Sophie and Kya (The Read Room):
Round table events (50-60 people) so everyone feels
they have time with the author
Looking to move into the virtual space soon, to globalise a bit more
Author selection: they look at catalogues or react to tailored pitches
Host their events in their favourite places in Manchester. Like it to feel very connected and
authentic
Welcome drink on arrival (themed to the book)
DJs and playlist, breaks for mingling.
Event photographer – promotional shoots before and during the event
Their venues have a very specific feel.
For some authors, it’s their first time in Manchester!
Goody bags are improving as they strengthen their sponsor relationships
Their launch party was 120 so they know they can do bigger events, but subject to publisher
budget
Content is everything – extra design elements / bits and pieces really help
Collaborated posts really help – helps them get seen by the communities they want to be
seen by. Feels like events sell out much quicker when that happens
Futuristic sci-fi doesn’t work as well for them compared to other genres – they tend to be
very long and they often have a short time to read the book and plan
They like to book events 2-3 months ahead, so they have time to find the best venue,
themed drinks, decorations, playlist
Ticket and promo lead time – ideally 1-2 weeks max works well for them
Kya and Sarah work a lot with debut authors but would be interested in hearing more pitches
for more established authors and panel events so they can aim for bigger spaces and varied
event formats
They mostly do adult but have done some YA (mostly romance) – ideally want something
that appeals to both audiences
Events harder in the summer – struggled with a short lead summer event in the past –
embracing outdoor spaces really helped as otherwise people might not want to compromise
on a nice summer’s eve to be indoors for a bookish event
Different venue every time
Would be good to do meetings over Zoom with publishers
Very happy to receive proofs and catalogues
Happy to host events/panels outside of Manchester as well if it’s the right fit – they aren’t
confined to Manchester
Open to cross title events
Socials: @the_readroom
Izzy Taylor (The Reading Room)
immersive events (referred to Stillborne pirate themed
event) – spoiler free but speaking to the book. Caged a Wild Bird – they transformed the
venue into a fantasy prison (red velvet, chains, fake vines etc). Themed activities etc but still
working to a tight budget. Reading Room will sort venue and themed drinks so need up front
cost from publisher.
They do proof parties every other month (with or without the author).
Important to give back to the attendees as much as they possibly can.
Make them feel like they’re getting as much value for their ticket as possible.
There’s now an expectation from their attendees that they will get bang for their buck!
Try and leave six weeks before the event to allow time for promotion.
Just launched one that takes place in 3 weeks and it’s 50% sold, but it’s a craft coffee
afternoon so, again, attendees feel like they’re getting a lot for their money (proof, crafted
bookmark, coffee, time with author etc all for £5/6!)
For a full-scale immersive event (with a lead title), they sometimes hear 6 months ahead
from a planning purpose.
Planning meetings with publishers – had a ‘speed dating’ style meeting with various imprints.
As a one woman band, she can’t take on everything. Good to get in early and bagsy an
event slot.
Quite Brighton focused
Keen to explore a genre based event next hallowe’en and would love to do a cross title
cowboy / line-dancing themed event next year if there are enough titles. She did a Christmas
themed event a couple of years ago
Socials: @thereadingroom.club
Sarah Dennis (Borzoi Books)
Caroline Quentin event. Booksales were very strong.
Caroline was very engaged before the event – promo through her own comms channels and
books shop comms and publisher – big team effort.
Really feel the difference when the authors are also pulling their weight, noting that this can
be a challenge
They have planning meetings with publishers so they can organise accordingly
They like to market events 3 months prior to the event as that’s what works best with their
audience/demographic. They see more of a drip feed effect. A 6 week lead time only works
for really big names (not just big authors, but household names).
Having more time means they can really ensure that everything is going to work brilliantly at
external venues
The planning meetings also really help as they then have time to plan really effectively and
creatively
They struggle with hardback debut fiction (HB non-fiction easier!)
Think carefully about what they can get behind – what works for their demographic, and
sometimes have to make tricky decisions. Sometimes the booksellers love the book, but
have to be realistic about their audiences.
They pick and choose their school events quite carefully to try and ensure good events.
Conversion really works when the school partner is genuinely passionate and enthusiastic
about reading. If doing a day of school events then they usually have one school which are
reliably strong in sales, but will also have a second school where they might not have such
reliable sales but important to get authors reaching as many types of reader as possible.
Panels work really well with Borzoi books – particularly when there’s a bigger name in the
mix
Socials: @mostlybooks_shop & @borzoibookshop