Culture is a source of wonder and pleasure. It provides opportunities to come together, promotes a sense of well-being, enriches our knowledge and contributes to a country’s economic development. Whatever the type of cultural event (concert, dance, theatre, literature, cinema, plastic arts…), preparation is always an important issue. It will condition the success of the event. Thus, we are going to give you all the essential information so that you can best prepare your event.
Determine the objective of the project
Before starting preparations such as finding artists, setting up various means of communication such as media, posters, advertising flag … the first thing to do is to set the objectives to be achieved by organizing an event (exhibition, festival, concert …). You must ask yourself why you are organizing the event. Once your objectives have been determined, you will be able to define the target audience. To easily identify the essential needs, ask yourself the following questions: What? Who is the target audience? Where? How? How much? Why? You also need to find out what your competitors have already done.
This first step will allow you to find out if your project is feasible and if you will be able to make it happen.
Forming a team
Look for competent professionals who will be able to work with you in achieving your ambitions. Once the team is assembled, give each of your employees specific tasks. The tasks may involve administration, communication, artistic programming… If you are short of staff, calling on volunteers is the solution. Their contribution will be very useful during the preparation phase of the project, but especially during the D-day.
You and your staff need to set up a roadmap and choose the dates for the events. For each team, set a timing for the completion of the tasks.
Budgeting and fundraising
Drawing up a provisional budget is a crucial step. It will enable you to control income and expenditure. Once you have precisely defined the budgets to be allocated to the event, you must proceed with the search for funding. To do this, you need to prepare a presentation file that will be sent to your future funders. The file should include all the information about you and the type of project you are planning to carry out. Determine the contributions of each partner in your project.
Contact the relevant authorities in your city, town or district before the event. You will need to obtain the necessary authorisations and pay the taxes corresponding to the organisation of a show, festival, concert or other event.
The artistic program
Artistic programming is the lifeblood of your event. Determine the artists who will be presenting. Those that are popular are still the best choice. But if your budget doesn’t allow for it, develop a call for projects, ask artists to contribute, and then select from the applicants. Before signing the contract, don’t forget to find out about the salaries of the guest artists.
Communicate about your event
Communication is one of the elements determining the success of your event. You need to make sure that there will be enough spectators. In order for the participants to recognize you easily, you must first have a graphic charter. You and your team must then establish a communication plan to achieve maximum visibility. To do this, you need to use different types of communication media.
To publicize your event, you can send a press release to all your contacts. It should give all the essential information about your project as well as practical information. It would be preferable if the press release does not go beyond the front. When sending a file by email, it is always advisable to distribute it in invisible carbon copy. This way, your contact list will not be disclosed. A press release should be sent eight to fifteen days before the project is launched. Usually a press conference will follow.
You can also make radio or television spots. It is often the case that event organizers establish partnerships with the media. The creation of a website and especially the use of social networks will be very beneficial to you. Nowadays, almost everyone is present on social networks, especially Facebook. So you need to take advantage of it to make the buzz about your event. It’s a solution that is practical, inexpensive and very effective at the same time.
The other supports
In terms of visual support, theadvertising flag is a very effective tool to promote your event. This communication device is very practical. Its presence (in large format) reinforces the visibility of your event. Its modern aestheticism and design makes it the most popular advertising medium lately. Theadvertising flag or banner exists in different models on the market. There is for example the banner in the shape of water drop, feather or the classic rectangle. Your choice depends on the information you are going to print on it. Several online providers offer personalized advertising flags. Rely on the one that provides excellent quality printing.
Flyers are also very useful. As for posters, determine the format and quantities according to the targeted locations.
The sale of tickets
Tickets can be sold online some time before the D-day and on site for those who are late. Online ticket liquidation will allow you to know in real time the status of your sales while limiting queues.
On D-Day, welcome the public and take good care of your guests. To guarantee the safety of those present on the premises, call a local security service. Show the public that you respect them by keeping your commitments in terms of artistic programming and time.
The importance of the balance sheet
When the event has come to an end, gather all the logistics, check for any damage at the event site and make arrangements with the site owner. Then you need to get the whole team together and ask each person in charge for a report on the work done. Make a qualitative and quantitative assessment. Also check whether you have achieved your objectives and determine what improvements you need to make for your next event. Finally, don’t forget to thank the artists, the competent authorities and your team.