Open New Tour Markets

– Posted in: Biz Booster Hot Tip! Touring Strategies
Open New Tour Markets

Open New Tour Markets - by Jeri Goldstein     

Here are some strategies to open new tour markets  by using gig directories when you have no known contacts in those markets.

Let’s return to your touring plan and your calendar. We’ll make this a 3 step approach and break down the process.

Step One-Review anchor dates on the calendar:

As you look at any dates already set, no matter whether they are performance dates, conferences, family or personal events. Make a list of those dates that are in new markets where you have never played before and where you do not have any other connections in place.

Step twoAsk yourself the following questions about each of those markets:

  1. Does this anchor date afford me any time surrounding it to add performance opportunities?
  2. Is it in an area where I would like to begin building a fan base?
  3. Does this market have media opportunities I’d like to access?
  4. Have I heard of specific venues there that I would like to play?
  5. Finally, does this market fit into my overall artistic development goals?

Step Three-Select appropriate markets:

Now that you have answered the above questions, you are better able to target the most appropriate areas to focus upon as you plan to open new tour markets. You can finally turn to your gig directories. But which one will give you the most likely information without your sifting through thousands of possibilities? As you review the answers to the above questions, you can begin to pair down your options based on the following:

  1. time
  2. media
  3. type of venue
  4. career goals

For example:
If you are trying to surround an anchor date that is not that far into the future and you don’t have much time to spend in the market, you may want to turn to a directory with Club Venues. Club venues don’t book as far into the future as do performing art centers. Club venues may have opening act slots more often than do performing arts centers.

If, on the other hand, you have more lead time and more time surrounding the date, you may even want to access the Concerts in Your Home house concert database and see how you might fit a series of house concerts into your schedule. If you have at least 12 to 18 months lead time, then you may want to search performing art center directories for the area or even festival directories.

On the other hand, if you are not able to plug in performance dates due to the nature of how you are traveling or the type of event you are traveling to, you may want to simply access some radio and begin to establish a media presence in the market. In that case you can simply turn to a radio station directory.

When you create a profile of your needs based on your calendar, your use of gig and media directories become more focused, saves you time and effort and is much less overwhelming. You also begin to develop a pattern of gig research that is more likely to help you reach your career goals and build better tours when you open new tour markets. After all, isn’t that what this is all about.

What is your gig directory research strategy when you try to open new tour markets?

Leave me a comment below or on the Performingbiz Success Strategies Facebook page.

I can’t wait to hear about your success.

Thanks to Carol Ehrlich for designing this week’s Biz Booster graphic image,  “Open New Tour Markets.”

Now, Thanks to the Band Curfew from the UK for providing the Biz Booster theme Music, “Future Dance.” Check them out at

And for more career boosting tips, articles, books, resources, tele-seminars and online courses, visit me at

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