How to choose an Event Promoter

This weekend's fiasco with the One Caribbean Music Festival has made our company look at three important factors - how to choose an event promoter, how to select artistes for your events and the importance of fulfilling events contracts.

Like most of Trinidad and Tobago, our company was quite alarmed at the developments surrounding this high-profile event which culminated with the main act, Vybz Kartel, and other key artistes - Sizzla Kolanji, Malie Donn and Ryssian - not performing at the event on May 31. In the case of Kartel, media reports suggest that the event's promoter - Jacho Entertainment Ltd. - reneged on the contract, from a financial perspective. Moreover, published information indicates that Kartel's fee was US$ 1.3million; however, only US$950,000 was received. As well, it seems that the other artistes' last-minute withdrawals stemmed from similar issues.

Since then, much has been said about the organizing of the event and its promoter (s). To this end, we want to give our readers an insight into what clients should look for in promoters. This is so important because an ineffective promoter can create major financial problems for your event. The role of an event promoter is wide and includes tasks like planning, organizing, budgeting, marketing, ticket sales and sponsorship; therefore, this role is to be taken quite seriously in major events like the One Caribbean Music Festival.

When looking for an event promoter, consider the following questions to ensure the chosen promoter fits your event's needs:

• How experienced is this promoter?

• Who is willing to give testimonies on behalf of the prospective promoter?

• Can this promoter really sell your event the way you want it to be sold?

• What skills does this promoter has to attract attendees?

• Is this promoter an effective communicator?

• How connected is this promoter?

• Is this promoter able to adapt to challenges?

These are just some of the immediate questions we can think of at this time; however, this does not mean that more questions will not arise depending on the existing situation. One thing is certain - an event promoter's job in major events is a huge one; therefore, the chosen promoter must be skilled in many areas including, marketing, promoting and communication, As well, the promoter should be very experienced and trustworthy.