Event & Festival Hullabaloo. Words by Mike Mauer.

Latest stories

How to Price An Event: Part 1


Intro It’s hard to understate the importance of developing a rock-solid event pricing strategy.  Between the vast maze of challenges you need to navigate during the event planning process, your pricing is the first and most important.  Why?  It’s simple: before you are able to deliver a stellar experience, you need to actually get people through the doors. That said, it’s always a surprise to...

[Podcast] Mastering Events: Mike Mauer (SaveLive, Sparrow)


I recently had the pleasure of sitting down with Rod Yates from Audience Republic for an enlightening chat on their Mastering Events podcast. We dived deep into the world of event marketing, reflecting on my journey through the industry, the pivotal lessons I’ve learned, and the innovative strategies that have helped me maximize ticket sales along the way. Check it out below or where ever...

How to Price An Event: Part 2 – Determining Your Value


Intro This is the second part of a three-part series on building a pricing strategy.  In this part, I’ll be diving into the details of how to determine your event’s perceived value.  If you need a primer before jumping into the deep end, head on over to How to Price An Event: Part 1 to learn about cost-plus pricing versus value-based pricing. I left off in the last section talking...

How to Price an Event: Raising Your Value (and Making More Money) [Part 3]


Intro This is the third and final part of my series on how to build a successful pricing model for your event.  In Part 1, I discussed the goals of a solid value-based ticketing strategy and why it’s so crucial to your event.  Part 2 dove into the details – namely, how to actually determine the central data point for your entire strategy: What is your event’s actual perceived...

Interview: Mike Mauer on Successful Event Marketing, Maximizing ROI on Meta, Impactful Email Marketing, and more


Below is a really fun interview interview I did with the team at the event marketing software Audience Republic. Check out the interview here or read it below. Mike Mauer has a random meeting in the middle of the woods to thank for his career in music and events. “I had graduated college and I was going to a kegger in the woods, in northeast United States,” he chuckles. “And we stumbled upon...

Is the era of the mega-fest dead?


We’re deep into the COVID-19 crises and it’s natural to wonder what things will look like on the other side.  Event professionals are struggling with a completely decimated industry and are looking towards the long road of rebuilding ahead of them.  So what lies ahead? First a quick caveat – I don’t normally like to make predictions since it usually amounts to guesswork...

Ultimate Marketing Checklist: The Festival Lineup Announce


Simply put: Your lineup announcement is the most critical point during your festival season.  It’s the largest chance you have to deliver your message in a BIG way, get new eyeballs on your festival and generate significant momentum.  If done correctly, your public on sale following the announcement can generate up to 50% of your sales for the entire season (Hell, I’ve even sold out a festival...

The Bull Case for Live Nation


Recently Live Nation stock has been on a tear, growing nearly 40% in one month while having virtually no concerts.  I’ve seen lots of griping about this online. How the hell can it possibly be performing so well when we have no idea when concerts will return? While it’s true that a lot of optimism from the recovery is being baked into the price, there’s a little more going on...

Podcast: Building Your Music Marketing Arsenal & Learning to Pivot And Build New Skills [Making it with Chris G.]


Chris Goyzueta and I had an awesome 2-hour chat about marketing & the music industry for his podcast “Making It”. We covered a TON of ground: What to do if you’ve been furloughed and how to come back smarter than ever How to promote concerts on a shoe-string budget Why some publicity stunts work incredibly but others fall completely flat How we produced & sold out...

Interview: Where do we go from here?


I recently sat down with the Back of House team to chat about the state of the live music industry and where I think things might be heading.  We discuss how the festival business model will change, how employment might be different for industry workers, plus a bunch of other great stuff.  We even dive into my history in music for a little, which is something I rarely get to do. Subscribe to...

GoForMike Event & Festival Hullabaloo. Words by Mike Mauer.

Recent Posts