Big hitters

Concert promoters discuss their exciting plans for 2023 –StandOut chats with AGN Events, Revival Productions, and Mega Events n 2022, Live at The Piece Hall smashed onto the UK events market, bringing live entertainment to Halifax’s Piece Hall. The concert series aimed to put Halifax on the map and was brought about by the hard work of The Piece Hall Charitable Trust and promoter Cuffe and Taylor.

The 2022 shows were the first of a five-year partnership. Now the team is celebrating because ticket sales for this summer’s shows have smashed the 100,000 mark, breaking box office records and hitting six figures for the first time.

Nathan Reed, managing director of Mega Events, is celebrating too. His company currently has 500 shows in the diary and is hoping to sell 500,000 tickets; something which he says he is on his way to achieving and is entirely possible.

Mega Events, which produces Rock Orchestra by Candlelight, is in the “conceptual” space and recently launched Silent Discos in Incredible Places, a series of 1,200-capacity silent discos – playing 90s music – that take place in incredible spaces, including cathedrals, caves, crypts, and zoos.

“We’re only just getting going with these shows,” explained Reed. “But the concept means we can return to the same venue multiple times with different music genres. It means we’re not tapping into the same demographic all the time.”

Best Show Possible

According to Reed, the conceptual event space is growing and not experiencing the same challenges that traditional concert promoters are facing, such as sustaining the cost of live talent. It’s demonstrative of the demand for intimate concerts and live experiences that offer crowds something a little bit different.

Revival Productions, organiser of the Classic Ibiza concert series at stately homes, says that its shows are experiencing “strong sales” with some dates sold out and others “imminent”.

“Our model is built around repeat customers,” explained Alex Charlwood, Revival Productions’ PR and marketing director. “Once people have been once, they come again and bring friends with them. That’s because we invest in our music and in the infrastructure, always put on a great show and look to do something new each year.”

This year, Classic Ibiza will take place at seven venues. It has added Tatton Park to its portfolio. But it’s not the only development for 2023. Revival Productions has increased production values, adding a new laser system to Classic Ibiza, and increasing the size of the screens that flank the stage.

“In 2022, we played to around 50,000 fans in six venues,” Charlwood continued. “In 2023, we’ll play to 60,000.”

Lisa Ward, director of Revival Productions, oversees the show’s production and delivery. She said: “I am very choosey about the venues we work with. We did do a show at Capesthorne Hall in Macclesfield, but it just didn’t work as a venue. We couldn’t do anything to improve the traffic management. For me, part of putting on the best show possible is making it easy for your customers to get in and out.”

TAP INTO NEW AUDIENCES

CTM, Pearce Hire, Rubicon, and Actavo Events are just some of the event suppliers contracted to provide equipment and services to Revival’s Classic Ibiza concert series. Ward said that costs have increased by 20 to 30 per cent and stated that there is a lot of competition in the market.

“We go on sale with Classic Ibiza for the following year relatively quickly,” Ward explained. “So for this year, we increased ticket prices by £2. In hindsight, that should have been £4 but you have to find a balance as to what customers will pay.”

Ali O’Reilly, director of AGN Events, is the founder of Rock N Roll Circus. The live event takes place in a big top and is best described as music meets circus. It launched in 2022, has expanded from two nights to three for 2023, but has not increased its ticket prices.

O’Reilly explained the concept: “A few years ago, I went to a show in Las Vegas and it stuck in my head. I felt that there was nothing in the UK that brings that weird and wackiness that you find in American shows.”

Rock N Roll Circus was born. It launched in 2022, playing to 5,000 fans in Newcastle. This year the concept has grown; 7,500 fans will attend the gig, which will take place in Sheffield’s Don Valley Bowl.

“I always knew that there was a market for something bespoke and immersive,” O’Reilly continued. “When we launched in Newcastle, we knew it was always going to be a challenge. We had to tap into a new audience and build a brand and a business in a trickier year for the reasons we all know. But at the back of my mind, we were always thinking does the concept work and does concert meet circus work?

“It did. Feedback from artists and fans was extremely positive and so we felt we had enough to go again.”

Building A Brand

LFX Events provides O’Reilly with full-service site, production, and event management, including planning and procurement. It is necessary because Rock N Roll Circus is comprised of a “small, lean team”, but it’s a small team with big ideas.

Rock N Roll Circus plays on the heritage of old travelling circuses. Hence, the new location for 2023. But this brings big marketing challenges.

“You invest in building a brand in a city and promoting the show and then roll out of town,” O’Reilly commented further. “This year, we’re working with Sheffield City Council, and they’ve been great. We want to work with councils that are keen to bring new concepts to their towns and cities and in 2024, we are looking to have more than one Rock N Roll Circus on the road.”

O’Reilly concluded: “The market is difficult. Based on last year, we thought that events would explode and there would be a bigger boom back.

“We’re trying to keep ticket prices affordable which is why we’re looking at other revenue streams such as premium experiences and sponsorship.

“We have a lot of hard work to do to get the brand in front of a new audience and make them understand what we stand for.”