When we started doing outdoor shows, we discovered that Florida venues were packed full of award money. Naturally, we thought that showing at Florida would be a good idea since if we win a nice-sized award, that's just gravy added to the sales figures. The decision proved a good one for us, but Florida is just about the only market where awards are offered. So Florida's our main stomping ground.
Whether or not a show offers awards factors pretty strongly into our decision making process. Who else here considers awards when applying to shows?
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I also think they are important especially when you have no idea if you will sell enough to pay expenses. Awards have saved many artists from having to go home empty handed.