What to look for when vetting a bookish event
DISCLAIMER
- This post is intended to help baby authors vet events they are interested in and accepted to.
- Everyone has their own level of acceptable risk. The advice on the following slides is relevant to my acceptable level of risk. YMMV.
- The information and insight that follow are drawn from my experiences tabling at local book swaps and sellers markets, medium-sized book festivals across the country, and a few large festivals and fan conventions.
- The organizational phase of AML raised enough of my personal red flags and crossed my acceptable level of risk. Many of the authors who did attend raised concerns around these same issues prior to May 3rd, and the answers we were given proved to be outright lies.
- This post is INTENDED TO HELP BABY AUTHORS have awareness around what is acceptable and what is not.
- This information is drawn from personal experience, other authors’ experiences, and a general knowledge of what scams look and smell like.
I’m not going to rehash what happened with A Million Lives in Baltimore. The authors and vendors who attended have done a phenomenal job being transparent and brutally honest about all the ways this festival failed them and their readers.
As an author who was supposed to attend, I will go over the areas where my spidey senses began to tingle, leading to my dropping out of the event roughly 8 weeks ago.
WHY? These events are supposed to be fun and form connections among authors and with our readers.
This event was the first for many authors, and to see so many of my colleagues treated this abysmally is disgusting.
What happened is inexcusable. Here are a few ways you can be aware and protect yourself when vetting future events:
COMMUNICATION
WHAT IT SHOULD BE
- Consistent
- In-depth
- Hard numbers and actual data
- Easily accessible
WHAT IT SHOULD NOT BE
- Infrequent
- Vague
- Existing in the aether (ie difficult to find)
When you are paying to attend a book festival or convention as an author, you are owed clear, clean communication. There should be no doubts regarding: parking, table assignments, schedule, or the items you need to bring.
If you have a question, you are owed an answer. If the answer is, “I don’t know, I will find out”, you can and should follow-up if it remains unanswered.
You, as an author, are your brand. The event itself is a brand. Clear communication supports both brands in putting their best selves forward.
When you pay to attend an event AS THE ENTERTAINMENT, you are owed clear communication.
COST
WHAT IT SHOULD BE
- Transparent
- Manageable
- Set
WHAT IT SHOULD NOT BE
- Magically disappearing money
- Accruing/Changing
Authors and Vendors pay to attend festivals and conventions. That money, along with ticket sales, covers things such as insurance costs for the event, table and chair rentals, security, venue rental and staff, etc. etc.
It is common for organizers to ask for sponsorship from their attending vendors. This often goes toward swag bag items and extra amenities for vendors and attendees.
The cost should be clear, set, and manageable. Many events offer payment plans with invoicing spread across a year. Others require full payment up front, but in all instances, the cost is set, fair, and clearly communicated.
In all instances, you should see early evidence of where your money is going, which leads me to …
MARKETING
WHAT IT SHOULD BE
- Everywhere
- Frequent
- Easy to find
WHAT IT SHOULD NOT BE
- Nonexistent
This was the biggest of red flags, so let’s get into it:
AML was not marketed. At all. The website was difficult to find, the Eventbrite ticket sales page did not have a date or time, the venue’s website DID NOT LIST THE FESTIVAL, and the social proof of marketing and advertising for the event was nonexistent.
I pulled out right around the time the organizer came into the Author Discord asking us to share posts and spread the word … 8 weeks before the festival.
While this is a ~fine~ request, and authors should promote events they are attending, a portion of the table fee and sponsorships should go towards marketing efforts. If you cannot see social proof of marketing and advertising for the event, you should be concerned. Posting on IG is not enough. A TikTok video is not enough.
SCHEDULE
WHAT IT SHOULD BE
- Consistent
- Communicated early
- Easily accessible
WHAT IT SHOULD NOT BE
- Frequently changing
- Hard to find
- Nonexistent
Well before arriving at the venue, the vendor should know:
- Where to park for load-in/out
- Where you are going
- Where you are sitting
- What time doors open
- What times the hall is open
- What time various events occur
This information should be communicated clearly and hosted on the event website.
These questions should not need to be asked multiple times in organizational channels.
PANELS
WHAT IT SHOULD BE
- Prepared
- SO MUCH FUN
- Like seriously, SO MUCH FUN for everyone in the room
WHAT IT SHOULD NOT BE
- Frequently changing
- Hard to find
- ON THE FLOOR.
If you are sitting on a panel, it should be clearly communicated no less than a week before the event:
- who your co-panelists are
- who the moderator will be
- what questions will be asked
- the order of events (opening remarks/intros, set questions, Audience Q&A)
Items 1, 2, and 4 should be available to the attendees so they can plan their day.
This information should be easy to find on the website.
PROFESSIONALISM
WHAT IT SHOULD BE
- Accountable
- Communicative
- Friendly
WHAT IT SHOULD NOT BE
- Bullying
- Full of excuses
From local book swaps to large fan conventions, a level of professionalism is expected.
You, the vendor, should be treated respectfully. You should not be made to feel guilty for asking clarifying questions as you prepare to present your business to the public.
An organizer should never complain about people asking questions. An organizer should not bring their personal issues to the professional floor. An organizer should be responsible for mistakes and oversights and seek to rectify the matter immediately.
If you, the vendor who paid to attend, need information, you are owed that information.
SO, WHAT CAN YOU DO?
How, as a new author, avoid instances like what happened at AML? There’s no surefire way, honestly, but you can at least arm yourself by:
- Forming community
- Asking questions
- Reaching out to readers and authors about the event, organizer, and/or event management
- Reviewing the website for information
- Reviewing the hosting venue for social proof of the event
- LISTENING TO YOUR GUT
It only takes one bad event to cast a grim pallor on the rest, but try not to let it.
One event is not representative of the whole. Listen to your gut, talk to other authors and vendors, and establish your acceptable level of risk.