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projections and a presentation to the staff booking committeet through negotiating contracts. He then reviewed each of those steps in more detail. ~ Mr, Roan said that in deciding how many events of each type were appropriate to presentt staff examined data about what the Eugene market would beart whether events fulfilled the mission of the Hult Centert revenue projections, time frames and halls, and scheduling of events by local arts organizations. Mr. Rutan asked about the geographic market of the Hult Center. Mr. Roan said the primary geographic market was the Eugene/Springfield area, and a secondary market extended from 50 to 150 miles away. In determining whether an event fulfilled the mission of the Hult Center, Mr. Roan said staff asked whether the event was likely to be presented elsewhere in Eugenet whether it developed Eugene's audience and broadened its cultural perspective, whether it was the highest quality obtainable of its type, and whether it would contribute to the marketing of Eugene as well as of the Hult Center. In determining whether an event was marketable, Mr. Roan said staff considered reputation, name recognitiont price and potential audience size. Ms. Ehrman asked whether the process Mr. Roan was describing was new or had been in place since the center opened. Mr. Roan said the process had evolved, adding that a Master Plan, which contained both old and new aspects, had been developed shortly after he was hired. Mr, Roan said an important programming factor was to avoid natural market ~ "slump" times, such as the first two weeks in January and during spring break. Mr. Roan described contacts wi th artists I agenci es or management, whi ch included obtaining information about fees, technical requirements, production expenses, and available dates and marketing kits. He said such information was especially important for certain types of events, such as next year's scheduled performance of "Circus Royale," which included top international circus performers and an 8,000-pound elephant, and which required extra floor support, trucks, preparations for aerial equipment, and so on. Mr, Roan said one of the major cha 11 enges faced by the Hult Center was the level of marketing assistance provided by major performing arts groups. He said probably 80 percent of touring attractions provided less than half the marketing materials (such as posters and public service announcements) needed to sell an event to the public. Mr. Roan said one area that had changed was an increase in event research, which included examination of quality reviews, box office receipts, product salest and reports from sponsors and presenters. He said the Hult Center staff was committed to providing high quality performances, but that was difficult because of a lack of availability of top name attractions. He added that the latest issue of Musical America listed that as the No.1 reason for six-figure deficits in six of the ten major American symphonies, and he said the same was true of rock, country, and other types of events. Mr. Roan also e MINUTES--Eugene City Council Dinner/Work Session June 8, 1987 Page 2