Your creativity as an event producer can be classic or it can be a twist of the classic. For example, you know the old saying, “give a man a fish, he eats for today. Teach a man how to order a fish taco and he eats forever!” Wait—that’s not how it goes! And you would be correct. A couple of marketing gurus in Rome, New York have taken the classic proverb and changed it to their style; a recognizable creed that helps sell more fish tacos.
It is creativity that will help someone engage with your Sunday morning, a campaign launch, or the opening night of a women’s retreat. But don’t blow it with catchy new proverbs or strobe lights, stark transitions or selfish programming. Don’t miss that creativity takes time.
Producers take special care in programming a live event. Here are the 6 obsessions of a great event producer:
1. It’s About People.
It’s about the people in the seats. Plan all you want, but you must think like an audience. When people leave the event, what emotion or feeling do you want them to leave with? They didn’t show up to leave distraught, confused or angry.
Whether it’s a ticketed event or a Sunday morning service, people have taken the time and have a certain expectation about your event. In many ways, they are the boss.
As I left the Penn & Teller show in Las Vegas, Penn Jillett was out front, shaking hands and thanking people for coming. He said “thanks boss!” It’s true. The audience is the boss. Any show without an audience is a rehearsal.
2. Find a Connection.
Find a way to connect with the people you’re serving. To feel the room is to know the audience and the shared vision of the entire production. As a producer, you guide the creative process to achieve that vision. Walk-in music, spacing between cues, and lighting choices all help establish emotional connection.
3. Visual Synergy.
Film has synergy across camera, music, dialogue, and design. Live events need the same synergy. Avoid clutter, shaky cameras, overdone motion backgrounds, or poorly mixed audio. Ensure that all visual elements support a unified message.
4. Eliminate Distractions.
Distractions kill connection. Feedback, mismatched screen color, audio latency, overpowering subs, or even drifting smells in a venue can derail the experience. Great producers obsess over removing every distraction.
5. Transitions, Transitions, Transitions!
Bad transitions are unforgettable—and not in a good way. Examine how each cue flows into the next. A prayer into a comedy sketch? Only works with a thoughtful transition. Poor transitions can overshadow great content, so obsess over them.
6. A Leader Worth Being Followed.
You are the producer-leader. Lead your crew and guide your client. A leader worth following communicates clearly, stays calm in chaos, protects their team, and makes in-game corrections with confidence. Be the quarterback who calls the audible when needed.
Every producer has natural strengths—maybe communication, maybe vision, maybe camaraderie. Weaknesses are just areas being improved. Ultimately, we serve people, and we produce with passion so the message can be received well. With these obsessions and your natural gifts, you’ll quickly rise toward the top of the industry.
