LMM Event Evaluation HAN23085781 SHR6E037P

SHR6E037P~002 Portfolio: Event Evaluation

Event Evaluation

On the 19th February 2026 myself and 5 of my peers hosted local talent TONIIs headline show at Hyde Park book club. Barreling out of the gate with ambitious goals, we set our sights on an electrifying night of electronic music spearheaded by TONII and supported by shotgungullet and Deff60. With a break even point at 50 tickets and a capacity of 150 we had a lot of room to play with and a high potential to hit. In this evaluation I will go over my key contributions to the group which allowed for its success alongside highlighting important moments and decisions that we made as a group.

Event Atmosphere

The atmosphere of the event is in my opinion our most successful part of the night. With specially designed visuals on a projector for each artist, over 80 tickets sold and three artists bursting with energy, we had created a formula where we believe every audience member could let go and really feel the night. After undergoing research into TONIIS other live shows and her brand, I noticed she consistently has not only hired dancers on stage but audience members. I believe this tears down the divide between audience and artist, breaking down the conceptual wall which usually halts audience members from truly experiencing the show. (see 1b and 1c)

The unique visuals for each artists gave the audience another layer for them to dissect and pick apart during the show. I believe covering up the “HPBC” sign behind the acts should allow all audience members to forget that they are at a local venue in Leeds. Having everything the audience can see be stylised and related to the artist allowed for a completed experience for the audience to enjoy. (see 4a)

Box Office

The box office is one of the most important parts of the event and I was running it on the night. It was a decision made beforehand for us to take both cash and card on the door, we didn’t want to lose out on any sale and risk not breaking even. To accomplish this I ensured I had a £30 cash float for change alongside a lockbox which I kept by me at all times. For card purchases we used an app called SumUp which allows for your smartphone to take card payments. To ensure the event was secure the only entrance and exit was manned at all times.(see 2a) Not only was the top door staffed by me but the second door to the basement was also staffed by the team.(see 2c) This meant that we had a two check system where I on the top would check tickets and draw a mark on an individuals hand and my teammate downstairs will ensure nobody has gotten past without one on the bottom. (see 2b) This system worked very well for the whole of the night and also allowed for us to make extra money selling over 10 tickets on the door. The decision to have me on the door was made due to my people skills and my ability to remain friendly and welcoming under any circumstance. This proved to be the correct choice as on the night I had multiple people coming up asking about the event and in these cases I had to sell it. One thing we could have improved on was using a unique coloured pen , because we just used a basic black sharpie this could be quite easy to replicate and could cause security issues. If we used a different coloured pen then we would be able to ensure no one enters without a ticket.

Security

The venue did not provide security for this event so between us we devised a plan to ensure the gig room was secure for all audience members and personnel we have allowed inside the venue. To begin we needed a way to mark people that have had their tickets scanned and want to come and go from the venue. Using a sharpie I created an identifiable symbol on every audience members hand. This gave me a quick and easy way to recognise who has had access to the venue. Alongside this we had a second person guarding the downstairs door, double checking all who came in had been marked by myself upstairs. Alongside this the green room was permanently locked and could only be opened with a code which was only given to artists. The green room was also equipped with a security camera. (see 3a and 3b)

We never left either post unattended and rotated the bottom door to allow for artists. However for consistency and the fact that I will see every face come in and out, I stayed on the top door for the entire show.

Health and Safety

Health and safety was a high priority to our production team. To mitigate any risk we created a risk assessment , compared that with Hyde Park Book Clubs and then revised ours so nothing was missed off. On the door we handed out ear protection to all audience members who want / require them. We understand the risks of having so much equipment on stage , not only the logistics of getting them on and off stage but also being able to move well enough while on stage. To the right of the stage was a step ladder which we ensured was always ready to. be used at the side of the stage. (see 3b)

Production

The production of this event was very exciting to figure out. As mentioned previously we have utilised a graphics designer to create unique and identifiable backdrops for each of the 3 bands. (see 4a) This gave the event an identity and a memorable image for audience members to take with them. We arranged soundcheck to start as soon as possible. In doing this we gave ourselves enough time to get correct levels for each band. Alongside this , the extra time I had allowed me to set up my laptop to record TONIIs set to be used for future promotion. The acoustics of the venue was something we also took into account. Hyde Park Book Club being a basement venue allowed for an incredible sound , especially for the style of music TONII makes.

Artist Liaison

Liaising with artists is of the utmost importance on the day. Understanding their headspace and what they require to perform is imperative for the show to go forward. Knowing this, we asked all artists for riders and fulfilled them to the best of our ability. Although most artists did not have an intense list of requirements, we made sure that on the day there will be one member of the team consistently checking on and looking after the artists. We made sure all artists were aware of the timings on the show advance and understood how to stick to it. Also helping artists with merch stands and other responsibilities is also the job of artist liaison.

Alongside this to make acts as comfortable as possible, we provided throat sweets for all acts. Understanding the time of year and how prone to illness people are in the colder months, we thought it was a good idea to offer throat sweets. In the hopes to mitigate the chance of singers voices falling on the night. (see 5a)

Stage Management

All three bands had extensive equipment lists , ranging from electronic to acoustic. To combat this we created a master tech spec which allowed us to cross reference any equipment that is needed twice and then allowed us to condense our tech spec. Making the artists share certain equipment allowed us to leave certain things on stage during changeovers. Alongside this the table we used on stage allowed for all wires to be hidden and therefore mitigates the risk of them being a trip hazard. (see 6a)

Online Marketing

For our online promotion we wanted to pander to all three fan bases. To do this we created three separate posters , each tailored to the individual bands fan base. These posters were posted on the same day at the same time causing discussion of whether these three vastly different artists would actually be playing a show together. (see 7a , b , c) In addition to posters TONII collected live videos and snippets to post. In the build up to the gig she also played a “contact buzz” then used these videos for her promotion

Promotion

For us to ensure a streamlined promotion campaign first we required an aesthetic that was bold and stood out from its peers. Selling tickets to a small venue show is always difficult however due to the increased number of students putting on events for university assignments , we understood the monumental task which stood ahead of us. However, utilising TONIIS pre existing aesthetic gave us a massive head start in comparison to our competitors. Having a pre existing aesthetic allowed us to create a large amount of content which could be utilised on the day of the show or during the build up. Utilising an “on the door” and “in advance” pricing system allowed us to push ticket sales before the event, giving customers incentive to lock in their purchase early to ensure a cheaper ticket. I believe that this, alongside our reasonable in advance price of five pound , created a relatively simple sell and meant our job as promoters was made easier.

In the build up to the event we hid a unique poster around university and set the challenge of whoever finds it first gets a free ticket to the gig. In the future I believe we could run more competitions akin to this in order to sell more tickets.

On the build up to the night we posted about the array of merchandise which will be on offer. In doing this, we hoped to entice more people to come to the show.

Financial Outcomes

Financially this event was a success. We had a perceived notion that we will end up around 50 tickets sold, this is our break even point so although we won’t make profit, it is not a massive failure. Getting all of our money back that we spent on the gig was already enough of a success for me and the team. However due to last minute promotion we ended up selling over 30 tickets the day of the gig. We knew that we would have a spike in ticket sales closer to the date however we did not expect it to take us that far over the finish line.

This extra boost of ticket sales have allowed us to earn a minimum of £20 each and all artists were paid their fair share. In the current climate of small venues and money hungry promoters who insist of sucking every penny out of artists they can, this is a monumental success. For 6 students to put on a show, make profit and pay all artists a fair wage was a dream come true for our group.