[Dixielandjazz] Marketing to Retirement Homes, CCRC's etc.

Sat Dec 30 16:26:09 PST 2006

SB--Like you, I think those that give music away free at locations that can 
pay
for it are the bane of the working musician. However, freebies in the small
charity wards where they don't hurt the music business, or in other venues
that don't hurt the music business are to be encouraged.

LW --- to be sure and that's why I try to do things like that but get very 
few calls - I guess mostly because I don't advertise or call on them.

SB --Several times, we've been supplanted by rival
> groups for a performance because of price, only to get the account back in
> the fold because they were dissatisfied with the cheaper performance.

LW--This happens but I think they are driven by numbers and bean counters 
more than quality.  I personally think that we do pretty well for them but I 
have played with some of my competition that aren't as good but they do 
about as well as I do.  They typically take larger groups than I do and that 
counts with some of the Rec. Directors.  That's a whole economic thing to 
it's self.  The larger group seems to win.

SB --From
> Classical string quartets from Phila Orchestra players ($400 a man) to us.

LW -- You are talking about Saturday night prices for groups here not run of 
the mill afternoons - I'm not aware of anyone here that ever approaches the 
$400 a man you quote for any reason except for some leaders.  You can get a 
killer band here for $1200 which would only buy a trio at that price.  Some 
of the brass groups do OK for weddings and churches considering they are 
only playing for an hour or so.  They can get $200-300 a man for Christmas 
eve or Easter.  Some weddings pay that too but that's definitely high end 
and the musician doesn't see some of that.  Also String and Brass groups 
aren't directly competing with me for the same jobs.

SB--They all pretty much know each other, but sell "distance" etc. (see 
above)

LW--I tell them that I have to compete with other bands for musicians and if 
I don't pay my people fairly well they will work for other people.  Distance 
doesn't really work very well because most of the venues are within easy 
driving distance.  Because of the good highway system here I can get almost 
anywhere in St. Louis and St. Louis county in 35 minutes and I can reach 
into Illinois and into St. Charles county quite a way in the same time.  I 
tend to not count it.

SB--> The key is developing a relationship with the Activities Director and 
as an
> unabashed flirt, singing a special song dedicated to them at each
> performance, that's not a problem for me. (I Want A Little Girl, I Can't 
> Get
> Started, etc.) Just make eye contact and smile when you sing it. :-)

SB--What I "sell" is the bio of each band member,
> one at the end of each song, with a short funny story about him. This
> connects the audience to us like we were old friends.

LW-- You are full of great Ideas and I like those.

SB--We show up "neat casual", slacks
> of your choice and shirt of your choice.

LW- That opens up a multitude of sins although I like casual wear if for no 
other reason that it feels better.  I personally don't like wearing jackets 
because I get warm when I play.

SB -- Yes, they sell "good" entertainment.

LW-- A few of the retirement community residents are asked who they like and 
they have a say in who is hired and for them better does count.  Some of 
those places I play with other groups.  I don't solicit a place that has 
been hiring a friends group especially if I am asked to play in the band.  I 
really don't like guys who work for me to solicit a venue that I book 
although it does happen sometimes.
Larry
St. Louis

----- Original Message ----- 
From: "Steve Barbone" <barbonestreet at earthlink.net>
To: <dixielandjazz at ml.islandnet.com>
Sent: Saturday, December 30, 2006 4:36 PM
Subject: [Dixielandjazz] Marketing to Retirement Homes, CCRC's etc.

> "Larry Walton  <larrys.bands at charter.net> wrote (polite snip)
>
>> I'm sort of wondering how you handle booking one for one price and 
>> another
>> for another price?  One of the largest Senior centers here is a multi
>> center conglomerate.  The recreation directors meet each month and 
>> compare
>> notes and exchange ideas.  Once you work cheap for one you can't get 
>> above
>> the ice with the others.
>
> We also work multi center conglomerates. Depending upon size and 
> amenities,
> they all have different monthly budgets. And they do talk with each other.
> However, over the years we have been able to set different price levels 
> with
> them (6 locations, different names, etc., owned by one corporation.)
>
> How? By talking about the varying distances that we have to travel, gas
> prices etc. and by getting very friendly with the Activities Directors. 
> They
> all understand that we are cutting them a break from our normal pricing
> structure $900 min for a 6 piece gig) and they respond to our varied 
> pricing
> of $600 to $750 for them with no complaints.
>
> These are all done Sunday night through Thursday night. Friday and 
> Saturday
> are be priced higher and the Activities Directors know that.
>
> One of the 6 locations owned by the conglomerate is very small and so for
> that one we work a quartet at $400. She always tells us that she wishes 
> she
> could afford the entire band. The others tell us that they are glad they
> don't have to cut down to quartet because they like the full band. They 
> will
> also tell you that their individual entertainment budgets vary and what 
> they
> are if you get close to them.
>
> The key is developing a relationship with the Activities Director and as 
> an
> unabashed flirt, singing a special song dedicated to them at each
> performance, that's not a problem for me. (I Want A Little Girl, I Can't 
> Get
> Started, etc.) Just make eye contact and smile when you sing it. :-) VBG
>
>> Why is that?  Well I would like to say that I have a whole bunch of 
>> quality
>> on my side but that wouldn't really help because in this business I don't
>> think quality counts for all that much.
>
> I think quality does count. Several times, we've been supplanted by rival
> groups for a performance because of price, only to get the account back in
> the fold because they were dissatisfied with the cheaper performance.
>>
>> There are some things that count though and that's a fast paced program 
>> that
>> they want to hear and dress sharp.  A lot of bands because they aren't
>> making much dress pretty casual.  My guys wear vests and wear long sleeve
>> white shirts and ties.  I also wear hats.  The old people love it.  Straw
>> hat or a jesters hat for Mardi Gras, Bunny ears for Easter, Sombrero for
>> Cinch De Mayo and so on.  While some think this is corny the old people 
>> like
>> it.  If anyone remembers Arthur Godfrey you will remember corn sells
>> especially here in flyoverland.  I think showing up casual shows some
>> disrespect for the audience.
>
> Possibly so in your area, but not for us. We show up "neat casual", slacks
> of your choice and shirt of your choice. That has always been our normal
> band persona since day one. What I "sell" is the bio of each band member,
> one at the end of each song, with a short funny story about him. This
> connects the audience to us like we were old friends. Works great for us,
> may not work well for you.
>
>> Many of the recreation directors know each other and will fix your price 
>> for
>> you.  If you work for one price at any venue it's really hard to get more
>> the next time.
>
> They all pretty much know each other, but sell "distance" etc. (see above)
>
>> My biggest problem is people willing to give away what I am charging for.
>> There is another dynamic at work here too and that is the Rec. Directors
>> have to provide entertainment for their seniors.  They put it into their
>> brochures and use it as a sales tool and even show it on TV in ads
>> sometimes.  They need entertainment on a regular basis but they don't
>> necessarily need quality.  They go for quantity.  They can say they 
>> provide
>> entertainment x number of times a week.  Looks great on paper.
>
> Yes, they sell "good" entertainment. We do some open houses where they 
> show
> off the facility to prospects at various locations. Usually in trio or
> quartet form as background music with American Songbook format. We wear
> sports jacket and tie for these. (your choice of colors)
>
>> Around Christmas I can't give away music to these people because every 
>> group
>> in the world is touring the old folks homes FREE.  They are knee deep in
>> singing bodies.  They almost need traffic control.
>
> We do some freebies for charity homes in December. Very small audiences,
> wheel chairs etc. But we also do a couple of paid performances at others
> that have entertainment budgets. And our New Years gig is at a CCRC that 
> has
> a year round entertainment schedule that would knock your socks off. From
> Classical string quartets from Phila Orchestra players ($400 a man) to us.
>
> Like you, I think those that give music away free at locations that can 
> pay
> for it are the bane of the working musician. However, freebies in the 
> small
> charity wards where they don't hurt the music business, or in other venues
> that don't hurt the music business are to be encouraged.
>
>> I think that if you think of music as a product and service that they 
>> need
>> to survive then you will price it fairly, package it attractively, make 
>> it
>> available,  make it's quality uniform, deliver it reliably and then
>> advertise it.
>
> Absolutely.
>
> Cheers,
> Steve Barbone
>
>
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