A Midsummer's Night Block Party

A Midsummer’s Night Block Party
Summer Concert for Medallion nightclub
Erika Thomas
Executive 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.
Need
This 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.
Objective
Urban 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).
Beneﬁts
With 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

% 3
Schedule
Task Pre-
Requisite
Duration Start Date End Date
1.0Venue 9 days 5/7/2012 5/17/2012
1.1 View Venue --- 2 days 5/7/2012 5/8/2012
1.2 Create floor/ stage plan 1.1 4 days 5/9/2012 5/14/2012
1.3 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 6/4/2012
2.1 Contact artist’s managers --- 3 days 5/18/2012 5/20/2012
2.2 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 5/28/2012
2.4 Contact ticket vendors 2.1; 2.2; 2.3 4 days 5/29/2012 6/4/2012
3.0 Marketing 28 days 6/6/2012 7/13/2012
3.1 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 6/14/2012
3.4 Distribute flyers 3.1; 3.2; 3.3 22 days 6/18/2012 7/17/2012
4.0 Vendors 9 days 6/20/2012 7/4/2012
4.1 Contact vendors --- 2 days 6/20/2012 6/22/2012
4.2 Verify authenticity of vendors 4.1 3 days 6/25/2012 6/27/2012
4.3 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 7/21/2012
5.1 Crew check-in --- 6 hours 7/21/2012 7/21/2012
5.2 Sound check 5.1 5 hours 7/21/2012 7/21/2012
5.3 Concert begins! 5.1; 5.2 4 hours 7/21/2012 7/21/2012
Planning

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Category
Descriptions
Category 1: Venue
My 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: Entertainment
My 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.

% 5
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: Concert
On 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**

% 6
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, Urban
Silhouette got its big break when they were asked to host Beyonce’s 25th birthday
party at Greystone Manor. The event was a success and garnered Urban Silhouette
the title of “Freshest and Most Promising” event company in Los Angeles three years
in 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 for
over 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.

% 7
Budgeting
TBC 5/6- 5/12 5/13- 5/19 5/20- 5/26 5/27- 6/2 6/3- 6/9
Venue $25,000 $6,250 $6,250
Entertainment $155,800 $35,120 $680
Marketing $20,808
Vendors $2,400
Concert $1,500
Total $205,508 $6,250 $35,120 0 $680 $6,250
CBC $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 Cost
This 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

% 8
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: $18,750
TOTAL 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):
$155,000
TOTAL: $155,000
Tickets:
• $680.00 due at time of order
TOTAL Entertainment Cost: $155,800
Marketing:
% 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= $960.00
TOTAL: $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=
$18,000
TOTAL: $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: $1,668.00
TOTAL 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= $90.00
Deposit 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
Cost Breakdown
The cost breakdown shows in detail where the cost numbers came from.

9
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= $90.00
Deposit 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 Revenue
Tickets
Level One 1300 $ 150 $ 195,000
Level Two 1150 $225 $258,750
Level Three/ VIP 200 $ 325 $ 65,000
Parking 3200 $ 10 $ 32,000
Merchandise 1600 $ 35 $ 56,000 * 30% = $ 16,800
Food/ 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: $509,447.50
Urban 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.

% 10
Assumptions
Assumptions 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 Security
Consequences: 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.
On a scale of 1-10, with 10 being the highest, what’s the likelihood of there being lack of or
no security?
no security?
no security?
44
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?
of or no security?
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.
Appendix

% 11
Risk 2:
Risk: A fire at Medallion nightclubRisk: A fire at Medallion nightclub
Consequences: 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.
inside of the club.
inside of the club.
inside of the club.
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? 1010
Action 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.
properly.
properly.
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.

% 12
Support Documentation
Suggested support documents
include, but are not limited to:
o Resumes
o Marketing documents
o List of sponsors
o Event layout
o Storyboard
o Menu
o Song list (concert)
o Bios of celebrities
Appendix 1
First Floor/ Ruby Room: Capacity 1500

% 13
Appendix 1.1
Second Floor/ Sapphire Room: Capacity 1150

% 14
Appendix 1.2
VIP/ Platinum Room: Capacity 200

% 15
A Midsummer’s Night Block Party
featuring
Erykah Badu, Musiq Soulchild, Robin Thicke
and
Ji' Scott
AdmitOne
Saturday, July 21,2012
8:00 p.m.
Medallion Nightclub
4567 La Cienega Blvd.
Los Angeles, CA 90069
Cost: $150
Appendix 2
Concert Tickets are color coded by price
and club level.

% 16
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 3
60 second radio spot

% 17
Artist Track Listing
Jill Scott:
• Blessed
• So In Love (Feat. Anthony Hamilton)
• Shame
• Whatever
Audience Choice
• A Long Walk
• He Loves Me
• Whenever You’re Around
• Golden
Erykah Badu:
• Window Seat
• Gone Baby, Don’t Be Long
• Honey
Audience Choice
• Danger
• Didn't Cha Know
• Tyrone (Live Version)
Robin Thicke:
• Love After War
• Pretty Lil' Heart
• Magic
Audience 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 4
Artist Track Listing including Audience
Choice

% 18
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.

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