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events-entertainment.md
88 lines · skills/reverse-engineer-marketing/references/industries/events-entertainment.md at 88c79f6
1# Events and Entertainment: Teardown Pack
3Load this pack for ticketed events, venues, festivals, conferences run as businesses, sports teams, live entertainment, and attractions. Every event is a launch with a hard deadline: demand builds through a sequence of announcements and sales phases, and inventory expires on the day. The growth story is how they sequence announcements, price phases, and fill the last seats.
5For a company that runs webinars or events as a marketing channel, use the **events** skill instead.
Events and Entertainment: Teardown Pack
Load this pack for ticketed events, venues, festivals, conferences run as businesses, sports teams, live entertainment, and attractions. Every event is a launch with a hard deadline: demand builds through a sequence of announcements and sales phases, and inventory expires on the day. The growth story is how they sequence announcements, price phases, and fill the last seats.
For a company that runs webinars or events as a marketing channel, use the events skill instead.
Raw lines 1 to 67## Contents
8- How to recognize it
9- What drives growth here
10- Signals to collect
11- Going inside
12- Rules that limit copying
13- Plays that usually transfer
14- Metrics to ask about
16---
Contents
- How to recognize it
- What drives growth here
- Signals to collect
- Going inside
- Rules that limit copying
- Plays that usually transfer
- Metrics to ask about
Raw lines 7 to 17
18## How to Recognize It
20- "Get tickets", "Buy passes", or "Register" as the main call to action, linking to a ticketing platform (Ticketmaster, AXS, Eventbrite, Dice, See Tickets, Tixr, or a conference platform).
21- Ticketing on a `tickets.` or `register.` subdomain, which `teardown.mjs dns <domain>` and `teardown.mjs subdomains <domain>` surface.
22- Lineup, speaker, or schedule pages; dates and a venue on the homepage; sponsor logos and a "Sponsor" or "Partner with us" page.
23- `Event`, `MusicEvent`, `SportsEvent`, or `Festival` schema on event pages.
24- `teardown.mjs detect <domain>` flags ticketing platforms (Ticketmaster, Eventbrite, AXS, DICE, Tixr), ticket and lineup calls to action, and event schema types. Confirm the industry with the user.
How to Recognize It
- "Get tickets", "Buy passes", or "Register" as the main call to action, linking to a ticketing platform (Ticketmaster, AXS, Eventbrite, Dice, See Tickets, Tixr, or a conference platform).
- Ticketing on a
tickets.orregister.subdomain, whichteardown.mjs dns <domain>andteardown.mjs subdomains <domain>surface. - Lineup, speaker, or schedule pages; dates and a venue on the homepage; sponsor logos and a "Sponsor" or "Partner with us" page.
Event,MusicEvent,SportsEvent, orFestivalschema on event pages.teardown.mjs detect <domain>flags ticketing platforms (Ticketmaster, Eventbrite, AXS, DICE, Tixr), ticket and lineup calls to action, and event schema types. Confirm the industry with the user.
26## What Drives Growth Here
28- **Announcement sequencing.** Date reveal, first lineup or speakers, headliner, schedule, and final additions are each a demand spike. The order and spacing are deliberate.
29- **Price phases create urgency.** Early bird, tiered general admission, group and VIP packages, and late price increases move buyers forward. Dynamic pricing on major platforms changes prices with demand.
30- **Presales build the list.** Fan club, credit card, sponsor, and email presales reward sign-ups before the public on-sale, and the list is the real asset across years.
31- **Repeat attendance and community.** For recurring festivals and conferences, alumni, returning-buyer offers, and year-round content decide how much each edition costs to sell.
32- **Sponsorship can matter more than tickets.** For conferences and many festivals, sponsor revenue funds the event, so the sponsor deck and sponsor roster tell you how the business works.
What Drives Growth Here
- Announcement sequencing. Date reveal, first lineup or speakers, headliner, schedule, and final additions are each a demand spike. The order and spacing are deliberate.
- Price phases create urgency. Early bird, tiered general admission, group and VIP packages, and late price increases move buyers forward. Dynamic pricing on major platforms changes prices with demand.
- Presales build the list. Fan club, credit card, sponsor, and email presales reward sign-ups before the public on-sale, and the list is the real asset across years.
- Repeat attendance and community. For recurring festivals and conferences, alumni, returning-buyer offers, and year-round content decide how much each edition costs to sell.
- Sponsorship can matter more than tickets. For conferences and many festivals, sponsor revenue funds the event, so the sponsor deck and sponsor roster tell you how the business works.
34## Signals to Collect
36| Signal | Where or how | What it shows |
37|---|---|---|
38| ★ Announcement timeline | `teardown.mjs hero <url>` and `teardown.mjs history <url>` on the homepage and lineup or speaker page; their social posts by date | Each reveal, dated; every announcement becomes a move in moves.csv |
39| ★ Price phase history | `teardown.mjs history <url>` on the tickets page, plus archived ticketing pages | When each price tier opened and sold out, and how much prices rose |
40| Presale structure | Presale sign-up pages, sponsor and card presales, email announcements | Which partners get early access and how they grow the list |
41| Sell-out and low-inventory messages | Archived ticket pages and their social posts ("Tier 2 sold out") | Pace of sales by phase; label sell-out claims as reported |
42| ★ Secondary market prices | Resale listings on secondary ticket marketplaces, checked over time | Real demand: resale above face value means underpricing or strong demand |
43| Sponsor roster over time | Archived sponsor pages and logos by edition | Sponsor growth, churn, and which categories pay |
44| Sponsorship deck | Their public "Sponsor" page and any public prospectus | Packages, prices, and the audience claims they sell to sponsors |
45| Speaker or artist promotion | ScrapeCreators pulls on the artists' and speakers' own channels about the event | How much reach comes from the lineup promoting themselves |
46| Paid ads | `teardown.mjs sc-ads <name> --domain <domain>` and ad libraries, by date | Spend timing around on-sale dates and the final weeks |
47| Email and SMS capture | Sign-up forms, waitlists, and "notify me" pages | How they collect demand before tickets go on sale |
48| Group and affiliate programs | Group discount pages, ambassador or promoter codes, affiliate links | Peer-to-peer and promoter-driven sales |
49| Content between editions | Recordings, recaps, podcasts, and year-round newsletters | How they keep the audience warm for the next edition |
50| Public company filings | `teardown.mjs filings <company>` for listed promoters, ticketing companies, and teams' parent companies | Attendance, ticket fees, and sponsorship revenue at scale |
Signals to Collect
| Signal | Where or how | What it shows |
|---|---|---|
| ★ Announcement timeline | teardown.mjs hero <url> and teardown.mjs history <url> on the homepage and lineup or speaker page; their social posts by date | Each reveal, dated; every announcement becomes a move in moves.csv |
| ★ Price phase history | teardown.mjs history <url> on the tickets page, plus archived ticketing pages | When each price tier opened and sold out, and how much prices rose |
| Presale structure | Presale sign-up pages, sponsor and card presales, email announcements | Which partners get early access and how they grow the list |
| Sell-out and low-inventory messages | Archived ticket pages and their social posts ("Tier 2 sold out") | Pace of sales by phase; label sell-out claims as reported |
| ★ Secondary market prices | Resale listings on secondary ticket marketplaces, checked over time | Real demand: resale above face value means underpricing or strong demand |
| Sponsor roster over time | Archived sponsor pages and logos by edition | Sponsor growth, churn, and which categories pay |
| Sponsorship deck | Their public "Sponsor" page and any public prospectus | Packages, prices, and the audience claims they sell to sponsors |
| Speaker or artist promotion | ScrapeCreators pulls on the artists' and speakers' own channels about the event | How much reach comes from the lineup promoting themselves |
| Paid ads | teardown.mjs sc-ads <name> --domain <domain> and ad libraries, by date | Spend timing around on-sale dates and the final weeks |
| Email and SMS capture | Sign-up forms, waitlists, and "notify me" pages | How they collect demand before tickets go on sale |
| Group and affiliate programs | Group discount pages, ambassador or promoter codes, affiliate links | Peer-to-peer and promoter-driven sales |
| Content between editions | Recordings, recaps, podcasts, and year-round newsletters | How they keep the audience warm for the next edition |
| Public company filings | teardown.mjs filings <company> for listed promoters, ticketing companies, and teams' parent companies | Attendance, ticket fees, and sponsorship revenue at scale |
52## Going Inside
54- With approval and under the user's real identity, join the email list, presale sign-up, and waitlist, and log every message by date and offer through an on-sale.
55- Walk the ticket checkout to the final payment step and stop. Screenshot the price at the first screen and at checkout, every fee, and any upsells (parking, VIP, merch, insurance).
56- Only buy tickets the user will use, with explicit approval and a set amount. Never use bots, multiple accounts, or tools that get around purchase limits; they're illegal for most US public events under the BOTS Act and break platform terms.
57- For conferences, request the sponsor prospectus only if the user is genuinely considering sponsoring.
Going Inside
- With approval and under the user's real identity, join the email list, presale sign-up, and waitlist, and log every message by date and offer through an on-sale.
- Walk the ticket checkout to the final payment step and stop. Screenshot the price at the first screen and at checkout, every fee, and any upsells (parking, VIP, merch, insurance).
- Only buy tickets the user will use, with explicit approval and a set amount. Never use bots, multiple accounts, or tools that get around purchase limits; they're illegal for most US public events under the BOTS Act and break platform terms.
- For conferences, request the sponsor prospectus only if the user is genuinely considering sponsoring.
59## Rules That Limit Copying
61- **All-in pricing:** the FTC's Rule on Unfair or Deceptive Fees, in effect since May 12, 2025, requires sellers and resellers of live-event tickets to show the total price, including mandatory fees, upfront. Several states have their own ticket pricing laws.
62- **Bots and resale:** the US BOTS Act bans using software to get around ticket purchase limits, and some states regulate resale and speculative listings.
63- **Scarcity claims:** "only a few left" and sell-out claims must be true; deceptive urgency falls under the FTC Act and state consumer protection laws.
64- **Sweepstakes and giveaways:** ticket giveaways that require a purchase or social action follow sweepstakes law and platform promotion rules.
65- **Talent and venue contracts:** artist, speaker, and venue agreements often restrict how names, logos, and recordings can be used in marketing.
66- **Sponsorship disclosure:** paid speaker slots and sponsored content need clear disclosure under the FTC's Endorsement Guides.
Rules That Limit Copying
- All-in pricing: the FTC's Rule on Unfair or Deceptive Fees, in effect since May 12, 2025, requires sellers and resellers of live-event tickets to show the total price, including mandatory fees, upfront. Several states have their own ticket pricing laws.
- Bots and resale: the US BOTS Act bans using software to get around ticket purchase limits, and some states regulate resale and speculative listings.
- Scarcity claims: "only a few left" and sell-out claims must be true; deceptive urgency falls under the FTC Act and state consumer protection laws.
- Sweepstakes and giveaways: ticket giveaways that require a purchase or social action follow sweepstakes law and platform promotion rules.
- Talent and venue contracts: artist, speaker, and venue agreements often restrict how names, logos, and recordings can be used in marketing.
- Sponsorship disclosure: paid speaker slots and sponsored content need clear disclosure under the FTC's Endorsement Guides.
68## Plays That Usually Transfer
70| Play | Run it with |
71|---|---|
72| A dated announcement calendar with a demand spike at each reveal | **launch**, **social** |
73| Price phases with clear deadlines | **pricing**, **offers** |
74| A presale list built months before on-sale | **lead-magnets**, **emails**, **sms** |
75| Lineup or speaker co-promotion kits | **co-marketing**, **influencer-marketing** |
76| Group and ambassador ticket codes | **referrals** |
77| A sponsor page with packages and audience proof | **sales-enablement** |
78| Year-round content that keeps past attendees engaged | **content-strategy**, **events** |
Plays That Usually Transfer
| Play | Run it with |
|---|---|
| A dated announcement calendar with a demand spike at each reveal | launch, social |
| Price phases with clear deadlines | pricing, offers |
| A presale list built months before on-sale | lead-magnets, emails, sms |
| Lineup or speaker co-promotion kits | co-marketing, influencer-marketing |
| Group and ambassador ticket codes | referrals |
| A sponsor page with packages and audience proof | sales-enablement |
| Year-round content that keeps past attendees engaged | content-strategy, events |
80## Metrics to Ask About
82- **Sell-through by phase:** tickets sold per price tier and the date each tier sold out.
83- **Average ticket price and fee revenue:** after discounts and comps.
84- **Repeat attendance rate:** buyers who return the next edition.
85- **List size and presale conversion:** sign-ups and the share who buy.
86- **Sponsorship revenue and renewal rate.**
87- **Cost per ticket sold:** marketing spend divided by paid tickets, by channel.
88- **Show-up rate:** scanned tickets as a share of tickets sold.
Metrics to Ask About
- Sell-through by phase: tickets sold per price tier and the date each tier sold out.
- Average ticket price and fee revenue: after discounts and comps.
- Repeat attendance rate: buyers who return the next edition.
- List size and presale conversion: sign-ups and the share who buy.
- Sponsorship revenue and renewal rate.
- Cost per ticket sold: marketing spend divided by paid tickets, by channel.
- Show-up rate: scanned tickets as a share of tickets sold.