Inside Conference Season: The Presenter's Perspective

August is a pivotal month in the performing arts world. Summer festivals are still in full swing, and organizations with traditional September-June seasons are preparing for their fall launches. Meanwhile, many people are squeezing in last-minute summer vacations. Another key focus in August is gearing up for the busy booking conference season.

In previous articles, I discussed navigating conference season and preparing for showcases—crucial tasks for agents, managers, and self-represented artists booking performances. This time, let's explore what this season is like for presenting organizations—the talent buyers—and what their experience entails both on the road at conferences and at their home venues.

The Double Vision of Presenters
Working in the professional performing arts market, particularly in booking, touring, and presenting, requires a dual focus: managing logistics for the current season while engaging in the sales process for future seasons. This industry operates on a long trajectory, with presenters booking shows for seasons 1-1.5 years in advance.

By this time of year, most shows for the upcoming season (Fall-Spring) are already booked, marketing materials are printed, and season tickets are on sale. Presenters are now focused on the next season, juggling this alongside their ongoing responsibilities.

A Note for Artists
For emerging artists, this timeline can be frustrating. You’re eager to perform and start earning, but the reality is that this sector requires patience and persistence. It often takes three or more years to get established, build recognition, and secure bookings at venues. Remember, this isn't a reflection of your talent but the nature of the industry.

Prepping for Conference Season as a Presenter
For presenting venues, preparation for conference season involves:

• Travel Planning: Presenters often attend 1-5 conferences (usually 4 days each) across the country from late August to mid-January.
• Meeting Requests: Responding to a flood of emails from agents, managers, and artists, and scheduling in-person or virtual meetings.
• Budgeting: Finalizing budgets for the upcoming season and identifying negotiation points, such as covering hotel stays, transportation, and production costs for artists.
• Audience Data: Analyzing current audience demographics, genre preferences, and past performance success.
• Artistic Vision: Clarifying the artistic narrative for the upcoming season and identifying shows that align with that vision.
• Artist Wish Lists: Referring to past showcases and conferences to track artists of interest.
• Leadership Priorities: Balancing leadership's priorities on artistic integrity and commercial viability.

During the Conferences
Presenters often develop long-term relationships with agents and artists through these conferences. They visit exhibit halls, meet with agencies, and attend showcases to see artists perform live. This time can be demanding, filled with back-to-back meetings, late-night showcases, and professional development sessions, all while trying to catch some sleep.

Repeated encounters are common as presenters attend multiple regional conferences, which fosters networking and collaboration. By the end of conference season in January, at APAP (one of the largest conference), many deals are finalized.

Presenters often rely on recommendations from colleagues. A positive experience with an artist can lead to multiple bookings across venues, sometimes through "block booking," where presenters coordinate to share tour costs, increasing the feasibility of an artist’s tour.

Post-Conference Decisions
Back home, presenters may consult with board members, executives, and other departments such as marketing and development before finalizing bookings. This collaborative decision-making process helps ensure that artistic and financial goals align with the overall vision for the season.

Creating Great Seasons are a Collective Effort
Conference season is a pivotal and demanding time for performing arts presenters. It calls for careful planning, strong relationship-building, and a clear grasp of both artistic vision and audience needs. 

By understanding the timeline, process, and patience involved, presenters, agents, and artists can better collaborate to navigate the complexities of the industry. Delivering memorable arts and culture experiences each season is a collective effort—one that begins anew every August with the start of conference season!

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Cheri Jamison is an Arts Consultant with over 13 years of experience in arts and nonprofit management. Cheri Jamison Consulting LLC focuses on strengthening organizations through capacity-building, executive coaching, board training, and professional development. www.CheriJamison.com