Giancarlo Guerrero

TAFTO 2009 Contribution: Giancarlo Guerrero

When it comes to getting people interested in what we do, I’m afraid there’s no magic bullet. It’s just not like that. The essential thing is for us to work hard to make the concert experience memorable from the moment they walk through the door. Even something small, like the way the ushers treat them or the conversation they have with the coat-check person, can make visitors feel special. In short, every concert needs to be an event. And everyone on the inside needs to give it their all, because everyone is part of creating an amazing two hours.