Hallowe’en party over before it began
Nearly 1000 fewer people attended this year’s Sleaze Ball despite an announcement it could be the last, reduced ticket prices and a youth concession rate — while the Hallowe’en fundraiser party planned for October has been cancelled.
New Mardi Gras put the number of people who attended the October long weekend dance party at just over 4000, down a thousand from the 5000 who attended in 2009.
Last year’s result led former NMG co-chair Nick Parker to describe 2009’s Sleaze as “the fundraiser that didn’t”.
NMG said 2010’s event had been positive as larger numbers of younger people and women had attended, and the organisation had set encouraging both demographics as key marketing objectives.
NMG CEO Michael Rolik said the loss of the Hordern would have affected some people’s decisions, but the overall reason for the drop in attendance was not clear.
“It will have affected some people’s decision, but equally by moving to the other venues we were able to offer much lower ticket prices which undoubtedly will have had a positive effect,” Rolik said.
“We don’t yet have a final financial result. However, it is clear from ticket sales that we will be below projections.
“We face a general decline in numbers for large format dance parties right across Australia, increased competition from many angles and there is no doubt that the police presence at last year’s Sleaze Ball did much to mar an otherwise well-produced and exciting party and that hurt us this year.”
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Rolik said, despite the drop in attendance, the feedback NMG was receiving from revellers was that the party had been “wonderful” and people had had an enjoyable night.
Yesterday New Mardi Gras announced the cancellation of the Hallowe’en fundraising party scheduled for October 30.
“We did not see Hallowe’en as a major revenue source this year, but as something we would invest in to create a major revenue-earner in the long term,” Rolik said.
“Given Sleaze is coming in below our projections the NMG board decided we could not justify making that investment this year. It is, however, still on the agenda for the future.”
The Hallowe’en party was announced at this year’s AGM, with NMG releasing press releases about it as recently as August 23.
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I went to a great party in the UK a decade ago. Held on the easter weekend it was located in Bagleys Film Studios near Kings Cross (London)and minus 2 that night I might add. There were several rooms – each decorated/themed and played by London’s top gay clubs. Imagine a sleaze party with a toy box room, arc room, a homesexual room, a phoenix and a palms. Awesome!
The point of sleaze is to bring the tribes together and celebrate the expression of sexuality. Boys and girls who might not go to Phoenix, might pop into the Phoenix room and discover they enjoy the music and the crowd.
Vanessa…..you are a bore…go to some marxist rally somewhere and vent there.
Hey Vanessa
then go to those news stories that are more important and discuss them. Stop bothering us.
Who cares??! Aren’t there more important issues facing our community we could be discussing!!
I totally agree with the comments about the poor Sleaze theme this year – the posters were really horrible. But it looks like the Directors are making a lot more dodgy decisions than just a poor theme. The organisation appears to be heading for trouble. I guess we have to expect this considering they are mostly the same people responsible for wasting huge dollars on a Spencer Tunick photo shoot and all up losing half a million dollars in one season
I did not attend the party and the reason behind my decsion was mainly due to the smaller venue. To me it didn’t feel like sleaze anymore!
I heard the party was only fun in one building and if you by chance were coming out of it you had to queue for a really long time before you could go back in. I heard at one point of the night some people waited for longer than 1 hour to get back in. I think it’s also very unfair to sell ticket to fill the outdoor area as well, the weather in October with temperatures always going up and down like a yo yo just cannot guarantee that people can stay outside dancing, Saturday night was proof of that. These things must be included in a plan to ensure that at least the people that do attend the party bring positive feedback for the following year.
I found the theme unfocussed and unspecific.The advertising/photography did little in clarifying the theme. The image and the people/characters in it seemed disjointed and unappealing. I felt no spark of inspiration in it, and I don’t think I was the only one. For a themed costume party, this was the weakest theme, and it showed on the night. Very few people bothered to dress up, because the theme was confusing, and so difficult and unappealing to explore in costume. It did not feel like a Sleaze Ball event.
Work with the competition.
I’m sure people would like day parties on the Sunday in Hordern or Dome or City Live. Share the costs.
Make Sleaze edgier, sexier.
Cater to all age groups which means 2 or 3 Halls.
Bring in big name DJ’s like the Trance/Harder Parties do.
I would rather NMG spend big $’s bringing in big name DJ’s who would have a following than spending $’s on big name artists who are on stage for 15mins. If a performer wants to perform for free let them but spend the money on sets, lights, DJ’s that we get all night.
Maybe that might get rid of the ridiculous crush in RHI where you cant dance , cant breathe all for the sake of a big star for a few songs.
But cancelling a party before its even properly promoted speaks volumes of how not in the know the organisers are.
I was at Suburban sleaze and let me tell you its been years since i went to a sleaze party that delivered! The shows where edgy, entertaining and amazing really – the crowd was awesome and it just felt spectacular to be there, like it was the begining of something new and special – Suburban sleaze should invite NMG next year…
How about listening to what the people and seeing what these other parties are doing right…. Reform and Renew and reach 2011 with the right mix. Now i would go to a Halloween Party….. good idea… oh thats right cut before u dare try…. As for Sleaze… maybe move it close to a venue that is larger focused and intouch with todays attitudes of the young and us old….. Cheers, and see ya at the party that listens.
The Forum was packed to capacity, people waited a long time to get in, when you got in there was no atmosphere. It was like being at a nightclub. The Dome was far from sexy. The board need to invest some time in understanding how to run the event, not just joining for the networking opportunities.
It is clear they don’t understand how to run an event this size, otherwise it would be making money.
Imagine how difficult it will be when Generation Z comes of age starting 2013 given the lack of cohesion & understanding of “culture” demonstrated by Generation Y! Maybe they can watch a simulated Sleaze Ball on their ipads & iphones! Sleaze Ball – thanks for the memories & RIP!
Last week I published a note on Facebook titled ‘The problem with the Sleaze Ball Party’. What prompted me to write it was the sheer frustration I had when I saw the front page of SSO last week which predicted Sleaze’s future was in doubt.
I thought to myself – wow, they’ve hit rock bottom – they’ve resorted to fear based marketing now to drive ticket sales…
Here’s what I wrote:
Headline of SSO this week is ‘Sleaze’s future in doubt’. New Mardi Gras really needs to look at what they’re doing from a marketing perspective.
The advertising, theme and music at sleaze is all geared towards a very specific type of partygoer. They’ve alienated most of that market (who have supported NMG for years) by offering cheaper tickets to younger people.
These other organisers running smaller parties more frequently throughout the year (very successfully) are sending a very clear message to NMG – you need to find your target market and create a party that appeals. Sleaze could still work, if it was smaller and targeted people that like that sort of music.
Why doesn’t NMG employ someone full time to run 4 – 6 smaller parties throughout the year? Start looking at what the gay community is buying – cheaper tickets, smaller parties.
If NMG want to have a big party that appeals to the whole community, with more young people in attendance, then come up with a theme and advertising that appeals to them. Change the music. Get creative.
With the plethora of parties running now, NMG needs to start thinking outside the box – if they want a volunteer to work with them, call me. Happy to help.
Needless to say, I protested – I was going to go to Sleaze but refused to when I saw SSO last week. I hope NMG comes up with some fresh ideas, otherwise they’re not going to last.
So many other parties, with fresher and more focussed themes.
How can NMG compete?
Financial figures across not only dance parties but also nightclubs are showing a decline. Perhaps it is the community just wanting a different type of entertainment. I think that the dance parties ( Especially Sleaze ) need to be turned back into a theatrical spectacle rather than a dance party that simply has a few shows. I remember my first sleaze and my first pride party, two very different parties. It felt like I was stepping into a different world. There were costumes, props, interesting shows and in general they were an event that everyone tried to get tickets for.
Are they for real! Of course the numbers would have been down from the previous year! Moving the party from a big hall to little halls, was not the smartest idea but was the only option due to the bump in requirements with Godskitchen.
NMG really need to re think there take on what they are providing, from all reports it was a good party, but being held in those small venues is really no different to any other night out really.
It’s seem that these parties have lost there magic that they have created, adding a buzz and a hype has been lost I feel by having the same thing over and over again.
I think Mardi Gras as an organisation needs to combine there talents with other successful party promoters and have them join forces with the party. For instance for Sleaze they could have used Dirty, Inquisition, Sweat etc all of the these could have helped have there own or combined rooms and this would have increased the numbers – alot of these smaller type parties have a tight loyal following and would leverage all benefits.
For the Mardi Gras party having music themed halls which is helped by some of the successful promoters will also help with cash flow, and help create a vibe once again ie Trance – Ruby, Toybox etc House DTPM etc there are so many great parties we should use these poeple and combine them for a massive celebration.
The straight parties such a good vibes, future music etc have been doing this for a while and they have sell out and very successful events, why cannot this work for our gay market?
I totally agree with the previous comments
I do not understand why NMG does not know where it went wrong
They alienated their regular, older members by focusing on the youth segment – I know many mature regulars who did not attend
They removed the Horden and did spin on why this was a good thing which most people saw through
They then announce the smaller venues will be segregated by gender which makes the party seem even smaller
The poster advertising seemed to ignore the youth drive so that was a miss
If they wanted to differentiate they should have had the horden and dome and an outside area, kept a formula that has worked with great success in the past
It is sad to see party degrade to this but without the Horden this was not sleaze it was just another night at Stage 11
and to Anthony -See you at the Fox and Lion next year, I’ll buy you a slushie at the convenience store!
Hmmmm, I distinctly remember the rude attitude from sydney in years gone by; being told to eff off and create my own MG in Melbourne, when Mardi Gras had too many bookings.
Now you’re complaining that you can’t get enough people? oh dear, I think its called Karma being visited on the organizational skills of the Mardi Gras Organization; tres contrare?!
“…but the overall reason for the drop in attendance was not clear.”
Really? One could conclude that the community no longer supports NMG because of its lack of consultation, and spin.
This Board just gives in.
Yes the Hordern affected numbers as some love the Big Hall.
Yes you got your younger and lesbian demographics meanwhile forgetting about the regular and older crowds who have always supported the parties but they found other places on offer.
It was a great move to get the younger and lesbian crowds interested in the Party but forgetting your regular punters was big mistake. If you had looked after both lots you could have had big numbers back.
The advertising/lead up was not appealing at all.
Where will Mardi Gras be held next year ? Fox and Lion and the Convenience Store opposite ?