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RAB Research Archive

Now is the time for planning



Plan a brainstorming session now for next year's events.

Sit down with your key event people and analyze all the events you have been doing. Now is the time to start planning for 2016, as budgeting begins. Your input is essential in the budgeting process and if you have new ideas for your events, you will be able to project increased results for 2016.

Try to determine 5 new revenue opportunities for each event. Start by asking, "What/how do we sell the event now?" Then ask, "What can we add, delete, do differently?" Heritage events are ripe for such analysis. Though solid revenue contributors, heritage events always run the risk of the "boredom" factor.

Make your events fresh; keep them exciting and you will maximize revenue. Always be in "re-creation mode" and don't rest on your laurels.

Source: Brandeis C. Hall, RAB





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