A briefing document for running Salt Cellar events

Remember that Salt authors can join AuthorNet to collaborate in organising readings, events, festivals and other promotional ideas. Click here to go to AuthorNet.

Background

• Salt readings should primarily be entertaining, very entertaining, and try to operate on audiences on many levels, for example:

• The show: as in the dramatic content of the event (lighting, projections, film, music, sound & staging).
• Intellectual stimulation.
• Emotional range, depth, power.
• Changes in tone, register, pace and type of performance.
• Be fun, serious fun, but fun all the same.
• Salt readings should also be well planned, well attended, professional and memorable (our job is to achieve all of this and become renowned for it).
• Where possible events should attempt to create a modern cabaret with film, music and literature, as well as other acts.

Salt authors

• Be sure to invite Salt authors well in advance of any planned event.
• Prepare a Salt authors’ calendar or matrix of events and venues throughout the year and create as many events as possible in all parts of the United Kingdom and Ireland.
• When creating your programme ensure that authors complement each other (you can contrast styles to give the event some depth, but involve the authors before finalising a line-up, especially to avoid any unexpected conflicts).
• Provide as much information as possible when inviting an author:

• What is the context of the reading (is it themed, a launch, part of a series)?
• What is the purpose of the event (i.e. to make sales)?
• Who will they be reading with?
• Will they need to bring their own books (see below)?
• Will there be a meal before or after the event?

• Where will you meet up with the readers and events manager?
• Are there any special dietary needs (i.e. is someone a vegan)?
• How will the meal be charged (who pays can be embarrassing if not decided when inviting)?
• Has the author been provided with details of how to get to the restaurant or pub (losing authors on a bus can be a bother)?
• If the Salt author is not taking their own books, which will provide copies of books at the event and how will, unsold copies are returned?
• Plan the programme effectively, write it down and circulate the itinerary:

• How long will each reading be (no longer than 20 minutes)?
• Manage the reading times, as it’s very easy for someone to ruin the show by overrunning. There’s nothing worse than stealing someone else’s time from an event.
• How many poems/stories/extracts will be read?
• Salt authors should read their piece(s) beforehand and time it.
• Are you allowing time at the end for an open mic (should you limit the number of slots)?
• Who will manage the open mic?
• Limit the event — two hours if probably long enough for a session of readings.
• Allow an interval of 15 minutes, perhaps two.
• Make sure people know where the toilets are and how to escape if there’s a fire.
• Allow time for book purchases — many authors partly earn their livings from these and at the very least may offset their expense in attending the event.
• Agree the running order before the event (and where possible in writing to avoid any embarrassments or upset).
• Ask the authors to send in their set lists (the poems they intend to read in the order they will read them).
• Agree who will be the MC.
• Prepare introductions if they are needed and agree how these will be made.
• Ask Salt authors to invite family and friends — all writers should be encouraged to bring their own audiences.
• Ask Salt authors to announce the reading on Facebook, Twitter and on their blogs well in advance.
• Ask that guests stay for the entire event (there’s nothing worse than half the audience leaving at the first interval).
• If you have a headline act, consider putting her or him on last to avoid losing the audience.
• Allow time for book signings and mingling.
• Get proper contact details for the writer.

• Postal address.
• Phone number.
• Mobile (cell) number.
• Email address.
• Biographical notes.
• The title, price and ISBN of their book — consider listing these in any promotional material.

The audience — Who will come?

• Start publicising one week in advance of the event (any earlier will cause people to forget).
• Consider producing a flier — especially a Web flier than can be circulated or linked to:—

• Include a list of the performers.
• Include date, time, location and address, contact number, email address.
• Include information on the nature of the event (a brief description).
• Include a web link to a Facebook event and a blog entry on the reading.
• Write a press release including all details on the flier to circulate to local media, the local college and local radio. Circulate to everyone who can generate an audience for you (always go the extra mile and be creative in finding people — even use village/institutional notice boards).
• Especially involve local Salt authors and reading groups as these can form a ready audience.
• Aim at making the reading part of a local writing group event.
• Take part in existing reading series where you can — piggy backing on a regular event — support others who regularly run events.
• Aim to have an audience of no fewer than thirty people.

Sorting the venue

• Prefer locally owned bookstores, college campuses and coffee shops.
• Involve the local college and invite the students and members of the faculty (the latter to read).
• Involve the local library in contacting local reading and writing groups.
• Pubs can be good as drink relaxes poets and audience alike.
• Have the space dedicated to the event.
• Ask yourself if you would you want to listen to poets in this venue?
• How do staff treat their customers?
• How do staff treat you?
• Are other poetry readings held here regularly?
• How easy is it to travel to?
• Are other local events scheduled for the same night?
• What day of the week will the event take place and why?
• Talk to the venue manager:

• How many people can be accommodated?
• Will there be chairs?
• Will there be a PA system? (Always run a sound check beforehand and check the mic can be easily adjusted for height).
• Who will set the venue up?
• What is the cost?
• Is there a bar?
• What are the normal opening hours?
• Ask poets to turn up 30 minutes in advance of the event.
• If you find a decent venue, create regular events at it to build your audience.

Considering payments

• Raise the question of fees in advance of the event. Make sure everyone is happy with any arrangements.
• Is there an entrance fee to the venue?
• Is someone ticketing the event?
• Negotiate all finances, settle them and put them in writing with all concerned.
• Poets may (and probably will) discuss their payments amongst themselves independently of you, so consider this in agreeing fees.
• Plan the costs of travel and accommodation.
• Help Salt authors to find accommodation.
• Who will collect the money?
• If there’s an entrance fee make sure someone is on the door to collect it.

Making Introductions

• Thank the audience for coming.
• Point out where the toilets are and any refreshments.
• Point out where the fire exits are.
• Thank the organisers and any volunteers, interns or staff.
• Make sure to draw attention to the books on sale and explain any offers.
• Announce when the break will take place.
• Ask people to keep noise to a minimum.
• Ask people to switch off their mobile phones or turn them to silent mode.
• Provide a very brief biographical sketch of each poet.

More thoughts on the reading

• Make sure that there is water for the performers.
• Start on time.
• Keep to time and let poets see you are helping to maintain a schedule, prompting them where necessary.
• Consider introducing music and other acts.
• Consider trying a cabaret approach.
• Consider using projections or some display material (i.e. some flowers and a poster can work wonders — dress a stage with props if you can).
• Discuss whether the poets would like to make use of sound in their performance or any visuals. Test these out before the event.
• If there is a band, work out any fees and settle these in advance.

Considering Open Floor Readings

• Offering open floor readings can attract audiences and increase the popularity of the event. However it can seriously degrade an event if the performers are poor.
• Allow the poets a chance to slip away before open floor spots are introduced.

Making Sales

• Readings at the beginning of a month will generate more sales than those at the end as the audience will have run out of money and will be waiting to be paid.
• Agree which books are to be sold — an author bringing twenty additional books for sales make decrease the chances of other works being sold.
• More sales will be drawn from taking credit cards.
• Work out what offers may be made, if any, and how records of transactions will be kept.
• Make sure there’s a cash float if you are pricing books below a round number.
• Consider pricing books in round figures to avoid needing to carry bags of coins.
• Order books well in advance if buying them in (21 days is best)
• Protect books and make sure you understand how to return unsold stocks and how much this will cost you.
• Discuss with Salt authors how many copies they usually sell at events.
• An organised, structured book signing will generate more sales than a simple table of stocks.
• Mid week events may yield larger paying audiences than Friday night or weekend events.
• Have signings and sales at the end of each set to provide more opportunity for sales before audience members leave.

Checking the Equipment

• Will there be a microphone?
• Will there be a lectern?
• Will there be an audio recording?
• Will there be a video made?

Interviews and Q&A

• Some Salt author enjoy Q&A sessions, if planning one, ask the poets if they want to participate.
• Some author might want to take part in structured interviews.

Books and CDs for sale

• Readings can make money from book sales.
• Organisers should draw attention to books on sale.
• Remember to check if the poets wish to sell books or the venue.
• Ensure books are displayed prominently.
• Take a float and if possible a credit card machine. If you are using the venue’s tills, agree how you will be paid and if there are any other charges.
• Keep a count of sales if made independently of the writer.
• Protect books from theft (readings can be notorious for ‘stock shrinkage’).

The Personal touch

• Make a point of thanking Salt authors and congratulating them on their readings.
• Make sure that Salt authors are treated warmly and left feeling happy.