Starting with the essentials: a quick snapshot

• How many shows or markets are you currently planning for this tour cycle? Options: 1–3, 4–7, 8–12, 13+
• Tell me about the artist's recent momentum, including the last release, streaming trends, and any markets that have already reacted strongly.
• Who on your team will own ticketing, marketing approvals, and day-of-show operations? Options: Artist manager, Booking agent, Artist business manager, Venue operator, Other
• When do you plan to announce routing and the first onsale date? Options: Within 2 weeks, Within 1 month, 1–3 months, 3+ months
• Estimate the budget band you expect to allocate to marketing and production per market, including a brief justification if it varies by market. Options: <$10k, $10k–$25k, $25k–$50k, $50k–$100k, $100k+

Where the plan feels risky

• What single forecasting failure or mismatch in venue capacity would make you walk away from a market?
• Describe any recent dates that undersold or overran budget, what went wrong, and how you tried to correct it.
• Which outcome would damage the artist most: a half-full room, a production failure, or a public settlement dispute? Options: Half-full room, Production failure, Settlement dispute
• How much contingency do you typically allow for marketing underperformance, expressed as a percent of market budget? Options: 0–10%, 10–20%, 20–30%, 30%+
• And who on your team can pause routing or change guarantees if market signals deteriorate? Options: Manager, Agent, Business manager, Venue lead, Other

Markets that will make or break this tour

• If you had to prioritize three markets that must hit target sales to proceed, which cities are they and why?
• Name any markets where you already have promoter or venue relationships that meaningfully reduce risk.
• Do you have recent local indicators for those priority markets, such as micro-streaming spikes, radio adds, or fan club signups? Options: Yes, all markets, Yes, some markets, No reliable indicators
• Share the one market you are least confident in and the single piece of evidence that would change your view.
• Who in-market can open press, radio, or influencer channels quickly if we need an immediate boost? Options: Local promoter, Booking agent contact, Publicist, Manager's local rep, None

Sizing the room: venue and capacity assumptions

• Why are you assuming the venue sizes you've proposed, and what evidence would convince you to move up or down a tier?
• List any venue holds or tentative contracts already in place, with stated capacity and contract owner.
• Which seating configurations are acceptable for the artist in each market, and where do you prefer standing versus reserved formats? Options: Standing GA, Reserved seating, Cabaret/table seating, Mixed configuration
• Estimate expected walk-up or day-of-show sales as a percentage of total tickets in these markets. Options: 0–5%, 5–15%, 15–30%, 30%+
• Does the artist require specific backstage, load-in, or production space that rules out particular venues? Options: Yes, significant requirements, Some requirements but flexible, No special requirements

Pricing and ticket strategy that actually sells seats

• Assuming premium demand for VIP and front-row experiences, what ticket tiers and price points are non-negotiable for you?
• Will you run presales for fan club, label partners, or local radio, and which of those channels must be included? Options: Fan club, Label partners, Radio presale, Venue presale, None
• Tell me which historical price points for comparable shows in the artist's tier performed best and why you think they worked.
• If a market sells out below target price, are you open to adding a second date or adjusting pricing nearby? Options: Add second date, Raise nearby prices, Depends on routing, Not open
• What hard caps on comps, promoter discounts, or service charges must be observed in every market?

Marketing goals that pay for themselves

• Imagine the first week of onsale misses projections by 30 percent, what is your escalation path and who signs off on changes? Options: Increase spend, Adjust pricing, Add dates/support shows, Pause and reassess
• Where do you currently see the most reliable conversions—social ads, email lists, radio, or partnerships? Options: Social ads, Email marketing, Radio, Local partnerships, Organic/fanbase
• Share your minimum acceptable marketing ROI in each market, expressed as tickets sold per $1,000 spent or an equivalent KPI. Options: <20 tickets/$1k, 20–50 tickets/$1k, 50–100 tickets/$1k, 100+ tickets/$1k
• Do you have an owned, market-segmented fan database we can access for presales and targeted campaigns? Options: Yes, segmented and up-to-date, Yes, but not segmented, No
• And which local partners or influencers have already committed to promotion on announcement?
• Identify the single metric that would convince you marketing in a market is working within the first two weeks. Options: Ticket pace, Cost per ticket, Sell-through percent, CTR to onsale, Other

Operational readiness — can we execute this on your timetable?

• Is your legal or business affairs team prepared to review and sign venue and guarantee contracts within your target timeline? Options: Yes, ready, Needs review, No
• List required integrations or systems we must connect to for ticketing, reporting, and settlements, for example your primary ticketing platform and accounting package.
• Are there insurance, permit, or local union constraints that have blocked shows for this act previously? Options: Yes, commonly, Occasionally, Rarely, Never
• Does your team have an assigned production lead who will be on-site for each market, or will we recruit local production vendors? Options: Assigned lead, Local vendors, Hybrid, Unsure
• To whom should settlements and final financial reconciliations be sent, and do you require a specific cadence or file format?
• Explain any approval gates that could delay promotional creative or ticketing launches, including sign-off owners and typical lead times.

The other routes you're considering

• Name the other promoters, venue partners, or internal options you are evaluating right now.
• Under what conditions would you prefer to stay with your incumbent promoter or self-promote rather than change partners?
• Has anyone on your team proposed an internal promotion plan that would replace an outside promoter for any markets? Options: Yes, fully internal, Yes, partial hybrid, No
• Would switching to an internal approach change timeline, budget, or market reach most—please select all that apply. Options: Timeline, Budget, Market reach
• For your current approach to remain, what measurable evidence would it need to produce in the next 30 days? Options: Onsale sell-through, Presale conversion, Local media commitments, Other

Acceptance criteria and the go/no-go signals

• Decide the single most important outcome we must deliver to get your signature: ticket sales, break-even budget, artist satisfaction, or something else. Options: Ticket sales target, Break-even budget, Artist satisfaction, Market expansion, Other
• When would you need a firm commitment from a promoter to hit your routing and announcement timeline? Options: Immediately, Within 2 weeks, Within 1 month, 3+ months
• Are there financial thresholds—minimum guarantees, minimum splits, or maximum caps—below which you will not proceed? Options: Yes, minimum guarantee, Yes, minimum split, No firm thresholds, Unsure
• Provide the latest three months of ticketing pace or on-sale reports we can review to validate assumptions, and indicate who can share them.
• Will you commit to a single decision owner and a timeline for contract execution if a validated market preview aligns with projections? Options: Yes, owner and timeline provided, Maybe, No

Closing the loop — immediate next steps

• Assuming the top three markets hit their targets in a 72-hour onsale window, what is the fastest acceptable next step for your team? Options: Sign and announce, Add dates and finalize routing, Request further validation, Negotiate terms
• Identify any internal stakeholders who must be briefed in the next 48 hours to keep momentum and provide their preferred contact method.
• Provide any current routing constraints, blackout dates, or immovable commitments we must respect when finalizing the tour map.
• Would you be willing to run a short market test in one city to prove demand before committing to the full routing? Options: Yes, Maybe, No

• Promotion Plan Walkthrough

• Confirm the current state and its cost
• You confirm the presented routing and venue-sizing eliminates the venue mis-sizing and produces acceptable per-market gross projections.
• Provide revised routing and a market-by-market P&L with recommended venue capacities, ticket tiers, and projected gross and net per market.
• You confirm the ticket pricing scenarios align with your risk tolerance for guarantees and expected sell-through timing.
• Walk through the proposed routing and venue-sizing
• Run the ticket price sensitivity model and deliver three sell-through scenarios for the prioritized markets within 3 business days.
• Share the act's confirmed availability windows, any market blackout dates, and historical ticket sales or streaming data for the top five markets.
• You confirm the proposed marketing mix hits required velocity metrics or identify the specific markets that need alternate tactics.
• Demonstrate ticket pricing and tier strategy with sell-through scenarios
• Show the market-by-market marketing mix and expected velocity
• You agree that the production approach and contingency plans sufficiently limit operational and reputational risk for the act.
• Confirm the preferred ticketing platform and proposed on-sale date window so production and marketing timelines can be finalized.
• Outline the production approach and risk controls
• Validation check, explicit confirmation

• Promotion Plan Walkthrough
• Promotion Plan Deck
• Promotion Plan Solution Brief

• meeting
• slides
• document

• Venue Booking and Contracting
• Negotiate Artist Guarantees and Deal Terms
• Set Ticket Pricing and Inventory Tiers
• Ticketing Account Configuration and Reporting
• Digital Advertising Campaign Execution
• Local Market Media and Press Outreach
• Design and Deliver Event Creative Assets
• Provide Stage, Sound, and Lighting Package
• Deliver Backline and Rider Fulfillment
• Event Night Load-In and Stage Management
• Onsite Box Office and Door Operations
• Financial Settlement and Expense Reconciliation
• Deliver Attendee Data and CRM Exports

Venue Booking and Contracting

• Which specific venues or venue types (e.g., 1,500-seat theater, 3,000-capacity club) are you targeting for each market?
• How many available dates per market should we hold as routing options on the venue license agreement? Options: 1 date, 2 dates, 3+ dates
• What venue contract terms are non-negotiable for you (examples: force majeure language, ticket sale thresholds, cancellation windows)?
• Who in your team will sign venue contracts and provide proof of insurance certificates?
• What are the acceptance criteria that confirm a venue booking is final (examples: signed license, deposit cleared, approved seating chart)? Options: Signed license agreement, Deposit posted to venue account, Approved seating chart and capacity confirmation
• Do you require venue hold amendments for routing flexibility (e.g., conditional holds while routing is finalized)? Options: Yes, No

Negotiate Artist Guarantees and Deal Terms

• What guarantee structure do you expect per show (flat guarantee, guarantee plus bonus, door splits with minimum)? Options: Flat guarantee, Guarantee plus bonus, Door split with minimum, Other
• Which settlement items must be included in the deal memo (examples: backend percentages, expense caps, per diem, production fee)?
• How should artist rider requirements affecting cost (soundcheck length, number of dressing rooms, hospitality) be captured in the guarantee?
• Who is your authorized signer for guarantee approvals and who is responsible for communicating counteroffers?
• Do you need a clause for revenue reconciliation timing in the deal terms (examples: 30, 45, 60 days after event)? Options: 30 days, 45 days, 60 days, Custom
• Are there any market-level minimums or breakage thresholds we must hit before guarantees convert to door splits? Options: No minimums, Specific minimum per market, Discuss on a case-by-case basis

Set Ticket Pricing and Inventory Tiers

• What primary ticket types do you want (examples: general admission, reserved seating, VIP/meet-and-greet, fan club allotment)? Options: General admission, Reserved seating, VIP/meet-and-greet, Fan club allotment, Other
• What is the initial price range target for each ticket tier in each market (provide examples per market or DMA)?
• How many tickets should be allocated to promoter allotments, artist allotments, and venue holds for each show? Options: <5% each, 5-15% each, 15-30% each, Custom split
• Which seat maps or capacity diagrams should we use to define inventory tiers for reserved-seating venues?
• Do you require dynamic pricing rules (examples: price bands by sell-through rate, day-before bump) or fixed-price only? Options: Dynamic pricing rules, Fixed pricing only, Hybrid
• What reporting threshold will confirm ticket pricing is acceptable per market (examples: sell-through >50% in first 2 weeks, revenue per available seat)? Options: Sell-through target, Revenue per seat target, Custom acceptance criteria

Ticketing Account Configuration and Reporting

• Which ticketing platform account will be used for sales and do you have the account ID and admin credentials ready? Options: Primary ticketing platform account available, Need account creation support, We use box office only
• What fee structure must be applied at checkout (examples: service fee per ticket, delivery fee, facility fee)?
• Which settlement and sales reports do you require post-show (examples: ticket manifest CSV, fee breakdown, comp list)? Options: Ticket manifest CSV, Fee breakdown report, Comp list, Full P&L
• Who on your team will own real-time sales monitoring and who receives daily sell-through emails during onsale?
• What acceptance evidence will validate ticketing configuration is correct before onsale (examples: test transaction, seat map verification, fee display check)? Options: Successful test transaction, Verified seat map rendering, Published fee display matches agreed structure
• Do you need integration between ticketing and a CRM or mailing list for fan segmentation and follow-up? Options: Yes, No, Plan to use manual export

Digital Advertising Campaign Execution

• Which campaign channels do you want to target for each market (examples: programmatic display to DMA, social video, paid search for venue+artist)? Options: Social media video, Programmatic display, Paid search, Streaming audio
• What is the proposed media budget per market or per show, and do you require pacing caps by week? Options: < $5,000, $5,000-$15,000, $15,000-$50,000, Custom
• Do you have tracking pixels or attribution requirements that must be applied to the ticketing checkout page and campaign landing pages? Options: Yes - pixels provided, Yes - need help adding, No tracking required
• What creative formats and specs will you provide for ads (examples: 15s video MP4 1920x1080, static 1200x628 JPEG)?
• Who approves audience targeting lists (examples: lookalike from fan list, DMA 3-mile radius around venues) and retargeting windows?
• What campaign KPIs should we use to judge market readiness (examples: ad CTR, cost per ticket sale, landing page conversion to cart)? Options: CTR target, Cost per ticket target, Conversion rate target, Custom KPI

Local Market Media and Press Outreach

• Which local media outlets and press lists should we prioritize in each market (examples: alt weeklies, local music blogs, morning radio shows)?
• Do you have embargoed assets or an approved artist statement for press that we must use in pitches? Options: Assets and statement provided, We need help drafting, No embargo/statement
• What interview or appearance windows are acceptable for the artist in each market (examples: radio morning show, evening TV slots)?
• Who will be the local media contact and who handles press approvals for quotes and imagery?
• What local activation budget, if any, should be allocated to PR-driven ticket incentives or meet-and-greet contests? Options: No local activation budget, < $1,000, $1,000-$5,000, Custom
• Do you require a post-campaign proof of performance package for PR that includes placement links and estimated reach? Options: Yes, No

Design and Deliver Event Creative Assets

• Which creative deliverables do you need for each market (examples: poster 18x24 print-ready PDF, social squares, billboard-ready artwork)? Options: Print poster, Social images, Web banner, Video cutdowns
• What brand and artist assets will you provide (examples: high-res artist photo, logo SVG, approved fonts) and in what formats?
• What turnaround times do you require for first drafts and final assets before campaign launch? Options: 3 business days, 5 business days, 10 business days, Custom
• Who signs off on final creatives and what is the approval workflow and SLA for changes?
• Do you require localization of copy or imagery by market (examples: language, city-specific callouts, venue image swaps)? Options: Yes - full localization, Yes - limited, No
• Are there hard creative specifications we must follow for partner ad platforms or outdoor vendors (examples: max file size, safe area requirements)? Options: Yes - specs provided, No specific specs, We need help confirming specs

Provide Stage, Sound, and Lighting Package

• What technical rider items must be included in the production package (examples: FOH console model, monitor wedge count, DI requirements)?
• What stage plot and input list will you provide for the artist, and do we have the latest versions by show date? Options: Stage plot provided, Stage plot pending, No stage plot available
• What minimum FOH and monitor mix staffing levels do you require per show (examples: 1 FOH engineer, 1 monitor engineer)? Options: FOH+Monitor engineers, FOH only, Full touring crew required
• Which lighting and PA scale do you expect for each venue type (examples: house PA acceptable, full flown PA, front-fill only)? Options: House PA acceptable, Supplement house PA, Full flown PA required
• What acceptance checks will confirm production specs are locked (examples: signed technical rider, test soundcheck log, approved lighting plot)? Options: Signed technical rider, Successful soundcheck report, Lighting plot approved
• Do you require onsite production rehearsals prior to load-in or specific advance-day access windows? Options: Yes - rehearsal required, No rehearsal needed, Depends on venue

Deliver Backline and Rider Fulfillment

• Which backline items are mandatory on rider (examples: drum kit make/model, guitar amp models, keyboard stands)?
• Do you expect local rental backline or full touring backline shipment for each market? Options: Local rental, Touring backline shipped, Hybrid
• Who will confirm backline inventory and compatibility before advance (provide contact for local vendor or tour tech)?
• What rider items carry additional cost approval thresholds (examples: luxury rider items over $500 per item)? Options: No threshold, $250, $500, Custom
• What documentation do you require as proof of rider fulfillment at load-in (examples: signed rider checklist, photo evidence, vendor invoice)? Options: Signed rider checklist, Photo evidence, Vendor invoice, Other
• Do you need contingency plans documented for missing backline items (examples: local substitute list, rental vendor SLA)? Options: Yes - contingency required, No

Event Night Load-In and Stage Management

• What is the target advance schedule for each show (examples: load-in at T-6 hours, soundcheck at T-3 hours, doors at T-1 hour)?
• Who will be the named on-site production manager and stage manager for each market and what are their contact details?
• Which health and safety documents are required at load-in (examples: rigging certificates, electricians' permits, local union calls)?
• What access and credentialing levels should be used for crew, artist, and vendor (examples: stagehand wristband, FOH lanyard, artist backstage pass)? Options: Wristbands, Lanyards, Paper passes, Mixed
• Do you require a wrap checklist and sign-off for strike and load-out to confirm stage restoration to venue condition? Options: Yes, No
• Are any city-specific permits or curfew agreements required that will affect load-in or soundcheck times? Options: Yes - permits required, No permits, Unknown - need to confirm

• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Artist Guarantee & Payment Schedule
• Revenue Split & Settlement Agreement
• Production & Technical Rider Addendum
• Venue Contract Confirmation
• Insurance & Indemnity Certification
• Cancellation, Rescheduling & Force Majeure Terms
• Settlement Reporting & Audit Rights

• Go-live Health Check (weeks 1-4)
• First Measurement Review (weeks 4-10)
• Acceptance Gate Review (around day 90)
• Quarterly Success Review (ongoing)

• Log prioritized enhancement requests in the issue backlog with target quarters for resolution and expected business impact.
• Reallocate marketing budget as agreed and document expected change in cost per ticket.
• Deliver the evidence package formats and data extracts that will be used at the Acceptance Gate meeting.
• Restate numeric acceptance criteria from Tour Scope
• Produce a documented acceptance decision based on the Tour Scope numeric targets and capture the named signatory or buying owner decision.
• List all remediation and settlement items required for any failed criteria with clear completion deadlines.
• Confirm the final deliverables and evidence package required to close the acceptance gate and release any retained funds or settlements.
• Publish the acceptance decision document that records pass/fail per criterion and the named signatory or buying owner decision.
• Deliver the settlement reconciliation statement covering all outstanding items and timeline for final payments.
• Open remediation tasks for failed criteria with specific evidence requirements and target close dates.
• Rolling profitability and box office review
• Confirm whether box office gross and net profitability trends remain aligned with Tour Scope expectations or require additional corrective action.
• Reduce the count of outstanding settlement items by setting closure targets for aged items.
• Agree a prioritized list of learnings and enhancement requests to be incorporated into the post-tour playbook.
• Publish the quarterly profitability summary and update the settlement tracker with closure targets for outstanding items.
• Update the post-tour playbook with agreed process changes and distribute to the tour delivery team.
• Re-confirm deliverables and owners
• Confirm that all launch checklist items in Tour Scope are either complete or have a documented remediation plan.
• Create a prioritized list of blockers with target resolution dates to prevent operational disruption at the next shows.
• Publish the remediation plan for all critical blockers with target completion dates and verification steps.
• Update the shared deployment checklist to reflect any corrections discovered during validation.
• Circulate a short summary of early operational signals and any follow-up needs to the tour delivery team.
• Present first-period sales vs Tour Scope targets
• Verify which markets are on track against box office gross targets recorded in Tour Scope and which require intervention.
• Agree a concrete corrective action plan and timeline to improve sell-through rate and marketing cost per ticket ahead of the acceptance gate.
• Confirm data sources and cadence for the acceptance gate evidence package.
• Publish a market-by-market corrective action plan with target completion dates and expected impact on box office and sell-through.
• Deployment and contract validation
• Settlement status and outstanding items
• Present outcome data against each criterion
• Review sell-through rate and capacity variance
• Early operational signals
• Document pass/fail per criterion and formal decision
• Capture learnings and process improvements
• Marketing performance and cost per ticket
• Enhancement request and issue backlog review
• Open issues and blockers
• Root cause diagnosis for gaps
• Agree remediation and settlement closure plan
• Agree immediate remediation actions
• Short actions and next checkpoints
• Agree corrective actions and timeline to acceptance gate
• Finalize outstanding financial reconciliations