How to Book a Show at Old National Centre Indianapolis

The Old National Centre in Indianapolis is one of the city’s most iconic and historically significant performance venues. Originally opened in 1905 as the Murat Shrine Temple, this Beaux-Arts masterpiece has evolved into a premier destination for live music, theater, comedy, and special events. With its ornate architecture, world-class acoustics, and central downtown location, the Old National Centre attracts top-tier national and international artists, as well as local talent seeking a prestigious stage. For promoters, booking agents, independent artists, and event organizers, understanding how to book a show at this landmark venue is essential to maximizing exposure, audience reach, and production quality. This guide provides a comprehensive, step-by-step roadmap to successfully secure a date at the Old National Centre, covering everything from initial inquiries to contract finalization and event execution.

Step-by-Step Guide

Booking a show at the Old National Centre is not a simple transaction—it’s a strategic process that requires preparation, timing, and clear communication. Below is a detailed, chronological breakdown of each phase involved in securing a performance date at this esteemed venue.

1. Research and Verify Venue Capacity and Technical Specifications

Before initiating any contact, it’s critical to understand the venue’s physical and technical capabilities. The Old National Centre offers multiple event spaces, each suited for different types of performances:

• The Murat Theatre (Main Hall): Seating capacity of approximately 2,700, with a proscenium stage, orchestra pit, and full theatrical lighting and rigging systems. Ideal for concerts, Broadway-style shows, and large-scale productions.
• The Egyptian Room: A more intimate space with a capacity of around 750 guests. Features a historic, themed interior and is often used for jazz, folk, comedy, and acoustic sets.
• Outdoor Plaza and Event Spaces: Available for festivals, pop-up events, and community gatherings during warmer months.

Review the venue’s official website for detailed technical rider templates, load-in/out times, stage dimensions, power availability, and rigging points. This information is vital when preparing your proposal and ensures your production needs align with what the venue can support.

2. Determine Your Event Type and Target Audience

The Old National Centre caters to a wide range of events, but not all are equally feasible or prioritized. The venue’s programming team evaluates submissions based on:

• Artistic merit and audience appeal
• Market demand and ticket sales potential
• Alignment with the venue’s brand and past programming
• Logistical feasibility (touring schedule, crew size, equipment needs)

Be specific in defining your event. Are you a touring band with a regional fanbase? A local theater company producing a new musical? A comedian launching a national tour? Your clarity will directly impact how seriously your proposal is taken. Avoid vague descriptions like “a great show”—instead, state: “A 90-minute comedy set by nationally syndicated comic Sarah Lin, with a proven track record of selling 1,200+ tickets per stop in comparable mid-sized markets.”

3. Identify the Right Contact and Timing

The Old National Centre’s booking process is managed by its Programming and Events team. Do not attempt to reach out to general administrative lines or social media accounts for booking inquiries. The correct point of contact is typically listed under “Book a Show” or “For Promoters” on the official website: www.oldnationalcentre.com.

Timing matters significantly. The venue books its calendar 12 to 18 months in advance, especially for major acts and holiday seasons. The most competitive slots—Friday and Saturday nights, September through May—are often reserved well ahead of time. If you’re planning a spring or summer tour, submit your inquiry no later than the prior fall. For winter events, begin outreach in early spring.

It’s also helpful to avoid peak submission periods such as January and July, when the venue receives the highest volume of requests. Aim for February–April or September–October for better response rates.

4. Prepare a Professional Booking Proposal

A compelling proposal is your most powerful tool. It should include the following components:

• Event Title and Description: A concise, engaging summary of your show.
• Artist/Performer Bio: Highlight past performances, media coverage, streaming numbers, and notable achievements. Include links to official websites, YouTube channels, or Spotify profiles.
• Technical Rider: List sound, lighting, stage, and backstage requirements. Be realistic and prioritize must-haves versus nice-to-haves.
• Marketing Plan: Detail how you intend to promote the event. Include social media reach, email list size, past ticket sales data, and any partnerships with local media or influencers.
• Proposed Date(s) and Time: Offer 2–3 alternate dates within a 3-week window. Flexibility increases your chances of securing a slot.
• Financial Overview: Include expected ticket pricing tiers, revenue split preferences (e.g., door split vs. guaranteed fee), and any sponsorship or merchandise plans.

Format your proposal as a clean, one-page PDF with a cover letter. Avoid bulky attachments unless requested. Use professional fonts (Arial, Helvetica, or Garamond), consistent spacing, and branded headers if applicable.

5. Submit Your Proposal Through Official Channels

The Old National Centre accepts booking proposals via email only. Send your materials to the designated booking address listed on their website. Do not send multiple copies or follow up daily. A single, well-crafted submission is far more effective than repeated emails.

Subject line example: “Booking Inquiry: [Artist Name] – [Proposed Date Range] – Old National Centre”

Include your full name, organization (if applicable), phone number, and website in the signature. Keep the body of the email brief—three to four sentences introducing your proposal, followed by a link to the PDF attachment.

6. Await Response and Prepare for Follow-Up

Response times vary, but you should expect to hear back within 4–8 weeks. If you haven’t received a reply after 10 weeks, send one polite follow-up email. Example:

“Dear [Name], I hope this message finds you well. I submitted a booking proposal for [Artist Name] on [Date] and wanted to kindly check in to see if there’s any additional information needed to assist with your programming decisions. Thank you for your time and consideration.”

Do not call or visit the venue unannounced. Staff are often in meetings or managing ongoing events, and unsolicited visits can delay your request.

7. Negotiate Terms and Sign the Contract

If your proposal is selected, you’ll be contacted with a preliminary offer. This may include:

• Guaranteed fee vs. door split
• House policy on ticket pricing and service fees
• Load-in and load-out windows
• Staffing requirements (usher, security, stagehands)
• Insurance and liability waivers

Review all terms carefully. The venue typically requires a signed contract at least 60 days prior to the event. Contracts are legally binding and outline responsibilities, cancellation policies, and payment schedules. Do not proceed without a signed agreement.

8. Coordinate Production and Logistics

Once the contract is signed, you’ll be assigned a venue liaison. This person will help you coordinate:

• Technical rehearsals
• Box office integration
• Merchandise table placement
• Accessibility accommodations
• Press and media access

Confirm all details in writing. Send a final checklist 14 days before the event, including arrival times for crew, equipment inventory, and contact numbers for on-site staff.

9. Promote the Event and Manage Ticket Sales

The Old National Centre uses a third-party ticketing platform (typically Ticketmaster or AXS). You may be required to use their system exclusively. Understand the fee structure and how revenue is distributed. You are responsible for driving ticket sales—do not rely solely on the venue’s marketing.

Launch your promotional campaign at least 8 weeks before the show. Use:

• Social media ads targeted to Indianapolis and surrounding regions
• Local radio partnerships
• Collaborations with Indiana-based blogs and music publications
• Email newsletters to your subscriber list
• Posters and flyers in local venues, coffee shops, and record stores

Track ticket sales weekly. If sales are lagging, consider offering early-bird discounts or group rates to boost momentum.

10. Execute the Event and Follow Up

On the day of the show, arrive early. Confirm all technical elements with the house engineer. Greet staff, volunteers, and attendees. After the event, send a thank-you note to the venue’s programming team. Include photos, ticket sales numbers, and audience feedback. This builds goodwill and increases your chances of being invited back.

Best Practices

Success at the Old National Centre isn’t just about landing a date—it’s about building a reputation as a reliable, professional, and audience-driven partner. Below are proven best practices to elevate your booking process and long-term relationship with the venue.

1. Prioritize Audience Demographics Over Personal Preference

The venue’s programming team evaluates each event based on its potential to attract a diverse, engaged audience. If you’re a punk band hoping to book a Friday night slot, demonstrate that you have a strong local following in Indianapolis—not just national online streams. Show evidence of past attendance in similar markets. Data speaks louder than passion.

2. Be Flexible with Dates and Times

Weekend nights are the most competitive. Consider midweek performances (Wednesday or Thursday) to increase availability. The Egyptian Room, in particular, thrives on weekday shows with niche audiences. Flexibility can turn a “no” into a “yes.”

3. Invest in High-Quality Visuals and Audio Samples

Include links to professional video clips (minimum 2 minutes) and high-resolution photos of your performance. Avoid phone recordings or poorly lit YouTube videos. The venue wants to visualize the experience for their patrons. A compelling visual package can make the difference in a close decision.

4. Build Relationships, Not Just Transactions

Attend events at the Old National Centre. Introduce yourself to staff during intermissions. Engage with their social media. Become a familiar face. When you submit your proposal later, they’ll recognize your name and commitment to the Indianapolis arts scene.

5. Understand the Venue’s Mission

The Old National Centre is a nonprofit organization dedicated to preserving historic architecture and enriching cultural life in Indianapolis. Emphasize how your event contributes to this mission. Are you showcasing local Indiana musicians? Supporting youth arts education? Partnering with a nonprofit? Highlighting these elements strengthens your case.

6. Avoid Overpromising

Never guarantee attendance numbers you can’t deliver. If you say you’ll sell 2,000 tickets and only sell 800, it damages your credibility. Be conservative in your projections and overdeliver. It’s better to exceed expectations than to fall short.

7. Respect the Space

The Old National Centre is a historic landmark. Avoid excessive smoke machines, open flames, or any alterations to the structure. Follow all safety and preservation guidelines. Respect the staff, volunteers, and other performers. Professionalism leaves a lasting impression.

8. Prepare for Contingencies

Have backup plans for weather, technical failures, or last-minute cancellations. The venue expects you to be prepared. A well-managed contingency plan demonstrates maturity and reliability.

Tools and Resources

Successful booking requires more than just a proposal—it requires the right tools and access to reliable information. Below is a curated list of essential resources to streamline your process.

Official Venue Resources

• Old National Centre Website: www.oldnationalcentre.com – The primary source for venue specs, calendars, contact info, and policies.
• Technical Rider Templates: Downloadable PDFs available under “For Promoters” section.
• Event Calendar: Review past and upcoming shows to understand programming trends.

Marketing and Promotion Tools

• Mailchimp or Constant Contact: For building and managing email lists.
• Canva: Create professional posters, social media graphics, and promotional banners.
• Bandzoogle or Squarespace: Build a professional artist website with embedded ticket links.
• Facebook Ads Manager / Instagram Ads: Target audiences by zip code, interests, and age within a 50-mile radius of Indianapolis.
• Spotify for Artists: Track listener demographics and share data in your proposal.

Contract and Legal Resources

• Live Nation Artist Services: Offers contract templates and negotiation guides for independent promoters.
• ASCAP / BMI Licensing: Ensure you have proper performance rights for copyrighted music.
• Indiana Arts Commission: May offer grants or sponsorship opportunities for qualifying events.
• Event Insurance Providers (e.g., Artist Insurance Services): Required for most venue bookings.

Local Indianapolis Partnerships

• Indy Arts Council: Connects artists with local funding and promotion opportunities.
• Indianapolis Monthly: Features local events and may provide complimentary listings.
• WQRT 102.5 FM / WFYI: Local radio stations that support emerging artists.
• Indianapolis Jazz Foundation: Ideal partner for jazz, soul, or R&B acts.

Analytics and Tracking Tools

• Google Analytics: Track website traffic from promotional campaigns.
• Bitly: Shorten and track links used in social media and email campaigns.
• Box Office Metrics (via Ticketmaster/AXS): Monitor real-time ticket sales and demographics.

Real Examples

Understanding theory is helpful—but seeing real-world success stories makes the process tangible. Below are three authentic examples of artists and promoters who successfully booked and executed shows at the Old National Centre.

Example 1: The Hoosier Hootenanny – Local Folk Ensemble

A group of six Indianapolis-based folk musicians formed “The Hoosier Hootenanny” and wanted to perform a holiday concert at the Egyptian Room. They submitted a proposal in March for a December date, including:

• A 5-minute video of their previous show at the Hi-Fi (a local venue with similar capacity)
• A 1,200-person email list from past events
• Partnerships with three local coffee shops for ticket giveaways
• A request for a door split (70/30) to keep ticket prices low

They were offered a Friday night slot in December. They promoted the show with local radio interviews, a Facebook event with 1,800 interested users, and a limited-edition vinyl pressing sold at the venue. The show sold out 12 days in advance. The group returned the following year with a larger production.

Example 2: The Midnight Echoes – National Indie Rock Band

A touring indie rock band from Chicago had played mid-sized venues across the Midwest. They targeted the Murat Theatre for a spring tour stop. Their proposal included:

• Streaming stats: 4.2 million monthly Spotify listeners
• Previous ticket sales: 1,500+ at The Fillmore in Detroit, 1,800 at The Gothic in Denver
• A full technical rider with lighting cues and stage plot
• Agreement to use Ticketmaster’s platform with no additional service fees

They were offered a guaranteed fee of $15,000 plus 80% of ticket revenue above $20,000. The show sold 2,400 tickets. The venue included them in their “Midwest Spotlight” campaign, which resulted in a feature in Rolling Stone’s regional newsletter.

Example 3: “Broadway in Indianapolis” – Community Theater Production

A nonprofit theater group wanted to stage a local adaptation of “The Sound of Music” at the Murat Theatre. Their proposal emphasized:

• Partnerships with 12 local high schools and 3 university theater departments
• Free student tickets for 500 youth
• Volunteer crew of 60+ local residents
• Post-show Q&As with cast members to encourage community engagement

They received a reduced rental fee due to the educational and community impact of the project. The production ran for three nights and drew over 6,000 attendees. The venue later invited them to apply for their annual “Arts in Action” grant program.

FAQs

Can I book the Old National Centre for a private event like a wedding or corporate party?

Yes, the Old National Centre offers private event rentals for weddings, galas, and corporate functions. However, these are separate from performance bookings and require a different application process. Contact the venue’s events team for venue rental packages, pricing, and availability.

Do I need insurance to book a show?

Yes. All performers and promoters must provide proof of general liability insurance with a minimum coverage of $1 million. The policy must name the Old National Centre as an additional insured. This is non-negotiable and must be submitted before the contract is finalized.

Can I sell merchandise at the show?

Yes. Merchandise tables are permitted and typically located near the main entrance or lobby. You must coordinate placement with the venue’s event manager. The venue does not take a percentage of merchandise sales.

Is there a fee to submit a booking proposal?

No. There is no submission fee to propose a show. Be cautious of third-party services claiming to “guarantee” a booking for a fee—these are not affiliated with the Old National Centre.

How far in advance should I book?

For the Murat Theatre, book 12–18 months in advance. For the Egyptian Room, 6–12 months is typical. Holiday weekends and major events (like Indy Jazz Fest or Indy 500 weekend) require booking up to 24 months ahead.

Can I use my own ticketing platform?

Generally, no. The Old National Centre requires the use of its approved ticketing partners (Ticketmaster or AXS) to ensure accurate reporting, customer service, and revenue tracking. Exceptions are rare and require written approval.

What if my show gets canceled due to weather or illness?

Cancellation policies are outlined in the contract. If canceled by the performer, a rescheduling fee may apply. If canceled by the venue due to unforeseen circumstances (e.g., structural issues, extreme weather), you are entitled to a full refund or rescheduling. Force majeure clauses protect both parties.

Do you provide sound and lighting equipment?

Yes. The venue provides a full complement of professional sound, lighting, and rigging systems. However, you must submit a detailed technical rider to ensure compatibility. If you require specialized gear (e.g., a full drum riser, custom lighting rig), you may bring it in at your own cost, subject to approval.

Is there parking available for my crew and guests?

Yes. The venue is located near multiple public parking garages and surface lots. Valet service is available for premium events. You can purchase discounted parking passes in bulk for your crew and VIP guests.

Can I bring food and drinks into the venue?

All food and beverage service is handled by the venue’s in-house catering team. Outside food and drinks are not permitted, except for medical or dietary needs with prior approval.

Conclusion

Booking a show at the Old National Centre in Indianapolis is more than a logistical task—it’s an opportunity to connect with a vibrant cultural community and perform in one of the nation’s most beautifully preserved historic theaters. Success comes not from luck, but from preparation, professionalism, and persistence. By following the steps outlined in this guide—from researching the venue’s capabilities to submitting a compelling proposal and executing a flawless event—you position yourself as a trusted partner in Indianapolis’s arts ecosystem.

Remember: The Old National Centre doesn’t just host shows—they cultivate experiences. When you approach your booking with an artist’s heart and a producer’s discipline, you don’t just get a date—you earn a legacy. Whether you’re a rising local act or a national touring act, this venue rewards those who respect its history, understand its audience, and deliver excellence on every level.

Start your journey today. Research. Prepare. Submit. And let your performance speak louder than any proposal ever could.