The organizers of this year's Spring Fling concert might be able to take a page from one of their sister organizations when trying to draw students to their event.
The Social Planning and Events Committee's Jazz division, a small affiliate of SPEC, has a much smaller budget than SPEC Concerts -- the group in charge of planning the Spring Fling show. But SPEC Jazz managed to sell more tickets to their 2005 spring show than SPEC Concerts sold for last year's Fling band.
The group's success in ticket sales can be attributed to its innovative marketing strategies, targeted audience and band selection, organizers say.
"We try to get artists that are known for their live performances as well as bands that students specifically want to see," SPEC Jazz co-Director and College senior Matt Berns said.
This year, the SPEC Jazz spring concert will feature Soulive and the Benevento/Russo Duo. The March 1 event will be held in Irvine Auditorium, a change from the last few years.
The event had previously been held in the Annenberg Center's Zellerbach Theater, and the show has had no trouble filling large venues in the past, organizers said.
The group has a series of smaller shows as well as one large spring concert each year.
The Bad Plus nearly sold out the floor of Zellerbach Theatre last March. SPEC Jazz's 2004 artist, the Derek Trucks Band, sold over 550 tickets -- about 200 more than the estimated number of attendees at the SPEC Concerts show last spring featuring Sonic Youth, Cat Power and Citizen Cope.
Berns also cited SPEC Jazz' inexpensive student tickets as part of the group's success in selling them.
"Our shows are dedicated to a more narrow target of music, and although a lot of people show up, we kind of fly under the radar," SPEC Jazz co-Director and College senior Evan Siegel added.
He said that the enthusiastic staff of SPEC Jazz helps to promote shows. Members often go to other concerts in the Philadelphia area as well as local schools like Drexel and Temple universities to hand out flyers and advertise the group's lineup, he added.
Only those who hold valid PennCards can purchase tickets to the Spring Fling concert.
"Our marketing tactics are really where we separate ourselves," Siegel said.
Until three years ago, the group was funded for two major concerts each year. Its budget was cut by the Undergraduate Assembly, according to Berns.
The group's spring concert will take place shortly before this year's Spring Fling band is announced, which should be some time after spring break, SPEC Concerts co-Director and Wharton and Engineering senior Matt Mizrahi said.
"The artist selection this year will be very popular and will definitely strike a chord with a lot of students," he said.
Last year's selections drew a smaller crowd than in years past, but Mizrahi added that a student survey taken last fall will guide band selection this year.
"We are trying to be in tune with the student population, and we feel that our selection will accurately reflect what students want to see," he said.
SPEC Concerts also hosted a performance by Howie Day last semester that sold over 800 tickets.
Siegel said that the SPEC Jazz concerts have likely been more successful due in part to an effort to open concerts to non-students.
"While [jazz] students are a first priority, we get a nice mix of students and community members at our shows," Siegel said.
He also added that while the Fling show tries to appeal to the entire student population, the SPEC Jazz shows target a more selective crowd.
"We know the kind of music listener that we are looking for," Siegel said.
This year's spring jazz concert acts were decided upon after organizers put together a short list of desired bands and tried to determine what would appeal most to students, Berns said.
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