Before we get started, I’ve got a freebie. If you’re interested in planning a tour and don’t know where to start, download our free Tour Planning Checklist. It will give you a list of items you need to do to get your tour off to a great start.
Click here to download the free Tour Planning Checklist.I recently wrote an article about all the benefits to touring as an independent artist. I posted a link to the article on Twitter and got an interesting response from a fellow musician in NYC. His response was that not all artists love it and if you depend too much on touring, you could end up homeless.
Every artist and situation is different and I can appreciate that. Our differences are what make us unique and diverse, which is why music is so great in the first place. In some ways, @BongGBrand may have a point. Touring may not be great for every artist depending on his/her unique situation. In my own experience, I have made the most connections, earned the most income per show, and sold the most merch at shows while on tour. I know that is the case for a lot of other artists I know. But, I don’t want to fool anyone into thinking there aren’t any risks. Another great point @BongGBrand pointed out is that touring is a risky business. A lot of things can happen on the road and times are truly evil. But such is the case for everything you do in life. Going on business trips, vacations, and traveling for holidays can be just as dangerous. It all boils down to how much you want to pursue it and the precautions you take.
One of the big reasons artists don’t go on tour is due to money, or lack thereof. Sometimes you do have to make the tough decision to not tour or even call off a tour due to budgeting issues. Mainstream artists call off tours and cancel dates all the time due to poor ticket sales. These things happen. In this article, I am going to share with you some ways to turn a profit or at least break even on a tour so that you’re not losing money.
Lodging
The biggest expense when it comes to touring is lodging. Saving money in this expense category is very important. One thing to consider when booking lodging arrangements is to try and find places you can stay for free such as family and friends or even fans. Sometimes even the venues have a room they offer to traveling musicians for the night. One time I went on a short 10-day tour and only paid for lodging once. You could decide to only perform in cities where you have family and friends where you know you can stay for free. Another idea is to consider buying a camper or a tent. Camping is a huge money saver, especially if you are in a group. RV and State Parks charge just a fraction of the price of hotels. If none of those ideas work for you, try couchsurfing. I’ve heard from credible sources that Couchsurfing is a great way to stay for free in different cities while you’re on the road. Also, have you tried AirBnB? It’s sort of like uber, but instead of giving you a lift, they let you stay in their house for the night for a nominal fee. The price is often cheaper than a hotel stay in most cases.
Save $35 on Tour Lodging with AirBnB (Coupon)
However, if you can’t avoid staying in a hotel for some reason, consider staying in a hotel outside of the city. Hotels that are not in the middle of a bustling city often charge less than those that are. For example, if your show is in Jacksonville, FL, there may be a hotel in Gainesville that you can stay at for a cheaper rate. This method makes the most sense when the city is on the way to your next tour stop.
Food
Food is another big expense that can easily add up on a tour. To cut down on food costs bring along food in the car with you such as breakfast bars, ingredients to make sandwiches, fruit, nuts, and snacks. For dinner, eat at affordable restaurants like subway, taco bell, and McDonald’s. If you want to splurge and taste some local cuisine, plan on eating at restaurants for lunch rather than dinner since lunch plates are mostly cheaper than dinner plates. Also, don’t waste your time in tourist areas unless you are willing to spend tourist money. Restaurants located in tourist areas have inflated prices. Gumbo and Red Beans and Rice in New Orleans can be either $35 or $10 depending on where you go. Eat where the locals eat. Start a free account with Yelp Deals, Groupon, LivingSocial, and Valpak and check for daily deals online.
The Venue? See if you can negotiate a meal comp from the venue you will be performing at if they serve food. And lastly, eat slower and drink more water. You will fill up and be satisfied quicker if you do. According to Precision Nutrition “researchers concluded that drinking more water might be key to helping us eat less during a meal. But eating slowly seems to decrease hunger and lead to higher levels of satiety between meals. Takeaway – eat slowly, drink more water, consume less food, and feel more satisfied!”
Routing
Plan a route that makes sense. Try not to go back and forth between cities like a ping pong because it’s a waste of gas and time. Always move forward. Don’t plan tour stops that are out of the way unless the pay is worth it. Try to plan a roundabout route with tour stops along a route going somewhere and tour stops on the circle back. Take a look at these two images. One is a circle, and one is a zig zag. If you plan a tour similar to the zig zag image, a lot of your time will be spent on the road and gas costs will take a significant chunk of your money until there’s none left. Save money and time by routing a circular tour.
I know it doesn’t always work out this way, but try to book shows in cities where you have a supportive fanbase. You will have a much easier time earning money where you have a support base and it will also be easier to book good venues.
Budgeting
Pay attention to how much money is spent compared to how much money you are earning. If spending exceeds earnings, then the tour becomes an investment tour and not a profitable one. Plan your tour with a budget in mind. If you see that you’re not making enough money to break even, try adding on another show or possibly something else that could bring in money like a songwriting workshop with some of your fans. While on the road, keep track of your expenses. If you’re not careful, you can overspend and not even realize it. Use this tour budgeting spreadsheet to keep track of your expenses and to help in decision making.
Offer Merch and Sell It
Don’t forget about your merchandise. You can double your income with merchandise. Be sure to have enough merch on hand to cover the entire tour. Offer merchandise items that your fans would want. Also, think outside the box. Don’t just offer t-shirts. Think about other items as well, such as mugs, posters, caps, and handmade items. Offer an item for every budget so that anyone can spend their money with you whether it is $1 or $50. Group items together and sell them as a package. Is there something else you can offer as an added value in order to upsell? What if you could offer a second CD for half price?
Don’t be shy about being a salesman for your merchandise. Sell from the stage. Mention you have CDs at your merch table and also mention any current specials or offers you have. Remind people to come to your table at the end of your show. Better yet, give them a reason to come to the table to sign your guestbook or to get their free gift. You can use that as an opportunity to sign them up to a mailing list as well as sell them something.
How to Double Your Income with Merchandise
How I get Subscribers on My Mailing List
Crowdfund
Do you have enough loyal fans to support a fundraiser? If so, crowdfunding could do the trick. Host a tour kick off party to raise money for your tour! If you have a loyal fanbase all over the country or the world, maybe you can go live and do a PBS style fundraiser. A couple of hundred dollars might be all you need to jump-start a tour. Give it a shot.
Booking the Right Gigs
It’s important to book gigs that will be profitable. Some gigs are not profitable and some are. It’s up to you to gauge the difference. For example, never take pay-to-play gigs like this one unless you have a good reason for it. You want to stay away from gigs like showcases, open mics (unless you can land a paid feature spot), and pay-to-play scams. You end up playing for free on those types of gigs. Do book gigs at venues that either has a built-in audience or you’re confident you can promote it to bring out your own audience. But make sure you’ll be able to earn compensation at these gigs though. Be wary about door deals and production fees. Bookers have a way of making these deals look attractive, but when you crunch the numbers, it doesn’t add up to profit for you. House concerts, private gigs, guarantee gigs, and even tip/guarantee combination gigs are great gigs to shoot for when it comes to booking tours. Check out my article on how to book house concerts and paid gigs for helpful tips on booking these types of gigs. For more booking tips, check out my free e-course, How to Book Gigs.
If you’d like to turn a profit or simply break even on your tours, consider these tips. You don’t have to break the bank or go homeless in order to tour. Sometimes it makes sense to wait and try to build up more of a following before hitting the road. Sometimes you can save up some cash and make an investment. Sometimes you can book enough lucrative shows that will keep you in the black and produce profits. Do what makes sense for you and your situation. Utilize a budget to make informative booking decisions and to keep track of expenses. Touring can be affordable and profitable if you make the right choices.
Did you like this article? Check out the Tour Series:
How to Book a Tour
A Sample Tour Budgeting Spreadsheet (Free Download)
A Tour Planning Checklist
5 Benefits to Being an Independent Touring Artist
The Fool-Proof Guide to Filling Empty Tour Dates
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