Opening the Calendar Conversation

• Tell me about the recent season you ran, how many shows and the mix of ticketed versus free events? Options: Fewer than 25 ticketed shows, 25 to 50 ticketed shows, 51 to 100 ticketed shows, More than 100 ticketed shows, Mostly free events
• On a typical month, how many ticketed events do you aim to book? Options: 0-2, 3-5, 6-8, 9+
• Walk me through your primary commercial goal for the calendar this year, attendance, ticket revenue, bar revenue, or something else? Options: Increase average attendance, Grow ticket revenue, Boost bar revenue, Improve show quality/brand, Other
• Which of these measures does your team review most often after a show? Options: Tickets sold, Gate attendance vs tickets, Net ticket revenue after fees, Bar revenue, Artist satisfaction/feedback, None regularly tracked
• What single calendar failure in the last 12 months made you consider bringing in external booking support?

Where the Calendar Breaks and Why

• What single missed night or act loss cost you real cash or reputation and why?
• Describe the last time you lost an act to a competing venue, what happened and what could have prevented it?
• How many dark nights did you have in the last season? Options: None, 1-5, 6-15, 16-30, More than 30
• Who on your team notices an underperforming show first, and what action do they typically take? Options: General manager, Entertainment director/booker, Sales/marketing lead, Box office manager, No clear owner
• If nothing changes in your booking process, how many more unprofitable nights would you expect next season? Options: 0, 1-5, 6-10, 11-20, More than 20

Audience, Pricing, and What Actually Sells

• If your ideal attendee walked into a show tonight, what would they look like and what would they typically spend on ticket plus bar?
• Which pricing tiers have you tried recently and how did each perform? Options: General admission low price, Tiered pricing with VIP, Dynamic pricing, Flat guarantees only, Pay-what-you-can or free
• How would you describe your core ticket buyer's typical age range, average bar spend, and preferred genres?
• Which promotional channels currently drive most ticket sales for you? Options: Email list, Social media, Radio/print partnerships, Third-party ticketing promotions, Street teams/grassroots, Artist fanbase
• What ticket price or nightly revenue threshold, if missed on two shows in a row, would make you pause booking new acts?

Stage to Soundcheck, Who Owns What

• What operational gap most often breaks a show night from a technical or staffing standpoint?
• Walk me through your standard load-in and soundcheck window for a 1,000 to 1,500 capacity room and who manages it? Options: 1 hour load-in, 30 minute soundcheck, 2 hour load-in, 45-60 minute soundcheck, 3+ hours load-in, flexible soundcheck, Varies by artist
• Do you currently have venue-owned inventory that limits staging, such as a fixed PA, a fly system, or off-site storage? Options: Yes, fixed PA, Yes, fly system, Yes, limited storage, No major constraints, Not sure
• Which of these technical specs should we assume as absolute constraints when sourcing acts? Options: Maximum stage dimensions, House PA format and wattage, Backline availability, Load-in door size and truck access, Power capacity
• Is there a single technical limitation that would prevent us from booking artists above a certain tier?

Decision-Makers, Timelines, and Who Signs

• Who ultimately decides to say yes to a booking and under what conditions would they override your recommendation?
• How soon before a desired show date must you have contract terms and rider settled to commit? Options: Less than 2 weeks, 2 to 4 weeks, 4 to 8 weeks, 8+ weeks
• Who on your leadership team must be copied or sign off on guarantees and are they enabled to approve at the time of offer? Options: Yes, GM or owner can approve, Needs CFO approval, Needs board/partner sign-off, Varies by guarantee size
• Which internal financial thresholds must be met before a contract is signed, for example minimum expected net revenue or ticket sell-through? Options: Minimum net revenue target, Minimum ticket sell-through percent, Cap on guarantee amount, Specific ROI threshold, No formal thresholds
• If the agency required calendar exclusivity on a cluster of dates, who would need to approve and what would block it?

The Alternatives You Are Seriously Considering

• How would staying with your current approach need to change for you not to switch to an outside booking partner?
• Which other options are you actively evaluating right now, including internal hires, other agencies, or promoter partnerships? Options: Hiring an in-house booker, Another booking agency, Local promoters on a per-show basis, Festival partners, DIY with existing staff
• Who did you speak with from other agencies or vendors and what was the main reservation they raised about working with you or your venue?
• What would have to be true about your current internal booking process for you to keep it instead of hiring outside help?
• If we matched the top alternative on price and calendar access, what single remaining concern would stop you from signing?

Readiness: Are the Pieces in Place to Move Fast

• Which integration, headcount, or compliance requirement is most likely to delay onboarding beyond 8 weeks?
• Which systems will we need calendar or ticketing access to, and who controls those credentials? Options: Your primary ticketing platform, Box office management system, Venue calendar/booking tool, CRM or email list platform, None available currently
• Do you currently have a staff member who can manage day-of-show handoffs and artist liaison, full time or part time? Options: Full-time dedicated person, Part-time staffer, Shared responsibility across staff, No one currently assigned
• Is there a standard legal or procurement review timeline that could push contract signing past your target window? Options: No formal review, 1-2 weeks, 3-4 weeks, More than 4 weeks
• If we asked for a 4-week advance on guaranteed offers, what internal blocker would kill that timeline?

Signals of Success, Commit Criteria, and Next Steps

• If a pilot season hits its targets, what exact outcome would cause you to sign a longer agreement that week?
• Which metrics will you use to judge success after the first 3 months, tickets, bar revenue, or audience growth? Options: Tickets sold, Gate attendance vs tickets, Net ticket revenue, Bar revenue, Repeat attendance within 90 days, Artist or promoter feedback
• Who will own the onboarding checklist and which dates must be handed over before we begin artist outreach?
• How soon after agreement would you make calendar windows available for booking? Options: Immediately, Within 1 week, 2 to 4 weeks, 4+ weeks
• Which non-negotiable term would stop you from signing immediately even if the pilot looked promising?

• Programming Experience Walkthrough

• Confirm the current state and its cost
• You confirm that the demonstrated sourcing options map to your audience and market price expectations.
• Provide a 6-month calendar export with public, tentative, and unavailable dates, plus the top three target dates and revenue goals for each.
• You confirm that the production timeline and logistics shown remove the last-minute operational risk you described.
• Proof, scenario 1: Sourcing and pricing for a high-demand weekend date
• Deliver three tailored show scenarios for the provided target dates, including two act options per date, recommended fee ranges by market tier, and required production specs before the follow-up session.
• Proof, scenario 2: Production and logistics against your calendar
• You agree on the decision thresholds and advance timelines required to secure acts at the illustrated fee tiers.
• Confirm the maximum guarantee threshold and acceptable revenue-split ranges for negotiation on priority dates.
• Validate assumptions and decision thresholds
• Document any local routing or territory restrictions that affect act availability for the proposed dates.
• You identify any remaining evidence needed before you can commit to the proposed programming approach.
• Agree next steps and evidence needed for commitment

• Programming Experience Walkthrough
• Programming Experience Deck
• Programming Solution Brief

• meeting
• slides
• document

• Negotiate and Secure Artist Engagements
• Draft and Execute Artist Contracts
• Manage Artist Riders and Compliance
• Coordinate Technical Production Requirements
• Provide Day-of-Show Operations Support
• Arrange Artist Travel and Hospitality
• Process Artist Payments and Settlements
• Integrate Ticketing and On-Sale Management
• Coordinate Local Promoters and Support Acts
• Provide Front-of-House Staffing Support
• Manage Merchandise and Artist Settlements
• Handle Insurance, Permits, and Licensing

Negotiate and Secure Artist Engagements

• How many shows per month should we target booking for your calendar? Options: 1-2, 3-6, 7-12, 13+
• Which geographic territories should be prioritized for routing and promoter outreach for touring acts? Options: Local market only, Regional (driving distances), National tour routing, Specific cities (list below)
• Provide your typical maximum guaranteed artist fee for a mid-week headline show (USD).
• Do you prefer fixed guarantees, percentage-of-gross splits, or a hybrid compensation model for artists? Options: Fixed guarantees, Revenue splits, Hybrid (guarantee + split), Case-by-case
• Who on your team approves final financial offers and what is their role or contact?
• When do you require artist bookings to be secured relative to show date (advance in weeks)? Options: 8+ weeks, 4-7 weeks, 2-3 weeks, Less than 2 weeks
• Are there roster targets or artist genres you want prioritized when we present offers? Options: Local/regional acts, National touring acts, Legacy acts, Genre-specific (list)

Draft and Execute Artist Contracts

• Do you require use of your standard venue contract template or acceptance of the agency template? Options: Use your standard template, Use agency template, Negotiate hybrid template
• Who is your authorized signer for artist agreements and what are their signing limits (USD)?
• List any contract clauses that are non-negotiable for you (examples: exclusivity windows, cancellation penalty amounts, cure periods).
• Specify your acceptable deposit schedule for artist guarantees (percent and timing). Options: 50% deposit on signing, 30% deposit, Full payment on arrival, Custom schedule
• Indicate required insurance certificate limits you expect from touring artists or promoters (general liability per occurrence). Options: $1,000,000, $2,000,000, $5,000,000, Other
• What evidence will validate that a contract is fully executed (signed PDF, e-sign audit trail)? Options: Signed PDF from both parties, E-signature audit report, Countersigned ticketing agreement, Other

Manage Artist Riders and Compliance

• Please provide your venue rider requirements (stage dimensions, monitor count, power specs, green room amenities).
• Will you have us negotiate consumables or hospitality line items in the artist rider (per diem, meals, local transport)? Options: Yes, No
• Select which technical documents must be returned with a negotiated rider: stage plot, input list, or both. Options: Stage plot, Input list, Both, Neither
• Who on your production team signs off on rider compliance and what is the escalation path for unresolved items?
• Identify any local code or union rules (for example stagehand jurisdiction, curfew ordinances) that must be included in rider negotiations. Options: Union rules apply, Local curfew ordinances apply, No special rules
• State your maximum tolerance for rider-related cost increases per show (USD) before you expect renegotiation. Options: $0-$250, $251-$750, $751-$2,000, >$2,000

Coordinate Technical Production Requirements

• Provide your venue's standard stage dimensions and maximum line array hang height (feet/meters).
• List your in-house FOH console, monitor console, and available microphone inventory for advance checks.
• Should production riders be matched against your stage plot and input list before show confirmation? Options: Always, For headline acts only, Only on request, No
• Describe your typical load-in window (hours before show) and whether you charge load-in fees. Options: 6+ hours, 4-6 hours, 2-3 hours, Less than 2 hours
• Who is the venue technical contact for stage calls and how should we deliver advance tech paperwork (email, shared drive, ticketing note)?
• Are there venue-specific permits or safety documents (single-line electrical diagram, pyrotechnics permit) vendors must submit? Options: Electrical diagram required, Pyrotechnics/fire permit required, No special permits

Provide Day-of-Show Operations Support

• Which day-of-show services do you want included: stage management, FOH manager, security liaison, or a combination? Options: Stage management, FOH manager, Security liaison, All services, Custom (describe)
• State your standard door opening time and curfew that day-of staff must enforce.
• Who staffs the box office and will ticket scanning be handled by venue staff, agency staff, or a third party? Options: Venue staff, Agency-provided staff, Promoter/third-party
• Indicate the preferred staff-to-attendee ratio for FOH and security on a full-capacity night. Options: 1:25, 1:50, 1:100, Custom
• What acceptance evidence do you require to confirm day-of operations met scope (post-show operations report, incident log)? Options: Post-show operations report, Incident log with resolutions, Photographic proof of stage setup, Other
• Do you require on-site settlement at show end or electronic settlements within a specific timeframe? Options: On-site settlement, Electronic within 7 days, Electronic within 30 days

Arrange Artist Travel and Hospitality

• Which travel class do you require for domestic artist legs (economy, premium economy, business)? Options: Economy, Premium economy, Business class, Case-by-case
• Will you provide preferred hotels and rooming lists or should we secure accommodations on your behalf? Options: You provide preferred hotels, We secure accommodations, Hybrid
• Specify your standard hospitality rider budget per artist or per rider item (USD). Options: Under $250, $250-$750, $751-$2,000, >$2,000
• Who is responsible for local ground transport bookings and provide the driver contact expectation? Options: Venue handles transport, Agency arranges transport, Artist management arranges
• Are visa, work permit, or carnet support required for international touring acts arriving to your market? Options: Yes - visa/work permit support required, No
• List per-diem rates or dietary restrictions we must enforce in artist hospitality.

Process Artist Payments and Settlements

• Which payment method do you prefer for artist guarantees: wire transfer, ACH, on-site cash, or other? Options: Wire transfer, Automated Clearing House (ACH), On-site cash, Other
• What settlement documentation does your finance team require: itemized settlement sheet, original receipts, electronic invoices, or consolidated statements? Options: Itemized settlement sheet, Original receipts, Electronic invoices, All of the above
• State your invoice approval lead time and payment SLA after receipt of final settlement. Options: 7 days, 14 days, 30 days, Custom
• Provide the accounts-payable contact and required remittance details that must appear on invoices.
• Do you require deposits to be held in escrow, a trust account, or released directly to the venue? Options: Escrow/trust, Held by venue, Held by agency until settlement
• Which currency and bank information should be used for international talent payments?

Integrate Ticketing and On-Sale Management

• Which ticketing configuration does your venue currently use: owned ticketing system, third-party partner, box office only, or hybrid? Options: Owned ticketing system, Third-party ticketing partner, Box office only, Hybrid
• Who will control on-sale windows and pricing strategy for each show (dynamic pricing, tiered, flat, promoter-controlled)? Options: Dynamic pricing, Tiered seating, Flat pricing, Promoter-managed pricing
• Indicate any minimum ticket or pre-sale thresholds required before a show is confirmed on-sale. Options: No minimum, 30 tickets, 50 tickets, Custom threshold
• What acceptance criteria confirm successful integration with your ticketing provider (live on-sale with correct inventory and fees)? Options: Live on-sale with correct inventory, Fees display verified, Test purchase completed, Other
• Do you need role-based ticketing access for staff (box office, finance, marketing) and which roles should be provisioned?
• Will we manage ticket holds, comps, and artist allotments and what are your default quantities per show?

Coordinate Local Promoters and Support Acts

• Will you have us source local support acts or should we prioritize venue/community openers? Options: Agency-sourced supports, Venue/community openers, Mix of both
• Provide names or contacts of promoter relationships that should be engaged for co-promoted dates.
• Which promoter fee or revenue-share arrangements are acceptable for co-promoted events? Options: Fixed promoter fee, Percentage of door, Hybrid, Case-by-case
• Do you require formal promoter agreements and which contract elements are mandatory (marketing spend, settlement timing)? Options: Yes - full promoter agreement, No - memorandum of understanding, Only for major events
• Are there any local bands, agencies, or exclusivity agreements that prohibit booking certain support acts? Options: Yes - list restrictions, No
• What promotional support will the venue supply for co-promoted shows (social assets, email slots, box office staffing)?

Provide Front-of-House Staffing Support

• Select FOH roles you want included in staffing support: box office, ushers, coat check, bar supervision, concession management. Options: Box office, Ushers, Coat check, Bar supervision, Concession management
• Which payroll handling do you prefer for FOH staff: venue payroll, agency payroll, or contractor billing? Options: Venue payroll, Agency payroll, Contractor billing
• Describe required training or scripts FOH staff should follow for ticket scanning, customer service, and incident reporting.
• Do you require background checks or venue-specific onboarding for FOH hires? Options: Yes - background checks, Yes - venue onboarding only, No
• Specify uniform or identification requirements FOH staff should wear per event.

• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Commission & Fee Schedule
• Payment & Guarantee Agreement
• Calendar Access & Exclusivity Agreement
• Artist Contracting & Rider Responsibility Matrix
• Operational Readiness & Acceptance Checklist
• Insurance & Indemnity Addendum
• Data Processing Addendum (DPA)

• Go-live health check (weeks 1-4)
• First measurement review (weeks 4-10)
• Acceptance gate decision (around day 90)
• Quarterly performance and growth review (ongoing)

• Close or reassign any stale blocker entries and notify stakeholders of status changes.
• Create a remediation tracker for agreed corrective actions with owners and due dates.
• Circulate the compiled audience and artist feedback summaries for operational review and response.
• Restate acceptance criteria and numeric targets
• Formal acceptance decision recorded against each numeric criterion from Booking Scope and operational milestones from Onboarding & Execution Plan.
• Remediation plan created for any conditional or failed criteria with owners and completion dates.
• Ongoing quarterly review cadence and shared issue channel confirmed for program maintenance.
• Publish the acceptance decision and evidence pack to the shared workspace.
• Create tracked remediation items for any conditional/fail criteria with named owners and deadlines.
• Enable or verify access to the shared issues and enhancements channel and document usage guidelines.
• Quarter performance vs Booking Scope targets
• Confirm quarter performance against average attendance and bar revenue targets in Booking Scope and document variance explanations.
• Close or reassign open issues and produce a prioritized enhancement list with owners and dates.
• Maintain a living record in the shared channel for ongoing issues and enhancement requests.
• Update the shared dashboard with the quarter's finalized attendance and revenue figures and variance notes.
• Log prioritized enhancements in the shared channel with owners and target completion dates.
• Reconfirm commitments and owners
• All onboarding checklist items are either closed or assigned with resolution dates.
• Calendar handover confirmed and at least the initial show slots verified as bookable or locked.
• Open issues have named owners and agreed remediation dates before the next measurement meeting.
• Publish the onboarding checklist status and open-issue register to the shared channel.
• Schedule the First Measurement meeting within weeks 4-10 and circulate required data extracts for that meeting.
• Complete any high-priority production or ticketing checks identified during the session.
• Present first-period performance vs targets
• Establish whether average attendance per show and net ticket revenue per show are on track versus Booking Scope targets, with documented variance reasons.
• Agree a prioritized list of corrective actions with owners and resolution dates before the acceptance gate.
• Collect and record audience and artist feedback items that require operational follow-up.
• Publish the performance delta report showing attendance and ticket revenue variance to the shared channel.
• Present outcome data against each criterion
• Audience and artist feedback trends
• Validate calendar handover and early bookings
• Diagnose root causes for any gaps
• Document pass/fail per criterion and formal decision
• Early adoption and readiness signals
• Open issues and blocker burn-down
• Review audience and artist feedback summary
• Prioritize program enhancements and operational adjustments
• Agree remediation plan for any failed or conditional items
• Blockers and open issues triage
• Agree corrective actions and timeline
• Confirm timeline to acceptance gate
• Confirm ongoing success cadence and shared issue channel
• Short update and wrap if no changes
• Agree immediate remediation actions and next checkpoint