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PROJECTION LIGHTS & STAGING NEWS
FEATURE
Big Wheels Keep on Turning
Tours are Rollin’ Through Recession
By KevinM.Mitchell
In an economic downturn, maybe “flat”
should be considered the new “up.”
Other industries are getting gutted
in the current economic climate, but
transportation industry leaders in the
touring industry are grateful for “business
as usual,” which remains (mostly)
good. The caveat is that customers want
better pricing. And some companies
outside of the concert/touring business
David Kiely, Roadshow Services
“I’ve noticed
there is severe
pressure
to push the
rates downward,”
says
R o a d s h o w
president David
Kiely.
“We’re seeing
more general
freight carriers entering the marketplace,
and they are taking market share.”
It’s understandable, he adds, as production
companies are also under pressure
to lower costs. Since the automobile industry
slowed way down, there are simply
more empty trucks available. But it
takes more than an empty 18-wheeler to
move tours around the country.
“Traditionally this isn’t their market,
and so they are going to provide a different
level of service. But it will bounce
back — water keeps its own levels. Quality
people will demand what the professionals
can provide.”
He then notes what industry veteran
Steve Maples told him years ago: Every
year somebody thinks they want to be in
the rock ‘n’ roll business, and they come
in fast and leave just as quickly when
they realize they can’t make money. In
their wake, they leave a little turbulence
in the marketplace.
Transportation industry leaders in the
touring industry are grateful for business
as usual, which remains (mostly) good.
who happen to have some big trucks are
trying to elbow into the market. And if
the recorded music industry continues
to struggle, its decline is making touring
a more important source of income
for artists, and that’s good for industry
transportation professionals.
“People don’t understand that we
make it look easy, but there’s a lot of
planning. It’s like choreographing ballet.”
Kiely’s analogy to the pricing dance
is the airline industry: first-class customers
aren’t as price sensitive. “They want
to get on when they want, they want
their cocktail, and they don’t want to
even hear any excuse regarding their
luggage. For these people you jump
through the hoops.”
“Business class” clients are more costconscious.
“Then there is coach, and if
there are ‘seats’ — empty trucks — you
try to accommodate them.”
Long-time clients continue to stay
loyal, he says, though you have to earn
it every day. Keeping the fleet up to date
and treating clients well is key, because
the first time you don’t, the client turns
to one of the other three guys trying to
get their business. “We have tough competitors,
so we can’t give our clients a
reason to change.”
Kiely says some festival cancellations
surprised him, though the premium acts
continue to sell, come boom or bust.
Taking care of them was more challenging
this summer. Everybody wants more
fuel-efficient, greener trucks, but selling
the older ones has been tougher
because credit in continued on page 34
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2009 OCTOBER PLSN
33