OWN YOUR OWN STORY: IDENTITY AS A MARKET STRENGTH
Panelists:
Brian Bauer, Bauer Entertainment Marketing (BEM)
Jill Brenner, Neste Live!
Janice Jimenez, Climate Pledge Arena
Nikki Harris, Country Thunder
Ante Zlomislic, Fallsview Casino Resort
Moderated by: Olivia Christian, Sixthman
Sponsored by: NS2 & FPC Live
Owning Your Market and Message
“Creative is the new targeting,” opened Brian Bauer (BEM). “Localize your ads so the algorithm understands who and where you’re talking to. Bake the market name into the creative itself. And make partnerships collaborative—stop charging venues to use promo content for the very shows they’re selling.”
At Fallsview Casino Resort, Ante Zlomislic said success comes from programming for the property as a whole: “Nostalgia acts like Kool & The Gang and Air Supply are driving hard tickets right now, but we’re also investing in Canadian talent to offset exchange-rate pressure and fill both our Avalon Theatre and OLG Stage. It’s about balance and brand consistency.”
Nikki Harris (Country Thunder) described how each festival adapts its identity: “Desert Arizona, tropical Florida, farm fields in Saskatchewan, city skyline in Calgary, summer-camp vibes in Wisconsin—each market gets its own look. But across all, the new normal is last-minute buying. Our job is to manufacture urgency and pull revenue forward.”
In Seattle, Janice Jimenez (Climate Pledge Arena) said the brand’s commitment to sustainability drives creativity: “We ask, ‘Is this necessary?’ and rely on digital canvases and an in-house creative team to deliver spectacle without waste. Our ‘Sound of C’ campaign—C for comedy, concerts, community—lets us customize without losing the thread.”
Jill Brenner (Neste Live!) emphasized partnership. “Artists, radio, sponsors, creators—everyone needs to feel like part of one team. Start the sales cycle before the lineup drop with teasers and audience build. That foundation helped a Cody Johnson show sell out in minutes.”
Knowing Your Audience
“Treat partners like teammates and align on data,” Bauer said. “Promoters only see the buyer—about 2.7 tickets per order—so two-thirds of the audience is invisible. Share what you can, co-own KPIs, and fill in the gaps together.”
“At Fallsview,” Ante added, “we program every corner—matching bar stages to headliner genres, syncing F&B offers to visitor types, even launching an outdoor Backyard Barbecue series to expand the experience beyond the ticket.”
Janice encouraged proactive listening: “We watch fan feedback and respond fast. Messaging like ‘Know Before You Go’ helps manage expectations. Creative thinking can solve problems that used to require wasteful ‘big looks.’”
Jill said constant communication keeps relationships strong: “Regular updates across digital, radio, PR, and sponsors make partners feel seen. Ask artists what they need amplified outside your sales cycle—that’s how you unlock extra support. ”
Nikki added, “We watch fan chatter. When audiences in Canada started discovering new U.S. artists, we built boutique-style promos with sponsors and radio that created buzz before they ever hit our stage.”
Programming Trends
Nostalgia acts remain casino gold, Ante said, but taking risks matters: “Adding emerging artists like Yungblud or Red Clay Strays brings in new demos and mid-week traffic.”
“Genre assumptions keep breaking,” Janice noted. “Progressive Seattle sold out comedy and saw huge Latin audiences. Data keeps us honest.”
“Pre-announce runway matters,” Jill said. “Build audience anticipation weeks in advance, not the week before.”
Nikki reminded that fan behavior has shifted: “Last-minute buying is real. We’re layering milestones—pricing tiers, merch deadlines, and side-stage programming—to keep fans engaged and spending earlier.”
And Bauer closed with a call for openness: “Fight data silos and scalper friction by working together. Partnership and fan value will determine who wins.”
2026 and Beyond
Janice said Climate Pledge Arena will celebrate five years by documenting its community and sustainability impact. Nikki plans to use milestone-led content across seven Country Thunder festivals to retrain buyers toward earlier purchasing. Jill urged teams to “go bigger and braver” through new digital channels, national market takeovers, and cross-platform storytelling. Ante stressed early routing and long-term planning as key to staying competitive. Bauer added that policy shifts and fan-first strategies will shape the next phase of growth.
Moderator Olivia Christian (Sixthman) closed by reminding the audience that knowing your story—and expressing it authentically in every market—is the foundation for lasting success.
Key Takeaways
Identity is strategy. Define what makes your brand distinct, then express it through every touchpoint.
Partnership wins. Treat promoters, venues, sponsors, and artists as teammates, not silos.
Localization drives sales. Creative that reflects a market’s personality performs better than one-size-fits-all campaigns.
Data is power—but share it. Transparency builds stronger teams and better results.
Fans buy late. Create milestones, incentives, and “now” moments to move revenue earlier.
Purpose sells. Sustainable practices, community storytelling, and nostalgia can all reinforce brand identity.
Be agile. Genres, audiences, and buying patterns are evolving—listen, learn, and adapt fast