governor’s ball project final
TRANSCRIPT
GOVERNORS BALL:
FESTIVAL ON A FREEWAYKYLE ROBINSON
MNG 6975/16/16
AGENDA• INTRODUCTION• BUSINESS STRUCTURE• REVENUES & REVENUE SOURCES• EXPENSES
• S.W.O.T. ANALYSIS• SUMMARY & RECOMMENDATIONS• Q&A• SOURCES CITED
INTRODUCTION• 2011 – HELD ON GOVERNORS ISLAND – 1 DAY FESTIVAL
• HIGHEST GROSSING EVENT ON GOVERNORS ISLAND
•2012 – MOVED TO RANDALL’S ISLAND – EXPANDED TO 2 DAYS•2013 – EXPANDED AGAIN TO 3 DAYS – WEATHER ISSUES•2014 – 2016 – FULL STEAM AHEAD•OPERATED BY FOUNDERS ENTERTAINMENT• LIVE NATION PURCHASED STAKE IN FESTIVAL IN 2016
FESTIVAL OVERVIEW• CURRENT FESTIVAL LAYOUT• MULTIPLE STAGES SPREAD TO
PERIMETER OF PROPERTY• SEVERAL FOOD & BEVERAGE CLUSTERS• SPONSORSHIP ACTIVATIONS SPRINKLED
THROUGHOUT• LIMITED TRANSPORTATION OPTIONS –
NO PARKING OR TAILGATING
AMENITIES• CULINARY DELIGHTS • FOOD TRUCKS, POPULAR NYC RESTAURANT
POP-UPS
• SILENT DISCO• PING PONG & LAWN GAMES• PHOTO BOOTHS & INSTALLATIONS• SPONSORSHIP ACTIVATIONS GALORE• SPONSORED LOUNGES, EXPERIENCES,
AUTOGRAPH SIGNINGS AND MORE
• VIP EXPERIENCES• REGULAR & SUPER PACKAGES• PREMIUM SEATING OPTIONS IN
FRONT OF EACH STAGE• AIR CONDITIONED AREAS• LIQUOR SALES• SUPER PACKAGES INCLUDE SHARED
LOUNGES WITH ARTISTS, MERCH PACKAGES AND MORE
GOVBALL’S DIGITAL
PRESENCE
BUSINESS STRUCTUREBACKSTAGE PASS INTO THE FINANCES OF ONE OF THE NATION’S PREMIER MUSIC FESTIVALS
TICKET PRICINGGENERAL ADMISSION• 3 DAY PASS = $305 + $40 IN FEES
= $345• SINGLE DAY = $105 + $30 IN FEES
= $135
VIP TICKETS• 3 DAY PASS = $700 + $50 IN FEES
= $750• SINGLE DAY = $240 + $40 IN FEES
= $280• SUPER VIP PASS = $2,000• CABANAS = $15,000 +
GETTING THEREBROOKLYN SHUTTLE BUS• RUNS CONTINUOUSLY• LEAVES BROOKLYN BOWL IN
WILLIAMSBURG• 3 DAY PASS - $65• 1 DAY - $30
MANHATTAN FERRY• RUNS CONTINUOUSLY• LEAVES 34TH & FDR DRIVE• 3 DAY PASS - $75• 1 DAY - $35
REVENUES• PAID ATTENDANCE IN 2015 – 150,000• ESTIMATED TICKET SALES = $12 -
$15M• ESTIMATED PER CAP @ $50 = $7.5M• FOOD & BEVERAGE• MERCHANDISE• PREMIUM EXPERIENCES &
UPGRADES
• GROSS REVENUES BETWEEN $20 – 23M• ADDITIONAL SPONSORSHIP
REVENUES - $2 - $5M
EXPENSES• FOOD & BEVERAGE C.O.S.• TICKET FULFILLMENT & C.O.S. • LABOR• SECURITY• A/V & STAGE CREW• COPS/EMT• SANITATION & WASTE REMOVAL
• SIGNAGE/SUPPLIES
• PERMITS• BOOKING & TALENT ACQUISITION
FEES• MARKETING & ADVERTISING• EVENT INSURANCE• HOW DOES LIVENATION HELP WITH
SOME OF THESE COSTS?
S.W.O.T ANALYSISBATTLE OF THE BANDS: HOW GOVERNORS BALL STACKS UP AGAINST THE COMPETITION
STRENGTHS• DIVERSE MUSICAL ACTS• STAYS AWAY FROM “JAMMY” ACTS • CATERS TO MILLENNIAL CROWDS
• LOCATION• CULINARY EXPERIENCES• VIP EXPERIENCES• SPONSORSHIP ACTIVATIONS
WEAKNESSES
• NO CAMPING• TRANSPORTATION OPTIONS• LITTLE TENTED OPTIONS• NYC PRICES
OPPORTUNITIES• CREATIVE SPONSORSHIP ACTIVATIONS• HD QUALITY HEADPHONE RENTALS• SPOTIFY PLAYLISTS & LIVE RECORDINGS• LIVE STREAM ACTS DIGITALLY AND AT SELECT VENUES• EXPENSIVE MARKETPLACE CAN MAXIMIZE REVENUE
THREATS• WEATHER• MORE FESTIVALS • LIMITED SUPPLY OF ACTS• DIRECT LOCAL COMPETITION
• FESTIVALS WITH CAMPING • AT THE MERCY OF NYC PARKS
DEPT
SUMMARY & RECOMMENDATIONTHE LOAD OUT: HOW CAN GOVERNORS BALL IMPROVE THE GIG?
RECOMMENDATIONS• ARTIST ANNOUNCEMENT EVENT• ADD TENTED STAGE• PARTNER WITH VENUES AND BARS
ACROSS U.S.• CURATE SPOTIFY PLAYLISTS &
RELEASE LIVE CONTENT• CREATE VR EXPERIENCE ON SITE
AND AT HOME
Q&A
SOURCESHTTP://FORTUNE.COM/2013/07/03/HOW-MUSIC-FESTIVALS-MAKE-MONEY/ - ACCESSED 4/25/16HTTP://WWW.MARKETWATCH.COM/STORY/HOW-TO-GO-TO-A-ROCK-SHOW-LIKE-A-ROCK-STAR-2014-06-12 - ACCESSED 4/25/16HTTP://WWW.WSJ.COM/ARTICLES/ROCK-N-ROLL-AND-CREATURE-COMFORTS-AT-GOVERNORS-BALL-1402280347 - ACCESSED 4/25/16HTTP://WWW.BENZINGA.COM/NEWS/16/04/7826370/LIVE-NATION-ACQUIRES-MAJORITY-STAKE-IN-GOVERNORS-BALLS-PARENT-COMPANY - ACCESSED 4/25/16HTTP://WWW.CNBC.COM/2015/06/05/BRANDS-JOIN-GOVERNORS-BALL-AND-THE-FESTIVAL-CIRCUIT.HTML ACCESSED 4/25/16HTTP://CONSEQUENCEOFSOUND.NET/2014/12/FESTIVAL-OF-THE-YEAR-2014/ - ACCESSED 5/11/16HTTP://GOVERNORSBALLMUSICFESTIVAL.COM/ - MULTIPLE DATES BETWEEN 4/25-5/11/16IMAGES PROVIDED THROUGH GOOGLE IMAGE SEARCH