Hold Management Best Practices for Venue Bookers

Holds are the currency of venue booking. Managing them well means more confirmed shows, fewer conflicts, and better relationships with artists and bookers. Managing them poorly means double-bookings, angry artists, and chaos.

Here's how to do it right.

What is a Hold?

A hold is a tentative reservation for a date. It's not a confirmed booking—it's a placeholder that gives an artist or booker priority for that date while details are worked out.

Standard hold hierarchy:

• First Hold: Artist has first right of refusal
• Second Hold: Backup if first hold falls through
• Third Hold (rare): Second backup

When a second hold wants to bump a first hold, that's called a "challenge."

Why Holds Matter

Without a hold system, venue booking becomes chaos:

• Multiple artists think they have the same date
• Bookers can't plan tours without date certainty
• Venues lose credibility when dates fall through
• Relationships get damaged by miscommunication

A clear hold system creates order and trust.

Best Practice 1: Define Your Hold Policy

Every venue should have a written hold policy. Include:

Hold duration:

• How long does a hold last before it expires?
• Common: 2 weeks for first hold, 1 week for second hold
• Longer for major tours (30-60 days)

Challenge process:

• What happens when a second hold wants to challenge?
• How much time does first hold have to respond?
• Common: 24-48 hours to confirm or release

Confirmation requirements:

• What converts a hold to a confirmed booking?
• Deposit? Signed contract? Email confirmation?

Communication:

• How will you notify artists of hold status changes?
• Who is responsible for communication?

Best Practice 2: Use Proper Tools

Managing holds in email or spreadsheets is a recipe for disaster.

Problems with email:

• Messages get lost or buried
• No central record of hold status
• Easy to miss expiration dates
• Multiple people may respond inconsistently

Problems with spreadsheets:

• Manual updates lead to errors
• No automatic notifications
• Version control issues
• Not accessible on mobile

Better solution: Use venue management software designed for hold tracking.

Venue Pulse offers:

• Visual calendar with hold status
• Automatic expiration reminders
• Challenge workflow management
• Communication history
• Mobile access

Learn how Venue Pulse handles holds

Best Practice 3: Communicate Proactively

Don't wait for artists to ask about their hold status. Proactive communication builds trust.

When to communicate:

• When a hold is granted
• When a hold is about to expire
• When a challenge is issued
• When a hold is released or confirmed
• When anything changes

What to include:

• Current hold status (first, second, etc.)
• Expiration date
• Next steps required
• Contact for questions

Templates help: Create standard messages for common situations to ensure consistency.

Best Practice 4: Honor Your Commitments

Your hold policy is a promise. Breaking it damages your reputation.

Common mistakes:

• Giving first hold to a "better" artist after already granting it
• Not honoring challenge timelines
• Confirming over a hold without proper process
• Letting holds expire without notification

The fix: Follow your policy consistently, even when it's inconvenient.

Best Practice 5: Track Everything

You need records of every hold, every communication, every decision.

What to track:

• Date hold was requested
• Date hold was granted
• Hold position (first, second, etc.)
• Expiration date
• All communication
• Final outcome (confirmed, released, expired)

Why it matters:

• Resolves disputes ("I had first hold!")
• Identifies patterns (which artists always release?)
• Protects you legally
• Improves decision-making

Best Practice 6: Set Realistic Timelines

Holds that last forever aren't holds—they're blocked dates.

Reasonable timelines:

• Local artists: 1-2 weeks for first hold
• Regional touring: 2-4 weeks
• National touring: 4-8 weeks
• Major tours: 30-90 days (but get deposit)

Factors to consider:

• How far out is the date?
• How complex is the booking?
• What's standard in your market?
• What does the artist/booker need?

Best Practice 7: Handle Challenges Fairly

Challenges are stressful but necessary. Handle them professionally.

Standard challenge process:

1. Second hold requests challenge
2. Venue notifies first hold immediately
3. First hold has 24-48 hours to confirm or release
4. If first hold confirms, second hold is released
5. If first hold releases, second hold becomes first hold

Tips:

• Be neutral—don't favor one artist over another
• Stick to your stated timeline
• Document everything
• Communicate clearly with both parties

Best Practice 8: Know When to Say No

Not every hold request deserves a hold.

When to decline:

• Artist has history of releasing holds
• Date is too far out for reasonable planning
• Artist isn't a good fit for your venue
• You have a better opportunity for that date

How to decline gracefully:

• Be honest but kind
• Offer alternatives if possible
• Don't burn bridges

Common Hold Scenarios

Scenario 1: The Perpetual Hold

An artist has held a date for months without confirming.

Solution: Set clear expiration dates upfront. When they pass, release the hold and notify the artist.

Scenario 2: The Last-Minute Challenge

A major artist wants a date that's been held for weeks.

Solution: Follow your challenge process. First hold gets the opportunity to confirm. If they can't, second hold wins.

Scenario 3: The Miscommunication

Two artists both think they have first hold.

Solution: Check your records. If you made a mistake, own it and make it right. If records are unclear, this is why you need better tools.

Scenario 4: The Ghost

An artist stops responding to hold communications.

Solution: After reasonable attempts (2-3 messages over a week), release the hold and document your attempts.

Tools for Hold Management

Venue Pulse (Free)

• Visual calendar with hold tracking
• Automatic expiration reminders
• Challenge workflow
• Communication history
• Get started free

Spreadsheets (Free but risky)

• Manual tracking
• No automation
• Error-prone

OpenDate ($200-500/month)

• Professional hold management
• More features, higher cost

The Bottom Line

Good hold management comes down to:

1. Clear, written policies
2. Proper tools (not email/spreadsheets)
3. Proactive communication
4. Consistent follow-through
5. Detailed record-keeping

Get these right, and you'll have fewer conflicts, better relationships, and more confirmed shows.

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