Producing Shows With A Younger Audience

Of all of the concerts I've managed over the years, those featuring younger acts and audiences (N'Sync, Brittney Spears, insert your flavor of the month pop idol here) have proven to be both the most fun AND the most difficult to produce. The high production value, coupled with the insatiable energy of the crowd, creates a environment that can make even the most jaded of event managers smile. However, that same excitement level, paired with the logistical demands of a young, non-driving audience, presents a number of unique challenges not faced when producing a traditional “adult” concert. Below are a few items to keep in mind when putting together such an event

Drop-off and Pick up – You'll likely have a number of guests who will be dropped off by their parents, and will need to be picked up at the end of the evening. This can prove to be a logistical nightmare if you don't account for it in your event's traffic plan. Consider designating an accessible pickup/drop off area for the event, preferably independent of your general parking facilities, and publicize it well. List this feature on your event's website, appropriate media outlets (sponsoring radio stations are usually willing to help), and use visible directional signage at your event parameter. If your event/facility usually charges for parking on-site, you'll want to take these drop-offs into consideration, as well. I recommend creating drop-off passes which your parking cashiers can distribute at your normal cash-points before waving them through. Aside from being useful for identification purposes upon lot re-entry, you can include a map with the recommended rout of access upon pickup. Establishing a specific re-entry route will ensure not only smooth pick-up for your guests parents, but will hopefully keep your egress for becoming gridlocked.

Create a “Parent's Tent” - If you want to reduce the number of drop-offs for your event, consider creating a temporary “parent's tent” for the event. Set up a large tent on the event grounds (preferably outside your access gates) and stock it with tables/chairs, magazines, television, wireless internet, and a concession stand or complimentary beverages. Make sure parents have easy access to the restrooms and their vehicle, and that a representative of the event's management or guest service team checks in with them on a regular basis. Check-ins are important, as your attentiveness to them will (hopefully) alleviate any fears they may have concerning your attending to their children.

Established Meeting Points – For to assist parent's who choose to stay at the event, I recommend establishing an clearly identifiable meeting point within the facility. Aside from aiding in meet-ups at the end of the evening, it allows you to dictate as best as possible your pedestrian flow upon egress. Most “younger” events result in a number of kids milling around with little direction, while their parents fret about where they may have ended up. Point both in the same direction, and you'll save yourself (and your guest's parent) a good deal of time and frustration. Guest service stands and numbered gates are great for this, just make sure your point of congregation doesn't impede traffic flow.

Adjust your staffing (and their attitude) accordingly – Events with a younger audience have their fair share of difficulties. However, drunken and/or violent behavior is usually not one of them. Any incidents can most likely be handled with a gentler hand and a sympathetic demeanor. As such, consider staffing up on your ushers and guest service staff, and reduce your security staff only those essential to maintain order. In addition. make sure all staff is aware of the anticipated demographic, and know how to handle a younger audience.

Have a means to reach parents – It seems most kids these days have cell phones. However, this isn't a universal truth, and phones can easily be lost or stolen. Therefore, make sure you have a plan to for your audience to reach their parents should they need to. This may be something as simple as a payphone (remember those?) or an established land line telephone. If you have a wireless telephone sponsor, consider having them sponsor a “call booth” on site for the event.

Have a plan for serious situations – For as much as we treat these younger events as clean, innocent fun, we must be honest with ourselves and admit that that kids will be kids. There will be fights, vandalism, and substance abuse to some degree. As such, how one treats these incidents is a matter of some debate. Many places will detain an underage guest until released to a guardian. Others turn them over to local authorities immediately out of an abundance of caution. Whatever you choose to do, don't simply wing it. Do your homework as to what your local law requires are before the actual event. A cup of coffee with your local chief of police can answer many of these questions, and has the added benefit of fostering a strong working relationship with the local authorities in a proactive, low stress situation.

These are a but a few of the considerations to make when producing an event geared towards a younger demographic. I'd love to hear your thoughts in the comments.