February 2020
Author: Jo Ann Graser, NCPT, President, PMA Board of Directors

Hosting a successful workshop is a gratifying experience for a studio owner. When you have a captivating presenter, a room full of eager students and an exciting topic it’s a win-win proposition. On the other hand, hosting a workshop that falls short of the mark can have a ripple effect on future endeavors.

The obvious stuff….

• Demographics: Know your audience. Who will come to your studio to attend a workshop? Are you a destination or will the audience be mostly local teachers and enthusiasts? Collaborate with the presenter to come up with the workshop description. The presenter will have an ideal student in mind, and you know your demographics. Figure out how these two things can mesh to find the right attendees.
• Space: Decide on minimum and maximum attendance numbers. Make sure your space can accommodate the maximum number the presenter sets. Be honest with the presenter about how many bodies can fit in your space. Find out how much of the workshop will be active participation and how much lecture/observation. Make sure the space is clean and organized and all the equipment is functioning properly.
• Timing: Can you afford to cancel sessions/classes to hold a workshop? Work closely with the presenter to figure out the timing for the workshop taking into consideration what works for you and your business. Attend the workshop and be an enthusiastic host. Hosting a workshop can boost your revenue, but it is also an opportunity to showcase your space and you as a professional. Be a cheerleader for your presenter and the workshop. Start early with marketing to your audience and partner with the presenter to broaden your reach. Social media is a wonderful tool and mostly free or very low cost.

The following are some common and not so common occurrences that can short-circuit a successful event. These are occurrences that happened over the course of my 20+ years of hosting and attending workshops.

• Lost workshop presenters
• Lost attendees
• Handouts not delivered by the printer
• Technology malfunctions
• Equipment malfunctions
• Weather issues
• Hostile attendees
• Uninvolved studio owners

Let’s explore each of these issues and some possible solutions.

My studio is located on a major thoroughfare in an upscale mall. My address is complicated: 756 W. Northwest Hwy. How many times do you think the “W.” has been left off the address search for my studio? ALL THE TIME. I have learned through trial and error that the more effort I put into giving someone my entire correct address (emphasizing the use of the “W.”) results in a smoother running event. Make sure your attendees and your presenter are confident in finding your location.

This problem can arise when your presenter needs you to get their materials printed or they send them electronically to a printer in your area. Make sure the materials are ready to go several days prior to the workshop. This gives you time to troubleshoot. Last minute scrambling to get the materials together creates a lot of stress and can backfire if your printing service misses your deadline.

Ah the joys of technology. Always have a backup plan and make sure your presenter does as well. What if the cable or Wi-Fi goes out? Can the show still go on? Does the presenter expect you to have adapters to fit their equipment? Find out as much detail as possible regarding the technology needs of your presenter at least a week ahead of time. Save yourself a big headache by clearly outlining what you have available for their use.

If it has moving parts, it can break. Defensive equipment maintenance prior to a workshop is a must. There is nothing worse than a presenter being in the middle of an energetic session and a piece of equipment breaks. The presentation will lose momentum, and someone might get hurt. On the flip side, be sure to let your presenter know what type of equipment they will have available for their use and any modifications you might have made (ie springs from another manufacturer, etc).

My studio is in the Midwest. The only presenters I will seriously consider hosting during the months of January and February are from a similar climate. You must be a savvy wintertime traveler to understand that a couple of inches of ICE can bring an entire metropolitan area to its knees. There are weather and climate related issues all over the world. Be proactive. Talk to the presenter in advance to figure out how you will handle a weather-related cancellation.

I attended a workshop where in the first hour an attendee went on a tirade aimed at the presenter. The studio host just sat there wide-eyed. The entire workshop was held hostage until the attendee stormed out. As a host, I always feel it is my responsibility to make sure everyone treats each other with respect. This is my space and I feel comfortable asserting my authority when it is needed.

I have attended a few workshops where the studio owner was uninvolved and uninterested in the workshop topic and the attendees. In every instance, they sat at their front desk working on a project (sometimes having audible conversations that interfere with the workshop). This affects the overall energy in the room and makes it harder for the presenter to focus the attendees.

Hosting workshops is a wonderful way to bring positive energy to your space and can greatly improve your visibility within our profession. I even witness increases in the buy in of my clients toward their own practice. They witness firsthand my enthusiasm for increasing my own knowledge and my desire to be at the forefront of the industry. Curiosity is a wonderful motivator and after every workshop I have hosted, my clients want to know what we learned and how things went.


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Category: The Method