What you will learn
A major event is a startup. You begin with a blank sheet of paper, build a strategy, sell as hard as you can, deliver the event, and then close down, with no next season and no renewal campaign. Paul will show you what it actually takes to drive revenue under those conditions, drawing on a career built at the very top of the industry.
- How to build a ticketing strategy from nothing, with no existing fan base or season ticket holders to fall back on
- How to sell a dream rather than a sport, and why that mindset changes how you market an event
- How to use pricing creatively to fill venues and generate atmosphere, not just revenue
- Why a full stadium is not just a commercial outcome but the foundation of the broadcast, the atmosphere and the event's legacy
- How to get fans to commit early, so you can plan, staff, price and deliver with real certainty