Palatine promotions guru talks about stars, venues
An interview with Don Kronberg, owner of NiteLite Promotions
Q: Describe your business. What do you do?
A: We buy and promote nationally known music and comedy acts throughout the Midwest, including venues such as The Chicago Theatre, Genesee Theatre in Waukegan and Rialto Square Theatre in Joliet. Responsibilities including marketing the event, venue selection, security, stagehands, catering, local ground transportation for the artists and much more. We also buy and produce talent for corporate events and festivals.
Q: What made you start your business?
A: Having been to scores of concerts as a teen and young adult fueled my appetite to become involved in the concert business. I felt this had to be the most exciting business to be a part of.
Q: What has been the most difficult obstacle in running or starting a small business?
A: Having to compete on a daily basis for acts with much larger companies (Live Nation, AEG), including casino's, it's common for an act to receive 3-5 (or more) offers for every date an act accepts. Also, talent fees continue to soar even though the economy weakened a few years back. That requires me to juggle the overall expenses and still make the event affordable to the customer.
Q: What do you enjoy most about operating your business?
A: I enjoy the overall freedom to do what my heart desires. If I don't think an act will sell in a given market, I don't make an offer-pretty simple. Not having a boss and being the overall decision maker is something that also can't be overlooked in most cases. Though there are days where I wish I worked for someone else instead of operating my own company-probably a lot less headaches.
Q: Is this what you pictured yourself doing when you were young?
A: Not in a million years. I wanted to become a radio or TV reporter. Actually, I was a radio DJ for 5 years back in the late 80s (WZOK-Rockford). That led me back to my fascination with concerts and live events ... and one thing led to another.
When you were young, what did you want to be when you grew up?
A: Hmmm An astronaut, president, fireman ... seemed to change my mind frequently.
Q: What keeps you up at night?
A: Worrying that our shows won't sell enough tickets to cover costs and ultimately turn a profit. Have a lot of money riding on any given act and the bottom line is tight.
Q: If you could give one tip to a rookie business owner, what would it be?
A: Don't take no for an answer. Pound the phones and try to open as many doors as possible.
-Kim Mikus
Ÿ We feature small businesses every Monday. We want to hear about yours. Email kmikus@dailyherald.com.
NiteLite Promotions
Address: 1286 W. Northwest Highway, Palatine Owners: Don Kronberg Web address: www.nitelite.com