When booking entertainment for a meeting or event, like every aspect of meeting planning, the event's objectives should be considered first. What exactly should the entertainment provide to guests? What is the overall theme and message of the event? Entertainment should support the program's goals - to recognize contributions, build relationships, reinforce the organization's brand and message, or all of the above. The history of previous meetings' event entertainment should also be reviewed. What types of entertainment have or have not worked well? Lastly, the schedule should be taken into consideration. If the space is available for only a few hours prior to the start of the program, a major entertainment setup and rehearsal may not be feasible.

When planning entertainment, the audience demographics and preferences must also be taken into account. What would be a hit among attendees in their 20s and 30s may bomb with an audience of 50- and 60-year-olds. You also have to consider budget parameters, which include not only entertainment fees, but technical requirements, set-up labor, sound, lighting, staging, and the performer's hotel and travel expenses. Obtaining a sponsor for the entertainment can offset what are often exorbitant costs. You may want to use an entertainment booking agent, who can help facilitate the booking, contracting, fees, travel, and other aspects to ensure the entertainment is where it should be when you need it. Make sure when contracting to review all clauses and riders (for some finicky performers have unusual requirements, like having only yellow M&Ms on hand!).

You also need to make sure you have all space required, including possible dressing rooms, a green room, and rehearsal space booked at the facility. A contingency plan in case the performers cancel at the last minute is also a good idea.

Before booking, it is recommended that you preview the act live or at least via videotape/DVD. An audiotape or CD will likely not give you enough to go on to judge an act or performer.

Communication is key when booking entertainment. Make sure you provide the booking agent or performer(s) with complete venue details, diagrams, staging/lighting/sound and technical information, set-up and rehearsal/sound check times, guidelines, audience demographics, and script/introduction information. Also, be sure to communicate to the facility equipment needs and any miscellaneous contractual and rider requirements the performers have. Remember to schedule space early enough for required rehearsals and sound checks.

Pay the Piper
Live entertainment may also involve music licensing. Fees must be paid to various licensing agencies (BMI [Broadcast Music Inc.], ASCAP [American Society of Composers, Authors and Publishers], and others) for use of any music that is not originated by the hired performers; fees for use of their artistic work must be paid to songwriters, composers, and lyricists. The organization holding the meeting/event and using the live entertainment is responsible for paying these fees. Paying an annual fee to cover use of copyrighted music to all agencies is recommended, but a review of specific requirements when using live entertainment is prudent.

A good overview of licensing requirements can be found on page 271 of the Convention Industry Council Manual. Make sure to review it thoroughly. We wouldn't want to get in trouble with Burt Bacharach or Bono, now would we?

Vicky Betzig, CMP, is president/owner of Meetings Industry Consulting and has more than 20 years of experience in managing meetings, conferences, conventions, trade shows, and events. She has extensive experience in the development, production, and facilitation of CMP study programs and is a nationally recognized trainer, presenter, and author (the co-recipient of PCMA's 2004 Author of the Year Achievement Award) on a variety of meeting management topics. She can be contacted at vabetzig@mindspring.com. The Certified Meeting Professional (CMP) designation, the foremost certification program of today's meetings, conventions and expositions industry, recognizes those who have achieved the industry's highest standards of professionalism. Established in 1985 by the Convention Industry Council (CIC), the CMP credential was developed to increase the proficiency of meeting professionals in any component or sector of the industry.