There are a growing number of VIP concert experiences and activations in the live event industry.
A whole niche industry exists that deals specifically with the logistics of putting together and coordinating these programs.
VIP experiences have become an integral part of the concert ecosystem for both fans and artists.
They have also become a valuable stream of generating additional revenue for tours.
In this article, we explore what an event activation is, examples of different VIP experiences, and how to prepare for one.
What is an Event Activation?
An event activation in the context of concert touring is an elevated, premium, fan experience.
These experiences are sold as add-ons to concert tickets and are typically limited in their supply.
The goal of these programs is to create a memorable and unique fan experience for the most dedicated fans.
Additionally, it provides a valuable source of additional revenue for a touring act.
Examples of VIP Concert Packages
The possibilities are limitless when it comes to VIP concert experiences.
What a fan is able to experience is largely determined by the profile of the artist, the size of venues they are performing in, and the creative direction of the artist and VIP team.
On a mid-level tour, these programs might accommodate 50 people.
On a larger tour, you could see VIP programs accommodating hundreds of people a night with entire VIP teams.
Artist Meet and Greets
A meet-and-greet gives fans the opportunity to meet their favorite artist in person.
Oftentimes, meet-and-greets will be coupled with some type of photography package.
Autograph Signing
Autographs can take a normal item and turn them into something truly special.
Watching your favorite artist personalize and sign your record is a unique experience.
Backstage Tours
A backstage tour and getting a peek behind the scenes of a venue can be really special for someone who doesn’t work in live production.
Especially at certain memorable venues such as Red Rocks or The Ryman.
Destination Experience
Some artists have started to run their own mini-festivals in destinations that typically wouldn’t be part of a standard tour routing.
Examples of locations might be a music cruise or a performance at a tropical resort.
Early Entry / First Entry
For a show with GA tickets, being able to be one of the first people in the venue can lead to being in the front row, or getting first dibs on concert merchandise.
Early entry means access to the venue prior to the scheduled door time.
First entry means you are first in line to enter the venue at the scheduled door time.
Exclusive Merchandise
Many VIP programs will create unique merchandise as part of the VIP upgrade.
These could include collectible posters, a VIP tour laminate, or concert t-shirts specific to that experience.
On-site Concert Host
Artists with larger profiles will sometimes offer on-site hosts who act as your personal concert concierge.
This might include a highly personalized tour of the backstage, or guiding you to unique viewing areas.
Photo Opportunities
A photo with a favorite artist can become a cherished momento.
Some artists will offer an opportunity to take a photo together.
This most commonly is in front of a step and repeat, or done as a group photo.
Some artists will do selfies, but it is an incredibly time-consuming process.
Reserved Seating
A VIP upgrade could be worth it alone to have access to reserved seating or a perspective you couldn’t have any other way.
Some tours have even started to build specialized stages that have components that cater to VIP packages.
Soundcheck Parties
Sometimes artists will run soundcheck parties where they let a small group of fans in to see the band during soundcheck.
They might perform songs that aren’t going to be in the main set or play acoustic renditions of popular songs.
Unique Experiences
This could really be any and everything under the sun based on the artist and their fan base.
This could be a pre-show toast, playing a game of pre-show ping pong, or a jam session with your favorite artist.
VIP Entrance
Who wants to wait in line? A VIP Entrance is another way to elevate a concert-goer’s experience.
How Do VIP Tickets Work at a Concert?
VIP packages are typically sold as upgrades to normal tickets.
Sometimes a VIP ticket will include a regular ticket, but it’s good to clarify prior to purchasing.
An artist’s team will work with a VIP activation company to design a ticketing experience that will aim to streamline this process.
There is also a distinction between VIP packages sold as upgrades, and VIP credentials left on a guest list.
Preparing for a VIP Activation
A successful VIP concert experience for fans, the artist, production, and the house all begins with proper communication.
Planning well in advance, along with communicating specific needs is absolutely essential for running a successful VIP activation.
It’s important to consider common pitfalls or potential disappointments and steer clear of those to the best of your ability.
The goal is to create an environment where both the artist and the fans can walk away having a positive experience.
Tips for Running a Successful VIP Program
Fan Communication
Ensure fans are guided along during the entire process.
This starts from the moment they purchase a package.
Information (who, what, when, where) needs to be delivered in a timely manner.
Go ahead and answer the questions you know they are going to ask.
Set clear expectations of what is to be expected for the activation before, during, and after.
Solid communication goes a long way to streamlining the day for all involved, especially the fans.
Hire a Dedicated VIP Rep
Traveling with a dedicated VIP person goes a long way in streamlining the day-to-day process for the artist, tour management, and the house.
It allows for nuance with the artist and activation that you can’t get any other way.
There are many capable local VIP reps, but they lack the familiarity of the touring activation that a dedicated VIP touring position will bring.
VIP Team Communication
Make sure TM/PM and VIP advance team are on the same page regarding the day’s schedule, specifically door times.
Generally, it’s best if the TM or PM starts the advancing process, and then the VIP rep can hop in.
On-Site
On-site, it’s up to the TM, VIP rep, and house to make sure the activation runs smoothly.
This leads to a better fan experience and gives the artist the best opportunity to make memories with their most loyal fans.
It’s in everyone’s best interest to be proactive and resolve any issues prior to them becoming actual issues.
Security Meeting
The security meeting should occur before the VIP door time.
This ensures everyone is on the same page, minimizes curveballs, and allows for any necessary tweaks.
Depending on the activation, make sure your merch store is open prior to VIP doors.
VIP Attendee Questions
If the activation has a Q&A component, collect the questions in advance via an online portal.
It allows you to screen them and filter out requests for selfies, signings, tattoos, etc.
Gift Collection
Gifts should be collected upon entry.
At scale, this becomes an issue in being able to run a timely activation.
Depending on the artist, gifts also have a way of becoming on-stage projectiles.
Meet & Greet Flow
Have a clear plan of how guests will line up if doing a meet and greet.
Have enough staff to prep the line, hold the line, and release the line.
On the opposite side, have someone there to catch the guest and guide them away.
Merchandise Distribution
Decide when and how fans will receive any type of collectible or merchandise.
Doing this before a meet and greet creates a pain point because now the guest has something in their hands.
Have a table available to place items on, and a house staff member dedicated to the flow of personal items.
Production
Are there production elements involved?
Make sure the house and touring crew are aware if so.
This could be as simple as having access to house lights and house music, but it becomes a huge deal when this hasn’t been communicated day-of-show.
Photography
Are you taking photos? Is a tour photographer available? Are you taking a group photo or individual photos?
Depending on the size of the VIP group, there can be a material difference in time commitment for the artist.
Phone photos slow everything down, so it’s good to develop a system that will streamline everything.
VIP Settlement
Make sure everyone is clear on how the VIP lift will be settled.
Eliminate the guesswork for the house.
Additional staffing fees should be broken out to be reconciled in the overall VIP settlement.
Conclusion
Running a successful VIP activation all begins with proper planning and good communication.
It’s about finding the balance between a good artist and fan experience and figuring out the best way to deliver that on a consistent basis.
Every VIP program is different and will have its own unique nuance and requirements that will need to be properly thought through.
It’s important to remember that you are helping to create unforgettable moments that someone will likely cherish for years to come.