Producing a great outdoor event...


First, there are two things to recognize that will ensure your outdoor event is more successful and profitable:

  • Outdoor events are usually held at places that were not designed to be event venues.
  • Outdoor events are often held in the parking lots of indoor event venues where people normally park.

So... What do these two things have in common? An invitation to traffic problems. The top complaint of ticket buyers is traffic and the lack of organization related to that traffic. And, there are many underlying problems that cause this traffic problem to grow bigger and bigger. Here they are... 

1. Your Phone System

It’s likely that you have one or two lines for your office phone system, which is probably all you need – except when it’s the week of your event. Phone calls will skyrocket in the days leading up to your event and those one or two lines will not be enough. Most calls tend to come in between 10am - 4pm and instead of having your team tied down to answering those calls, they should be out attending to the event set up. There are several services out there that can set up a phone tree for you to regulate those calls quickly and seamlessly. I guarantee you will see an increase in ticket sales and less frantic guests.

2. Traffic Flow

Everyone hates traffic. And you will most definitely sell fewer tickets if people think the traffic will be an issue. One way to aid in less problems with traffic flow is knowing where your attendees will come from but more importantly, having a way to reach them instantly when traffic routes should be altered. 

There are companies out there who can send out text messages in groups. This is a great way to share updates (namely, new traffic patterns) to all ticket buyers. 

It is also great to have local law enforcement on site for them to assist in directing your attendees.

3. Entrance Gates

Make sure you communicate in advance about what attendees are NOT allowed to bring into the event. This is critical, especially if cars are parked a long distance from where security is located.

For your staff working in the driveway, lots and gates... they must be wearing traffic vests, with cones nearby, flashlights and any other reflective items you are able to source. If you are able to hire a professional traffic & parking company, please do so!

Many event organizers underestimate the complexity of how to park cars efficiently. In fact, most of our large outdoor events hire a professional traffic and parking company. After all, this is the first impression your attendees have of your event, so you need to get it right!

4. Internet

If you need to be able to access the internet during your outdoor event, it is suggested to have one portable internet device every 40 feet. Right before your event beings, more people will be on their phones communicating and no matter how fancy your technology is, there are still two main problems that can happen if you don’t have enough portable internet devices:

  • The local phone 3G network gets overloaded and connections start to drop.
  • If you’re using a single carrier like Verizon for your connection, then you lose all connectivity and there’s nothing you can do.

With that said, you need to plan ahead. If you’re scanning tickets, you have two choices:

  • Use a ticketing system that works in “offline mode” in addition to online mode.
  • Make sure you have modems from more than one provider up and running at all times.

5. The Gate Team

Large outdoor events sometimes have team members working far away from food and water. Don’t forget them! Provide plenty of water and encourage them to drink it.  Reflective safety vests are also very important in the parking areas.

6. Exit Plans

About one hour before the end of the event, it's time to “turn the gate around.” Make sure the traffic pattern out of your parking area makes sense. Provide golf carts for those who parked far away. And lastly, remember that you will need to have an ambulance entrance/exit to your event area.

Even When It’s Over, It’s Not Over

The event is over and the traffic has cleared, but it’s not over for you yet. Now, it’s time to send an email and thank your guests. You should also survey them (as well as the event staff) to see what they liked and what they didn’t like. Likely, you can do this through your ticketing platform. 


Finding the right artist...


If you're needing to book a performer for your event, then you need to make sure you find the “right" artist. Finding that artist will require time, research, and negotiating. It’s important to start your search for the right artist for your event as early as possible. The key is choosing someone who can help make your event successful. Never choose an artist simply because you like them rather instead, match them to your event goals, budget, and audience.

Here are 5 tips for finding the right artist for your event:

Identify your event goals first, then consider how the performer will affect those goals. For example, does the artist need to be the primary draw for ticket buyers? If so, then you will need an artist that people in your area know and like enough to buy tickets to see in person. If the artist is not the main focus of the event, you need an artist who will enhance the experience of your event

The artist you work with will likely charge a performance fee, so be sure to identify your budget in advance. It’s perfectly acceptable to try to negotiate this fee. Also remember to include the artist’s expenses such as airfare, ground transportation, and hotels as well as food and drinks. If the artist travels with multiple people, you might incur these costs for the entire entourage. Keep in mind, if the artist is already on tour and will be in your area at the time of your event, your travel-related expenses could be much lower. 

The artist’s performance fee is only part of the costs you’ll incur when hiring a performer for your event. Most artists will have additional requirements outlined in a rider. Some of these requirements could be negotiable, but it’s very likely that they’ll increase your costs. Therefore, read the artist’s rider very carefully. See #3 below for more details about artist requirements.


Many artists will want special equipment, lighting, and sound at their shows as well as specific staging requirements. You need to know that your venue can accommodate all of these requirements before you sign on the dotted line and agree to hire an artist. Other items in a rider are food specifications, allergies, etc plus travel & lodging requests.

How many tickets does the artist usually sell? Ask the booking agent or manager, who work with the artist, for this information.You will also want to check out the artist’s website and social media accounts. Most artists publish information about album releases, tours, appearances, and so on. This information is useful because it can tell you if a release or appearance could generate a spike in interest in the artist, which could translate to more ticket sales for your event.

Most artists will provide a contract to you, but don’t sign it until it has been reviewed. The contract will include all of the artist’s requirements, but you need to confirm that it also includes your requirements. For example, the contract should include the event date, time, and venue as well as information about rehearsals and payments, and details about the performance. Identify the equipment you’ll supply and what the artist is responsible for. If you’ve negotiated any special backstage fan encounters or other appearances, those should be included in the contract, too.