This past December, leaders from Live Entertainment ascended on Aspen, CO for the 15th Annual Aspen Live Conference.   Since many of you weren’t able to attend (our capacity is 200 each year), here are some key points I took away from this year’s event that you can put into practice today to help grow your business.

PRIME THE PUMP – Let’s give guests real incentives for purchasing tickets early versus waiting to see if there will be a fire sale.  What if after your tickets went on-sale, they went up by a dollar each day?  That might be the extreme but certainly worth a try.

USE DATA LIKE AMAZON – If you are like me, you purchase books on  One of the great features of this site is each time you visit; they have recommendations just for you based on previous purchases.  This isn’t the same as spamming someone about one show because they bought tickets to another. 

FILM TRAILERS – The reason so many of us like film trailers are that they give us a good sense of what we are in for if we go see that movie.  Let’s do the same with our shows.  Bill Young Productions cut a Bon Jovi tour spot that is where we should be heading.

LOYALTY PROGRAMS – We need to be thinking differently here…maybe like the airlines.  Guests accrue benefits that they don’t pay for based on the number of shows they see…tickets they turn your friends on to, etc.  If you don’t keep-up, you lose your points.  Kick-ass and you may never have to pay for a show again. 

CULTURAL ANALYTICS – If you haven’t been introduced to Next Big Sound and Alex White, you should.  Essentially they have more data on the music business than you could dream of.  They follow the 6-major social networks…and well, see for yourself

MORE POWER TO FANS – We must make it easier to go from “I’m interested” to “I’m buying”.  That’s where new companies like Iggli come in.  Another company that everyone in Live should know. 

NEW REVENUE MODELS – This can get very complicated as it relates to paying talent, etc…but what if we charged by the car…or the count-up idea above where tickets cost a dollar more each day…or guests get bigger discounts the more tickets they purchase…you get the idea. 

We have a chance to really innovate in 2010…take chances.  You could start with some of the ideas above.

Thanks for reading and all the emails and feedback.  Please keep them coming!



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