Dave Matthews Band and `N Sync will roll through Ames and most of us won’t think twice about what it took to bring Dave and Justin to Hilton Coliseum.

But the man behind it is Mark Miller. He’s responsible for everyone from Aerosmith to Garth Brooks coming to Ames. And when those shows have come and gone, he’ll continue booking.

That’s the work of the director of programming. He keeps the events coming in and the tickets selling out. In a rare free moment, Miller expounded on his job, how the booking process works and memorable celeb encounters.

Justin Kendall: As director of programming, what are your duties?

Mark Miller: I manage the Iowa State Center’s programming division, which is responsible for the scheduling, recruitment, coordination, client services and guest services for all events including contemporary concerts, family entertainment, ISU activities, Season at Stephens Performing Arts Series, Martha-Ellen Tye Performing Arts Institute events, conferences and special events in Hilton Coliseum, Stephens Auditorium and Fisher Theater. I also oversee the Ticket Office, which sells tickets to all Center events except ISU Athletics events.

JK: How long have you been with the center? How long have you been the director of programming?

MM: I started as a part time employee in 1985. I have been the director of programming since 1994.

JK: Could you take me through the process of booking a band or performer?

MM: When an artist decides to tour, promoters begin routing the tour across the country. We get numerous phone calls from promoters checking available dates in our facility and then placing dates on hold that will work into the tour schedule. At this time we also submit to the promoter estimated expenses – what it will cost to host the event at the Center. Artists’ touring dates are usually limited to about 40 to 60 shows. So across the nation we are up against a lot of competition trying to book the acts in Ames. If the date and expenses work for the artist and promoter, the processes of getting the show on sale starts. Since we are on the Ticketmaster ticketing system, we work with them to set the show up for the on sale dates. The show is advertised, goes on sale, travels to Ames and wows the central Iowa fans, then loads out and heads to the next venue.

JK: What factors do you look at when you are looking at bands, performers and acts to book?

MM: The time of year, how well they are doing at other venues, the costs, is it something that the central Iowa market wants to see, does it fit in the mission of the university. The popularity of the act in the market.

JK: Do you try to cater to a particular audience or try to book an act or show that will sell the most tickets?

MM: We try and find shows that appeal to a majority of people. We also want to book shows that are successful for the promoters so they continue to bring other big names to this market. Relationships with your audience and promoters are key to making a successful event.

JK: What performers would you like to see in the future?

MM: I usually look at it from a business standpoint. I like the shows that sell tickets. From a personal standpoint I would like to see Garth Brooks tour again.

JK: What shows/acts/performers are you trying to book now? Can you name-drop any? Give any hints?

MM: I have a policy not to talk about any of the shows I am currently working on until we confirm the show. I will tell you that there are a couple of major shows being worked on as we speak.

JK: What do you believe are the entertainment tastes of the Ames community? Musically and in other forms of entertainment?

MM: Very diverse. I think with the makeup of the students, faculty, staff, Ames community and surrounding areas there are a lot of different genres we need to cater to.

JK: Do you have concerns about losing acts and shows to the Iowa Events Center once it is finally built?

MM: I’m concerned about all competition in the surrounding area. A new building may bring more shows to the Midwest, which may help all of us in the long run.

JK: How do you answer people who say you’re not booking for the student population? Do you believe that has merit? Is it just a case of not being able to please everyone?

MM: We try really hard to secure events for the students since they are a big portion of our audience. As I said before, it is hard to get the acts since there are a lot of buildings chasing the same shows. This semester we feel we have booked an eclectic mix of artists, from Ani DiFranco, `N Sync and Dave Matthews Band to Steven Curtis Chapman, Champions on Ice and Alan Jackson, that not only appeal to ISU students, but central Iowa fans as well. Our performing arts series also features innovative and progressive events like “Rent,” Copenhagen, Trinity Irish Dance and jazz violinist Regina Carter that are offered at discounted ticket prices for students through special funding by GSB. It is something more students should take advantage of.

JK: What events have grossed the most in your tenure as director of programming?

MM: Garth Brooks and the Eagles. `N Sync is closing in quickly. In the stadium, Billy Joel and Elton John was the highest grossing show.

JK: Do you get free tickets?

MM: I get lots of requests for free tickets but I have to pay for tickets to the show just like anyone else.

JK: Have you met any of the artists or performers? If so, which ones stand out as memorable?

MM: Garth Brooks was very nice. Bill Cosby, who performed a free show for the students in August of 1998, was extremely funny.