What you need for open air with your own. Organizer's Tutorial

Contractual relationship

"Invasion" appeared in Matveev's life in 2000, when the company Live Sound Agency, where he worked, decided to try his hand at organizing concerts. In the 1990s, Live Sound, which made money by renting out audio equipment, became one of the largest in its segment in Russia. Its founder Yuri Sokolov and managing director Andrey Matveev met many famous artists and traveled all over the country. And Matveev already had experience in selling tickets. As a student, in the late 1980s he organized the then-famous MAI Disco. “We did not give anything to the university, the authorities were not interested in us. The ticket cost three, then five rubles. And we sold 1,000 tickets,” says the entrepreneur.

The first "Invasion" was arranged in 1999 in the Moscow DK Gorbunov by the creator and general producer of "Our Radio" Mikhail Kozyrev. The contractor was the Rice Lis'S production corporation, which held the Maxidroms at the Olimpiysky sports complex, Matveev and Sokolov provided sound and light. There are two hypotheses about who came up with the idea to bring the festival to the street. According to one, the initiative came from Vladimir Meskhi from Rice Fox's. According to another, the idea was proposed by Kozyrev. In any case, no one invented the wheel: Invasion, Matveev explains, is modeled after the British Glastonbury, a multi-format festival that has existed since the 1970s, with rock music at its core.

Zemfira, King and Jester, Chaif, Agatha Christie, Garik Sukachev and other rock stars were invited to the Invasion-2000 in Ramenskoye near Moscow. Nashe Radio considered the festival as its own "promo" and worked with artists on a barter basis: they performed without a fee, and the radio station played their songs. Nevertheless, the first outdoor festival for Matveev and Sokolov ended in financial failure.

But the two-day "Invasion-2002" in the same Ramenskoye was not at all like the first. The weather was favorable, tickets cost 150 rubles, so visitors left to spend the night home and returned, paying for the entrance again. “We sold all the beer, all the souvenirs, all the food. Emotionally, it was a peak story, ”Andrei Matveev recalls with pleasure. According to Forbes, the festival's revenue from ticket sales alone amounted to 30 million rubles. Matveev neither confirms nor refutes this figure.

Until the mid-2000s, his agreements with Nashim Radio were actually oral. The station did not ask for any royalties or royalties for using the brand. But there were problems of a different order - with the regional authorities. Shortly before the alleged opening of the "Invasion-2003" there was a terrorist attack at the "Wings" festival. According to Matveev, on the part of the Moscow region governor Boris Gromov, the "Invasion" was blocked: "We tried to reach him, Nemtsov asked for us, they found Gromov's neighbors in the dacha, nothing worked." As a result, Mikhail Kozyrev conducted the festival on the air of Nashe Radio.

It was possible to resolve the issue with the site thanks to the candidate for governor of the Tver region, Dmitry Zelenin, for whom Matveev organized a pre-election tour. Having become the head of the region, Zelenin invited the "Invasion" to the village of Emmaus. Although the organizer had contracts with consumer brands, the festival, with a cost of about $1 million, brought no more than $100,000 in profit. According to Matveev, he made good money at events for consumer brands, so he could afford to "burn out" at the festival. And then the owner of Nashe Radio intervened in the story.

Divorce and Peace

In February 2005, the News Media holding announced the dismissal of Mikhail Kozyrev from the post of general producer. "Invasion-2005" went according to the previous scheme, but then Matveev's verbal agreements with "Our Radio" on the organization of the festival flew into hell. “Everyone thought we were making too much money. We were merged, but, on the other hand, there were no formal agreements,” the entrepreneur recalls with regret.

The festival split in two. Matveev and partners organized "Emmaus" with a similar composition of participants. For the first time, the entrepreneur had to pay rockers to appear at his festival - from $ 5,000 for a young artist to $ 30,000 for a star. In fact, there was a price war with Our Radio, which made Invasion in Ryazan region alone, two weeks apart.

Only 4,000 tickets were sold for Emmaus 2006. The loss amounted to $300,000, a serious amount for Matveev's company. “It turned out that we, as organizers, are not known to anyone and are not needed,” the entrepreneur admits. - Emmaus is not Mecca, the viewer needs Our Radio and Invasion. Moreover, we had the same artists.” He arranged Emmaus with Leonid Landa, a native of Rice Fox's, one of his current partners.

"Our radio", however, was also unlucky. It was pouring rain, there were a lot of spectators, the organization was bad, and all this turned into massive complaints from visitors. The next "Invasion" was planned to be held in Vladimir region and cancelled. As reported, due to organizational problems.

The parties understood that everyone was at a loss and someone had to take the first step. In December 2007, Matveev came to Nashe Radio to put up. As a result, he entered into a license agreement with the radio station, which included a fixed payment for the Invasion brand (several million rubles) and a percentage of sponsorship fees. But contracts with sponsors at C.A.T. (Matveev's new company) accumulated only 3 million rubles. And then came the moment of truth. Andrey Matveev discovered that the public is going to the "Invasion", despite the bad weather and expensive tickets, the proceeds from the sale of which, according to Forbes, exceeded 80 million rubles. The three-day festival, according to the businessman, brought, though not significant, but profit.

“The success of any of the Moscow festivals depends on the headliners. With the exception of "Invasion", - comments Yuri Saprykin, former chief editor of Rambler-Afisha and creative director of Picnic Afisha. “There is an absolutely loyal audience, tens of thousands of people are ready to go to the Invasion, because they are sure that whoever is needed will perform there.” Spectator loyalty grew, but the interest of sponsors, on the contrary, decreased. In the crisis of 2008 large companies cut marketing budgets. And when business activity recovered, the situation did not improve.

Festival Accounting

Coca Cola spokesman Vladimir Kravtsov says that the company has previously supplied its drinks to Invasion, but has not received sponsorship offers and own initiative did not show. “We try to support projects where people have a rest from the bustle of the city in a calm environment,” he notes. - On "Invasion" the main focus is music, headliners. The environment is emotionally loaded, so it is quite difficult to carry out any promotions there. Sprite used to release CDs with Russian rock. But BG, Kino and Shevchuk remained in the generation of people who are now over 40, and the target audience of Coca Cola is 18–25 years old.”

Invasion's income is approximately 75% from ticket sales, 15% from sponsorship contracts, and 10% from payments for renting parking spaces, tents, and points selling souvenirs and drinks. The year before, C.A.T. reached 1 billion rubles, half brought festivals, half - solo concerts and tours. In addition to Invasion, Matveev and his partners have been holding Dobrofest since 2010 - it has become profitable only now. But in 2014, both the company's total revenue and income from festivals (the company also has one-off projects) halved.

Deferred profitability

What's going on in general Russian market musical open-airs? "Manor Jazz" is one of the most visited festivals and at the same time barely makes ends meet. The revenue of the two-day June festival in 2015 amounted to 40 million rubles, of which two-thirds came from ticket sales, the rest from sponsors. The organizer - the ArtMania agency - was counting on a subsidy from the Moscow Department of Culture in the amount of 20 million rubles, but did not wait for it and ended up with a loss of 2 million rubles. Instead of the planned 40,000 tickets, only 12,000 were sold. next year, - confesses Maria Semushkina, CEO and founder of ArtMania (the agency holds several festivals of jazz and ethnic music). - Last year, we received a profit of 10 million rubles from Usadba Jazz, and this allowed us to survive until the winter. Then I had to take out a loan and wait for the summer.”

The situation with the profitability of Afisha Picnic is also unclear (55,000 visitors in 2008, about 40,000 in recent years). Afisha Picnic is still not a business and exists only because it is a promotional tool for a media company, so it can exist with a profitability close to zero, a source familiar with the situation at Rambler & Co, which owns Afisha, told Forbes ". - A huge number of people who organize the festival work in the Afisha structure for a whole year. There are no plans to make a fortune on this and never have been.”

The festival business in Russia is influenced not only by the weather, the mood of the audience and the plans of the artists, but also by administrative decisions. Large musical gatherings look suspicious to local authorities. Confirmation of this is the story of the Kubana festival, which was expelled first from the Kuban, then from the Kaliningrad region, and now it is trying to gain a foothold abroad, in Riga. The organizers of the "Invasion-2015" enlisted support at the highest level.

Technical points

“This year we are supported by four ministries: the Ministry of Culture, the Ministry of Internal Affairs - they send about 4,000 employees who will ensure the order and safety of spectators, the Ministry of Emergency Situations and the Ministry of Defense,” Alexander Shkolnik, President, said at a press conference of Invasion-2015 "Multimedia Holding" (the company owns "Our Radio" since 2010).

For the first time, the Ministry of Emergency Situations brought its specialized equipment to Tver's Bolshoye Zavidovo, and the Ministry of Defense traditionally opened an exposition military equipment- from the historical T-34s and Katyushas to the latest Pantsir-S anti-aircraft complex. As before, master classes from the special forces and a spectacular parachute landing were organized.

Campaign “Together we are strong!” C.A.T. has been cooperating with the Ministry of Defense since 2013. “Opponents say: “Invasion” exists because there are tanks. This is ridiculous, stupidity is complete! - Andrey Matveev is indignant. - No one from the authorities obliged us to do something. The presence of the Ministry of Defense is our initiative. I have an aviation education, I was the initiator of the flights of aerobatic teams on the "Invasion" in 2009. We had to go through the circles of hell - through acquaintances in the State Duma we wrote letters to the Ministry of Defense, paid 3 million rubles for kerosene. And we saw that the audience liked the military show.”

Matveev no longer needs to pay for kerosene (as he says, the ministry itself saw a corruption component in this). The patronage of local authorities, he continues, lies in loyalty and professional work administration: the festival has become calling card Tver region. “All of us in the company are already under 50 and more, everyone has friends who now work in the Ministry of Internal Affairs, the Ministry of Defense, in the administration of the Moscow and Tver regions. We get comradely support, this is not a financial relationship,” explains the CEO of C.A.T.

Especially for the Invasion-2015, Russian Railways extended the routes of several trains and introduced additional electric trains to the venue. The festival site was doubled to 200 hectares to accommodate about 180,000 guests. The title sponsor and exclusive supplier of beer was the Zhiguli brand, whose logo was temporarily combined with the Invasion logo. As Forbes explained in the Moscow Brewing Company, which produces Zhiguli, the contract amount in rubles is a figure with six zeros.

The budget of the event, according to Matveev, amounted to a record 150 million rubles. No income calculation has been drawn up, and the head of the C.A.T. while he speaks about them with restraint: “Maybe this is age, of course, but it’s hard to be constantly in a state of stress. It would be nice if it brought a good profit. And you put on an exhibition - and no one calls you that someone broke his leg at the event, and the police do not demand to urgently resolve some issue.

Exhibition organization - new source income C.A.T. In February 2014, the company opened the Titanic: How It Was exhibition in Moscow. It lasted a year and in terms of revenue was equal to one "Invasion". Having sold 200,000 tickets, Matveev and his partners made a profit of about 20 million rubles. In September of the same year, he brought to Moscow for five months international exhibition"Secrets of the body". The other day, Matveev agreed with the owners of the World of tanks brand to organize a thematic festival with museum and non-museum military equipment- the event will be held this fall in the suburbs.

“Many big festivals are a race for headliners. The path is unpromising, because high-level artists are extremely expensive, there are very few of them, and sooner or later they will end, - Yuri Saprykin argues. - Festivals that catch the audience not only on the coolness of names, but also on other points of attraction, for example, a psychedelic adventure, like the Outline festival, or a bourgeois park atmosphere, like the Jazz Manor, will feel much better. We will not receive our own Glastonbury or Sonar in the near future, because there is neither professional companies, nor sponsors who would be ready to bang the necessary money for this.

Working with dozens of celebrities, C.A.T. doesn't really look like a rich company. A modest office in the building of the Olimpiysky sports complex, iron Entrance door with a bell, simple furniture. Its CEO does not look like a successful promoter - jeans, sandals and complete absence show off. Despite the stressful work and low profitability, he has not yet abandoned the festival business. Going to the "Invasion-2015", Andrey Matveev remarks: "I already understand everything, the book has been read. Now the festival just needs to be properly exploited.”

Open air organization

Necessary information for future organizers of open air.

Let's start Open-air is a kind of outdoor parties. Nowadays, these parties are gaining momentum and are becoming increasingly popular. After all, this is an accompanying outdoor recreation. leisure and of course dancing! But the main question arises how to make sure that your party goes flawlessly? How to organize such an event outside the city? What are the nuances in preparing the event? We will help you find the right answers to these and many other questions.

If this is your first experience of holding parties of this format, then it is not reasonable to think about a huge number of people. Open-air of 200-300 people for the first time is more than feasible

Where should you start?

open air concept. Define for yourself main goal- why open-air will be held and what will be its "chip", how you can attract people. After all, ordinary dances under the moon have long been practiced among young people and they are not particularly surprised by something like that. People are interested in all sorts of theme parties, which differ in format from similar events, you also need to decide on the musical format. because the choice, artists, venue, and the budget in the end will depend on this.

Party plan. The next step is to draw up a plan for the Open-air, if possible with a full consideration of the time of the event: the time for preparing the venue, placing and setting up equipment, what time the artists will arrive, how long their program is, the time for DJ sets, etc. This will streamline the process of preparing for open air, but of course there may be situations in which you can slightly deviate from this plan.

Building a business model . Next, it is worth developing a business plan reflecting both your costs and further possible profit from the services that you are going to provide during the event. Next, we determine the price of tickets, the cost of your services and make a menu of drinks and food. Do not forget to also write down expenditure items: administration kickbacks, security salaries, purchase or rental of sound equipment, etc. The main thing is to do it as accurately and completely as possible.

Site selection

One of the most important things when organizing a party is - right choice venue of the event. Remember the main thing is to accommodate the planned number of guests, transport arrived, organize a place for the stage and, most importantly, the dance floor, separate several recreation areas. The best option This place is near water. Venue selected? - Amazing! Now the most difficult step ... to coordinate the planned with the administration. Moreover, it is necessary to knock out the written permission of the mayor or municipality. On the basis of this decision, the doors of the police, fire service and doctors should open before you. Must, but not required There is an option - contacting security agencies, but this is already paid for by you.

Open air technical support

Probably the most important thing. Provide the event with decent sound and lighting equipment. You have two options: either rent the equipment, or buy it for permanent use if you are seriously fired up with the organization of "street" parties constantly. The first option is not bad because the complex technical part is performed by professionals, so you will not touch the equipment and will be busy only with organizational activities. The second option is beneficial for people who are engaged in open all the time.

Sound. In a good way, the “quantity” of sound for street parties is calculated by the number of people using a simple formula “20-30 W x 1 person.” After simple calculations, you can make a choice of equipment. If the party is held in the amount of about 100 people, then a few kilowatts should be enough. If this is a larger party, then both sound and equipment need an order of magnitude more powerful. Also, do not forget about the riders of the invited persons, it is worth discussing in advance what equipment they need. It is worth clarifying which models of turntables will be used by DJs, etc.

Light. It all depends, of course, only on your imagination. In general, all lighting equipment can be divided into several types: flood, scanning, full rotation. Do not forget about special effects: smoke machine, foam, etc.

Scene. Performing DJs and artists will benefit better on stage. Since the party is taking place outdoors, be sure to protect yourself from the rain. The sound system does not like dampness, so it is worth considering waterproof capes.

Nuances with nutrition

Keep in mind that if you plan to sell food prepared on site, you need a person who is licensed to this activity. Everything is the same with the sale of alcohol - a license is required.

open air- cultural event in the open air, capable of attaching a huge number of people to this event. Professional training and holding Open Air is only possible for the team that has repeatedly held these events of various levels and complexity.

The organization of open air is directly related not only to city holidays and folk festivals, but also to closed corporate parties with team building elements.

CONCEPT agency is ready to hold an event of any format and with any number of participants:

Celebrations of a closed type in the open air;

Private corporate parties for the team;

Holidays in the air with an organic number of visitors;

Parties with free entry.

For a cultural event in the Open Air format to take place on highest level, all organizational issues that are within our competence will be carefully studied, worked out and prepared. The only thing that will be out of control at this large-scale event is the weather.

Features of Open Air Events
If we talk about the advantages of large open-air parties, the venue of the event itself remains an indisputable fact. After all, the natural infrastructure will be the best decoration in this case (a sea beach, a beautiful park, a coastal strip of a lake or river, etc.).

Since the holding of this event is not limited to the walls of the institution, there is no need to take care of ventilation or air conditioning.

Parties in the Open Air format provide an opportunity to decorate the holiday with an original pyrotechnic or laser show. The territorial space will allow organizing various mini-events, competitions, show programs, sports grounds, attractions and other entertainment within the framework of one event.

Before you start organization Open Air, it's important to get the necessary permits to hold a large-scale event at the administration of the city or region, as well as at the sanitary services. In order for this party to be of high quality and without problems, organizational skills are needed. This includes the meeting and resettlement of artists, musicians, DJs. Taking care of their moving and food, installation of sound equipment and much more.

If holding large-scale actions in the open air is related to children's holiday, festival or rally, then this event should remind fabulous journey with various competitions and numbers. If we are talking O corporate party, such an event may have elements of team building, which will strengthen relationships within the team.

1. Negotiations with artists.

To negotiate with artists, musicians, DJs means to communicate with their management. Management - these are the people whose work consists of negotiations with the impresario. Therefore, even if you drank beer a couple of times with the band's bass player or the DJ or artist himself, you need to talk with the director or manager. Ask for a contact number or find it online.

You can get to the directorate of the required artist by going to his official website or by carefully studying his licensed disc. It usually contains all the contact information. In a letter or conversation, introduce yourself, name your city, tell us what kind of event you are planning. The first thing that interests you is the performance fee.

It can be made a little smaller, and there are two ways to do this. The first is to organize several performances at once with the participation of this group or DJ (or sell them or his organizers in a neighboring city), but for the first time it is difficult. The second is to say that you are from Shym. In this case, the discount can be up to 25 percent.

Then the date. If you have already determined the date, it can be filled with the desired artists, so do not rush to negotiate with the site. Next: you need a rider. It is divided into household (what to carry, where to lodge, how to feed) and technical (equipment on stage). The rider is not the wishes of the group, but the requirements, so it's better to immediately figure out whether he can do it or not. If in doubt, feel free to discuss any issues with the management.

So, everything suits you. Depending on which artists are selected, you may be offered various conditions on payment: the artist leaves subject to 100% prepayment and the availability of round-trip tickets; the artist leaves with 50% prepayment (the remaining 50% is handed over upon arrival); the artist will work for a case of beer... Preferences in the form of payment also differ: in cash or by bank transfer. All this is discussed with the management. I can say one thing for sure: until you have made an advance payment, the date is not fixed for you. So it is quite possible that on this day the artist will not go to you, but to a more efficient organizer. It is very unwise to start an advertising campaign without an agreement with the group or artist. Such performances are often cancelled.

2. Search for a general sponsor.

The general sponsor is your main partner. And he, unlike other sponsors, is alone. Usually they are really big players in your market. Think about who in your area willingly spends money on advertising. Brewers, cellular operators, beverage producers, big shops can willingly offer their products for sale at your open air festivals! Maybe now one of them is entering the market with a new product, and your offer will come in handy.

The general sponsor, unlike others, gets a preferential place on the back of the stage (for example, his banner can be 3 times larger than the banner of sponsors), gets the right to present the event "Cocktail" Pshik "presents ..." and it sounds on TV and radio advertising, as well as on all printed materials. You also offer priority right to contests. And if Gen. the sponsor has such a desire, you can give him the opportunity to give a speech to the people, but this may already be too much. In negotiations with a candidate for generals, I recommend being compliant, but remembering people. If open air turns into one big commercial break, the public will be left with a bad taste.

3.sponsorship packages.

sponsor package. Here you offer the same thing as the general, but conditionally 3 times less. Small banners on the back or larger ones, but on the side surfaces of the stage. Mention in the radio advertisement "we are being helped ...", participation in competitions is possible, but with a trailer. For example, "Vasya won the competition from the Elegant store, he receives a prize: a demi-season coat and a wrist watch from our sponsor, the Luch company. There can be an unlimited number of sponsors. Do not overestimate the cost of the sponsor's package.

This is where the package price trick can work. For example, the Titanic water park wants to announce the beginning of the swimming season and to be placed in radio and television advertising. For example, it costs 100 rubles according to the price list, but in the package it costs 70, and the package itself costs 120. For these 120, he will get what he wants, plus printing, and banners at open air. It works.

Information Sponsor Package A media sponsor is someone who can help advertise your open air party. Usually these are radio stations, TV channels, popular newspapers and magazines. Why pay for advertising in full? Make this media your media sponsor and get a discount equal to the cost of your media sponsor package! On the other hand, why do radio stations advertise on open air? And then, to "select" this audience from another radio station.

Technical sponsor package. A technical sponsor is someone who can help ease the burden of overhead. Airlines, taxi services, hotels, cafes and restaurants. Why pay for all this when you can advertise these guys. Here the document itself is rather arbitrary - they are ready to feed the guests with lunch, for a banerka over the bar on the open air site - good. They give a discount on hotel accommodation for a logo on printing + a mention on the radio - good, only a bigger discount).

4. How to communicate with sponsors.

You need partners, those whose product or service is aimed at 14-28 year olds. There are many, but some are beyond your reach. With some, especially with large market participants, cooperation is possible only if you take care of this in advance, when the advertising budgets of the enterprise for the year or quarter are formed. But there are also large companies that can work quickly and accurately, there are medium-sized companies that are ready to give you an amount that you did not even dream of, but there are also misers. There are small companies for which cooperation with you can play a key role on their path to success, and this action will be inscribed in golden letters in their history.

So how to talk to sponsors?

This is the field that you plow, and all the finds are yours. There is no single scheme or rule, well, or I don’t know it. Surely in this specialty you can get a diploma of higher education well, or finish the courses ... If this is about you, you are lucky. Call everyone, fax and email Commercial offer insist on a meeting. If possible, try to bypass junior employees of companies. They are often lazy and timid, and in order to get them to make a gesture towards the original advertising move, which is what you offer them, it will take a lot of your strength. It is better to communicate with the authorities. Having agreed on the date and time of the meeting, call the day before, make sure that the plans have not changed (at the same time, remind about the upcoming negotiations). In negotiations, you have to speak, and you will be listened to. You should talk about your visions for your open airfest. If you are not burned at the stake, then you will become Nostradamus.

If your monologue develops into a dialogue with company representatives, that's good. Here you will need the ability to hear people, adapt to their requirements, the concept and policy of the company, at least formally!

5. What to offer sponsors.

Imagine that the internal surfaces of an open air site are one large advertising space. The most expensive here will be the back of the stage, the one that is behind the backs of the artists. Then, the side surfaces of the stage, then the hall, the bar. Try to sell cubicles in the toilet, I'm sure advertising for condoms or diapers is appropriate there). Is it bad to entertain people fun competition with a prize from a sponsor?

This is what they call "competitions" - they sell well. Now. Does any of the visitors mind getting a free one-hour Internet card plus a couple of booklets at the entrance? No? Then we sell promotions, that's what they call it. Got a brewery that wants to put their bar in the lobby? Or do the corn guys want to sell popcorn? Please - sell trading places. Go ahead. Will there be posters? What if you sell a piece of it? For example, at the top, where it is more expensive, or at the bottom, where it is cheaper.

There are also flyers and tickets. Then. Radio advertising. Why not announce your partners in radio advertising. For example: "Yo-mayo" bar presents... West Biribijani festival of hip-hop culture. Break battle, battle of DJs, graffiti contest and naked women. "Bright Way", car repair shop "At Rafik"! Guests are treated to "Cheburechnaya No. 5", our stars fly by planes of the Winged Swing airline and stay at the Venice Hotel. Oh, how! And all this needs to be packed in 15 seconds so as not to overpay for advertising.The same text can be used for the video, adding logos of partner companies.That's not all.

You can also invite sponsors to advertise at a press conference, in press coverage of events, and on a video version of your event. More on that below. In the meantime, the following positions for sale have certainly emerged:

• Advertising space on site
• Radio and TV advertising
• Advertising space on posters, flyers and tickets
• Promotion during the concert
• Contests
• Trading places

Let me give you a little more confidence. You must be jarred by the "youth" from television commercials advertising chocolate bars and other rubbish. Their slang, their way of dressing, and why the hell is a Prince bar for a 25-year-old boy?.. But this is how we are presented by manufacturers whose goods are designed for an audience of 14-28 year olds. Do you hear what I'm getting at? You have what they do not have - you are one hundred percent in the subject. You are in full contact with your audience. And your task is to convince the prospective sponsor that your open air audience is their audience. I'm sure if you could be tempted to sell chocolate bars to your comrades, you would probably be hung on the honor roll of the chocolate factory, but other peaks await you, so let's continue.

Visitors to your open air festival are ready to pay for a ticket an amount several times higher than the cost of a jar of this cocktail or a pack of these cigarettes, and if everything goes well, they will definitely come to the next concerts organized by you. Therefore, as a merchant, you are more successful in a local sense. And let your festival exist only on paper so far, and you have never done anything like this before. You need to feel such confidence in the success of the upcoming event that in the course of the dialogue it will be transferred to your future partners. Let them know that your offer is unique. This means that they definitely need to conclude an agreement with you - until competitors do this.

6. How to choose the right open air venue.

We are doing an open air festival or a closed concert, which means: there should be a dance floor, there should not be Neapolitan porcelain in the toilet (they say it's a fucking expensive thing), there should be a stage and a dressing room (make-up is not necessary). Clubs, stadiums, sports arenas, sports palaces, pioneer palaces, houses of culture and exhibition pavilions, the forest is finally a good platform for an open air festival!

A bar would be nice, or the possibility of installing one. The site should be with access control - unless of course you decide to do charity work! Be sure to solve the parking issue, otherwise there will be terrible traffic jams and a lot of negative reviews.

Fence off the artists' area and set up guards so that there is order behind the scenes, if there is a beach, then it might be worth taking it under special control - why do we need drowned drunk dancers ...

If you are doing a concert in indoors, then there should be nothing extra. Philharmonic and theater are unlikely to fit. Not bad are recreation centers, in case the chairs are taken out of the hall. More about this.

Armchairs in the hall break the buzz. Because when they are, they sit on them. And when the heat starts from the stage, the first rows usually get up, which breaks the buzz for everyone else who gets up involuntarily. Closer to the end of the concert, especially if the price of beer in the bar is reasonable, they (armchairs) make it very difficult to walk and “get under your feet”. The artist's buzz breaks the sitting room immediately, upon entering the stage. What does it feel like to be a participant in a regional reading competition among ninth graders? And your buzz as an organizer will be broken immediately after the concert by the administrator of the recreation center.

Having counted the broken chairs and torn upholstery (and all the breakdowns will be written off to you, even those that were before you, because you did not draw up an acceptance certificate! that earned money. Possible options: fainting, a fit of lunacy, calling the "roof", a challenge to a duel. It all depends on the talent buried in this person, because he is also an employee of show business, and probably played in an ensemble of folk instruments or sang falsetto in the same recreation center. So, chairs are a run, but if you decide on a sports palace or another venue where there is a place in front of the stage, the stalls used as a dance floor, and the chairs are at a distance, then this is good. Parents of third-graders who came to the concert can sit on the chairs. Jokes aside! You will be amazed to see how young the attendees of this kind of events can be.

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This summer the city hosts over 150 festivals. The largest of them are Greenfest, STEREOLETO, the VKontakte festival, Geek Picnic, Usadba jazz and Oh yes! Food!". For most festivals, parks serve as venues, namely the park named after Kirov, where four of the five largest open airs of this summer took place.

The cost of holding a cultural event on Elagin Island varies from 100,000 to 1 million rubles. The price is formed based on the theme of each event, the space involved, the presence of commercial brands, the cost of the ticket, the scope advertising campaign events, etc.

From the night disco

One of the most famous St. Petersburg festivals, STEREOLETO, has existed for 14 years. At the same time, in recent years, it has radically changed the format from a night event to a two-day open air event, thereby significantly increasing the number of visitors. According to Ilya Bortnyuk, the organizer of STEREOLETO, European festivals became the prototype. It took only a few thousand dollars to organize the first event, some of which was borrowed from friends. At the same time, Ilya assures that the festival immediately paid off. Now, however, the organization of the festival carries with it much more risks. “The scale of the festival does not always indicate the amount of money it will bring: the event may not only not pay off, you risk losing money,” notes. Today the turnover of the festival is 20 million rubles. The main items of expenditure are artists' fees and accommodation (30-40%), technical part (30%), 15% goes to advertising and 10% to additional expenses. Income from ticket sales is about 30-40% of the total revenue, 50-60% comes from donations and sponsors, the remaining 10% comes from trading places.

Jazz is losing sponsors

There are also specialized music festivals. Such as "Manor jazz". For the first time it was held in Moscow - in 2004, and has existed in St. Petersburg since 2011.

"Portrait of the audience of the festival- people of the age category from 30 years old, with average and above average earnings, educated, open to everything new, ready to develop, listening to good music, having a good musical taste”, - this is how organizer Maria Semushkina sees the audience of the Usadba jazz festival.

Last year's festival Petersburg was visited by about 10 thousand people. About 30,000 people visited Usadba Jazz in Moscow in 2 days. In St. Petersburg (1 day is held), despite the bad weather, the event was attended by 8 thousand people. The organizers were able to cover the losses and not remain in the red, the festival did not bring profit.

For the first 2 years the event was absolutely unprofitable. The first time the loss amounted to about 5 million rubles, the second time - about 2 times less. In the third year, the organizers completely abandoned it, because they did not find sponsors. “A lot depends on them,” says the general director of the festival. According to her, the budget of the festival this year is about 15 million rubles.

Two thirds of the budget is for the program, the rest - for advertising and technical support usually in equal proportions. The main income comes from ticket sales. Revenue from ticket sales is approximately 60%, sponsorship - 30%, and the remaining 10% - the lease of seats for trade.

“This year the festival was in the risk zone, as only one of our two sponsors remained. Nevertheless, we did not reduce the program," says Maria Semushkina.

Picnic Geeks

Traditional summer festivals in St. Petersburg developed exclusively as musical events, but in recent years other areas have begun to connect to the open air format in St. Petersburg.

Since 2011 in St. Petersburg GeekPicnic franchise is gaining momentum - the largest popular science and open air festival in Eastern Europe dedicated to modern technologies, science and creativity.

The festival was originally held as a forum of IT specialists, which was free of charge and gathered 1,000 people. Only since 2012 the festival has become a large popular science technological open air. “The prospect of the growth of the scientific forum to a large-scale festival was not immediately determined. It came from the heart, - says Nikolai Gorely, its founder. - I really wanted to talk with real astronauts, they were fascinated by stories with 3D printing, they were interested in new technologies, popular science projection of the future, life, aging, culture. The festival includes technological and cultural components. Science predetermines future changes, technologies introduce them into our lives, and culture comprehends them, interprets them, makes some kind of predictions, and presents them aesthetically.”

The brand of the festival belongs to Nikolay Gorelov, this year the license was bought by the leader of the FREEDOM TEAM Dmitry Timushin. Nikolai Gorely, in turn, took over the organization of the festival in Moscow, where GeekPicnic was held for the first time this year.

Moscow had a little less visitors as it was Moscow's first open air experience. Nevertheless, Moscow collected more sponsorship money and the financial turnover of the festival in the capital exceeds that of St. Petersburg by 25%. In St. Petersburg Geek Picnic was visited by about 25 thousand people. The turnover of the festival is about 30 million rubles.

Negotiations are underway about the organization of Geek Picnic in Minsk, Astana and Helsinki.

"A person who has invested in event a million, this money eventually beats back. This year we repulsed them 2 times,” says Nikolai Gorely.

With food and about food

In 2011 it started the first gastronomic festival of St. Petersburg - “Oh yes! Food!". More than 80 restaurants and shops took part in the festival, among which were such big players restaurant business, How " ", " ", " ". The cost of participation in the festival, according to Artem Balaev, the organizer of the event, is from 100 to 180 thousand rubles. Over the 5 years of the festival's existence, geographical growth has also been observed: now it is also held in Moscow. In both cities, the festival is hosted by the Avrora company, which is owned by Artem Balaev, co-founder and producer of Aurora Fashion Week, an international fashion week in St. Petersburg. This year the festival was held in the Central Park of Culture and Culture and was attended by about 40 thousand people. Experts estimate the budget of the festival at 18 million rubles.

A bit of everything

And finally, to a delicious pie Large-scale events this year were joined by the largest Russian social network VKontakte, which, in fact, tried to unite all areas. The festival of the same name featured music, lectures on sports and innovation, and, of course, food.

The project partner was Rosdance is a company that spun off from Radio Record to deal with events. Among them are the Sensation festival, Pirate Station, Super Disco of the 90s. Each of them has existed for more than 10 years and gathers at least 30 thousand people, and the company's annual turnover is about 350 million rubles.

"Actually it was our the idea and our proposal is to make such a prototype social network in reality,” says Alexander Uneshkin, Deputy CEO Rosdance LLC, which became a 50% co-owner of the event.

The VKontakte festival is held for the first time, and its main task, according to the organizers, at this stage is not to make money, but rather to develop the brand of this event.

“As a rule, large festivals the first 2 years incur losses, after which, if the festival becomes successful, we can talk about some kind of profit,” says Alexander Uneshkin. The costs for artists in the case of the VKontakte festival are much less than for many others, since the event attracts exclusively Russian performers. In addition, the artists performed at the festival without a fee, "" offers them a good advertising base, and also promotes their groups on a social network. Less funds are also required for PR, since the event is widely advertised on the basis of a social network (in total, there were more than 618 thousand people in the corresponding group). According to the organizers of the event, a significant part of the budget is spent on ensuring the safety of the park: unlike the rest on the list of the largest, VKontakte chose not Yelagin Island for its event, but the 300th Anniversary Park. In total, the festival with a budget of 40 million rubles was visited by 40 thousand people.

According to Alexander Uneshkin, the margin of the concert business in St. Petersburg is from 7 to 15%, but the risks of outdoor events are very high, since this business is too dependent on the weather.

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