Communication is the backbone of any successful partnership, and nowhere is this more evident than in the relationship between venues and promoters. Yet, one of the biggest challenges facing indie venues today is ensuring timely, clear, and effective communication with promoters. With so many moving parts — from booking to marketing to event logistics — it's crucial to establish tools and strategies that keep everyone in the loop.

Take a look at the recording of our latest Make More Money webinar, "The Venue Promoter Relationship", and watch a snippet below from panelist Madeline Jackson, Director of Events Programming at Rival Entertainment.‍

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1. Identify Key Communication Bottlenecks
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The first step in improving communication is to identify where things are breaking down. Is it in sharing assets? Delays in promotional coordination? Or maybe it’s confusion over logistics? Understanding these bottlenecks can help venues and promoters tailor their approach and streamline communication channels.

2. Adopt Tools That Improve Your Workflow

There’s no one-size-fits-all when it comes to communication tools, but using platforms like Slack and Opendate can help keep everyone aligned. As Andrew Hall of Colt Classics Presents mentioned, Slack provides instant messaging for quick updates, and channels dedicated to different shows, projects, and tasks. Some companies use Slack for all of their internal communications, to keep their inboxes for external work. 

Though we might be biased, Opendate’s asset management and communication features are ideal for venues and promoters. With Opendate, you can store and share key assets like promo content and event details, share calendars and add internal and external users with custom permissions to keep communications and details all in one place. 

3. Standardize Asset Sharing and Data Reporting

One big challenge that came up in the webinar was how inconsistent sharing promotional assets (like photos, logos, and content) can be between promoters and venues. Some acts don’t even have proper assets available, which makes it even tougher. Creating a shared asset library with clear guidelines on things like format, size, and how to use them can streamline the process.

On top of that, automating regular updates on ticket sales, marketing performance, and event logistics would cut down on all those back-and-forth emails and keep everyone in the loop.

4. Set Clear Protocols

Outline communication expectations from the start of the partnership. Will you be using email, Slack, or another platform for quick updates? What’s the protocol for urgent messages or last-minute changes? Setting these expectations early on prevents confusion down the line.

5. Tailor Comms to Fit the Event
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Not every show or event requires the same level of communication. Tailor your approach based on the complexity of the show, the size of the artist, and the expected audience. For larger or more intricate shows, establish more frequent touchpoints, while for smaller events, a streamlined approach might be more appropriate.

The Bottom Line:
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Keeping venues and promoters in the loop is essential to running smooth, successful events. By identifying bottlenecks, adopting the right tools, standardizing asset sharing, setting clear protocols, and tailoring communication to the event's needs, venues and promoters can build more efficient partnerships and ensure everyone stays in sync.