How do I assess a paint-and-sip art studio’s event booking calendar?

Begin with the history, not the forward bookings alone. Compare the same weeks across seasons, and see how many sessions ran, how many were cancelled, and how many were half full. Public events and private parties behave differently, so view them separately. Corporate and group bookings may bring larger tickets but also depend on a few organizers.

Then look at how bookings arrive. Ask whether people book through the studio’s own site, a listing platform, or direct messages. If a third-party platform supplies most of the demand, find out who owns the customer list and what happens to the account on sale. Check deposit and refund practices, and whether gift certificates or prepaid packages are owed to customers.

Finally, tie the calendar to the statements. Does the revenue the owner describes match the events on the schedule? Check what the staffing and supply costs are for each type of event, and which nights are quiet. Ask about the artists who lead sessions, how they are paid and whether they plan to stay on afterwards. Your accountant can help you read how event income is recorded, and what is collected before the event rather than after.

Key takeaways

• Review a full cycle of seasons, separating public, private and corporate events.
• Find out where bookings come from and who owns the customer list.
• Match the calendar to the financial statements, including deposits and prepaid gift certificates.