makin projects provide the main consultancy option:

'How to book a tour' day session

A focused strategic assessment of the potential of your production is the key to a successful tour. These independent one-to-one evaluations are tailor-made to address issues as diverse as tour scale, communication techniques, key selling points, suggested deal structures, contracts, supporting paperwork and partnerships, as well as identifying suitable target venues.

These consultancies also focus on touring logistics, budgets, production values, transport, marketing, technical staffing, venue expectations and much more, giving your company a confident start in the process of getting your show on the road.

A brief selection of testimonials:

‘Mark Makin is one of ITC’s most popular trainers – his Tour Booking course sells out every time we run it and receives glowing evaluations. The key to his success with our members is his direct, clear, practical approach to training, his first-hand experience of the sector and his generosity with the breadth of knowledge and experience he commands. His professionalism and commitment to quality also make him a very trustworthy trainer. He keeps his information and skills up-to-date and actively contributes to ITC’s development of good industry practice and advocacy. ITC prides itself on the practicality and relevance of its training programme and Mark epitomises this approach – we really enjoy working with him.’
Charlotte Jones, CEO, Independent Theatre Council (ITC)
‘Essential training for anybody looking to book a tour, Mark's tailor-made approach ensures that the training is relevant for the organization.’
Nisha Modhwadia, The Birmingham Repertory Theatre
‘The best money we've ever spent!’
Gilbert Taylor, Unpacked Theatre Company
‘I cannot recommend the makin projects tour booking consultancy days highly enough. The quality, depth and breadth of advice and information gained in one day is priceless, the after care service truly invaluable. We spent a day with Mark in September 2008. Since then, our fledgling business has taken flight, and we're now happily in our fourth year as a successful tour booking agency.’
Helena Richardson
‘Thank you for an inspiring day Mark. It was extremely useful and brilliant to get top tips and first hand insights into warts'n all tour booking.’
Danny Schlesinger, Circo Ridiculoso
‘I attended a makin projects group seminar, and was so impressed that I followed it up with a one-to-one consultation. Mark was warm, friendly and very helpful. He demystified the whole process of booking a tour and has given me the confidence and concrete information I need to book our own comprehensive tour. A thoroughly worthwhile investment and should be high on the to-do list of any touring company.’
Feargus Woods Dunlop, New Old Friends Theatre Company
‘Wow - what a day yesterday! Really useful and informative, and great to meet you. I just wanted to say a huge thank you and I have woken today with a real energy. It was brilliant to get an overview and very practical approach to doing/learning about tour booking that I can then adapt as required for our roles at Arts Agenda. Fantastic.’
Lucy Moore, Assistant Producer, China Plate
‘Hi Mark, thank you so much for a very informative, eye opening and fun day yesterday. Thanks for your support and if you ever fancy working together in any capacity please let us know. A brilliant day!’
Dan Edwards, citizen598

Please phone or e-mail makin projects if you would like to further discuss opportunities for the ‘how to book a tour' a tour consultancy or other more in depth consultancy options.

Booking a tour session – general outline

The session covers the following aspects in this order:


  • General outline on what is a tour booker
  • Getting a production to book
  • Information on production (size, scale, fees needed, number on tour, etc.)
  • Selling points of the production (U.S.P.s')
  • Selling to venue (including sales techniques, AIDA, production information to send to venues, telephone techniques, other methods of communication (e-mail/letters))
  • Time scale of tour booking - from taking on a production to finalising contracts
  • Scales of venues (small, middle, large)
  • Producing and presenting theatres and what this means to the time scale of tour booking


A chance to ask general questions on what we have discussed in the morning session.


  • Pencilling the tour (including back up letters, etc.)
  • Deals (royalties, guarantees, calls, % and box office splits)
  • Finalising the deal with venues and supporting paperwork, booking confirmation forms and contracts with venues
  • What venues expect from the company (small, middle, large scale venues)
  • What company should expect from venues (small, middle, large scale venues)
  • General roundup on UK tour booking
  • Overseas tour booking deals (fees, freighting, visas and work permits, accommodation, flights, etc.)

'To Do' list

  • Any other questions
  • After the meeting makin projects will collate a database of suitable venue contacts which are appropriate to the production, the technical outlines, fees, etc. that have been discussed during the day.
  • Sample paperwork (contracts, producers check list, booking forms, etc.) also supplied.