It’s a moment of great honor and excitement as you receive a NEA Big Read grant. The opportunity to navigate the programming fills you with pride and excitement. But what happens next? How do you go about contracting an author to appear in your community?
The Pennyroyal Arts Council has participated in the NEA Big Read program in nine of the past eleven years. In recent years, our decision to engage the author of our chosen book has been a game-changer, significantly impacting the interest and success of our programming.
We’re sharing our experience to provide insights and inspiration for how NEA Big Read grantees can approach an upcoming program. We will offer a few success stories to show how incorporating authors into your program can make a big difference.
Understanding Key Roles & Costs
Booking an author involves someone in your organization who can negotiate a fee and contract.
- The author is generally represented by an agent who negotiates the contract with you and your organization.
- The manager often handles the hospitality logistics, technical needs, travel, hotels, and meals.
Hospitality costs are generally in addition to the author’s booking fee. Soliciting additional sponsorship for the author’s visit is a solid plan. Often, you can search out and recruit a sponsor that ties into the subject or theme of your programming, further engaging your community.
Steps to Making an Offer
The first step is to identify the agent who represents the author by searching the author’s website. While you’re there, research the author and determine where they live, whether they teach, are involved in TV or film productions, or are on a book tour. These factors will give you a better understanding of the author and whether they would travel to your community. You can also research the NEA Big Read website to see how many other grantees chose your book, indicating your competition in securing a visit.
Several factors influence an author’s decision to visit your community, including availability. We have found that engaging with the author early in programming, ideally, as soon as you receive the NEA Big Read, makes a difference. In our experience, tying the visit to our kick-off event and book giveaway significantly impacts our community. This early engagement is a proactive step that can dramatically affect your programming, giving you a sense of control over the process. By reaching out early, you can secure the author’s availability and plan the visit well in advance, ensuring a successful and impactful event.
Success Story: When an Author Visit is not an Option
Creativity is your friend in years when your book choice doesn’t have the option of an author visit. When programming To Kill a Mockingbird we contracted with Mary Badham, the actress who played Scout in the movie of the same name. She was a huge audience draw.
When we chose the Great Tales and Poems of Edgar Allan Poe, our committee researched actors with shows or programs around Poe. We contracted with a Poe impersonator, and our opening night was Edgar Allan Poe’s mock funeral. We had “Edgar Allan Poe” in our community for several days, engaging in school programming and speaking to local city and county government officials. It was enjoyable to see who could spot Edgar Allan Poe in town!
Our community enjoys incorporating a theater aspect to our NEA Big Read programming, and we work with our local theatre group to bring our book selection to life and create community ties.
Craft a Compelling Pitch
After gathering some basic information about the author, it is time to contact the agent with an introductory email. Your excitement about being selected as an NEA Big Read community should be front and center, and you should share why you chose their book. Then, let the agent know what you want from the author’s visit.
Would the author be a part of the Kick-Off event? Do you like the author to interact with students, and what kind of format do you have in mind for the evening or event? It’s important to be clear and specific about your expectations, but also open to negotiation and compromise. Remember, the goal is to create a mutually beneficial and impactful event.
We have had great luck talking to the agents on the phone and have found that the personal relationship you can build with the agent is not just a key factor but a crucial one in agreeing to a fee for that author. This relationship-building is a valuable effort that can significantly impact your programming. Your interpersonal skills and ability to build rapport can make a difference in the negotiation process.
Success Story: Ross Gay’s Catalog of Unabashed Gratitude
Ross teaches in Bloomington, Indiana, so working closely with his schedule was necessary as a visit to Kentucky would require an overnight stay.
Ross spent time with our local student artists, who had transformed a wall in a low-income senior living facility into a beautiful garden scape that represented the cover of his book. As we revealed the public artwork, it was a meaningful experience for over 100 community members.
Our community kick-off event was held in the evening. A community leader interviewed Ross on stage at our historic theatre. Over 150 students and adults attended, thoroughly enjoying Ross’s energy and engagement. The evening concluded with the book giveaway, and Ross autographed all the copies.
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April 16, 2024
A Gratitude-Inspired Mural Brought This Community Together
By Cinnamon Janzer
Ross Gay’s poetry book Catalog of Unabashed Gratitude spurred murals, conversations, and connection in this small Kentucky city.
Determine Event Setting (Virtual vs. In-Person)
There are multiple ways of engaging the author in your programming. An in-person engagement will always be more expensive than involving them virtually. However, the in-person experience can create a more intimate and memorable event, while virtual events can be more cost-effective and accessible to a broader audience. Consider the pros and cons of each option and how they align with your programming goals and budget. Virtual engagements can be a great option if you’re working with a limited budget or want to reach a larger audience. They can also be more flexible regarding scheduling, as the author doesn’t need to travel. However, an in-person engagement may be the way to go if you want to create a more personal and immersive experience.
Success Story: Tommy Orange’s There There
There are other ways to engage your audience with the author. Virtual experiences are a much more cost-effective way to include your author in your programming. We live-streamed Tommy Orange for our There, There NEA Big Read programming.
Finalize the Contract
Once a fee is mutually agreed upon, the agent will submit it to the author for approval. This process can take a few days, so be patient. Often, a deal is negotiated pending the grant award, meaning the contract will be executed if funding is received. This allows plenty of calendar time for your author when the agreement is mutual.
The negotiation process for the speaking fee involves mutually agreeing to the cost and any additional expenses. Be prepared to discuss the speaking fee, travel expenses, accommodation, and other costs associated with the author’s visit. It’s essential to be clear about your budget and what you can afford, but also be open to negotiation to ensure a successful visit.
Conclusion
Involving the author of your book, whether in person, remotely, or getting creative to invite related actors or organizations to bring them back from the dead, can add a memorable experience for your community. Your planning committee’s strength and organizational skills are significant in securing programming.
Collaborative programming that the NEA Big Read inspires can bring your community closer together—something we all can use!