Call for better quality showsPromoter Al Gilkes has made a call for more focus to be placed on the business side of staging shows. (File Picture)
Mon, December 10, 2012 - 12:03 AM
WITH SHOW BUSINESS having a higher profile as an employment generator, a well known promoter has appealed to his colleagues to get their act together.
Al Gilkes, one of the directors of FAS Entertainment, said entertainers not only had to put on a good show, but also ensure that the project was financially successful.
He was speaking to the DAILY NATION following FAS Entertainment’s staging of the Hennessy Artistry show at Kensington Oval recently.
“Entertainment is not for fun; it is a business. This is something I have been trying to get over, not only to the public but to fellow promoters,” he said.
“I find we still have a lot of promoters who don’t understand they are in a business. They are aware of the show, but they don’t understand the meaning of the business and I am trying to influence whoever I come into contact with to get themselves in that frame of mind; if they can’t cope with it, get somebody to deal with the business side of it. If not, they are going to end up making money and lose because they don’t understand how to budget.”
He said promoters should know what level to charge to make sure that their gates were profitable. They must understand how to approach sponsorship and what to demand of sponsors, he said.
Gilkes, however, highlighted additional costs that were incurred in producing shows.
“The Government gets the majority of the money, 17.5 per cent VAT [value added tax] to start with,” he explained.
“Then they get 25 per cent of the value of whatever foreign entertainment you bring in, that is through the withholding tax, and then you have to pay for the police.”
He said using the entire Kensington Oval facility could cost the entertainer more than $40 000.
Gilkes said that entertainment was always a business venture, but it was treated casually and viewed by some as just another event.
He said the Hennessy Artistry event was successful, both as a show and a business.
“It is no longer putting on a show and people coming and then going back home,” he remarked.
“There is a whole community that depends on the production, both before and during. It is the volume of sales and the clothing that people buy. There is so much benefit that is enjoyed by store owners, both the big and small establishments. There is a whole industry that is built up around the entertainment and other major shows.”
He said Kensington Oval also would have a source of revenue which otherwise would not be there. (JS)
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