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How can you improve communication between concert security and attendees?

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Communication is vital for any successful event, especially when it comes to live concerts. As an organizer, promoter, or performer, you want to ensure that your audience has a safe and enjoyable experience, while also respecting the rules and regulations of the venue and the law. However, communication between concert security and attendees can sometimes be challenging, due to factors such as noise, crowd size, and potential conflicts. In this article, we will share some tips on how to improve communication between concert security and attendees, and why it matters for your reputation and revenue.

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Mark Dewar

Project Manager | Year 3 BA Hons Music Production and Sound Design

1 Identify your goals and expectations

Before you plan your concert, you need to have a clear idea of what you want to achieve, and what you expect from your security team and your attendees. For example, do you want to create a high-energy or a relaxed atmosphere? Do you want to allow moshing, crowd surfing, or stage diving? Do you want to enforce strict age limits, dress codes, or bag checks? These decisions will affect how you communicate with your security team and your attendees, and how they will respond to you. You should also consider the legal and ethical implications of your choices, and how they align with your values and brand.

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Mark Dewar

Project Manager | Year 3 BA Hons Music Production and Sound Design
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Establishing event goals requires a structured approach that encompasses several key factors. First, define the event's purpose to guide its overall direction. Next, gain a thorough understanding of the target audience, as their preferences and expectations are crucial. Consider the logistical requirements essential for smooth execution, including the venue, equipment, and staffing. The commercial objectives should align with both the event's purpose and audience needs. At this point effective risk analysis can be undertaken, this will establish the requirements for security measures and with these foundations in place, a communication plan can be developed. Above all, maintain flexibility!

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2 Choose your security team wisely

Your security team is not only responsible for enforcing your rules and protecting your attendees, but also for representing your image and attitude. Therefore, you should choose a security team that is professional, reliable, and respectful, and that understands your goals and expectations. You should also provide them with adequate training, equipment, and information, so that they can perform their duties effectively and efficiently. For example, you should equip them with radios, earpieces, flashlights, and vests, and inform them of the layout, capacity, emergency exits, and potential hazards of the venue. You should also communicate with them regularly, and give them feedback and support.

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Mark Dewar

Project Manager | Year 3 BA Hons Music Production and Sound Design
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In choosing a security team, I emphasize the utmost professionalism and reliability, recognizing that their conduct significantly influences our event's reputation. It's essential they grasp and embody our objectives and the atmosphere we intend to cultivate, contributing to a unified and enjoyable attendee experience. For teams without a proven track record, consulting with key stakeholders becomes crucial. This includes discussions with emergency services, local authorities, venue management, and potential suppliers. This collaborative approach is key to ensuring the security team's alignment with the event's overall vision.

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3 Inform your attendees in advance

One of the best ways to improve communication between concert security and attendees is to inform your attendees in advance of what to expect, and what is expected of them. You can use various channels, such as social media, websites, flyers, posters, tickets, and emails, to communicate your rules, policies, and tips for your concert. For example, you can tell them what items are prohibited or allowed, what time the doors open and close, what security measures are in place, and how to behave responsibly and respectfully. You can also use these channels to build anticipation, excitement, and engagement for your concert, and to answer any questions or concerns that your attendees may have.

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Mark Dewar

Project Manager | Year 3 BA Hons Music Production and Sound Design
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A standard and consistent communication plan is often already established, including familiar elements like websites, emails, and social media updates. However, tailoring specific information to each event can significantly enhance the attendee experience. This can be achieved through unique approaches such as live stream setups, ambassador/artist-led videos, or targeted mobile app messages, providing attendees with event-specific insights and guidelines for a more personalized and engaging experience.

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4 Use clear and consistent signage

Another way to improve communication between concert security and attendees is to use clear and consistent signage at your concert. Signage can help you to guide, inform, and remind your attendees of your rules, policies, and tips, as well as to enhance your branding and identity. You should use signage that is visible, readable, and understandable, and that matches your tone and style. For example, you can use signs to indicate the entrance and exit points, the ticketing and security check areas, the restrooms and concessions, the emergency exits and first aid stations, and the stage and seating areas. You can also use signs to display your logo, slogan, and hashtags, and to thank your sponsors and partners.

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5 Engage your attendees during the concert

Communication between concert security and attendees does not end once the concert starts. You should also engage your attendees during the concert, and make them feel part of the show. You can use various methods, such as music, lighting, visuals, and speech, to communicate your message, mood, and personality, and to create a connection with your attendees. For example, you can use music to set the pace and energy of the concert, lighting to highlight the performers and the audience, visuals to add context and creativity, and speech to introduce yourself and your songs, to express your gratitude and appreciation, and to address any issues or incidents.

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6 Follow up with your attendees after the concert

Communication between concert security and attendees also continues after the concert ends. You should follow up with your attendees after the concert, and show them that you care about their feedback and satisfaction. You can use various tools, such as surveys, reviews, testimonials, and social media, to communicate with your attendees after the concert, and to collect their opinions, suggestions, and complaints. You can also use these tools to thank your attendees for their support and attendance, to share your highlights and memories, and to promote your future events and projects.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you improve communication between concert security and attendees?

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1 Identify your goals and expectations

2 Choose your security team wisely

3 Inform your attendees in advance

4 Use clear and consistent signage

5 Engage your attendees during the concert

6 Follow up with your attendees after the concert

7 Here’s what else to consider

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