ASC Salesperson: A Case Study

In order for the ASC salesperson to fully understand the broader scope of the project for seating, they need to know for what purpose and why the renovation is taking place. They need to know the specifications of the space, flow of traffic, and the types of shows that the venue will be booking. The salesperson needs to know what is important to the Seattle Music Arts Association. They need to know to what level of comfort they want the seats to encompass and if they have customized preference for special features. A salesperson may also need to know the timeframe for the project as well as resources that are available (such as making sure there isn’t a timely backlog at ASC manufacturing facility). They may also research other competition
in the area that the design firm may have considered requisitioning for an RFP.

I understand you are doing quite the renovation. What prompted the renovation?
Well, it’s time we updated the auditorium to offer more seating so that we can accommodate larger clients. This is a small venue originally built in the 40’s.
Sounds great. So that I can best serve your objectives, can you help me understand the decision-making process?
Both myself and my manager, Lilly, will be making the decision mutually.
We are hoping to review all proposals by January.
…So there’s already a timeframe in place?
We’re hoping for everything to be complete in the Spring of 2013. I hope that’s not too loft of a goal!
Tell me about the shows that are booked here.
We book a lot of local bands and small symphonies. But we are also looking to expand to some of the small colleges in the area who are cramped for space for their performances, graduations, etc. Some of the private middle schools have expressed interest in also having some children’s performances, too. Unfortunately some clients don’t like to book with us because of how small and cramped the space has become over the years. We lose may bookings to The Muzak Center on 5th Street. We really want this renovation to be new and innovative.
It sounds like you have some great opportunities ahead but that you need to accommodate a lot of different types of people…. Teenagers… parents… professors… even grandma and grandpa on graduation day!
Yes. We certainly need to make more room! It would also help if the seats weren’t so itchy, either. The current fabric must be from the 70’s.
That’s uncomfortable! Tell me a little more about the current
seats.
Right now there are a lot of smaller seats and they aren’t accommodating some of our larger patrons. The legroom is cramped and they are just plain uncomfortable. It’s such a tight squeeze when patrons have to get up to go to the restroom. It makes you want to not drink anything beforehand or you’ll force others to stand up to let you by.
What kinds of concessions do you allow in the auditorium?
We have never allowed concessions before but we are considering it after the renovation so that we can get revenue from vendors.
You mentioned you may be booking children’s performances and they can make some big messes. How does that affect cleaning costs?
Actually, the cleaning crew charges extra to clean stains from the fabric of our upholstery. I should know because the current seats have stains from when people snuck in their own snacks and beverages. The cleaning costs are through the roof but we just can’t leave large stains on the seats like that…
How much would it save you annually if we could eliminate the costs of the cleaning crew’s extra charges to clean upholstery?
They set up extra cleaning service days specifically for seat cleanings and that’s around $2,000 per month.
If I could get fabric that is completely stain resistant and a seat mechanism with a floor track that allows guest to slide their seat backwards when letting others pass by, how would that attract clients to this venue?
Well, they would certainly stop booking at The Muzak Center, that’s for sure!
If I can save you money on the cleaning fees with a 20 year stain-resistant warrantee and larger seats with the new track system, would you be interested in exploring this with our company?
We would love to see a proposal!