Event Promotion: Insights from Fred Letts

Freddie interviews Fred Letts on this episode of ‘WHEN SH*T GOES WRONG AT EVENTS’.

Starting Small: From Club Nights to Festivals

Fred’s story begins with humble roots, organising club nights while working in advertising. His passion for music and nightlife led him to launch Percolate, which started as a series of parties in a Brixton photography studio. As the events gained traction, Fred partnered with Simon to expand the business, eventually quitting his day job to focus on promotion full-time.

The conversation delves into the challenges of scaling up from club nights to festivals. Fred candidly discusses their first attempt at a large-scale outdoor event, Percolate Open Air, which resulted in significant financial losses due to inexperience and underestimation of costs. This setback taught them valuable lessons about risk management and proper funding.

Despite the initial struggles, Fred and his team persevered, using the experience to inform future ventures. They went on to co-found Waterworks Festival and develop other successful events, including Highlights and Queensyard Summer Party. Fred emphasises the importance of building strong brands and communities around their events, rather than relying solely on headliner artists to drive ticket sales.

The podcast covers various aspects of event promotion, from dealing with operational issues to navigating the competitive landscape. Fred shares anecdotes about unexpected challenges, such as a venue fire just before doors opened and an outage at Waterworks Festival that resulted in significant revenue loss.

The Impact of COVID-19 on the Industry

The conversation also touches on the impact of COVID-19 on the events industry. Fred describes how the pandemic forced them to reassess their business model and focus on relationship-building during the downtime. Surprisingly, they emerged from the crisis stronger, with a renewed appreciation for the social importance of their events and a more focused business strategy.

Licensing Challenges and Community Relations

One of the most intriguing stories Fred shares is about the initial launch of Waterworks Festival. The team faced intense local opposition to their chosen site, resulting in a failed licensing bid and a last-minute relocation. This experience highlights the complex challenges event organisers can face beyond just putting on a show.

Throughout the interview, Fred emphasises the importance of adaptability, persistence, and learning from mistakes in the events industry. He discusses how they’ve refined their approach to risk management and contingency planning over the years, underscoring the unpredictable nature of live events.

The importance of event insurance is a recurring theme in Fred’s stories. From potential liability issues like the smoke machine incident to revenue losses from technical failures, the conversation highlights numerous scenarios where proper insurance coverage is crucial. The COVID-19 pandemic further underscored the need for comprehensive event insurance, as many organizers faced unprecedented cancellations and postponements.

Fred’s experiences serve as a stark reminder of the financial risks involved in event promotion. Whether it’s a small club night or a major festival, unexpected issues can arise at any time, potentially leading to significant losses. Proper event insurance can provide a safety net, allowing organisers to take calculated risks and recover from setbacks that might otherwise be catastrophic.

As the events industry continues to evolve and face new challenges, the value of comprehensive insurance coverage cannot be overstated. It not only protects against financial losses but also provides peace of mind, allowing promoters like Fred to focus on creating memorable experiences for their audiences. For anyone in the events business, from aspiring promoters to seasoned professionals, investing in robust event insurance is an essential part of responsible and sustainable event management.

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Lucy Gore

August 1, 2024