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By Kelly Pedone
Consider
that tweens — children between the ages of 8 and 14 — have spending power of
about $38 billion, according to a report from researcher Packaged
Facts. This massive buying power and influence make the demo-graphic an
important one for facility managers — and not just in the short term. If
young event-goers have a good experience at a show as a teenager, it will
influence their entertainment decisions as adults.
They’re the future of our industry,” says Kim Bedier,
general manager of Comcast Arena at Everett Events Center in Everett, Wash.
“We can’t let them turn into a generation that will sit in front of the
computer for entertainment. We need to make them feel welcome.”
Safety Versus Policing
The main goal for facility managers has always been to ensure that visitors
are safe. Ensuring safety sometimes requires placing restrictions on
clothing, and that needs to be communicated to young people — particularly
teens — who may be attending a show that attracts people who wear chains and
spiked belts.
“You have to communicate in a way that doesn’t arouse
them emotionally,” says Kwain Bryant, training specialist with Empowerment
Exchange of Charlotte, N.C. “Kids don’t want to feel like they’re being
policed. They want to be in a safe environment, but they don’t want to feel
as if every little thing they’re doing is being scrutinized.”
Although many of today’s youngsters may look and act
like adults, they are kids, and their brains haven’t developed the level of
reasoning that occurs at an older age. Still, Bryant suggests, authority
figures should lead with influence rather than authority. “Kids still need
to understand that there are limits, and that there are consequences for not
following certain rules,” Bryant says. “But stay focused and make sure you
convey that you’re just doing your job, and that what you’re asking of them
isn’t because of a personal bias.”
One way to keep this from developing into a problem,
Bedier says, is to let the audience know ahead of time what’s expected of
them. If certain attire isn’t allowed due to safety concerns, promote that
on the event’s Web site. If a situation looks as if it’s getting out of
control, it’s important for event workers to remain calm. Many problems can
be diverted if event workers simply talk to the kids on a personal level —
let them know that you’re genuinely happy that they are at the event.
Many times authority figures communicate with what
Bryant calls “formal register,” which is communication that comes across as
non-caring and rude. Instead, adults should talk with teens in a
conversational manner. “Fear comes from ignorance, and sometimes you can
really heighten a situation by overreacting,” he says. “Show through your
language and actions that you really care about them.”
Still, there are things to be cautious of when working
where a large group of teenagers is gathered. Certain colors may indicate
inclusion of a gang. Some language may indicate an impending fight. But then
there are some times — most times, actually — when a group of kids simply
come dressed alike and like to talk big.
“The key in these situations is to educate yourself on
what is real and what’s nothing more than a bunch of little kids trying to
act cool,” Bryant says. “This is where it’s important to be sure you have
made some sort of positive contact with them once they enter your facility.”
Diverse Backgrounds
With America’s divorce rate at 50 percent, many kids feel as if they’ve been
providing for themselves. Some kids practically work full-time while
attending school and, in some cases, caring for younger siblings.
Essentially, these kids have been providing for themselves and believe that
they are adults who deserve to be treated as such.
On the flip side, there is another set of youngsters
whose parents give into every whim — and they expect people around them to
cater to them as well. These are kids whose parents pay ticket brokers up to
$1,500 for Hannah Montana concert tickets, so they expect to be treated a
bit more special than others. “It’s interesting, because you’ll get both
types of kids at the same event,” Bryant says. “The bottom line, though, is
that today’s kids have a much higher sense of entitlement than any other
generation. Understanding that is half the battle.”
Bedier says that her staff has to be ready for anything
when it comes to working with young audiences. One night the facility may
host a Champions on Ice show, then the next week is a Jonas Brothers
concert, and the next week an urban show, and the following week could be
Taste of Chaos. All shows attract a different personality, so it’s import ant
that her staff understands what to expect.
For most shows that attract a tween crowd, like
Hannah Montana, Bedier tries to provide a parents’ room. This means that a
lot of 11-year-old girls will be running throughout the facility acting much
older. It is important, she says, to guide these youngsters because it may
be the first time they have attended such a large event alone.
Shows that include multiple performers and have a festival feel, such as
Warped Tour and Rockstar Taste of Chaos, typical-ly include booths with
vendors, and attendees are on-site for much of the day. These events give
attendees a bit more freedom, so heavy-handed oversight may not be the best
way to work the event.
Appeal of Live Events
Today’s generation has many options when it comes to entertainment. With the
help of computers and MP3 players, they have the ability to tap into their
favorite performers nearly 24/7. But that doesn’t negate the magic of seeing
a live show. “As easy as it is for kids to gain access to almost anything at
any time, the ability to see a live concert is a very special thing for
them,” Bryant says. “The live show is really their connection to the
artist.”
Bryant relays the story of taking his then 13-year-old
daughter to a Chris Brown concert. “I sat a couple of rows behind her to
give her some independence with her friends, and it was interesting to sit
back and watch their actions,” he says. “They screamed from the time the
opening act got to the stage until Chris Brown left the stage. It was
incredible.”
With large, expendable incomes, teenagers come to concerts ready to buy
souvenirs as well as food. “They have money burning through their pockets,
but that doesn’t mean they aren’t looking for a good deal,” Bedier says.
“They’re still pretty particular about how they spend their money.”
In the end, it is imperative for adults working youth
events to realize that the crowd they are attracting is made up of children.
They may try to act older than they are, but in the end they are kids who
need guidance. A mix of respect and control will help ensure a positive
experience. “They may dress funky and speak in a strange language, but it’s
just their way of expressing themselves,” Bryant says. “No matter what you
see in the news, by and large these are good kids.”
fm
Kelly Pedone
is a Virginia-based freelance writer. She has more than a decade of
experience writing for newspapers, legal journals and health publications as
well as sports, entertainment and retail magazines.
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