(This item is more a set of opinions and less actual tips - needs work!)
RUNNING THE DEALERSŐ ROOM AT VCON
(Angela Jones is a dealer who frequents a range of Northwest conventions. These notes were compiled after she headed the Dealers Room department at VCon 20)
Dealer's Room Information Package for V-Con 20
Items Needed in a Dealer's Packet:
To keep all of these pieces of information together, I would mail or give out Dealer's packets in file folders or manila envelopes.
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The Finkbiners write:
"Many people come to a convention to buy things. A good dealers' room can be a real draw; but unless you are going to run the con for the dealers, you had better break even on the space you devote to them. For example, if you rent a room for $500 for the weekend, and are only able to realize $300 from renting the space to dealers, something is probably wrong ...
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50 SIMPLE WAYS TO DESTROY YOUR NEXT CONVENTION", Texas SF InquirerÄ #34, pp. 3©4, 1991.
if you want to destroy your con:
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How To Run A Dealers Room (Probably has more application to a larger Convention than VCON)
David Medinus (1994)
from http://siren.sigma.net/fafhrd/sfcons/dealer.htm
* All dates are treated as if the first day of the convention is Day 1, and every pre-con date given is relative to that day. The below is how I do it; Your Mileage May Vary. When I place instructions in boldface, it means that there are Real-World legal considerations, and that this method was recommended to me by the Silicon Conventions Ltd. (RIP) lawyer (whose legal specialty is copyright law), who worked for the convention on a pro-bono basis. I have divided things into their pre-, at-, and post-convention. Chairman, Hotel Liaison, etc. are titles for certain specific job functions at San Francisco Bay Area conventions; again, Your Mileage May Vary. Although I loathe acronyms, DRL stands for Dealers Room Liaison, and is meant to encompass the title holder and/or his staff. I use the male pronoun as a generic sexless pronoun.
The legal summary of a dealers room is this: the convention is leasing either the exclusive or the non-exclusive right to vend merchandise or services at the convention. There are several implications to this:
* Anyone who sells things at the convention, whether on behalf of a fan group, an individual artist, a "garage-sale" dealer, or a professional dealer, needs to be treated exactly the same by the convention. To not do so is to show preference to someone at the expense of another; this is called Unlawful Restraint Of Trade, and is grounds for a civil suit for damages. Thus, if a convention is allowing artists to do sketches at tables in the hallway for free or a minimal charge, they must meet certain convention-established criteria, and the opportunity to qualify for the same status must be given to all who inquire about selling at the convention. At Baycon one year we had an artist who had paid $100 for a dealers table, and was incensed that artists in the "Artists Ghetto" could afford to charge much less because their space was free. Another year we had an upset jeweler who was competing against a person selling "artwork" which took the form of jewelry. Whenever there two merchants selling the same classification of merchandise, and the convention is imposing different conditions of sale without difference in qualifying criteria, the convention is acting in a prejudicial manner.
* When the convention sends information to a potential exhibitor containing the information about all of the classifications of vendor (Dealer, Artist Ghetto, Fan Table) and the classification criteria, the convention is allowing the Dealer to make the choice about in which classification they belong, thereby making it their responsibility, not the convention's.
Pre-Convention Timeline And Task List
Before You Take The Job
When you are negotiating your job with the Chairman, establish several key points, and get them in writing so that there is no ambiguity about them; I will not take the job unless the following is agreed to up front
* The job of DEALERSŐ ROOM BOSS is as much a function of representing the rights and concerns of dealers as it is communicating the requirements of the convention to them; the DEALERSŐ ROOM BOSS is the "dealers advocate".
* The DEALERSŐ ROOM BOSS should not have things sent to him directly; rather, all communications to the DEALERSŐ ROOM BOSS should be sent through the convention post box, and a copy of all incoming correspondence filed by date rec'd kept by the convention mail clerk. All moneys rec'd by the convention will be forwarded to the convention treasurer; the original receipt should be sent to the sender directly from the treasurer, marked as "Dealers Fee Deposit", and a copy of the receipt sent to the DEALERSŐ ROOM BOSS.
* The DEALERSŐ ROOM BOSS has sole discretion over which dealers are accepted as exhibitors. Specifically, when the Chairman wants to give away space in the Dealers Room, he must obtain the consent of the DEALERSŐ ROOM BOSS. This is not because DEALERSŐ ROOM BOSS like to play power games; this is so that the Dealers Room is not oversold, or (worse) the Chairman makes commitments and neglects to inform the DEALERSŐ ROOM BOSS. This has happened almost EVERY time I have not made the Chairman make this agreement, and several times I have found out about the deals when the Dealer shows up early Friday morning, asking for his space.
* No dealer will be allowed into the hall without signing a [7]Dealers Room Exhibitor Agreement. * Establish exactly what the terms and conditions for sales of tables will be:
+ Are they to be sold on a schedule whereby the price goes up as it gets closer to the convention, or on a flat-rate basis?
+ Are there a minimum or maximum number of tables (I recommend a maximum of three tables under most circumstances)?
+ How many (if any) memberships are sold included with each table? Is there a special lower rate for additional memberships for Dealers Room helpers?
+ Are there going to be more vendors than in the Dealers Room (i.e. an Artist Ghetto, flea market, fan tables selling merchandise and services, etc.)? If so, then the Chairman needs to be aware of the [8]legal implications.
+ What is the convention's official policy on [9]Copyright Issues going to be, and how strictly is it to be enforced.
* What is the authority of the DEALERSŐ ROOM BOSS in regard to removing dealers from the hall? May he do it under his own responsibility, or does it require Chairman-Level approval?
* Does the DEALERSŐ ROOM BOSS have the authority to negotiate solutions with financial implications (I usually specifically decline these powers, and ask the Chairman to whom I should go to obtain permission):
+ May he authorize complementary memberships?
+ May he trade tables for either goods or services on behalf of the convention?
+ May he authorize refunds for tables and/or memberships?
+ May he obtain goods and services directly from the facility?
As Soon As You Take The Job
Once you have established the ground rules, then you start the job. The following are things which should be done as soon as you accept the job:
* Find out what has already been done, and what commitments have been made by the convention which you will need to honor. This can include table spaces already sold, deposits already taken, trades already negotiated, etc.
* Checks for table deposits should not be cashed until the dealer has been accepted by the convention as an exhibitor. Once the dealer has been accepted, the Treasurer should deposit the check, and issue a receipt when notified that the check has cleared.
* Prepare a [10]Dealers Solicitation Letter and[11] Dealer Application for mailing. I generally send this to dealers whose participation I feel would greatly benefit the convention first, and two weeks later to any other dealers of which I am aware. There is no such thing as sending the solicitation letter to too many dealers (nor being too rich or too thin).
* Find out from the Chairman what space you have for your Dealers and obtain a map with accurate dimensions. This may require going to the hall with a tape measure and notepad, but it is critical that the map be accurate.
* Find out from the Facility Liaison if Fire Marshall approval is necessary for your layout. Even if Fire Marshall approval is not required by the facility, it must still comply with your state's requirements - otherwise the local Fire Marshall can (and will) shut your Dealers Room down. Here are some simple guidelines: + Don't block exits from the room, even if not being used.. + Keep at least an eight-foot aisle. + Do not block fire extinguishers or fire hoses.
* The number of dealers tables available for sale should be about one table for every 30 paid attendees; a convention with 3,000 paid attendees should have approximately 100 tables. Other experienced Dealer Liaisons have their own ratio preferences.
* Work out with the Chairman who is handling telephone calls, requests for information, etc. Ideally, this should be the mail clerk, and any requests for information, even those received by the DEALERSŐ ROOM BOSS, should be processed through that party so that there is a clear, traceable record.
* Work out with the Chairman how dealers who apply are to be accepted. is it going to be "first come, first served"? Is the convention going to restrict the number of dealers serving a particular need, i.e.. a maximum of five book dealers, eight jewelers, etc.? Whatever the system, it should be worked out and consistent, and applied ruthlessly. My policy is generally that dealers are accepted at the DEALERSŐ ROOM BOSS discretion, and that the DEALERSŐ ROOM BOSS applies the following policy: tables are accepted on a first come-first serve basis depending on the type of merchandise primarily sold by the dealer.
* At the regular convention meetings, prepare a summary list of dealers which have been accepted. Make sure that the Chairman, Mail Clerk, and Publications people have current copies.
* At the regular convention meetings make sure that the Hotel Liaison has an updated copy of your floor layout, and copies of all equipment lists that you will need from the facility (table and chair counts, table coverings, microphone, microphone stand, water service, and garbage cans at a minimum).
* Make sure that either Security or Volunteers has your manpower requirements for staff to check badges at the entrance and exit doors to the Dealers Hall. If they cannot provide staff, be prepared to recruit your own. Staffing hours should include all hours the hall is open, as well as for all preparation times.
* Determine as to whether or not the Dealers Hall may be locked down, with NO access by anyone unless accompanied by the DEALERSŐ ROOM BOSS; if this is not the case, you will need to inform the dealers that the hall may not be secured at night, and that the convention is not responsible for loss/theft/etc. Make sure that the Facilities Liaison is aware that claims for missing inventory items will be made against the facility if the room is not able to be 100% secure after-hours.
* Find out from the Chairman what next year's rates, policies, etc. are going to be.
* Determine whether or not Dealers Registration is to be done at normal registration or in the Dealers Room.
* When the DEALERSŐ ROOM BOSS receives a copy of an application, he should file the request in a file organized by date received.
* When the policy has been established, you may assign tables at any time. I generally find it useful to assign tables as soon as I accept an application, but I do not send out anything but the receipt until six weeks before the convention. This gives me time to be flexible with placement without having to change the expectations of others.
* About six weeks before the convention send out the Preparation Letter. This should include confirmation of the number and placement of tables, a map of the dealers hall, appropriate contact information for the DEALERSŐ ROOM BOSS, any supplemental notes (such as whether or not the dealer has power, corner space, if they had a preference to be near or away from other specific dealers, etc.) and a disclaimer of the "If this information isn't accurate, please contact me immediately" variety.
* After the DEALERSŐ ROOM BOSS sends the Preparation letter, he will be deluged with requests from dealers wanting to make changes. The telephone will ring off the hook. Eventually (like, when the convention is over) it will stop. be patient until then.
* Recruit enough staff that you have at least one competent person at the Dealers Liaison table at all times. Make sure that you have at least two people plus yourself for the first day.
* The weekend before the convention confirm that the Facilities Liaison and Volunteers have your current requirements.
* When your space allocations are full, and the Dealers Hall sold-out, maintain a Waiting List of Dealers who want to stay on the mailing list. Send the undeposited checks of any rejected dealer back.
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At-Convention Timeline And Task List
Day Zero
* Fill any cancellations from the Waiting List.
* Confirm with the Chairman what your lines of communication in case of situations should be; should you contact the facility directly or go through the Facility Liaison? What is the best method for communicating with Con-Ops? Et cetera.
* Confirm that all of the Dealers who have tables have the correct number of memberships. If the Dealers Registration is to be in the Dealers Hall, collect the membership badges and other materials for the Dealers.
* Make sure you have a couple of power strips, extension cords, and several rolls of duct tape, as well as misc. pens, pencils, notepads, etc. for the Dealers Liaison table. Make sure that all of the stuff which you are going to loan is labeled so that the Dealers know from whom they stole.
* Check the physical layout of the room as set by the facility. It is almost certainly wrong, and in need of correction. In some cases, dire need of correction. Correct the table layout.
* Check the inventory of requested items in the Dealers Hall. Remind the Facilities Liaison of any equipment or material which has yet to materialize.
* Confirm with Security or Volunteers that they have coverage for badge-checking for the hall.
* Prepare a notebook in which the on-duty staff of the DEALERSŐ ROOM BOSS department may record any/every problem and what resolution. At the end of the convention give the Incident Log to the Chairman.
* Confirm your staff schedule.
Day One
The first half-day of the convention is hell. it is when the dealers show up, and complain that nothing is set up correctly. Actually, that is not true; most of them will either be quietly happy, or at least grudgingly content. However, someone is going to be upset (or maybe that has just been my experience; I could be a lousy DEALERSŐ ROOM BOSS, y'know....). Do your best to resolve their problems, but NEVER at the expense of another dealer. Above all, try to be fair and equitable.
* Make sure that the hotel unlocks your room at least a half-hour before dealers begin their setup. Make sure that you have whatever equipment you need to lock up at night, or know who to contact.
* Remember that no plan survives contact with the enemy. be prepared to alter your setup and table assignments to account for last-minute changes and adjustments. Make sure that any adjustments or changes to the layout are reported to Con-Ops and the Daily newsletter (if any).
* Dealers are going to be irate. To them this is not so much of a hobby as a means of making a living, and that have hundreds, perhaps thousands of $$$ at stake. This is serious business to them, and they might become impatient or downright rude. Bear in mind at all times that it is not personal, but professional. Regardless of circumstance, be polite (or at least tactfully appropriate).
* Just because Dealers are upset about a situation does not mean that you can correct their problem. Sometimes the only answer you will have is "I understand your problem, but I can't do anything about it." Never be afraid to be firm with dealers, and always offer to refer them to the Chairman. Warn the Chairman that anyone you send to him is likely to be very upset.
* Many Dealers are very reasonable and friendly people. Always explain why you have to tell them "No", rather than appearing to be arbitrary or unreasonable.
* thirty minutes before the Hall closes to the public, distribute the table coverings (if supplied by the facility).
* After the hall closes to the general public, you should be the last one out, and the hall should be securely locked. Try to never be in the Dealers Hall alone - give no one a chance to make any accusations of dishonesty (Granted, no one has ever accused me of theft...possibly because I take those precautions).
Day Two
+These are the easy days. Open for the dealers on time, and for the public on time. Be paranoid about the security of your Dealers' merchandise as if it were your own. Lock down tight at night. Repeat as necessary. Try to fulfill all reasonable requests from Dealers. Remember, your job is to make their life easier.
Near the end of the show, dealers will ask about next year. If you have information about next year, give it to them. If you have no information, make a list in the Incident Log of dealers who are interested in tables for next year. Never accept deposits or payments for next year without a cash-box and receipt book. Better still, make Registration or Con-Ops take it.
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Post-Convention Timeline And Task List
Give the incident log and all other records to the Chairman. I make a personal habit (with permission) of keeping a copy of all records on behalf of the convention; conventions lose things, especially if you have given them the only copy.
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All contents copyright 1994 [12]David Medinnus. All rights reserved. Permission to use this information, in whole or in part, is granted for personal use or by non-profit organizations.