Dr. Abraham George

You have to put enormous amount of energy and then making sure people can get into the parking lot fast and they can get a beer fast and they can go to the bathroom fast. So there's a lot of just operational stuff going on. And of course, then the key elements of the value proposition are The stage acts.

You have to put enormous amount of energy and then making sure people can get into the parking lot fast and they can get a beer fast and they can go to the bathroom fast. So there's a lot of just operational stuff going on. And of course, then the key elements of the value proposition are The stage acts.

So we hire the jousters and the falconer and the jugglers and the comedians and all these guys. And then we have our artisans. We have 170 artisans. So there's the boot maker and the hat maker and the glass blower. And you have to manage all those people. And then there's just enormous amounts of investments.

So we hire the jousters and the falconer and the jugglers and the comedians and all these guys. And then we have our artisans. We have 170 artisans. So there's the boot maker and the hat maker and the glass blower. And you have to manage all those people. And then there's just enormous amounts of investments.

So we hire the jousters and the falconer and the jugglers and the comedians and all these guys. And then we have our artisans. We have 170 artisans. So there's the boot maker and the hat maker and the glass blower. And you have to manage all those people. And then there's just enormous amounts of investments.

In some parts of the country, the Renaissance festivals are in public parks and they just take a few weeks and they build it up. It's more like a tent city. But in even more of the country, as in Texas and New York and Ohio, The fairs are permanent. So it's a permanent theme park. I've got like 200 buildings.

In some parts of the country, the Renaissance festivals are in public parks and they just take a few weeks and they build it up. It's more like a tent city. But in even more of the country, as in Texas and New York and Ohio, The fairs are permanent. So it's a permanent theme park. I've got like 200 buildings.

In some parts of the country, the Renaissance festivals are in public parks and they just take a few weeks and they build it up. It's more like a tent city. But in even more of the country, as in Texas and New York and Ohio, The fairs are permanent. So it's a permanent theme park. I've got like 200 buildings.

And so there's always investment in more parking, more underground electricity, more water pipe, more storage tanks for water, all that kind of stuff. And then finally, probably one of the most important things is the marketing. I just did a talk an hour ago at, I'm at the University of Texas Macomb School of Business, and one of the students was interested in event production.

And so there's always investment in more parking, more underground electricity, more water pipe, more storage tanks for water, all that kind of stuff. And then finally, probably one of the most important things is the marketing. I just did a talk an hour ago at, I'm at the University of Texas Macomb School of Business, and one of the students was interested in event production.

And so there's always investment in more parking, more underground electricity, more water pipe, more storage tanks for water, all that kind of stuff. And then finally, probably one of the most important things is the marketing. I just did a talk an hour ago at, I'm at the University of Texas Macomb School of Business, and one of the students was interested in event production.

And she asked, what do people mess up the most? And I said, what they mess up the most is the marketing investment. So I'd have this benchmark of spending $2 or $3 per patron that you want. If you want to have 10,000 people spend $20,000 on marketing, and a lot of event producers underestimate the amount of marketing spend they need to do. And they don't and they miss doing it rigorously. Right.

And she asked, what do people mess up the most? And I said, what they mess up the most is the marketing investment. So I'd have this benchmark of spending $2 or $3 per patron that you want. If you want to have 10,000 people spend $20,000 on marketing, and a lot of event producers underestimate the amount of marketing spend they need to do. And they don't and they miss doing it rigorously. Right.

And she asked, what do people mess up the most? And I said, what they mess up the most is the marketing investment. So I'd have this benchmark of spending $2 or $3 per patron that you want. If you want to have 10,000 people spend $20,000 on marketing, and a lot of event producers underestimate the amount of marketing spend they need to do. And they don't and they miss doing it rigorously. Right.

So in my first year, 2010, I tried everything, even though I thought billboards were dumb. I'm going to try them anyway. And then I did an exit survey where I asked people, check off everything that you saw and you could add up all the check marks, divide into the spend by vehicle, by radio station, by television station, by billboard location. And you can get an ROI.

So in my first year, 2010, I tried everything, even though I thought billboards were dumb. I'm going to try them anyway. And then I did an exit survey where I asked people, check off everything that you saw and you could add up all the check marks, divide into the spend by vehicle, by radio station, by television station, by billboard location. And you can get an ROI.

So in my first year, 2010, I tried everything, even though I thought billboards were dumb. I'm going to try them anyway. And then I did an exit survey where I asked people, check off everything that you saw and you could add up all the check marks, divide into the spend by vehicle, by radio station, by television station, by billboard location. And you can get an ROI.

And it turns out billboards crushed. And so those are some of the key success factors in the event business.

And it turns out billboards crushed. And so those are some of the key success factors in the event business.

And it turns out billboards crushed. And so those are some of the key success factors in the event business.