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Are you targeting the HNW or UHNW segment of your local market? Do your competitors have the same idea? Are these people, who probably have great personalities, walled in behind either actual gates or gatekeeper staff most of the year? Don’t lose hope. Your opportunity is about to present itself.
The holiday season is unique across the country. The people who live in a protected, isolated world often are deeply involved in the holiday celebrations in your local area. These are events you can attend, but it is going to cost you.
1. The local museum. This is likely an art museum. They might have a charity gala or they will have an exhibition opening. As a museum member, you get to attend before it opens to the general public. The people you want to meet often serve on the board of directors. They often attend the member preview, but there is usually another reception beforehand for major donors. You want to be there.
2. Religious services. You are obviously not prospecting, but you have many reasons for showing up. Weekly attendance might be down across the country, but the major feast days often attract a standing room only crowd. You know the ones. You do not need to book tickets, but you need to arrive early to get both a seat and a parking space.
3. The Christmas concert. This is a big deal, put on by the local symphony. They might perform classical music 11 months out of the year, but they put together a program of popular Christmas music during December. This draws a big crowd. It includes the symphony regulars plus families who bring their children. Buy tickets in advance.
4. The Nutcracker. This is the famous ballet that always surfaces during the Christmas season. Ballet may not be your thing, but it has a following. This might be done entirely by children from the local ballet school. It might be performed by the city’s ballet company. It draws a crowd of people who like ballet.
5. The Children’s Christmas concert. This is organized by the school, often a private school. You have seen this on either The Hallmark Channel or in the classic Christmas film, Love Actually. Even the famous parents show up to watch their children perform.
6. A Christmas Carol. This is the Charles Dickens classic. In our area, the great, great grandson of Charles Dickens presents the story to a large audience. There might be an event sponsor. The business owner or executive team should be in attendance.
7. The Chamber party. The Chamber of Commerce holds plenty of social events during the year. There is usually something special in December. It is often a dress up event. You should get the major business owners and sponsoring executives.
8. The Christmas market. This is a European tradition communities are trying to introduce over here. This is often an outside event with rows of identical wooden huts selling food and crafty items. In Manhattan, there is also ice skating. As a new community event, the local boosters should also be in attendance.
9. The country club holiday party. There are tiers of country clubs in local communities. Hopefully you have gotten into the best one. They will have rules about not prospecting, but you can certainly use the opportunity to meet people and make friends. If the club holds more than one (possibly including a holiday brunch) try to attend them all.
10. The Mansion party. One nonprofit will have been astute enough to book a mansion for a major fundraiser. In our area, the conservation society is the organizer, everyone attends, all dressed up, including the great and the good. First you need to find out about it. Then you get tickets, before it sells out.
These events might have different names or formats, but they should be common to most communities. These are opportunities to get people out and spending money. This is good for both the charities and local businesses. This is your chance to raise your visibility.