“Live music touring is about that personable relationship and we’re here to provide that as a charter organisation,” Elliot Bottomley, Managing Director at Equinox Charter, began. “Touring is back, heavier than ever – and we’re here to support it.”
Equinox staff have a wealth of experience within the live music industry, founders of both, Equinox Travel and Equinox Charter, have been involved in tour travel for the last 20-30 years. Bottomley, who has previous experience in artist management for Carl Cox, emphasised client relationships, providing a cross-section of services, and the importance of working with suppliers that know the business: “What became apparent post-COVID was how many touring artists are relying on aircraft charter,” Bottomley commented. “With new commercial challenges and heavier touring schedules, it sometimes isn’t possible without the flexibility and versatility of chartering their own aircraft. We’re often involved in more than moving the artist, providing larger aircraft to move crews and equipment.”
“Private aircraft charter is expensive and we’re not naïve to this, however, the luxury associated with private travel often goes out the window – we’re mostly called upon for critical movements. That said, the value of flexibility can outweigh the costs. Charters can be more economical than some realise. Larger private planes, with more passengers, can compete per seat against similar commercial business class tickets. It’s worth seeking a comparative quote for a challenging routing.”
Often an agent’s best friend, private travel can be used to unlock full touring potential, allowing an artist to perform multiple key shows over a weekend that wouldn’t be possible logistically otherwise.
Despite playing a role in how some artists and crews tour globally: sustainability and a wider ESG plan is at the top of Equinox’s priorities. “As part of one of our main initiatives, ‘EESI’, we allow empowerment to our clients by choice of supplier beforehand, which contrasts with offsetting once the damage has been done,” Bottomley explained. “EESI – the ‘Equinox Enhanced Sustainability Initiative’ assesses air operators on their flight culture and other ESG credentials objectively.”
The initiative involves a three-tiered analysis of both private and commercial operators on, ‘Culture, Efforts and Procedures’ undertaken by Equinox’s own Sustainability Officer – Equinox is one of the first to create such a position to support its clients. A top-tier assessment includes an assessment of fuel burn, raw material use and even noise considerations. With more artists performing as diligently as possible in line with sustainability practices, clients can also request specific environmental travel assessments from Equinox. “Sustainability remains on everyone’s tongue and now the dust is settling post-COVID, the steps that the business aviation sector is making towards cleaner travel is incredible and it is only going to grow,” Bottomley continued.
With the live touring industry bouncing back strongly after the pandemic, he is positive that the growth will continue into 2024. “I don’t see the demand continuing to grow quite like it has, but rather it will settle, and we will get used to the regularity of demand that touring provides us,” he stated. “There remain challenges of course, and we’re certainly not immune to them. There are so many factors that come into play that influence a flight. Our job is to ensure we undertake due diligence as thoroughly as we can and with this comes reliability.”
Bottomley concluded: “There is a real reliance on private travel for reliability, and we’re advocates for that. We take the magnitude of our responsibility very seriously, ensuring artists get to where they need to be, safely and on time.”
Words: Elliot Bottomley
Photo: istock
