Dallas’ own Paul Kraft has been promoting high-energy dance parties for almost three years now. “I noticed a gap in Dallas clubs,” says the energetic entreprenuer, “when a group of local promoters who used to cater to the circuit crowd quit promoting. “ The circuit crowd, a group comprised mostly of a subset of gay men, enjoy attending spirited dance parties, which are often seen by the group as celebrations of gay life and sexuality. “I saw a niche I could fill,” Paul says, throwing parties at hot Dallas clubs like Club One, Lift, and The Brick Bar under the name of his new company, Paul Kraft Productions. “And the rest is history.”
In his spare time, the Detroit born entrepreneur enjoys honing his own deejay skills. “When my partner Mark took me to my first circuit type event several years ago, it was love at first sound.” Paul quickly went out and got his own DJ equipment and a stack of records and set about perfecting his own unique style of dance music, which he now plays in Dallas clubs. “If I’m at home, I’m either practicing my mixing or on the internet looking for the latest hot tracks.” Not bad for the self professed shy boy, who never, ever thought he’d find himself performing. “And now I can say I’ve headlined at places like Club One and The Brick Bar. That’s a pretty big deal to me.”
What does a party promoter do?
First you have to have a venue that is appropriate for the size of crowd you want to attract, and the location. You have to be familiar with the pool of DJs to bring in, and look for someone with really good name identification or who will spin their ass off and make people happy. Then, there are contract negotiations with DJs or performers and you also have to arrange airfare, hotel, and transportation. Then we do promotion, lots and lots of graphic design. You have to keep your website updated, maintain e-mail lists and do e-mail blasts. We also partner with other promoters, and cross promote our parties. Then you have to arrange for changes in sounds and lighting, print tickets, put out ads, and do whatever else you can do promote your ass off and get the word out. Then the night of the event you just hold your breath and hope it all comes together. (Laughs.)
What are the elements of a great party?
Fantastic music by a great DJ in a great venue. You need an interesting club environment. It’s got to be fun and different. Sometimes it’s cool to throw parties at places people have never been to before, someplace exotic. A great party should also have cool lights and great sound, and effective promoting and networking. It’s also nice to have a great staff, which is sensitive to the needs of the party. You want to be able to deliver a really nice experience when people get there.
Tell me what you like to achieve at one of your parties.
I like to create a spiritual experiment, which can be incredibly healing and fun. I like to give a peak experience to the guests, to give them music that stimulates them and takes them on a journey that night. I like to give people a chance to create bonds with others. Sometimes when the party is over you’ll have people come by on their way out and tell you how much fun they’ve had, and that makes it all worthwhile.
What have some of your favorite parties been?
My partner and I go the White Party in Palm Springs every year. That’s one that I look forward to all year round. Jeffrey Sanker, who’s responsible for throwing it, does a great job on it ever year. They’re incredible, well orchestrated events. Some of my favorite parties that I’ve thrown would have to be when I brought in Michael Tank to spin recently at The Brick Bar. Also the Gay Pride events last September in Dallas were great. We brought in performer Erica Jayne and her entourage, and it got pretty wild.
What would you tell a beginning party promoter?
Well, I’m really thankful that I started doing this at the age that I am with the boundaries I have. Some people who do this seem to see it as an opportunity to party along with their guests. I’d tell a beginner that you need to be clearheaded, to run promoting like it’s a business, which it is. If it turns out promoting is affecting your life negatively, you need to reconsider doing it. Also, a beginner needs to have a basic understanding of business principles and be prepared to invest lots of time into promoting. There’s lots of grunt work.
For more info: Paul Kraft Productions regularly produces parties for the Purple Foundation and The Brick Bar, located near Oak Lawn at 2525 Wycliff Avenue, 214-521-3154.
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