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Tuesday Morning Education Sessions Conference Education Sponsor

Tools & Techniques Segments 3A & 3B
(A) 9:45am - 11:00am | 5 concurrent sessions; 4 repeat in Segment 3B
(B) 11:30am - 12:45pm | 5 concurrent sessions; 4 from Segment 3A; 1 repeats in Segment 4

Booking 101 - And 102!
The process of booking shows and attractions has always been a little opaque - especially for those who are relatively
new to the industry. Recent consolidation among the larger agencies and the rise of newer boutiques have made it even
more challenging to know how to contact the agent for a specific artist. This session will review the steps you need to take to find,
budget, and book the shows you want to present. Steve Lurie and Jon Elbaum will offer their experiences and expertise to help
session attendees gain an understanding of the many aspects of booking a successful show. There will be an extended opportunity
for Q&A. The presenters hope to foster an atmosphere of conversation and shared experiences. Presenters will provide examples
of offer sheets, budgets, riders, and other relevant materials. Learning points will include understanding your venue; knowing your
audience (we’re a PAC, etc.); capacity/gross potential, market size and competition; history; budget; marketing; risk tolerance;
seasonality; researching artists; working with agents; making contact; negotiating fees; understanding riders; budgeting and break-
even analysis; ticket scaling; offers; deal structures/terms: flat, bonus, percentages/settlements.
Held in Chicago B, Ballroom Level. Presented in Segment 3A & 3B. Segment 3B Sponsored by AudienceView.
Presenters: Jon Elbaum, Executive Director, Troy Savings Bank Music Hall, Troy, NY and Steve Lurie, Founder and President, Music
Without Borders, LLC, Stamford, CT
Paranormal Snacktivity: Or How to Optimize Your Concession Revenue
Many theaters treat concessions as a patron convenience rather than a core business strategy. But paying as much
attention to concessions as you do to the show, or the film will reap huge rewards. This interactive discussion will present
real-world proven strategies and industry research to help you optimize this important aspect of your theater’s business model.
From what to offer for sale (and how many choices) to pricing strategies, ideas to boost per capita spending and how to more
efficiently lay out, staff and serve to maximize the number of sales you can fit into one 20-minute intermission, this session will
pack in so many ideas that you just might not be able to implement them all at once. What type of signage boosts sales? What
items will make patrons look forward to coming to your theater for the concessions as much as for the show? And what smells so
good anyway? Do I really need a Point-of-Sale system? Should food and beverage be allowed in the theater (oh, the horror!!)? And
could I be making money from concessions even on non-show-days?
Held in Empire B, Mezzanine Level. Presented in Segment 3A & 3B. Segment 3B Sponsored by AudienceView.

Presenters: Becky Hancock, Executive Director, Historic Tennessee Theatre Foundation, Knoxville, TN and Randy McKay, President
& CEO, Carolina Theatre of Durham, and Principal Consultant, Randy McKay Venue Consulting, Durham, NC
Securing Our Future: The Folly Theater 2020 Capital & Endowment Campaign

In 2017, the Folly Theater launched a $9.5 million two-phase capital and endowment campaign, “The Folly 2020
Campaign,” to reinvigorate Kansas City’s only remaining 19th century theater and to secure its future as a regional arts
and culture tourism destination. The lead project architect and interior designer, the general contractor, the seating vendor, and
theater leadership will describe the strategic planning process, steps for implementation, and how they addressed unanticipated
challenges. Particular emphasis will be placed on the design, development, and construction of the $4.3 million Phase II of the
capital campaign, which was substantially completed in October 2022. The panelists will discuss the strategic development and
implementation of the Campaign, including fundraising strategies, the unique challenges of renovating a 120+ year-old theater, and
balancing the competing interests of maintaining the historic integrity of the theater’s aesthetics while incorporating 21st century
amenities and state-of-the-art technology in the built environment. Learning outcomes will include the importance of long-range
advance planning and creating a vision for the future; selecting the right architect, interior designer, and general contractor, and
working with this team to develop design schematics and preliminary budgets; the design and construction process; selecting
appropriate vendors and subcontractors, and navigating supply chain issues; budgeting for cost overruns and time delays; and a
description of issues we encountered and how we resolved them during the process.
Held in Chicago C, Ballroom Level. Presented in Segment 3A only.
Presenters: Andrea Brundis, Practice Leader, PGAV Architects, Westwood, KS; Jennifer Goeke, Lead Architect/Project Manager,
PGAV Architects, Westwood, KS; Laura Hoffman, Project Manager, McCownGordon Construction, Kansas City, MO; Fritz P. Owen,
Regional Sales Manager, Irwin Seating Company, Grand Rapids, MI; Kevin Schulz, Regional Sales Manager, Irwin Seating Company,
Grand Rapids, MI; Rick Truman, Executive Director, Folly Theater, Kansas City, MO; and Brian Williams, Development Director, Folly
Theater, Kansas City, MO

PAGE 16 | INLEAGUE League of Historic American Theatres