By Adam Lovinus
By Lilledeshan Bose
By Gabriel San Roman
By Rachel Mattice
By Stephanie Zacharek
By Daniel Kohn
By Nate Jackson
By Mike Seeley
The Block's Marketing Director Mark Reynado wants you to come to his shopping center. He might even book your band—if that's what it takes.
What are your responsibilities at the Block?
My main responsibility is to promote the shopping center and drive traffic. It's not just about selling gift cards and customer service. It's also about event planning and coordination—being the hands-on guy, looking for the talent and booking them—I feel it's my responsibility to put on a show. With the diversity and musical talent we have in Southern California it's a cutthroat market; as for any type of musical promotion bands want to do—I'm here to help them out. It's like an exchange: they play here and provide the entertainment and at the same time they promote themselves.
So part of the way you want to drive traffic to the Block is with musical acts?
That's correct. I started in October. I want to bring in quality acts. I am looking to book bands that would want to be seen, want to be known. These could be cover bands, high school bands—we have a lot of teens here. It's a family environment, so I want family-friendly bands. Cinco de Mayo is coming up—I'd like mariachis, Mexican folk dancing and maybe Spanish rock. During the summer months I'd like to book jazz performances. I'm coming here with an open mind hoping to celebrate all the cultures, to celebrate the diversity of Southern California. This would not be possible if I was at an indoor center.
How do you find bands?
The power of the Internet is awesome. I've been putting ads on MySpace and Craigslist and we've been getting a great response. MySpace is a godsend. People look there to find talent. Right now it's about weeding through those requests and finding the best bands, but I'm more than happy to hear demos.
So you're hoping to book local bands, not just name acts?
I definitely want to support the community as opposed to bands that are already known. There are a lot bands that have come out of Orange County, so however I can support the community is a priority.
THE BLOCK AT ORANGE IS LOCATED AT 20 CITY BLVD. W., ORANGE. SEND DEMOS TO THE BLOCK, SUITE C5. VISIT WWW.BLOCKATORANGE.COM FOR MORE INFORMATION.