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The Dark Side
A guided tour of the sales side of the entertainment industry

Educational Session

Buying equipment in 2023 can be complicated.

Knowing who to talk to, where to purchase from, and how to navigate the rules around purchasing equipment or systems is often time consuming and confusing. No one teaches you how to purchase things like this in theatre school.

• Understanding what the roles are of all the different players doesn't always make sense...
• When do you talk to a manufacturer, distributor or dealer?
• What does a rep firm do compared to a distributor?
• When does it make sense to talk to a consultant?
• Does it make any difference if a manufacturer has a Canadian office or distributor in Canada?
• What is grey market? (Is it really a bad thing?)
• How do I get to see demo equipment? (Can even I see demo equipment?)
• How many widgets do I need to buy before I get a discount?
• Is someone getting rich off my theatre's purchase?
• How do I get the best value for my theatre's money?
• I really like working with my local dealer, but I have to go with the cheapest price. Can I do both?
• And what on earth does FOB mean?

There's a lot of questions that come up when purchasing equipment. This session will attempt to answer these questions and others. We will talk through what the relationships are between the different layers in the supply chain and how you can get the best value for your theatre and have the support and service you need.

After attending this presentation, attendees will be able to:

• better understand the roles of the different groups involved in the sales side of the industry
• better understanding of the way the sales side of the industry works
• better plan out budgeting and purchasing
• build better, more meaningful relationships with dealers and manufacturers to get the best service and support when you need it
• be better prepared for the day you consider taking a job in The Dark Side (it's good to know what you're getting yourself into)

Presenter: Carl Lukings

Carl Lukings [Horizon Solutions - London, Ontario] has been selling professional audio, lighting, video and staging equipment to the Canadian theatre market for over 25 years.

"Working with theatre clients of all sizes and shapes is a privilege. Building relationships with manufacturers, sales reps, distributors, consultants, and clients is key to what we do.”