Tour merch is more than a table of tees. It is logistics, forecasting, late approvals, venue settlements, and quick pivots. In Shirt Show episode 272, Dylan sits down with Angel Juarbe, a tour merch veteran who has worked with Taking Back Sunday, Shawn Mendes, Drake, Oprah, and Michelle Obama. Co-host Jared Mendelewicz of AKT joins to unpack what really happens on the road and how printers can set bands up for a win-win.
From friend’s band to arena tours
Angel started on the road helping a friend in Taking Back Sunday (not a bad start), then moved into merch. He learned every rung of the ladder: vending at small clubs, counting back stock with venue teams, running multi-stand setups in arenas, and settling sales at 1 a.m. The role evolves with the room size. At scale, merch becomes part logistics lead, part warehouse hand, part late-night accountant.
Creative vision meets production reality
Fans buy stories, not ink counts. That said, production choices can throttle supply. Specialty blanks, garment dyes, and effects like puff can look great, yet they slow restocks and raise costs. Angel has seen tours leave serious revenue behind because replacement stock could not be made fast enough. Balance the look with the lead time, then plan a simple backup item that can be printed quickly when a hit design sells out.
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Tour-ready insights for printers
- Forecasting beats firefighting: Push for attendee projections and per-head targets early. Even rough numbers let you phase production and place blanks in time.
- Less is more at the table: Data shows a few designs drive most sales. Guide clients toward a focused line, then keep a fast-reprint option ready.
- Ship like a pro: Use sturdy double-wall boxes. Label clearly with product name, size run, and quantity in a large font. Place the label on two sides so crews can load with labels facing out. Box dividers help when mixing sizes.
- Countable case packs: Aim for 72, 84, or 96 per box when possible. Avoid 70-plus-pound boxes that slow crews and crush on pallets.
- Know the venue cut: Arena and theater deals often take 15 to 20 percent in exchange for staffed stands across the building. Clubs that take a cut while the band vends deserve a discussion. Plan your price points accordingly.
- Price with confidence: Tees at clubs commonly hit $40 now, with arenas higher. Quality blanks like popular heavyweights can support price, yet simplicity still sells.
- Posters and limiteds: City-specific prints and small-run items add buzz. They should complement, not complicate, the core line.
Upgrade the band-printer connection
Tour success comes from shared expectations. Ask for deadlines on final art and product lists. Align on a reprint plan, approved substitute blanks, and minimum lead times. Clarify who approves swaps when stock is tight. Document box labels, case counts, and receiving notes so every shipment is show-ready the moment it hits the dock.
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Action checklist for your next tour client
- Create a one-page spec: blanks, inks, color counts, finishings, approved alternates.
- Build a phased PO plan tied to on-sale, rehearsals, and Week 1 sales.
- Pre-price with venue cuts and tax in mind to hit target margins.
- Prepare a simple, fast-to-print design as the emergency restock.
- Standardize box labels: design name, SKU, sizes, quantities, PO, stand destination.
Want more behind the scenes stories and insights from printers and industry pros? Watch more episodes of the Shirt Show.