Class Privilege and Non-Profit Conventions

There are certain phrases that set my teeth on edge when I hear them. "Check your privilege" is one of them. It is too often a phrase used to make me think I should feel bad for having the audacity to be born cis male, white, straight, able, etc. However, today I had to opportunity feel the need to use the phrase.

The discussion was about non-profit versus for-profit scifi/geek conventions. First, let me provide a little background for those of you who do not work on half a dozen cons a year. Many scifi cons, especially the older ones such as Arisia, Boskone, Philcon, Lunacon, and Albacon, are non-profit organizations. No one on the staff is paid in any way other than free admission and possibly free hotel rooms. The cons are generally run by a board or membership and the chair is elected each year.

For-profit cons, in spite of the name, do not tend to be major money makers. While there might be some cons out there that do make big money, they are very much the exception. All the for-profit cons I have encountered pay the very senior staff a modest sum to compensate them for their time. Many newer cons started in the last 10 years follow that structure.

I would estimate that chairing a small convention like Pi-Con probably takes about 300-600 hours to plan for a single con, and this is a smaller convention. A larger convention likely requires much more time.

I sometimes hear the attitude from people who work non-profit cons that they would never work for a "for-profit" con because they would not want to volunteer so someone else could get paid. I'm not going to address the fact that people volunteer for all kinds of money making organizations from hospitals to day cares to political organizations (but think about that for a moment). I have another point to raise.

Working poor people don't have 300-600 hours to donate to a cause. A certain level of affluence is required to have that kind of leisure time to donate. I work a middle class job, which allows me the flexibility to chair a convention on an entirely volunteer basis. However, many people do not have that option. Furthermore, there is a limit to the size and complexity of an event that one can run as an unpaid hobby. Some might use some of the larger, successful nonprofit cons as an example that staff can be found to volunteer, and that may be fine for an established con. (Although many of those old cons are shrinking and fading over time for lack of new blood to run them.)

However, what if one wants to start a new convention? It's going to take an initial investment. Either people on staff with money to put up, which requires a certain affluence, or some sort of loan, which would likely require a personal guarantee by someone running the con. To suggest that someone who wants to run a con should both take on personal risk then volunteer their time to run it seems like a very entitled attitude, given that those who tend to hold this attitude are rarely the same people willing to take the risks to start the convention.

The fact is that there are many people who want to start conventions but cannot afford to give up the kind of time it takes to start and run a con without being paid for it. In the time that they are running the event, they could be engaging in an activity which makes money, like working a job, and for most people, that's what they need to do with their time. Let us also consider that the people who do run conventions and get paid for it (1) are not getting rich in the process, and (2) are usually taking disproportionate financial risk.

So, saying that for-profit cons are somehow less than non-profit cons implies either that only people wealthy enough to have leisure time to volunteer should lead conventions or that those who are willing to lead events should be willing to sacrifice their own standard of living so that everyone else can enjoy an event. Both of these are entitled attitudes, and the first implication drips with class privilege.

If you are the sort who looks down on for-profit cons, ask yourself this: if a competent, enthusiastic, but poor person wanted to take on the task of starting a con, what do you propose they do? Should they sacrifice so you can enjoy their con? Should they take on financial risk with no opportunity of financial reward? Or might it be fair that they could collect a modest income for their hundreds of hours of work. And, given that they are willing to dedicate their energies to creating this con rather than other work which would likely be more profitable, do you think it perhaps reasonable that you could find a few hours to contribute to support their efforts?

If you volunteer in major roles at cons for no pay, consider your life circumstances that allow you to be able to do that. You may not be rich, but you at least live a comfortable enough life to have leisure time to donate to con-running.

Much as I hate to say it, before judging those conventions that pay their leadership (if they are successful, that is), take a moment to check your privilege.

Dashcon: A Convention Disaster or a PR Disaster?

The more I look into this Dashcon thing, the more it seems to be a simple matter of inexperienced conrunners making a cascading series of errors. I watched the video of their ballroom fundraiser. First, let me say, that I would gladly have paid $50 to be in that audience. The energy and enthusiasm of that audience is palpable and contagious through the video. Second, lets look at what happened. All of my discussion below is based on what I have been able to piece together from what is online, since Dashcon leadership has not gotten a formal response out (a massive failure I will discuss below).

Mistake #1: Overestimated Attendance

The inexperienced organizers expected 7 times as many people as they got. This means a few things:
-They did not have the pre-reg money that they expected
-They did not have the roomnights in the hotel that they expected

When you book a hotel for a con, they expect a small token deposit upfront and the rest of the bill at the start of the con. However, often, the organizers can negotiate with the hotel to pay part of the bill upfront and part after the con. This is quite common. Unfortunately, also quite common is that a lower level person at the hotel will agree to the bill being paid later only for the higher up to overrule them at the last second and demand all the money upfront. This happened to me when I ran the first Pi-Con. Fortunately, that amount was $3000, so I put it on my credit card.

So, at this point, they had two choices, close the con or start a fundraiser. They did the later, and I applaud them for it. I watched the video of the fundraising process, and I imagine that it was a very enjoyable experience for the people in the audience. Watch the videos: they are singing, cheering, hugging. The people there had the powerful emotional experience of people supporting a winning political candidate, all condensed down into an evening. However, while they were focused on being in that room, they forgot they were running a Tumblr con, meaning that in realtime, what was happening was going to be attacked by the snarkiest, nastiest group of people ever to put words to paper screen.

Mistake #2: Not Controlling Their Online Spin

But that's not the only thing that they neglected. While they were hyperfocused on the fundraiser, they forgot that they had a con to run. This is a mistake of inexperience. The most imminent disaster will take up your attention, but the experienced con-runner remembers that while some are needed in the fundraiser room to raise the funds, other are needed elsewhere in the con to reassure the guests, panelists, and other attendees that the show will go on and they won't be screwed.

Mistake #3: Neglecting the Guests

Since most or all of the Paypal donations were refunded, it appears clear that the revenues did come over the next two days and the con would have been able to pay their paid guests and cover their rooms. However, their big guests were probably left alone and in the dark, wondering what would happen. While the big rally was going on over there, these guests were watching social media blow up with the disaster they were at. Of course, it was not, in any real sense a disaster yet, but the blogosphere loves to make a disaster and point fingers at the failures of others to make themselves feel better. So, if you are a guest reading that crap, and every person from the con who could refute it is on stage raising money or in meetings with the hotel, you get more and more nervous until you decide its time to pack up and go.

So, now one crisis, which is successfully dealt with, cascades into a second crisis of losing the key guests.

I should point out that faced with the same situation, most of the conventions I work with might have made the same mistake. Unless a con has a dedicated person whose job is to work directly with those guests, it would be very easy to neglect to keep them informed until the first crisis was dealt with. The guests are out of sight and out of mind. They are off in their hotel room preparing for the weekend. They can only contact junior staff who has probably been told not to bother senior staff until the money is raised.

Once the key guests had departed, there was the final and most damaging crisis...

Mistake #4: Neglecting Social Media

If you run a stamp collectors convention and your screw up, some people might post on their personal Facebook pages and there might be some rumble. If you run a Tumblr convention, you should expect that everything you do, good or bad, is about to be under the microscope for all to see. Rather, kaleidoscope might be more appropriate. The Internet twists everything to make it "funny". Even things that are good get turned into insulting memes. When they were forced to go begging for the $17,000 they were probably blinded by the wave of support they got, to forget that there are trolls lurking in basements across America who have never contributed anything to the world who are ready to insult and malign anything they can.

The trolls made memes of certain facts of the event, and then people who are more receptive to negative news that positive, perpetuated those memes and ideas. Of course, since most people have never run a con, they listen to the trolls who say that the surprise bill is not plausible, and the word "scam" starts floating around


The plain and simple fact is that the people who run Dashcon are young and inexperienced. They made common mistakes and mistakes that much larger and stronger cons might face. In fact, I worked with a fantastic convention this weekend that had to be saved by crowd funding in their early years due to a surprise from their venue regarding the bill. Anyone remember saveconnecticon.com? Yes, it happened after the con, not during, but the concept is the same. Dashcon just made their mistakes in front of the great lens of Tumblr.

Don't be so quick to judge unless you've started a con yourself.

Good Sex Appeal, Bad Sex Appeal

This blog tends to focus on matters of sales and marketing, so I thought I'd take a moment to discuss the Comic Con image I addressed in my last post from a marketing standpoint.

Not just smart. She's beautiful too!

After reading my open letter, my wife asked me, "If Comic Con's core market tends to be men, why would the want to market to men? Wouldn't they want to market to get more women?"

Excellent question. That's why I married such a smart woman.

There is a phenomenon is marketing, especially for events which I refer to as the Ladies' Night Effect. Women in general do not want to go to an event where there will be very few other women. They tend to feel uncomfortable and even unsafe. Men, also, all things being equal, prefer to be places where there are women. Thus, bars and nightclubs across the country advertise Ladies' Nights. Free drinks, reduced entry price, and other enticements to women encourage women to attend. More importantly, it signals to women that other women will be there. Likewise, it signals to men that many women will be there. It is effective marketing to both genders although it only targets one.

In a recent article on Medium.com entitled A Gentleman's Guide to Rape Culture, Zaron Burnett discusses the fact that most women in America are frequently concerned about their safety. Whatever your opinion on the actual statistics and prevalence of attacks is, the fact is that most women take safety into account when making plans. If you are an event planner, this means that a large portion of your audience is considering how safe they will be at your event when deciding if they want to attend or not.

I'm going to repeat that for anyone who plans and promotes events, especially men who do so: A large portion of your audience is considering how safe they will be at your event when deciding if they want to attend or not. So, looking at your marketing, does it lead them to feel more safe or less safe? And, if the latter, how much money are you losing because women are staying home because they perceive your event as unsafe?

This is not about feminism, morality, or equal rights (important as those issues are). This is about the fact that these factors have concrete, real world impacts on an event's bottom line.

This image was used on the WCCC 106.9
Facebook Page to promote Comic Con

There is a way to use images of women to attract other women to an event and a way to use similar images to repel them. Consider the image that I discussed in my last post. The women do not look like regular women, and the caption implies that their breasts are the only interesting traits they have (Twelve reasons, six women, in case you didn't get the inference). This marketing could be effective to bring some men to the event, but the men it would bring would be men who are inclined to be receptive to this advertising, a population with a higher than average tendency to objectify women.

To a woman, especially a woman who likes to cosplay at conventions, this signals that this is an event where they might be more likely to find themselves objectified and even possibly harassed. Whether it is true or not, the perception is there. This kind of promotion will attract, more or less, zero women, but consider how the women that Mr. Burnett refers to in his article would see this piece.

You might object that no one is going to look at a single advertising piece and say, "that image tells me that this event is disrespectful to women so I will not attend." You may be correct. However, businesses, especially events, live and die on the margin. A massive portion of potential attendees to an event decide in the last few days or even hours leading up to an event if they will attend. They are on the fence up to the last minute. A rain storm, light cold, or interesting show on TV could dissuade them. With those people, it takes very little to move them from the "maybe yes" side to the "maybe no" side.

Image for Jeff Mach Event's
Build a Better Ball Pit GoFundMe

Conversely, consider the promotion Jeff Mach Event's GoFundMe to build a bigger ballpit, and tangentially to promote their events. The image also uses an attractive woman, but does not objectify. If a man sees this image go by on their Facebook feed, they are more likely to click on it than if, say, it was me in the ball pit, attractive as I am. However the use of the image is not demeaning to the subject. Unlike the image above, she is portrayed as a person who happens to be female as opposed to a set of breasts that happen to be attached to a person.

Over 50% of the population of America are women, and they control a disproportionate amount of the public's spending power. To insult them, demean them, and objectify them for marketing purposes is not merely morally wrong, it is strategically wrong.

Who is Your Audience and What do They Want?

Tigers rarely actually eat
cereal. They also rarely
wear neckerchiefs.

They say that you can lead a horse to water, but you can't make him drink. Well, if you lead a horse to a nice, juicy steak, you will probably not only fail to feed your horse, but probably spook him. Save the steak for your pet tiger. Lead the horse to grass.

As a consultant, I work with a number of different fan conventions and businesses. Most businesses think they know the answer to the question "Who is my audience and what do they want?" Do they really? Or do they just think they do?

Let's take Steampunk World's Fair, for whom I am Sponsorship Coordinator, as an example of one who does it right. Their primary audience is people who are interested in Steampunk, which is a subculture that includes literature, clothes, and a bit of music. That is who they are, but what do they want? The obvious answer is that they want great performances by bands and other performers that they enjoy and a great array of vendors. But, hose bands play a variety of venues and most of the vendors have online stores, so why do thousands of people make the trip to New Jersey for the Fair?

First and foremost, people go to a convention for an experience. They want to have fun. They want to be among their own people, having a relaxing and enjoyable time. You could have the biggest names and the best dealers, but if the vibe is bad, the event will be bad. Steampunk World's Fair creates that fun, engaging environment. From the web site, to the decorations, to the program book that looks like an old Victorian newspaper, to dozens of other little details, for one weekend in May, two modern hotels are made to feel like a great enclave of an age that never was.

Steampunks in their natural habitat: Piscataway, NJ

Among the work I do for this event is coordination of sponsorship. A sponsor has a very different perspective on an event. Many sponsors do attend the event, and, as an attendee, they love all the event has to offer. As a sponsor, however, they care about very different things. The fantastic program book made to look like a newspaper is exciting to them because its uniqueness will cause attendees to keep it, and the ad the sponsor bought in it, for years to come.

As a counter example, let's consider another business I have worked with. It is a game store in the Northeast United States. For those of you unfamiliar with game stores, they tend to be part retail store (selling board games, card games, trading card games, role playing games, and the like), but they are also part community space. Almost anything you can get at a game store, you can get online for less. People are willing to spend their money at a local game store because they enjoy spending their time at their local game store. The natural conclusion to draw about a store is that people go there for products and prices. For a game store, one would be mistaken. People go there for the experience. The products are just how the store monetizes that experience.

This game store, however, is very large and has become focused on product rather than experience. They have come to think that the customer cares only about price and event prizes, so they focus on what is on the shelves but fail to address the experience of the customer when he is in the store. They mistake a lack of other options in the local market for customer loyalty, believing that customers come back because they want to rather than because they have no other option. Customers say things like "There's something off about that store" and "It's not a comfortable place to hang out." The result is that in a business that used to demonstrate spectacular growth year after year, growth has slowed to almost nothing.

The goal is to give the customer what they want, not just what you think they want. You may be wondering how you find out what the customer wants. It's easy. Ask them. People love to talk and they love to give their opinion... if you ask for it.

You should also keep in mind that people are giving their opinion to everyone else. In the example of this store, all of the other stores in the region know what people think of them. Other customers know what people think of them. Random people on the Internet know what people think of them. Don't you want to know at least as much about your customer's opinions as your competition does?

It's a simple two step process:

Step 1. Just get into a conversation with a customer and ask "What do you think we do well? What do you think we should do better?"

Step 2. Shut up and listen.
Step 2a. No, seriously. Do not speak. Just listen.

You may be tempted to address their concerns, explain your choices, or even argue with the customer. Don't. Thank them for their input. Possibly ask questions to be sure you understand what they are getting at. Did they say something that surprised you or doesn't sound right? Ask a few more customers at random. If they all say the same thing that sounds wrong to you, it's probably not the customer who is mistaken. At the very least, you have a messaging issue.

Tigers like steak. Horses like oats. Mix them up and you're liable to be kicked by the horse and eaten by the tiger. What does your audience want?


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Vending Victory from the Jaws of Vending Defeat

I had a mentor who told me a story which changed the way I approach almost every challenging situation. At the time of the story, he owned a store that sold collectible card games like Magic, Pokemon, and Yu Gi Oh!, and he was going to GenCon, one of the biggest non-electronic gaming conventions in the world. He had spend thousands of dollars to be there, and had brought a fantastic selection of all the card games he carried. Everything was set up and ready, but as the first day progressed, sales were terrible. No one was buying. Few people were even looking at his booth.

Vending with Worlds Apart Games at
Arisia in 2010
(That's Dan in the hat)

If you are a vendor reading this, you may have been in this situation before. What did you do? If you have never experienced this, ask yourself, what would you do? For many, including myself before hearing this story, I would have tried to make the best of the weekend, sell as much as we can, maybe slash some prices to move some stock, then limp home, lick our wounds and try to figure out what happened so we could do better at the next event... if we could even afford to attend the next event.

Our hero could not afford to fail this weekend. He had invested more than he could afford to lose, and he wasn't ready to lose. During the course of the first day, someone had come by with a large trash bag full of Heroclix and offered to sell it to him for $20. He'd never heard of Heroclix, but it looked like a lot of whatever it was for little money, so he bought it.

Having an already disastrous weekend, and having bought this bag. What would you do? Some would just throw the bag in the back of the booth to take home and figure out what it is next week. After all, this weekend is a disaster, who needs another thing to deal with. Others would see the bag differently...

He didn't know anything about Heroclix, but he knew that he had just bought over 100 of them for $20, so he grabbed an empty bin, dumped the figures into it, and put a sign on the front that said "$1". Within an hour, the bin was empty.

Heroclix Superman figure
For more information on Heroclix,
visit the Wizkids Website.

He proceeded to go around the convention, looking for other people unloading their bulk Heroclix collections, and by the middle of the second day, his original stock was pushed to the side to make room for an entire table of Heroclix figures. The event was more than profitable for him.

This story teaches a very important lesson. As long as there is still time on the clock, there is still time to play and win, but not by pressing a losing strategy. The more important part of this lessons is to realize is to think about how long your decision cycle is. When I was vending at conventions, I would think during the week prior as to what I would bring, how I would display it, and what the strategy would be. By the time I arrived at the convention and set up Friday, the die was cast. I was committed to that strategy, win or lose. No matter how Friday went, I stuck to it all weekend. My decision cycle was a week long.

His decision cycle is hours, sometimes minutes. You can always reevaluate your strategy on an ongoing basis, not just when the event is over, but a few hours in. When you get home on Monday, it is too late. When you walk out of that sales presentation, it is too late. When you lock up the shop at night, it is too late.

Don't wait until the game is over to tally your score and figure out why you lost. Figure out while the game is still going how you can win.


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