A Midsummer’s Night Block Party Summer Concert for Medallion nightclub

Erika ThomasExecutive Summary

There are several upscale clubs being introduced into the Los Angeles area and Medallion nightclub has to compete in order to stay relevant. In order to compete with the new upscale supper clubs and nightclubs, Medallion nightclub must create a way to generate new clientele and revenue while introducing something new to the Los Angeles club scene.

NeedThis proposal serves as a guide to help Medallion nightclub retain and acquire additional revenue and clientele. The need for more additional clientele and revenue comes from the emergence of other upscale nightclubs in the area.

ObjectiveUrban Silhouette’s proposed solution to achieve this goal is to host a concert in the middle of summer featuring today’s hottest R&B acts. The concert will take place at Medallion nightclub on July 21, 2012 and entertainment will be provided by Jill Scott, Musiq Soulchild, Robin Thicke, and Erykah Badu. The concert will be the first of its kind--an interactive concert where concertgoers will be able to choose the songs the artists will perform.The projected increase in revenue will come from multi-level ticket sales ($150- $325), parking ($10), merchandise ($35), and the selling of food and beverages ($12).

BenefitsWith Urban Silhouette’s promotional and marketing plan, Medallion nightclub can expect:• to generate a revenue of more than half of what is spent on the concert, • a clientele outside of the normal 21-34 demographic,• and the reputation of having the biggest and best block party Los Angeles has ever seen!

Table of Contents

Planning 3 ! Schedule.........................................3 Category ! Descriptions.................................. 4 Deliverables................................... 6 Qualifications.................................6

Budgeting 7! Budget..........................................7 Cost Breakdown............................8 Revenue........................................9

Appendix 10! Assumptions.................................10 Risk Management.........................10 Support Documentation...............12 References....................................18

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Schedule

Task Pre-Requisite

Duration Start Date End Date

1.0Venue 9 days 5/7/2012 5/17/20121.1 View Venue --- 2 days 5/7/2012 5/8/20121.2 Create floor/ stage plan 1.1 4 days 5/9/2012 5/14/20121.3 Contact stage and lighting companies

1.1; 1.2 3 days 5/15/2012 5/17/2012

2.0 Entertainment 13 days 5/18/2012 6/4/20122.1 Contact artist’s managers --- 3 days 5/18/2012 5/20/20122.2 Collect artist’s signatures for contract

2.1 2 days 5/21/2012 5/22/2012

2.3 Print tickets 2.1; 2.2 4 days 5/25/2012 5/28/20122.4 Contact ticket vendors 2.1; 2.2; 2.3 4 days 5/29/2012 6/4/20123.0 Marketing 28 days 6/6/2012 7/13/20123.1 Contact radio stations, local businesses and create a Facebook, Myspace, and Twitter account

--- 2 days 6/6/2012 6/7/2012

3.2 Create radio spot for radio and website

3.1 1 day 6/11/2012 6/11/2012

3.3 Print flyers 3.1; 3.2 3 days 6/12/2012 6/14/20123.4 Distribute flyers 3.1; 3.2; 3.3 22 days 6/18/2012 7/17/20124.0 Vendors 9 days 6/20/2012 7/4/20124.1 Contact vendors --- 2 days 6/20/2012 6/22/20124.2 Verify authenticity of vendors 4.1 3 days 6/25/2012 6/27/20124.3 Collect vendor’s signatures for contract

4.1; 4.2 3 days 7/2/2012 7/4/2012

5.0 Concert 1 day 7/21/2012 7/21/20125.1 Crew check-in --- 6 hours 7/21/2012 7/21/20125.2 Sound check 5.1 5 hours 7/21/2012 7/21/20125.3 Concert begins! 5.1; 5.2 4 hours 7/21/2012 7/21/2012

Planning

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Category Descriptions

Category 1: VenueMy team and I will take a final look at the venue in order to create a floor plan that would accommodate the musicians and the concert audience. We recommend that we outsource the creation of the stage floor to Mover’s and Shaker’s Stagers. Lighting will also be outsourced to Bright Idea Lighting. We have worked with them on several events in the city and they are reasonably priced and give you more bang for your buck. The total time allotted for the completion of the plan and setup overview and setup is 1.5 weeks.

Category 2: EntertainmentMy team and I will contact the performer’s managers to make sure that their schedules are clear the day of the concert and %will send the artist agreement contract for them to sign as well. We recommend that the artist’s managers are contacted and a contract is signed so that they are locked into an agreement and can not renege without being penalized. After confirmation from their managers, my team and I recommend www.eventwristbands.com should be contacted to print color-coded tickets for each price range and level of the club. The color-coded tickets and wristbands are to help security recognize which level of the club concert attendees have access to. Tickets will be distributed to local businesses, radio stations for giveaways, and larger ticket retailer, Ticketmaster. The time allotted for the completion of securing entertainment and tickets is two weeks.

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Planning (continued)

Category 3: Marketing

My team and I recommend contacting local radio stations to give them tickets for giveaways and local businesses to ask for permission to give them tickets to sale. We recommend using www.myclubflyer.com to create flyers for the event because they produce quality flyers at a larger quantity than other flyer companies. They also create your next event flyers for a deep discount if you order a certain amount. The flyers will be printed and distributed to local businesses in Los Angeles and the surrounding cities. We recommend a radio spot should be recorded and sent to local radio stations and uploaded on the Medallion nightclub website. The radio is a leading medium in marketing events; the radio station has plenty of listeners who don’t necessarily live in Los Angeles which will generate more sales and clientele. Urban Silhouette knows that word of mouth marketing is very effective, so in order to make this event a success, we recommend Medallion nightclub owners and staff be responsible for marketing this event as well through passing out flyers and word of mouth. The time allotted for this project is about a month.

Category 4: Vendors

My team and I recommend contacting memorabilia vendors for the concert. 30% of the profit made from the sale of memorabilia will go to Medallion nightclub which will increase revenue. We will contact local vendors in the Los Angeles area and will verify the vendor’s authenticity with the artist’s managers. A contract will be created and sent to the vendors for them to return with signatures as an agreement they will sell concert memorabilia.The time allotted for this task will be 1.5 weeks.

Category 5: ConcertOn the day of the show, my team and I will make sure the stage, lighting, and vendor companies are checked in at 9:00 a.m. Medallion nightclub is responsible for making sure their waitstaff and security are checked in at their designated times. We recommend artists arrive five hours prior to show time to make sure they do a sound check to ensure little to no mistakes during the show. We recommend food and drinks be provided to the artists and their bands on behalf of Medallion nightclub before showtime.

**Medallion nightclub is responsible for providing security and waitstaff**

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Deliverables

Client will receive a rough draft of the stage/ floor plan on 5/11/2012. (Appendices 1-1.2 page 12)

Client will receive a copy of color coded tickets before they are printed on 5/27/2012. (Appendix 2 page 15)

Client will receive script for the radio spot on 6/12/2012. (Appendix 3 page 16)

Client will receive concert itinerary on 7/21/2012. (Appendix 4 page 17)

Qualifications

Urban Silhouette is an event planning company started in 2002 by Erika Thomas. As a way to make money while attending college, Urban Silhouette started as a nightclub promotions company geared to “outlining urban nightlife”. In 2005, UrbanSilhouette got its big break when they were asked to host Beyonce’s 25th birthdayparty at Greystone Manor. The event was a success and garnered Urban Silhouettethe title of “Freshest and Most Promising” event company in Los Angeles three yearsin a row. Urban Silhouette now employs 8 and continues to create events of a lifetime.

Erika Thomas, founder of Urban Silhouette, started Urban Silhouette as a business school student in Atlanta, Georgia. Working as a server and bartender forover seven years, Erika prides herself in customer service and brought her southern hospitality to the west coast. Erika’s unique ability to pay attention to detail has allowed her to become one of the most sought-out event planners in Los Angeles.

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Budgeting

TBC 5/6- 5/12 5/13- 5/19 5/20- 5/26 5/27- 6/2 6/3- 6/9Venue $25,000 $6,250 $6,250Entertainment $155,800 $35,120 $680Marketing $20,808Vendors $2,400Concert $1,500

Total $205,508 $6,250 $35,120 0 $680 $6,250CBC   $6,250 $41,370 $41,370 $42,050 $48,300

6/10- 6/16 6/17- 6/23 6/24- 6/30 7/1- 7/7 7/8- 7/14 7/15- 7/21$12,500

$70,000 $50,000$10,808 $5,000 $5,000

$1,200 $1,200$1,500

$80,808 $1,200 $5,000 $12,500 $5,000 $52,700$129,108 $130,308 $135,308 $147,808 $152,808 $205,508

Budgeted CostThis is the projected cost it will take to complete the entire project. The total budgeted cost (TBC) and cumulative budgeted cost (CBC) can be found on the table as well. The money is dispersed over an 11 week period.

Budget

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Venue:% We will be using Medallion nightclub for the Midsummer Night’s Block Party concert. Included in this cost breakdown will be the labor it would take to view the venue, create the floor plan, and contact the stage and lighting companies.% View Venue:

• Labor/ Create floor plan: 2 people @ $30/hr. for 6 hours= $360.00• Travel: 6 miles @ $0.35/mile= $2.10• Light and Stage Deposit: $5,887.90• Made another 25% deposit for stage and lighting in the middle of the project and

the last deposit two weeks before the show: $18,750TOTAL Venue Cost: $25,000

Entertainment:% Included in this cost is the cost to book the artists and the cost to get the tickets made.% Musicians:

• Labor: 1 person @ $30/hr. for 4 hours= $120.00• Deposit: 25% deposit in the 2nd week ($ 35,000), 50% deposit in the 6th week

($70,000) and the remaining balance due the week of the show ($50,000): $155,000TOTAL: $155,000

Tickets:• $680.00 due at time of order

TOTAL Entertainment Cost: $155,800Marketing:% The cost for marketing includes the cost of the radio spots and the printing of flyers.% Contacting radio stations, local businesses, creating social networking websites:

• Labor: 4 people @ $30/hr. for 8 hours= $960.00TOTAL: $960.00

% Radio Spot:• Labor: 2 person @ $30/hr. for 3 hours= $180.00• $450 for a 60 second drop; aired 5 days/week and 4 times/day for 2 weeks=

$18,000TOTAL: $18,180

Printing and distribution of flyers:• Labor: 8 people @ $30/hr. for 3 hour= $720.00• Travel: 30 miles @ $0.35/ mile= $10.50• Printing of flyers: $0.75/flyer for 1250 flyers= $937.50

TOTAL: $1,668.00TOTAL Marketing Cost: $20,808.00

Vendors:% This will include contacting vendor companies and making sure they sign their contracts and secure a spot at the concert.% Contacting concert vendors:

• Labor: 2 people @ $30/hr. for 1.5 hours= $90.00Deposit to secure spot at concert: $2,310

TOTAL Vendor Cost: $2,400Concert:%% This will include all costs that are taken care of the day of the show.% Crew eats: $1,500

TOTAL Concert Cost: $1,500

Cost BreakdownThe cost breakdown shows in detail where the cost numbers came from.

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Vendors:% This will include contacting vendor companies and making sure they sign their contracts and secure a spot at the concert.% Contacting concert vendors:

• Labor: 2 people @ $30/hr. for 1.5 hours= $90.00Deposit to secure spot at concert: $2,310

TOTAL Vendor Cost: $2,400%

Concert:% This will include all costs that are taken care of the day of the show.% Crew eats: $1,500

TOTAL Concert Cost: $1,500

Revenue

Quantity Price RevenueTickets

Level One 1300 $ 150 $ 195,000Level Two 1150 $225 $258,750

Level Three/ VIP 200 $ 325 $ 65,000Parking 3200 $ 10 $ 32,000Merchandise 1600 $ 35 $ 56,000 * 30% = $ 16,800Food/ Drinks 2650 $ 12 $ 31,800

Total $ 599,350

There are three levels of ticket sales. Level One is considered general admission. The cost of the level one ticket is $150. Level two costs $225, while level three, or the VIP, ticket price is $325. The venue can hold 2650 people and if we were to utilize all parking, we could expect to receive $ 32,000, with parking being $10. If 1,600 of the concertgoers buy merchandise, we could expect revenue of $56,000, but because Medallion only gets 30% of the revenue, Medallion would only receive $16,800. If everyone gets food and drinks, at $12, Medallion would sell $31,800 in food and drinks. The total revenue generated from the concert will be $599,350.

Medallion nightclub will keep 85% of the revenue: $509,447.50Urban Silhouette will keep the remaining 15%: $89,902.50

This is a breakdown of what money is generated from the concert and what percentage is allocated to Medallion nightclub and Urban Silhouette.

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AssumptionsAssumptions are events that may happen that are beyond our control.

Assumption 1: In the event of a sold out show, the maximum level of revenue will be reached. If the show does not sell out, the revenue projected in the proposal will not reflect actual sales.

Assumption 2: We assume the deliverables submitted are to the satisfaction of the client and will need little to no review and/or changes.

Assumption 3: We have developed a schedule with allotted turnaround times for receipt of blueprints, contracts, and authenticity reports. If there are any discrepancies (legal, electronic, etc.), the concert date may be affected.

Assumption 4: In the event of cancellation, there is a clause in the artist’s contract that states that they will be responsible for any fees or expenses incurred because of their cancellation.

Risk Management

Risk 1:

Risk: Lack of SecurityConsequences: 1. With lack/ or no security, there could be physical altercations.

2. With lack/ or no security, there could be loss of crowd control.3. With lack/or no security, there could be damaged equipment.

1. With lack/ or no security, there could be physical altercations.2. With lack/ or no security, there could be loss of crowd control.3. With lack/or no security, there could be damaged equipment.

1. With lack/ or no security, there could be physical altercations.2. With lack/ or no security, there could be loss of crowd control.3. With lack/or no security, there could be damaged equipment.

1. With lack/ or no security, there could be physical altercations.2. With lack/ or no security, there could be loss of crowd control.3. With lack/or no security, there could be damaged equipment.

On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being lack of or no security? On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being lack of or no security? On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being lack of or no security?

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On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of there being lack of or no security?On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of there being lack of or no security?On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of there being lack of or no security?

1010

Action Trigger: An unruly crowd is what would cause mitigation.Action Trigger: An unruly crowd is what would cause mitigation.Avoid: Medallion should have enough security to work the event.Avoid: Medallion should have enough security to work the event.Avoid: Medallion should have enough security to work the event.Mitigate: Medallion should hire security if they do not have enough security on staff.Mitigate: Medallion should hire security if they do not have enough security on staff.Mitigate: Medallion should hire security if they do not have enough security on staff.Accept: If club security is not enough to secure the event, the Los Angeles Police Department will have to be contacted.Accept: If club security is not enough to secure the event, the Los Angeles Police Department will have to be contacted.Accept: If club security is not enough to secure the event, the Los Angeles Police Department will have to be contacted.

Appendix

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Risk 2:

Risk: A fire at Medallion nightclubRisk: A fire at Medallion nightclubConsequences: 1. Without a proper fire escape plan, people could be trapped

inside of the club.2. Without a proper fire escape plan, lives could be lost.3. Without a proper fire escape plan, Medallion nightclub could

receive a large fine or get shut down.

1. Without a proper fire escape plan, people could be trapped inside of the club.

2. Without a proper fire escape plan, lives could be lost.3. Without a proper fire escape plan, Medallion nightclub could

receive a large fine or get shut down.

1. Without a proper fire escape plan, people could be trapped inside of the club.

2. Without a proper fire escape plan, lives could be lost.3. Without a proper fire escape plan, Medallion nightclub could

receive a large fine or get shut down.

1. Without a proper fire escape plan, people could be trapped inside of the club.

2. Without a proper fire escape plan, lives could be lost.3. Without a proper fire escape plan, Medallion nightclub could

receive a large fine or get shut down.

1. Without a proper fire escape plan, people could be trapped inside of the club.

2. Without a proper fire escape plan, lives could be lost.3. Without a proper fire escape plan, Medallion nightclub could

receive a large fine or get shut down.

On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being a fire? On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being a fire? On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being a fire? On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being a fire? 77

On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of a fire?On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of a fire?On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of a fire?On a scale of 1-10, with 10 being the highest, what’s the impact of the risk of a fire? 1010Action Trigger: Seeing and/or smelling smoke could cause mitigation.Action Trigger: Seeing and/or smelling smoke could cause mitigation.Action Trigger: Seeing and/or smelling smoke could cause mitigation.Avoid: We should make sure fire exit signs are working properly.Avoid: We should make sure fire exit signs are working properly.Avoid: We should make sure fire exit signs are working properly.Avoid: We should make sure fire exit signs are working properly.Mitigate: We should make sure fire alarms, extinguishers, and the sprinkler is working properly.Mitigate: We should make sure fire alarms, extinguishers, and the sprinkler is working properly.Mitigate: We should make sure fire alarms, extinguishers, and the sprinkler is working properly.Mitigate: We should make sure fire alarms, extinguishers, and the sprinkler is working properly.Accept: If we are unable to avoid or mitigate this risk, the steps to bring the club up to code should take place and the concert should be cancelled until further notice.Accept: If we are unable to avoid or mitigate this risk, the steps to bring the club up to code should take place and the concert should be cancelled until further notice.Accept: If we are unable to avoid or mitigate this risk, the steps to bring the club up to code should take place and the concert should be cancelled until further notice.Accept: If we are unable to avoid or mitigate this risk, the steps to bring the club up to code should take place and the concert should be cancelled until further notice.

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Support Documentation

Suggested support documentsinclude, but are not limited to:o Resumeso Marketing documentso List of sponsorso Event layouto Storyboardo Menuo Song list (concert)o Bios of celebrities

Appendix 1First Floor/ Ruby Room: Capacity 1500

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Appendix 1.1Second Floor/ Sapphire Room: Capacity 1150

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Appendix 1.2VIP/ Platinum Room: Capacity 200

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A Midsummer’s Night Block Partyfeaturing

Erykah Badu, Musiq Soulchild, Robin Thicke

and

Ji' Scott

Admit O

ne

Saturday, July 21,2012 8:00 p.m.Medallion Nightclub

4567 La Cienega Blvd.Los Angeles, CA 90069

Cost: $150

Appendix 2Concert Tickets are color coded by price

and club level.

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Radio Spot for Medallion Nightclub’s ‘Midsummer’s Night Block Party’

Duration: 60 seconds

Woman 1: Girl, what you doing on July 21? Wanna go to BloomFest?

Woman 2: Girl, I’m going to the block party.

Woman 1: Block Party? What block party?

Woman 2: You know…Medallion nightclub’s block party!

Woman 1: Whaaaat?!?!

Voiceover announcer (with music playing in the background): On Saturday, July 21, check out the biggest and baddest…yeah I said baddest block party Los Angeles has ever seen! Come out to mix and mingle with the sexiest women and flyest men in Los Angeles. There will be drink and food specials all night with entertainment by Erykah Badu (plays snippets of Erykah Badu’s music in the background), Musiq Soulchild (plays snippets of Musiq Soulchilds’ music in the background), Robin Thicke (plays snippets of Robin Thicke’s music in the background), and featuring Jilly from Philly, Jill Scott (plays snippet of Jill Scott’s music in the background).

Tickets go on sale June 13, at Medallion nightclub, DTLR, Dash Calabasas and Ticketmaster.com.

Woman 1: Girl, I’m gonna cancel my tickets and go to the block party with you!

Woman 2: We’re gonna have sooo much fun and maybe we can find the men of our dreams

Women 1&2: (Laughs) Music plays and fades out

Appendix 360 second radio spot

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Artist Track ListingJill Scott:• Blessed• So In Love (Feat. Anthony Hamilton)• Shame• WhateverAudience Choice• A Long Walk• He Loves Me• Whenever You’re Around• Golden

Erykah Badu:• Window Seat• Gone Baby, Don’t Be Long• HoneyAudience Choice• Danger• Didn't Cha Know• Tyrone (Live Version)

Robin Thicke: • Love After War• Pretty Lil' Heart• MagicAudience Choice• Lost Without You• When I Get You Alone (Album Version)• Wanna Love U Girl

Musiq Soulchild:• Yes• B.u.d.d.y.• sobeautiful (Album Version)Audience Choice• Halfcrazy• Love• Betterman

Appendix 4Artist Track Listing including Audience

Choice

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References

Concert Crowd. Retrieved from: http://www.banksenterprize.com/

Kelis Mic. Retrieved from: http://www.superxofficial.com/2010/08/kelis-feat-chiddy-bang-acapella-ming.html

Business Plan. Retrieved from: http://www.jeremycwilson.com/2012/02/business-plan/

Budgeting. Retrieved from: http://www.amazingproject.org/category/benefits-of-budgeting/

Appendix 1. Retrieved from: http://rd-review.ca/eic/site/033.nsf/eng/00043.html

Entertainment Pic. Retrieved from: http://www.iebermuda.com/

Love Nightclub. Retrieved from: http://www.clubzone.com/c/1354/about/love-nightclub-washington-dc

Greystone Manor. Retrieved from: http://www.dailyiso.com/greystone-manor-supperclub-sbes-newest-nightclub-comes-to-west-hollywood/

Club Reign Atlanta. Retrieved from: http://www.atl-list.com/venues/reign-nightclub-midtown-atlanta/21.aspx

Floor Plans for Appendices. Retrieved from: http://www.websterhall.com/about/07_venue.php

Jill Scott. Retrieved from: http://www.karenvaughn.com/2012/04/jill-scott-to-lauch-new-storyteller-series-on-vh1/

Erykah Badu. Retrieved from: http://2020k.wordpress.com/2012/02/28/erykah-badu-collaborations-birthday-malayasia-concert-cancellation-controvers/

Robin Thicke. Retrieved from: http://www.celebrityrooftop.com/events/robin-thicke-arrested-in-nyc-

Musiq Soulchild. Retrieved from: http://www.ihiphopmusic.com/musiq-soulchild-alphabet.html/musiq-soulchild

All sound bites (hyperlinks for the artist track listing) was retrieved from www.amazon.com.