© 2015 Vinny Ribas
These are the handout notes from a 3 hr. workshop that I conduct. I think you’ll get the gist of what I talk about and explain from these notes.
Your Base Price = Your total expenses + the profit you NEED to make + the added profit would LIKE to make +/- various amounts for good or bad extras or circumstances.
10 Keys to Successful Pricing:
- Decide beforehand what is included in your price (how much travel, how many sets, house provides sound and lighting etc.)
- Do your homework – find out how much the venue normally pays
- Do more homework – find out who else plays in the same venue and what they charge
- Ask around to find out the going rate for your kind of act and at your level
- Be certain that you know your total hard/fixed costs
- Know beforehand what any extra hard costs might be (hiring an extra player, renting a sound system etc)
- Have pre-set prices for common extras (an extra set, extra mileage etc.)
- Be sensitive to the venue owner/manager’s issues and concerns
- Know your band members and what they expect (you might be more tolerable than they are)
- Be willing to say NO if the venue is offering too little and you have no valid reason to comply. This establishes the integrity of your brand, maintains your reputation, and thus keeps your price in an acceptable range.
25 Things that you might lower your price for…
- It is your first time at this location and you want to come back
- It fills an empty date on your calendar that would have been hard to fill otherwise
- You’re a last minute replacement in a place where they have a limited budget
- You just LOVE playing there
- The gig doesn’t block you from taking other gigs (e.g. an afternoon wedding won’t keep you from taking a nighttime gig)
- Shorter hours than usual
- Great location to showcase for booking agents, engaged couples, club owners etc.
- It looks great on your resume
- They will provide meals
- They will provide acceptable lodging
- They provide sound and/or lighting, sound tech and/or lighting tech
- There is a chance for more bookings in the same location, so you just want to get your foot in the door
- You’re getting your base fee + a % of the door, bar or both
- Preferable location (close to home, easy load-in etc.)
- The venue is flexible with dates, times etc.
- The venue has a set or maximum budget
- The venue is not counting on you to fill seats
- The venue is not counting on you to sell food or liquor from the stage
- You know you will make great tips (type of audience, size)
- You know you will sell a lot of CDs and merchandise (type of audience, size)
- Slow season for you or them (ski lodge in late spring)
- The venue is hurting and you want to help them
- It serves another purpose (helps a friend, gets you in front of your home town crowd etc.)
- It’s just a hobby
- It’s an off-day when you’re usually not booked
25 Things you might raise your price for…
- You have a draw so you will fill seats
- Longer travel than what you include in your set price (gas, time)
- One-shot show with little or no opportunity to come back
- It’s last minute and the venue is desperate (this is also a chance to get on their good side by either NOT increasing your price or lowering it to meet their budget)
- Premium time slot (a Saturday evening wedding might keep you from booking a weekend gig)
- Premium date (Saturday night during Christmas season, New Year’s Eve etc.)
- No chance to sell CDs or merchandise
- You need to learn new songs, requiring a separate rehearsal
- They have a door charge
- Inconvenient (carrying equipment up the metal fire escape in winter while it’s snowing)
- Rowdy crowd – might be dangerous
- You need to buy your own meals
- You need to provide your own lodging
- You need to bring extra equipment
- You need to play extra sets
- You need to provide your own sound/sound tech
- You need to provide your own lighting/lighting tech
- Set-up time is long before the gig starts
- Multiple set-ups and break-downs
- You’re providing equipment to share with other acts on the bill
- They are difficult to work for
- The venue has a higher budget
- You have extra booking agents to pay
- There is no chance to make tips
- You’ve been playing at the venue for quite a while and you know that you make them money
What you need to know before giving a final price:
- Date
- Starting time
- End time
- Load-in time
- # Of band members
- Instrumentation
- Location
- Venue type
- Dress
- Repeat Bookings?
- Audience size
- Type of Audience
- # Of sets
- Length if the sets
- Travel distance
- Travel time
- Meals included?
- Lodging included?
- # of days
- Occasion
- Booking agent costs
- Can you sell CDs
- Can you sell merchandise?
- Good tips?
- Need extra equipment?
- Sound provided?
- Sound tech provided?
- Extra prep?
- Lighting provided?
- Lighting tech provided?
- Who fills seats (club or band)?
- Equipment share?
- When are you paid?
- Pay format (cash, check etc.)
- Expectations
- Comp tickets?
- Top billing
- Extensive marketing
- Who does PR?
- Local radio promo
