When you’re on a good thing it’s advisable to stick to it. And that’s exactly what has made SMA Productions one of the leading entertainment companies in business events. Brad Foster spoke with Michael Falzon recently about the company’s ongoing success.
Q: You started in 2002. What was your inspiration?
A: As each of SMA’s directors had performed extensively and internationally in musical theatre, we noticed that a certain level of quality was missing in corporate and special event entertainment. We were inspired by what our collective experience could bring to the market. We put our heads together to come up with the right vehicle to launch our new company. Something that would reach a wide demographic; something that would be fun for audiences to not only watch but to be a part of; something that gave us the opportunity to “show off” a little! So, invoking the style of Frank Sinatra, Dean Martin and Sammy Davis Jnr, The Rat Pack’s Back was launched at AIME that year, garnering a standing ovation.
Q: How many performances do you do now annually compared to your first year?
A: Getting a new show out there is tough, but once the word-of-mouth kicked in, we enjoyed a solid first year and have maintained consistent growth at an average of 25 per cent a year. With the aid of continually developing new and unique ideas, our shows currently perform every week of the year throughout Australia, the UK and Asia-Pacific.
Q: There are a lot of corporate entertainers out there, what sets you apart?
A: Just that! There are indeed many “corporate entertainers” but few companies are run by actual leading men that have proven their mettle in some of the greatest musicals around the world. That experience gives us the edge when conceiving and creating a level of entertainment that no-one else can really match. SMA also only employs the best in the biz, never compromising the quality of any show.
Another unique part of our business is that we are not “bookers”. Our slogan, “Entertaiment by Design” means that we create whatever goes out there through SMA. We devise and own our shows, so our clients know the buck stops with us (so to speak!). Lastly, our corporate acts have gone on to headline public concerts all around Australia and overseas, developing a fan-base in their own right! Not many “corporate acts” can say that.
Q: What is the secret to a successful event?
A: In our minds, the secret is having the right entertainment married with organisation and timing - knowing what comes when. You don’t want to peak too early or too late!
Q: What prompted your expansion overseas? Where are you?
A: We found that The Rat Pack’s Back was earning a wonderful reputation and doing very well. With the creation of a new show - String Diva - revenue was such that the next step became obvious - find new markets! In 2004 SMA Productions UK was formed and we now provide entertainment for Australasia out of Sydney and the United Kingdom and Europe out of London. We’re planning to take over the world soon, with SMA offices currently being considered in the United States and South-East Asia in 2008.
Q: What has changed in the corporate entertainment arena since you began?
A: There seems to be small entertainment businesses popping up everywhere! As such, clients don’t often know where to turn and frequently get burnt. We have been around for a while so the change for us is to educate event organisers that there are profound differences between simply booking an act and using an entertainment provider.
Q: From your experience what value do corporate clients place on events?
A: We understand that every event is the most important thing to our clients. SMA believes that the key to realising that value is by creating the best mix – it’s all very well to plan a dazzling event, but if you forget to ensure that the guests are having a good time... well, no-one goes home saying “Wow! They were the best table decorations EVER! And man, did you see the draping on the doors?!” Sometimes, the mix is wrong. We like to remind our clients that we provide the very hook for their conference or awards/charity night to be successful - keep everyone entertained! And we know how because we’ve done so at thousands of events.
Q: Has their importance [events] changed since you opened your doors?
A: Nope. Sending out a letter to launch a new product or announce an award winner isn’t quite the same as holding an event. Everyone recognises that getting people together for a special cause or launch is the most effective way to get a message across, whatever that message may be.
Q: Do you have to have a big budget to do a fantastic event?
A: Not at all. It is all about spending your money in the right places. We are sometimes very aware that clients don’t have money to burn and that’s why we keep our fees “real”. Then again, when budgets permit, we design whole nights of entertainment with fabulous opening and feature acts and, of course, the obligatory grand finale!
Q: Can you give us a brief description of your current offerings? Are there any more in the pipeline?
A: After The Rat Pack’s Back and String Diva (both have spawned many copycat acts by which we are flattered!) we launched a terrific contemporary/classical show called Opera by Disguise, breathing fresh life into a popular theme. And in time for 2007 we created OOH James! based on the music (and tongue-in-cheek charm) of James Bond – the only show like it in Australasia, and it too has just launched in London. We will always stay ahead of the game so watch this space!
The experience at the helm of SMA Productions comes through founders Dale Burridge, Michael Falzon and David Malek, each having starred in such shows as Les Miserables, Phantom of the Opera, Aspects of Love and We Will Rock You. Michael is set to also star in the arena version of The War of the Worlds around Australia from September this year.
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