Setting the Stage — Tell Us About Your Venue

• What's the venue name, primary room(s), and a one-line description of your identity?
• Which of these best describes your main performance space's capacity? Options: Under 300, 300–999, 1,000–2,999, 3,000+
• Which nights of the week are you historically busiest? (select all that apply) Options: Sunday, Monday, Tuesday, Wednesday, Thursday, Friday, Saturday
• How many shows do you typically host per year? Options: Fewer than 50, 50–99, 100–149, 150–249, 250+
• Who currently owns programming and booking day-to-day (title/role)? Options: In-house GM/Entertainment Director, Part-time promoter, Multiple staff share it, No dedicated person right now, Other
• How would you describe your venue's vibe and the kind of crowd you want to attract? (give examples of recent shows that felt right)

Are We Just Living With Dark Nights?

• How often do you accept low-attendance or “dark” nights as part of business as usual? Options: Several times a month, Monthly, A few times a year, Rarely/Never
• Roughly what is the average net loss (or missed revenue) for a night that underperforms? Options: Under $500, $500–$2,000, $2,001–$5,000, Over $5,000
• How long has under-attended programming been a recurring problem for you? Options: Less than 6 months, 6–12 months, 1–3 years, 3+ years
• Tell us about the last show that missed projections—what went wrong and how did it feel for your team?
• What steps have you already tried to reduce dark nights, and what specifically failed to move the needle?

Who's Really Buying Tickets (and Who's Not)?

• If your ideal customer walked through the doors next week, what would they look like—and why aren’t they coming consistently?
• Which audience groups currently drive your ticket sales? (select all that apply) Options: Students/Under 25, Young professionals 25–34, Established 35–54, 55+, Tourists/Visitors, Families, Niche subcultures
• What percentage of tickets are typically sold in advance versus day-of-show? Options: Mostly advance (75%+), More advance than day-of (50–74%), Balanced (30–50% advance), Mostly day-of (less than 30% advance)
• How complete and actionable is your attendee data (emails, ZIP/postcode, purchase history)? Options: Very complete, Partially complete, Spotty, We don’t collect much
• Share an example when a show brought an unexpected audience—what changed in promotion, pricing, or artist choice?

What Keeps You Up at Night About Booking?

• If you could fix one booking problem overnight, which would it be? Options: Filling midweek shows, Getting better caliber touring acts, Reducing guarantees/overpaying, Retaining audience week-to-week, Streamlining contracting
• How often do you lose a desirable act to a competing venue? Options: Frequently (weekly/monthly), Occasionally (a few times a year), Rarely, Never
• Describe a decision to offer a higher guarantee—what pressures or information led you to it?
• When staffing changes occur, which programming activities decline first (artist relationships, outreach, negotiation, promotion)? (select all that apply) Options: Artist relationships, Outreach/booking, Contract negotiation, Promotion/marketing, Day-of logistics
• What emotional or reputational impact does a string of unsuccessful shows have on you and your team?

Hidden Constraints: The Things That Break a Deal

• What technical, contractual, or logistical detail has literally killed a deal for you in the past?
• Which venue limitations currently shape what you can realistically book? (select all that apply) Options: Stage dimensions, PA/FOH limitations, Lighting rig constraints, Insufficient load-in or backstage, Power limitations, Noise/curfew restrictions, Parking/coach access
• How negotiable are your rider and accommodation expectations with touring acts? Options: Very flexible, Somewhat flexible, Only minor concessions, Not negotiable
• Are there local permits, curfew, or union rules that regularly affect bookings? If so, please describe.
• If you could fund one production or back-of-house upgrade to unlock better touring opportunities, what would it be and why?

Money Talks: Pricing, Guarantees, and Revenue Targets

• Are you tending to underprice shows to avoid empty seats, or overpay to secure artists—and what’s driving that choice?
• What is your typical ticket price range for headline shows? Options: Under $15, $15–$29, $30–$49, $50–$99, $100+
• Which payment model do you prefer for artists in your market? Options: Guaranteed fee, Guarantee + door split, Door split only, Flexible depending on artist
• Do you have a minimum acceptable gross revenue per show (ticket + bar) that must be met? If yes, what is it? Options: No minimum, Under $2,000, $2,000–$5,000, $5,001–$10,000, Over $10,000
• How do you currently account for comps, promoter tickets, and guest lists when forecasting revenue? Options: Fixed allowance per show, Percent of capacity, Case-by-case, We don’t account consistently

Who Signs Off—and How Fast?

• If an attractive deal arrived today, who would hold the final signature authority and how quickly could they sign?
• Which roles are part of the booking approval chain? (select all that apply) Options: Owner/Investor, General Manager, Entertainment Director/Programmer, Board/Committee, Finance/Controller, Legal
• Are there predictable internal delays (budget cycles, board meetings, owner travel) that usually slow approvals? Options: Weekly timing issues, Monthly budget cycles, Quarterly board reviews, Ad-hoc/unpredictable
• What payment terms and contracting timeline are acceptable to you for a new artist deal? Options: Deposit + balance 30 days before show, Net 15 after show, Split payments, Depends on artist
• How do you prefer to receive proposals from a booking partner? Options: Detailed compsheet and rider, Short summary + call, Multiple options tiered by risk, A live pitch meeting

Imagine the Best Season Yet—What Changes?

• If the next season exceeded expectations, name the three biggest differences you would notice (revenue, crowd, artist quality, etc.).
• Which artist tiers would you like to see regularly on the calendar? (select up to three) Options: Local emerging acts, Regional touring acts, National mid-tier acts, Top-100/major touring artists, Legacy/nostalgia acts, Comedy/variety nights, Club/DJ nights
• What occupancy rate would you consider a successful headline night versus a support/club night? Options: Headline: 90%+, Support: 60%+, Headline: 75–89%, Support: 50–74%, Headline: 60–74%, Support: 40–59%, Other
• How much incremental bar or F&B revenue per head would make you more willing to invest in higher guarantees? Options: Under $2, $2–$5, $6–$10, Over $10
• What marketing or operational support would most convincingly improve show outcomes for you? Options: Targeted digital marketing, Flat-rate local promotion, Box office optimization, Coordinated press outreach, On-site staffing support

Ready for a Trial? Small Steps, Big Proof

• What is the smallest, low-risk commitment that would prove an agency partnership is worth continuing? Options: Trial 1–3 shows, 3-month pilot, Seasonal partnership (6 months), Single marquee show
• Which specific calendar windows are highest priority to fill in the next 3–6 months? (list dates or months)
• What onboarding items must be completed before we put an act on sale? (select all that apply) Options: Technical spec/rider review, Ticketing & pricing setup, Marketing brief & assets, Staffing & FOH training, Insurance/permits
• Who will be our primary day-to-day contact and who is the emergency day-of person? (name & role)
• After three shows booked through us, what measurable result would make you say this partnership is working? Options: Consistently filled shows, Improved net margin, Higher average ticket price, Stronger artist offers/relationships, Better audience data & repeat customers
• What is your ideal timeline to get a pilot agreement signed and the first show on sale? Options: Within 2 weeks, 2–6 weeks, 6–12 weeks, Longer than 12 weeks

• Current-State & Impact Alignment
• Seasonal Programming Workshop — Draft Plan
• Commercial Outcomes & Risk Review
• Validation & Program Confirmation

• Schedule the Deployment meeting and set the first weekly performance check during the pilot run.
• Identify assumptions that must be tested and mark those requiring further data or market checks.
• Agency to deliver a ranked artist roster per slot with proposed fees and comps within 3 business days.
• Venue to confirm blackout dates, pricing floors/ceilings, and any exclusivity constraints for proposed pilots.
• Jointly document assumptions (marketing conversion, comp set comparables) that feed the scenario models.
• Recap Selected Scenarios & Pilots
• Select the commercial terms that will be used for pilot shows and document how risk/reward is shared.
• Agree the breakeven ticket sales and the marketing investment required to reach expected attendance.
• Set clear readiness checkpoints and cancellation/adjustment rules tied to KPI thresholds.
• Commit to a timeline for drafting a pilot agreement and scheduling the first bookings.
• Agency to produce show-level P&L worksheets for each pilot under three demand cases.
• Venue marketing lead to draft a 60/30/14-day promotional plan and confirm available budget.
• Legal/commercial owners to exchange a one-page pilot term sheet reflecting agreed commercial terms.
• Show Revised Season Roadmap
• Obtain venue sign-off on the pilot program and the KPIs that will validate the future state.
• Ensure all critical assumptions are validated or explicitly documented with owners to test them.
• Assign operational owners, confirm the deployment timeline, and schedule reporting cadence.
• Confirm the next meeting for onboarding/deployment and the deliverables required before then.
• Finalize and sign the pilot term sheet reflecting agreed financials, dates, and readiness thresholds.
• Agency to finalize master booking roadmap and share show-level P&Ls and marketing briefs for each pilot.
• Introductions & Objective
• Achieve a single, venue-validated current-state sentence describing what is broken today.
• Quantify the top-line and bottom-line consequences of the current state in dollar and operational terms.
• Agree on 3–5 measurable KPIs and acceptance criteria that will define season success.
• Confirm data owners and deadlines for the materials required to model the seasonal plan.
• Venue delivers past 18 months calendar, ticket sales by show, pricing history, and cost breakdowns.
• Agency prepares a one-page current-state statement and a draft consequence calculation for review.
• Assign a venue point of contact and decision-maker for KPI approvals and provide contact details.
• Recap Diagnosis & Goals
• Validate that sample artist fits map to the venue's audience profile and calendar constraints.
• Select a preferred pricing scenario and target attendance profile for each prioritized slot.
• Agree on 1–3 pilot dates or blocks to prove projections before full season rollout.
• Sensitivity Modeling: Best/Expected/Worst
• Assumption Validation Walkthrough
• One-Sentence Current State
• Season Framework & Cadence
• Commercial Terms & Incentives
• Financial & Operational Consequence Review
• Proof of Future State
• Sample Artist Fits (By Slot)
• Marketing & Operational Investment Needs
• Sign-off & Roles
• Calendar Constraints & Audience Profile
• Pricing Scenarios & Attendance Projections
• Plan Deployment Meeting & Cadence
• Define Success: KPIs & Acceptance Criteria
• Readiness Thresholds & Escalation
• Proof Points & Risk Controls
• Pre-work & Data Request Review
• Group Feedback & Validation Check
• Decision & Next Steps
• Prioritization & Pilot Selection

• Negotiate Artist Performance Contracts
• Secure Artist Deposits and Final Payments
• Manage Artist Rider Compliance
• Provide Stage Plots and Input Lists
• Arrange Artist Travel and Accommodation
• Assign Day-of-Show Artist Liaison
• Manage Front-of-House and Monitor Engineering
• Provision Backline and Tech Rentals
• Process Talent Fee Reconciliation and Reporting
• Secure Performance Rights and Licensing Clearances
• Deliver Artist Co-Promotion and Press Outreach
• Book Opening Acts and Local Support Artists
• Issue Event Insurance Certificates

Negotiate Artist Performance Contracts

• Who should own primary responsibility for contract negotiation and sign-off? Options: Agency, Venue, Split / Collaborative
• Which contract elements must be negotiated by the agency on the venue's behalf? Options: Fees / Guarantees, Rider terms, Exclusivity / Date rights, Payment schedule, Cancellation & force majeure, Other
• What is the monetary approval threshold that requires venue escalation before accepting terms? Options: Any contract, Above $5,000, Above $10,000, Above $25,000, Custom
• Do you require the agency to use the venue's contract template or the agency's standard template? Options: Agency template, Venue template, Agency template with venue legal review, Custom
• What is the required timeline for completing negotiation and securing signatures before the event date? Options: < 2 weeks, 2–6 weeks, 6–12 weeks, 12+ weeks
• Please list any non-standard contract clauses the venue requires (e.g., exclusivity zones, artist buyouts, ticketing splits).

Secure Artist Deposits and Final Payments

• Who will process and remit artist deposits and final payments? Options: Agency, Venue, Venue via agency (agency facilitates), Third-party payroll/settlement service
• Which payment methods are acceptable for artist deposits and final invoices? Options: Wire / ACH, Credit card, Check, PayPal / Other online
• What deposit percentage is standard for your venue or preferred by your team? Options: 10%, 25%, 50%, Custom
• What is the preferred schedule for final payments relative to the performance date? Options: Deposit on signing / Final 7 days before, Final 14 days before, Final 30 days before, Custom
• Do you require automated invoicing, reminders, and reconciliation for deposits/final payments? Options: Yes, No
• Are there international or multi-currency payment considerations we should plan for?

Manage Artist Rider Compliance

• Should the agency be responsible for enforcing artist rider compliance on the day of show? Options: Yes, No, Partial — technical only
• Which rider categories are critical for this venue? Options: Hospitality (food/green room), Technical / Production, Security / Access, Transport / Load-in, Merchandise / Backstage access, Other
• Does the venue have absolute restrictions that must be enforced in all riders (e.g., no pyrotechnics, no smoking)? Options: Yes, No
• If agreed rider items are unavailable at the venue, what substitution policy should apply? Options: Agency arranges replacement items, Venue provides alternative items, Artist may cancel, Discuss case-by-case
• How should rider breaches be handled contractually (penalty, remediation, credit)? Options: Penalty fees, Remedial fix by venue, Renegotiate terms, Other
• List any venue-specific rider constraints or standard concessions that must appear in every contract.

Provide Stage Plots and Input Lists

• For which acts should the agency supply stage plots and input lists? Options: All acts, Headliners only, Technical riders only, No
• Which file formats do you prefer for stage plots and input lists? Options: PDF, DOCX, Stage plot image (PNG/JPG), DAW / PSL formats, Other
• What is the expected lead time for receiving accurate stage plots before the event? Options: 2 weeks, 1 week, 72 hours, 24 hours, Custom
• Do you want stage plots / input lists to be integrated with FOH/monitor consoles or production scheduling tools? Options: Yes, No
• Do you require a formal approval workflow for submitted stage plots (e.g., agency submits → venue approves)? Options: Yes, No
• Provide any house-standard templates or technical notes that should be included on every stage plot.

Arrange Artist Travel and Accommodation

• Who should be responsible for booking artist travel and lodging? Options: Agency, Venue, Artist / Manager, Hybrid (agency books for some tiers)
• What travel class policies apply by artist tier? Options: Economy, Premium Economy, Business, First, Depends on tier
• How should per-diem and lodging payments be handled? Options: Agency handles transactions, Venue reimburses agency, Artist invoices the venue, Other
• Do you require coordination of local ground transport (shuttles, rideshare, car service)? Options: Yes, No
• Are there international travel needs (visas, work permits, carnets) for touring acts we should budget for? Options: Yes, No
• What is the minimum lead time required for booking travel and accommodations? Options: Immediate, 1 week, 2+ weeks, Custom

Assign Day-of-Show Artist Liaison

• Should the agency provide a day-of-show artist liaison for load-in and show management? Options: Yes, No, Venue provides
• Which responsibilities should the liaison cover? Options: Load-in / staging, Hospitality / green room, Show run / cueing, Post-show settlement, Merch coordination
• What qualifications or experience level should the liaison have? Options: Experienced production manager, Seasonal FOH/Stagehand, Tour manager liaison, Volunteer / box office staff
• What is the required arrival time for the liaison relative to doors? Options: 4+ hours before doors, 2–3 hours, 1 hour, 30 minutes
• Do you require the liaison contact to be listed on the event run sheet and shared with artist management? Options: Yes, No
• Please specify any credentialing, security, or access protocols the liaison must follow.

Manage Front-of-House and Monitor Engineering

• Should the agency supply FOH and monitor engineers or rely on venue staff? Options: Agency supplies, Venue supplies, Hybrid / per-show decision
• What engineer skill levels or specialties are required for the venue? Options: Basic live sound, Advanced mixing, In-ear monitor specialist, Broadcast / streaming engineer
• Do you require scheduled soundchecks and engineering support windows for each act? Options: Yes, No
• Is live recording or streaming expected and should engineers support it? Options: Yes, No, Sometimes / on request
• What is the typical budget cap per show for FOH/monitor engineering? Options: <$500, $500–$1,500, $1,500–$3,000, No cap / custom
• Describe any venue console models, standard patching, or system notes engineers must know.

Provision Backline and Tech Rentals

• Should the agency coordinate backline and technical rentals for the venue? Options: Yes, No, Only for headliners / special requests
• Which backline items are commonly required at your venue? Options: Drum kit, Guitar amps, Keyboard / synth, DI boxes / microphones, Other
• Do you have preferred rental vendors or a vendor list we must use? Options: Yes, No
• What is the budget or cap for rental expenses per show? Options: <$500, $500–$1,500, $1,500–$3,000, No cap / custom
• Is insurance or damage liability required for rented gear? Options: Yes, No
• What lead time is required for backline and rental bookings? Options: Same day / urgent, 1 week, 2 weeks, 4+ weeks

Process Talent Fee Reconciliation and Reporting

• Do you want the agency to handle settlements, fee reconciliation, and post-show reporting? Options: Yes, No, Partial (agency handles reconciliation only)
• What cadence of financial reporting do you require? Options: Per show, Weekly, Monthly, Quarterly
• Which fields must appear in reconciliation reports? Options: Artist fee, Deductions / expenses, Ticket revenue split, Merch settlement, Other
• What file formats or delivery methods do you prefer for settlements (e.g., CSV, PDF, portal)? Options: CSV / Excel, PDF invoice, Online portal, Other
• Do you require audited or certified settlement statements for headliner-level shows? Options: Yes, No
• What is the expected timeline for completing reconciliation after the event? Options: Within 7 days, Within 14 days, Within 30 days, Custom

Secure Performance Rights and Licensing Clearances

• Should the agency secure PRO (BMI/ASCAP/SESAC) and other licensing clearances? Options: Agency, Venue, Venue is responsible
• Does the venue already maintain blanket licenses for public performance? Options: Yes, No, Unsure
• Do events include cover songs, recordings, broadcasts, or streaming that require additional rights clearance? Options: Cover songs, Original-only, Broadcast / Streaming, Other
• Should licensing fees be invoiced directly to the venue or handled by the agency? Options: Invoiced to venue, Handled by agency and passed through, Depends on show
• Are there territory-specific or international rights considerations we should plan for?
• When must licensing be confirmed relative to the event date? Options: At booking, 2 weeks out, 1 week out, 24–48 hours

• Statement of Work (SOW)
• Master Booking Agreement (MBA)
• Guarantee & Settlement Terms
• Date Rights & Exclusivity Agreement
• Deposit Payment Authorization
• Approval Workflow & Authorized Signatories
• Technical & Rider Acceptance
• Readiness & Go-Live Checklist
• Insurance & Indemnity Confirmation
• Marketing & Promotion Commitments
• Ticketing Integration & Revenue Reporting
• Cancellation, Force Majeure & Rescheduling Policy
• Renewal, Amendment & Change Order

• Quarterly Success Review — Bookings & Financial Performance
• Programming Strategy Workshop — Iteration & Lineup Design
• Tactical Booking & Operations Sync (Weekly)
• Issues & Enhancements Channel Setup — Shared Governance
• Monthly KPI Pulse — Short Check & Forecast

• Create a single, reliable place for issues and enhancement requests with clear SLAs and owners.
• Venue to share any unavailable dates, budget constraints, or local festival conflicts that affect proposed changes.
• Set calendar invites for weekly checkpoint calls for the first 6 weeks after implementation.
• One-sentence Current State & Workshop Goals
• Produce a finalized draft calendar for the next season segment with artist targets and pricing per date.
• Agree on metrics to measure success for each date type and set thresholds for intervention.
• Document contingencies and owner commitments to reduce execution risk.
• Agency to send firm artist offer templates and target negotiation windows within 72 hours.
• Venue marketing lead to provide target audience segments and 3 past campaign creatives for reuse/adaptation.
• Create a shared calendar with tentative holds and owner assignments for each date.
• Current State Snapshot
• Keep bookings and operations on track by clearing blockers before they impact shows.
• Ensure marketing and technical readiness aligns with confirmed booking timelines.
• Maintain short feedback loops so small execution issues are resolved quickly.
• Operations lead to resolve any outstanding rider items and confirm vendor availability 10 days before show.
• Marketing lead to publish event page and initial creative 21 days before show unless exception noted.
• Agency to provide status updates on pending artist confirmations within 48 hours after each offer decision.
• Current State: Communication Gaps
• Opening & Single-sentence Current State
• Ensure every enhancement proposal includes current state, consequence, and a defined future state to enable rapid decisions.
• Agree on a pilot and review cadence to improve the process iteratively.
• Set up the chosen channel, invite stakeholder list, and post the first triage template within 48 hours.
• Publish the SLA matrix and escalation list accessible to all channel members.
• Schedule the governance review 60 days after channel launch.
• One-line Current State & Forecast
• Keep a tight, monthly feedback loop so small slippages are corrected before they compound.
• Make 1–3 quick tactical decisions that materially affect the next 30 days of performance.
• Ensure accountability by assigning owners for corrective actions immediately.
• Marketing to launch agreed tactical promotions for any at-risk shows within 72 hours.
• Agency to provide a 30-day artist availability and backup list for any canceled or weak-drawing dates.
• Venue to confirm any short-term budget reallocation needed to support mitigation efforts.
• Create a shared, data-grounded diagnosis of why bookings or revenue missed targets.
• Agree 2–4 prioritized programming or pricing changes with quantified expected impact.
• Assign owners, deadlines, and metrics for tracking progress before the next review.
• Ensure transparent understanding of financial consequence to increase urgency and alignment.
• Agency to deliver a one-page impact model quantifying expected revenue/attendance change for each proposed adjustment.
• Data Brief — What the Numbers Say
• Bookings Status Board
• Pre-work Review: Data Pack Confirmation
• Channel Selection & Access
• Key Metric Snapshot
• Governance Rules & SLAs
• Proof — Performance vs Targets
• Technical & Rider Readiness
• Consequence Reminder
• Critical Risks & Mitigations
• Quick Decisions Needed
• Consequence Analysis
• Marketing & Sales Readiness
• Ideation: Artist Fits & Cadence
• Enhancement Proposal Template
• Pricing Scenarios & Revenue Modeling
• Workflow: From Issue to Resolution
• Confirm Next Steps & Owners
• Diagnosis — Root Causes
• Issue Escalations
• Future State Definition (One-sentence)
• Quick Wins & Learnings
• Proof-of-Plan — Risk & Contingency
• Pilot Period & Review