Have you been considering hosting a summer concert series on the Central Coast? Or maybe you have hosted one in the past and would like to make improvements?

Hosting a summer concert series at your winery, brewery, or local business can be a great way to attract tourists and locals alike. Done right, it can enhance sales, create a lively atmosphere, create buzz around your business, and lead to repeat customers.

Take a look at these 9 tips for getting your summer concert series off the ground, or breathing new life into your annual event:

1. Define Your Goals and Audience

Determine the purpose of the concert series. Is it to promote your winery, attract new customers, or enhance the overall customer experience? Identify your target audience and tailor the series to their preferences.

2. Obtain Necessary Permits

Check with the City and County about any permits required for hosting live music events. This may include event permits, amplified music permits, or third-party food/vendors sales permits.

3. Budgeting

Consider expenses such as band fees, marketing, additional staff, and equipment rental.

While most local bands will bring their sound system, some venues have their own system and a staff person who is knowledgeable about audio production. Of course, providing your sound and audio technician will cost more money, but you will have greater control over the quality and volume.

As a general rule of thumb, most local bands will charge in the $200-$1000 range for 2-4 hours of music. Prices typically depend on the number of members in the band, the bands overall popularity, and potential travel fees if they are coming from out of the area.

4. Select Dates and Bands

Choose your dates wisely. While you may want to host your event on a Friday or Saturday night, you will be faced with many competing events up throughout the Central Coast. Before setting your dates check the local visitor center and tourism websites, city websites, and social media.

Keep in mind your target audience when choosing a date, and consider other annual events that may keep them from attending. For example, if your venue is attracting college students, make sure not to schedule an event during finals week, graduation, etc.

Reach out to local bands and artists who align with your venue's vibe and the preferences of your target audience. You can find a list of local bands and their contact information on this page. You may also want to consider hosting a weekly Open Mic night as a way of auditioning local talent and gauging the interest of your patrons.

5. Infrastructure and Logistics

Ensure you have the necessary infrastructure for live music. While most local bands don't have many requirements if any (outside of a power source near the stage), some will have a stage size requirement, lighting and sound, and assistance with set-up. If needed, considering temporary staffing or collaborate with local rental companies.

Plan for parking, seating, and crowd management and consider whether you need additional security.

6. Promotion and Marketing

Design promotional materials, such as posters, flyers, and online graphics, to create a visually appealing campaign that is aligned with your current branding. Use social media, your website, and local event listings. Many of the local online and print newspapers will publish your press release and the local radio stations may be receptive to you coming on the air to promote your concert series. See a full list of local media companies here.

7. Ticketing or Admission

While most concert series in the area are free, you may be attracting bands at a price point that requires you to sell tickets. If selling tickets, set pricing and determine how you'll handle sales (online, at the winery, or through local outlets).

8. Food and Beverage

You likely have beverages covered, right? But what about food? If your venue already has a food menu, coordinate with your kitchen team to plan for a larger crowd. If you don't have on-site food, check with local food trucks or caterers to give your event an added attraction. If using a third party food vendor, ask that they also promote the event on their social media channels as some of them have a large following and can boost your attendance.

9. Weather Contingency Plan

Since it's a summer concert series on the Central Coast, you should be good to go. Knock on wood. Extreme heat is more likely than rain, so it's good to have a back-up plan just in case. If needed, can you bring your event indoors or construct pop-up tents? If so, do you have enough seating or do you need to rent tables/chairs? In the event of a postponement or cancellation, have a plan for getting this information out to the public.

Bonus Tip: Feedback and Evaluation

After each concert, gather feedback from attendees, the band, and your staff to learn from the experience and use this information to make improvements for future events.

If this is your first time and you'd like some help talking through some of the issues, give us a call or use this form and we'll be happy to brainstorm some ideas with you!