Marty Kern (right)

Industry Profile: Marty Kern

— By Jane Cohen and Bob Grossweiner

Marty Kern is the Associate Director for Major Events at Clemson University in Clemson, SC, booking talent for all of the campus venues as well as advising the student board of programmers on all student activities. Like most colleges, some of the shows are promoted for hopeful profit while others are exclusively intended for the students' entertainment. Clemson University's venues are Littlejohn Coliseum (5,500 to 10,000 seats), Memorial Stadium (82,000 seats; 55,000 for concerts), Tillman Auditorium (800 seats), and University Amphitheater and Bowman Field (2,000 - 25,000 seats). Clemson also co-promotes events in the Brooks Center for the Performing Arts (1,000 seats).

Marty got her first hands-on experience in the entertainment industry working behind-the-scenes in production as a student at the Stephen C. O'Connell Center on the campus of the University of Florida in Gainesville. Among the skills Marty learned were how to hang lights, load a truck, build a stage, advance a show and change a building over.

After graduating, Marty moved over to the business side and learned how to wrangle with promoters and produce events. "It was a good time to work there because the O'Connell Center had just privatized and was responsible for the first time for generating serious revenue," says Marty, "so there was a lot of emphasis on doing things smart."

From 1996-2000, Marty ran her own special events company called Confetti's, which focused on special event planning for corporations and individuals.

"We operated two theme restaurants where the servers were actors and musicians. (It was like being served by the cast of Whose Line Is It Anyway? Lots of high energy laughs and the food rocked!) Additionally, we produced some of our own festivals and special events. We were contracted by businesses to plan everything from sales meetings to company picnics to trade shows. We were contracted by the university and the city to produce concerts and other large scale special events."

Business was great. But the decision to expand to two cities (Clemson and Pendelton) before fully ready, cost her the business. So Marty went back to college -- Clemson University -- in the booking and advisory capacity.

What types of acts do you book?
All types of musical acts - some shows are done primarily for the 17,000 Clemson students and others such as gospel, country or stadium shows are done with the entire community in mind. We also book all types of novelty acts from fire-eaters to comedians to circus performers for various special events on campus. This year we will sponsor a high-profile controversial debate series, improv dinner theatre, a Chinese circus, comedy nights and a Kevin Smith lecture in addition to all the musical acts.

As a college venue, what acts sell well?
Alternative, pop, hip-hop, rock-n-roll, southern rock ... students are fairly open-minded in general, but in Clemson they have to have heard of the group.

What kind of market competition do you have?
The BI-LO center in Greenville is our major competitor. They were one of the top three venues (as rated by Amusement Business) with a capacity of 15,000 in the nation in 2000. But, our market is very strong and once the renovations are complete on our Coliseum, we will once again be very attractive to promoters.

Also, we have one of the best stadiums in the Southeast. U2, The Eagles, Billy Joel & Elton John and George Straight, have played to huge crowds in Death Valley!

What kind of renovations is the Coliseum undergoing?
The Coliseum was originally designed as a basketball arena and we're making it a more multipurpose facility. We have to do a major turnover when we bring acts in - we have to change the floor, bring a grid in ... we're modernizing the facility which will enable us to do different configurations for setups.

First industry job
As a student I worked for the University of Florida at the Stephen C. O'Connell Center where I learned first-hand how to load trucks, hang lights, build a stage, change over buildings and advance a show. After I graduated I worked in on the business side of the house learning how to wrangle with promoters and produce events. It was a good time to work there because the O'Connell Center had just privatized and was responsible for the first time for generating serious revenue -- so there was a lot of emphasis on doing things smart.

Career highlight
There have been so many incredible experiences! Pulling off major events is not for the faint hearted. Operating my own event planning company was one continuous rush. But, if I was going to point to one shining moment, I'd have to say having the city of Long Beach, Miss. make a proclamation to have a "Marty S. Kern" day in honor of my work was pretty cool.

Career disappointment
Closing my business was a huge blow. But, it allowed me to get back into concert and major event promotion within a university setting and that is very rewarding.

Greatest challenge
Now, that I am back in the university system, my greatest challenge is to balance the needs of the entities that utilize university venues. There is historically a great struggle between athletics and student affairs divisions on campuses. We are working hard to bridge those gaps so we can produce sporting events and major events to not only satisfy the student population but to exceed industry standards and allow us to utilize our venues as a resource for the community at large.

Best business decision
I successfully ran my business for four years debt-free ...but eventually there was a bad decision, a really bad decision...

Worst business decision
Expanding my business to two locations in South Carolina (Clemson and Pendelton) before the management team was fully trained ....Yikes! What a NIGHTMARE! It cost me everything.

The business had grown so fast and the concept was wildly effective. I felt that we needed more space to work our magic. We renovated an incredible space, sunk a lot of money into the expansion, but we opened before we had the talent in place. The concept was strong, but the systems were not. I learned a great deal through the process. I am not bitter because I know how outrageous it was while it lasted and I am proud of all that I did. But I do miss the creative outlet.

The job I have now does give me some opportunity for that kind of enthusiasm since I work with the Student Programming board to produce all the special events on campus. It's fun to teach and advise the students and get them excited about special event planning!

Best business advice you received
Such a cliche' but so true -- Do what ya love -- Love what ya do!

Memorable event
Fleetwood Mac taking the stage in 1990! I was running overhead spots from a truss and I almost fell out of my seat several times. At that time in my young life, seeing my favorite group live at their reunion tour and having a "part" in the show was just too much! The whole experience gave me showbiz fever!

What would people be surprised to learn about you?
I don't know -- I surprise myself everyday ... I'm a little bit of a wild child who likes to do it all, and I think people are really surprised to learn that I am also a very level-headed business woman, wife, mother, adventure sport enthusiast, amateur actress and a wicked cook. I believe you can indeed have your cake and eat it too -- why else would you have cake?

Industry pet peeve
Promoters and talent agents who lump all universities into one category. Some of us know what we are doing, have good venues and serve viable markets. In addition, we have access to a demographic that more promoters should be paying attention to -- students spend a lot of money on concert tickets and records. They are the ones bootlegging music and driving the Internet. It's really a matter of doing some homework -- but there is a tendency for agents to deal with all universities as if they are expecting a bad experience. Universities that operate professional venues need to band together, set standards, create some buying power and industry clout.

Marty can be reached at 864-710-6374; e-mail: mkern@clemson.edu