Producing a Showcase

You should think carefully before deciding to invest the time, energy and significant resources required to produce an attractive and well-attended Showcase. You are in charge of making the Showcase a success. It takes money, work and an ability to successfully promote your work to an audience whose time is stretched to the maximum during the APAP Conference NYC.

In order to maximize the effectiveness of your Showcases, your decision to produce a Showcase should be made no later than September 1, of the year prior to the January Conference. Many presenters determine which Showcases they will attend and who they will meet with during the Conference in November and December. You will need to spend time in the early fall preparing/scheduling/designing your Showcases – as well as marketing them to the presenters you want to reach. Once you have registered for the conference, placing your showcase in the on-line show case listing system provides the best way for presenters to access information about your artists. Placing an advertisement in the On-Site Showcase Listing Book is a great way to garner the attention presenters while they are at the conference.

Benefits of Showcasing

You have the potential of reaching an audience of nearly 600 presenting organizations and 250 artist companies and artist management agencies from around the world at APAP Conference NYC. It is the most comprehensive opportunity in a year to see a wide array of artists, work, genres and forms. If you showcase, you need to be confident you have the capacity to create awareness of your showcase in advance of the conference. Showcases are a top reason for presenters to attend the APAP Conference NYC. Artist Showcases and hospitality events produced by our members are what make the APAP Conference NYC an exciting, live performance celebration throughout New York City.

[Return to Top]

First Time Tips

We strongly urge you to spend your first year at the Members Conference gaining insight into the overall experience.

Attend the professional development forums and workshops. Experience the Conference by networking and attending the EXPO Hall and the Showcases before you invest the money and effort in producing a Showcase. You can learn more about the field and marketplace and determine the best way to present and promote your work or your artists' work in coming years. Careful planning is essential to a successful showcase.

If you find an Arts Presenters member who is willing to include your work in their Showcase, these are some questions you should ask about services or expenses you should anticipate:

Get a list in writing of what will be provided to you and at what cost, and provide a written description of what you will provide in return.
Obtain information or a fact sheet that lists the services the producer will provide. Learn your options and your costs regarding the promotion of your showcase to attendees of the conference.
Understand your cost of shared expenses such as production costs, rehearsals, sound checks etc.
Understand the details of your schedule – when you will perform, rehearse, green room availability etc.
Understand what assistance is provided regarding travel, housing and per diem costs to bring your showcase to New York.
Understand what if any support the producer provides after the Showcase in terms of attendee interest.
Obtain the list of those who attended your showcase.
Make sure everything is in writing, to ensure that all parties understand all duties and obligations to each other and for the presentation.

[Return to Top]

Production Checklist

Ensure that the work is appropriate for the audience and venue.
Have a budget, and know how you will cover your expenses.
Have a history of good relationships with prospective presenters who are interested in seeing your work, and let them know why they should attend.
Have managerial capacity to solicit and follow-through on their interest in the year prior to and after your Showcase, respectively.
Determine well in advance the type of venue in which your Showcase will take place. Select the work you feel best represents your artistry. Some artists produce work-in-progress pieces during the Conference. If you choose to do this, make sure the audience understands they are seeing a work that is not yet finished.
Make sure Conference attendees are provided program notes, with all your contact information and biographical information. If you are showcasing a work-in-progress, use program notes to give them a fuller idea of exactly what the piece they are seeing is like when it is fully produced.
Seek assistance from a colleague who is well-respected in the field for their experience in your art form. Ask them to introduce your work to the audience.
Be responsible for the expenses and coordination of the venue, sound, lighting, instrument rental, tech crew, musicians, production manager, rehearsals and artists' contracts. As the producer you will manage sound checks, front of house, maintenance, artist and presenter hospitality, promotion, advertising and printing.

[Return to Top]

Production Costs

Producing a showcase is significant undertaking and it is important to take into account all of the costs that you may incur to have a successful experience. Here is a brief list of potential costs that you may need to consider.

Space: rehearsal salaries, load-in, load-out, rental space, crew plus production costs to include lights, sound, backline and soft goods.
Travel: expenses to include roundtrip travel to New York City, housing, per diem and ground transportation in New York City.
Freight: Freight for costumes, props and equipment to include instruments.
Promotion: production of materials, advertising, postage, catering while in NY. Lead follow-up expenses post conference.
Attendance Fees: for membership in APAP, registration fees, exhibit booths, booth badges.

[Return to Top]

Best Time to Showcase

The APAP Conference NYC begins Friday, January 8. The most popular dates for showcasing are Friday, Saturday and Sunday evenings when the greatest numbers of Conference attendees are in New York, but this also poses the greatest amount of competition for your Showcase. Many artists showcase more than once during the members Conference in order to offer presenters as many opportunities as possible to see their work.

As a general rule, many exhibitors and showcase producers try not to schedule Showcases during EXPO Hall hours. It can be difficult for new Showcase. If you are both showcasing and exhibiting, it can be especially difficult to both staff your booth and be at your Showcase.

2010 Exhibit Hall hours are:

Saturday, January 9: 2:00 pm - 6:30 pm
Sunday, January 10: 1:30 pm - 6:30 pm
Monday, January 11: 9:30 am - 11:30 am & 2:00 pm - 6:00 pm

[Return to Top]

Performance Length, Reservations and Invitations

Performance Length: It is strongly recommended that you not organize a Showcase for over an hour. As Conference attendees are seeing an incredibly large amount of work in the space of four days, the length of time they can commit to any one showcase will be limited.

Reservations for Attending Showcases: Yes, but if you require reservations, you MUST list a contact number and/or email address in your Showcase Listing. In lieu of requiring tickets or reservations, you may want to consider collecting business cards of attendees at the door.

[Return to Top]

Exhibiting and Showcasing

You are not required to be an exhibitor in the EXPO Hall in order to showcase. Many showcase producers choose to purchase a booth in the EXPO Hall in order to promote their artists and Showcases. Find more information about exhibiting

NOTE: The EXPO Hall is generally not the place to search for an agent/representation. Exhibiting agents (and artists) have spent a considerable sum to exhibit and are specifically there to promote the work they are currently representing. If you have chosen to Showcase and have researched appropriate agencies for your kind of work, be sure to invite their entire staffs to attend the Showcase.

[Return to Top]

Hilton Venue Options

VIP Hospitality Suites – Hilton 4th Floor

Arts Presenters offers VIP Hospitality Suites on the 4th Floor of the Hilton as part of sponsorship packages. Many sponsors choose to use these rooms for showcasing. For information on sponsorships and VIP Hospitality Suites, contact Sean Handerhan, sponsorship director, at shanderhan@artspresenters.org. Once the sponsorship is confirmed with Arts Presenters, the actual scheduling of how the room is used is the responsibility of the sponsor and not Arts Presenters.

Showcase Venues – Hilton All Other Floors

Showcasing space within the Hilton Hotel is managed by the hotel (with the sponsors' VIP Hospitality Suites). The Hilton and Arts Presenters work together to define specific Showcase locations, security needs, codes of conduct and Showcase management standards that are part of the Hilton contract with the Showcase Producer. For more information on showcasing venues at the Hilton, contact Carol Ann Mancuso: Carolann.mancuso@hilton.com.

[Return to Top]