If you had to put a new addition on your house, you’d ensure that the contractor you hired was good at his job, right? You wouldn’t want to find out after spending your money that your new addition wasn’t what you expected, and you wouldn’t want to work with someone who made a mess, arrived late or just did not keep their promises.

You would Google them, ask questions, get testimonials and also ask your friends and colleagues which builder they have used in the past. You may even go and see examples of their work. You would do this before any wood was ever cut or and nail was ever hit. Why? Because you want the most experienced and valuable contractor you can find.

Why should things be any different when looking for entertainment? When your company hosts an event, everything about that party creates an impression on your colleagues, clients and customers. That means when you are bringing in an entertainer, that person (or group) will be one of the key factors to how successful your gathering is.

What message do you send if you use an amateur performer? Or an offensive performer? Or just plain inappropriate? I’d go as far as to suggest that if you’re considering hiring the ‘cheapest’ entertainer you can find, then you should save the money and give your staff a small cash bonus – they’ll appreciate that more than having to sit through bad entertainment.

The fact is, an experienced entertainer – like a magician, ventriloquist, juggler or comedian, is going to cost you – but how do you know that he or she is going to be valuable? How do you know if the services of a performer or entertainer who is ‘worth it’ – what should you look out for?

First of all, have a realistic expectation of fees and a firm indication of your budget when you contact your entertainer. The typical Gala or Christmas Party lasts about 4 hours. The first third is the Hospitality Hour, the second third is the Meal and the last third is the Entertainment and most beginning organizers spend more than twice as much per guest on the food then they do on the entertainment. Yet it is the Entertainer that everyone remembers long after the meal has digested. Don’t try to book an entertainer for what you have left after everything else is spent. Make him or her a reasonable part of the entire budget. Good, seasoned Entertainers do cost more but they come with a pedigree that ensures your event will be remembered as a great, fun, exciting party.

Also, just like pricing contractors, beware of the entertainer that has quoted much lower than the rest. There is a reason why they are the cheapest. In a lot of cases, it is because they need the work more than they value the work.

Here are some key indicators that the entertainer you’re considering will deliver professional, consistent and valuable service:

• Is the entertainer is a FULL-TIME performer. To make a career in the entertainment world (especially in Canada), you need to be consistently performing and working. A part-time performer may not be able to give you 100% commitment, or may not have enough enquiries to keep working.
• The entertainer has an extensive list of corporate clients. If the performer is good, he or she will keep getting referrals and will continue to work for big companies.
• The entertainer has a collection of testimonial letters. A true professional asks his clients to send feedback. The fact that a client has taken the time to put a recommendation on paper proves that they found the performance to be (at least) satisfactory.
• The entertainer’s marketing material is up-to-date. You should be able to watch videos and see photographs to get a good sense of what the performance is like. Expect to receive brochures or ‘one-sheets’ with updated biographical information, recent clients, comments and feedback. Also, is their website up-to-date, and is it comprehensive?
• The entertainer belongs to professional industry associations. Association membership indicates that he/she wishes to grow and improve their business or standing within the industry. Examples are the Canadian Association of Magicians and the Performer’s Marketing Association of Ontario.
• The performer is willing to recommend other professional entertainers. There are some cases when the performer you’ve contacted is not the right fit for your event or perhaps they are unavailable on that date. Professional entertainers will gladly recommend their colleagues who may be a better fit and may be available simply because they truly want your event to be a success. There is no competition when it comes to the needs of a client. I quite often refer clients to colleagues like The Amazing Corbin, Ryan Joyce, or Steve Oz because I am unable to fulfill their needs.
• The performer has a good contract. Because an entertainer can make or break an event, how can you ensure that you are protected against injuries, damage or even if he or she doesn’t show up? The contract is most important as it covers the details of your agreement. Be concerned if the performer does not, at least, send you a document with the terms of your agreement. Ask if the entertainer offers you a “money back” satisfaction guarantee and if they are insured?
• “The Devil’s in the details”. Are your calls returned? Do you receive prompt replies to emails? Does the marketing material give you a sense of confidence? Does the entertainer understand your needs and answer your questions? A large component of your decision will come down to your ‘gut feeling’!

In my experience of working with first-time clients who rarely hire entertainment, they’re often surprised that it takes a little bit of time to make the right decision. However, there is absolutely no doubt that if you work with an enthusiastic, committed, experienced, professional entertainer that people will remember how much they enjoyed your event and thank you for creating the perfect event!