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2014 TransFormal
TransFormal 2013 is now behind us, a fond memory periodically refreshed by a dip into the photo DVD.
Which, of course, brings forward the question of TransFormal 2014.
Contrary to the views of some who were booking their 2014 rooms before the last TransFormal had started – 2014 has challenges that I have to address before rushing in with a deposit and a booking at the hotel..
The feedback points to 2013 being the best TransFormal so far, but unfortunately it is not reproducible in its current form year after year. To be sustainable the event must cover its costs without relying on sponsors, unacknowledged voluntary effort, or cancellations. The challenge for 2014, if there is a 2014, is to provide a solid financial basis for the event continuing.For an event that was first conceived as just a formal dinner, TransFormal has blossomed in a different but not entirely unexpected direction. The strength of TransFormal turned out to be the opportunities it presents to learn, share and socialize over a long weekend. Residential bookings for 2 or more nights are steadily growing, the organized activities and events attract enthusiastic support, and each year guests want to stay longer and do more. It is obviously an intoxicating formula!
The challenge is in the original centre piece of the weekend the formal. TransFormal wouldn’t be the same without the great celebration of diversity of Saturday night. But the formal is only receives strong support from those staying the entire weekend. Despite various attempts at publicity the formal has failed to attract any significant local interest. Price (and the location outside Sydney) obviously has a lot to do with this. But it does seem that the days of the grand formal night out (aka Ball) may be numbered.
To be sustainable, TransFormal must build on strength (the weekend with its program of meals, workshops, and fun) and contain the significant costs of the Saturday night formal. And that means rethinking the original assumption of running a formal that could subsidise the other weekend costs.
So I’ve come to the “obvious” conclusion.
If 2014 is to happen I cannot rely on filling the Grand Dining Room with 90+ guests on Saturday night, and so the weekend ticket prices must reflect the true costs of running the event for a lower number of guests.
But if ticket prices have to rise significantly then I also want to build in more value.
A big thank you to those who have already suggested ideas. I’ve been talking to the hotel about things like keeping the bar open to 1am and including a casual lunch for everyone on Saturday. Moving the “lunch on the town” to Sunday will provide another opportunity to socialize as a group and from my perspective would also make it easier to schedule the workshops.
Running the numbers through a spreadsheet I get:
Quote:
Weekend including Friday Supper, Saturday Lunch, Saturday Formal, and all workshops would end up priced in the range $180- $190 – about $40 more than this year (but with an extra meal included).Quote:
Tickets to just the Saturday night formal (hopefully including the same great band) would have to rise a lot less – perhaps to $120.These numbers are of course totally rough estimates at this stage.
So the big question before handing over a deposit.
Is the event viable at these prices – or will people shun it as over-priced?
Or do I just have to try to find out the answer!Finally can I stress this is a serious post. I know a lot of people have said very nice things about TransFormal and I’m not soliciting for further expressions of gratitude or support. I’m looking for honest opinions about the perceived value of TransFormal.