http://www.volunteerhouston.org/

Take good care of any volunteers you have; they can frequently be some of your strongest supporters.

But for big events, secure more volunteers than you think you need; it’s not uncommon for a small % to flake out.

And here are all the things we tend to forget:

Signage Enough trash cans & trash bags Toilet paper / paper towels Ice Soap First aid kit Cleaning supplies Safety pins Tape (both masking & scotch) Hanging supplies (in the event of last-minute snafus) Extra lighting / batteries

Event planning & execution becomes easier as your network

grows! Think COLLABORATION (other artists, orgs,

charities) Build relationships BEFORE you need

anything Stay in regular contact with those who buy

your work or attend your shows (Recognize your advocates!)

When someone does you a favor, thank them (consider small art gifts)

What can you do TODAY to plant the seeds for a successful venture?

In your inbox This PowerPoint DIY Event Workshop Resource Guide

(w/ vendor recommendations) Sample Fundraising Event Timeline Sample Underwriter Letter Sample Exhibition Agreement TABC Bulletin w/ Guidelines Survey

Spacetaker ARC Workshop