BOOKING AGENCY EXTENDS FAMILY TRADITION

Mike Ford enjoys working behind the scenes. As the owner of Ford Entertainment and Productions in Cape Girardeau for more than 20 years, he's carried on a family business that has made it's mark operating that way.

It all began in 1956, when Ray Ford, Mike's father, opened Ford's Booking Agency in Cape Girardeau. The agency booked singing acts all over the Midwest, including artists such as Jerry Lee Lewis and Neal Sadaka.

"It was one of the biggest booking agencies in the Midwest," Ford said. "The majority of our business was from out of town, but we've always operated the business out of Cape Girardeau."

By the time Mike graduated from Southeast Missouri State University in 1971, his father thought it was time he took over the business. In Mike's hands, the family business prospered, and in 1987, he changed the name to Ford Entertainment and Productions. In 1989, a branch office was opened in St. Louis.

Ford said the entertainment industry has changed drastically since the business began, most noticeably in the price of the talent.

Although the agency can arrange entertainment for small parties in the form of anything from ventriloquists to magicians up to major concerts and shows, the price of the major artists continues to flabbergast clients.

For example, an artist like Ricky Van Shelton, who performed a private concert for the Gilster Mary-Lee Corporation last year in Cape Girardeau, can cost as much as $30,000 for one show.

And the artists' price can change rapidly, according to their popularity with fans, measured mostly by album sales.

One of the hottest singers right now is Garth Brooks, Ford said.

"Garth Brooks has gone from $7,500 three years ago to a quote price of around $150,000 to $200,000," he said. "Brooks is probably about as hot as you can get right now."

But artist can also profit from working out an agreement that they take 80 to 90 percent of ticket sales. This is often a more lucrative arrangement.

"I heard that Garth Brooks walked away from the Houston Astrodome with a million dollars," Ford said.

Other artists are extremely popular and expensive regardless of the whims of the consumer. They are the legends in the entertainment world, the ones whose drawing power never fades. Stars like Liza Minneli, Elton John, and the relative newcomer and mega-successful Harry Connick Jr. can command $200,000, and more if their contract includes a percentage of ticket sales.

But once Ford finds an artist that suits the client and the client's budget his job is to handle all the details. Often, specific demands must be met for the artist, and some of the requests can be a bit extravagant.

"Some of the vocal groups have a tendency to go a little overboard with their requests," he said, describing a request from a heave metal band for large amounts of jelly beans with a certain flavor picked out.

"Others want a certain vintage wine and others are vegetarians," he said. "But you've got to understand, these people are on the road a lot."

Ford said most of his work is done over the phone or using a fax machine. And a lot of it involves travel. When he produces a concert, he and his employees are there personally to see to it the event goes off without a hitch.

The majority of Ford's clients are in the Midwest, south and southeast. But not always.

"We book all over the country. We've even done a corporate act in Hawaii."

Another thing that's changed about the entertainment business is the number of crew members with whom the artists travel. Years ago, the artists used to set up their own equipment, and didn't have personal managers, public relations people, lighting directors and tractor trailers full of equipment and props.

"It used to be all you had to provide was a stage," he said. "Now, the list goes on and on. It's big business."

Ford said the most-requested type of entertainment right now is classic rock from the 1960s and 70s. But then there are always the requests for other types of entertainment. And whatever the client wants, Ford will almost always get it for them.

He can book anyone from Natalie Cole to the Pink Flamingos, and The Righteous Brothers to David Copperfield.

Connections are what's important, he said, and good ones come only after years in the business.

"Over the years we've established a national network of resources," he said. "It's just like any other business, it takes a while to get established."

For said the entertainment business just gets better with time. Future plans include possibly establishing a second branch office in Denver.

"Some people look at this type of business as being glamorous, and sometimes it is," he said. "I can't say its not fun, but there is a lot of work before the fun begins."