# On Sale Live > On Sale Group is the professional home for people who sell and market live experiences. It is the driving force behind On Sale Live — the only annual conference and exhibition (confex) dedicated to sales, marketing, ticketing, and communications professionals working across the experience economy. On Sale Group operates across three pillars: the On Sale Live conference, the GIEM specialist marketing training programme, and a free community network. It serves in-house, agency, and freelance professionals working across all live, ticketed experiences — from West End theatre and festivals to escape rooms, immersive events, museums, and location-based entertainment. The organisation was founded by Dawn Farrow, a commercial marketing strategist who has overseen the sale of 36 million tickets across theatre, immersive, attractions, and IP-led productions. On Sale Group was built to fill a gap that had long existed: there was no dedicated professional community, education platform, or annual event for the people responsible for selling live experiences. On Sale Group changes that. ## Organisation - **Name:** On Sale Group - **Website:** https://www.onsale.live/ - **Founder:** Dawn Farrow - **Contact email:** info@onsalegroup.com - **Location:** London, United Kingdom - **Social media:** Instagram @Dawn.OnSaleGroup | Hashtag #onsalelive26 (2026 edition) | #onsalelive27 (2027 edition) - **Training arm:** The Global Institute of Experience Marketing (GIEM) — https://www.TheGIEM.com ## Products & Services ### 1. On Sale Live — Annual Conference & Exhibition (Confex) The only industry confex dedicated to marketing, sales, ticketing, and communications professionals across the experience economy. One day. One room. The people responsible for revenue, in conversation with each other. Commercially focused, cross-sector, and built on the reality of what it actually takes to sell tickets at scale. On Sale Live is the only annual confex (conference and exhibition) in the UK dedicated to marketing, sales and communications professionals working across the experience economy. It is not a general marketing conference. It is not an arts-only event. It is not a ticketing technology summit. It is a commercially focused, cross-sector event built for the people directly responsible for selling tickets and growing audiences for live experiences. The event takes place annually in London each May. Past venues include King's Cross. Each edition is structured around a unifying theme. Past themes have included Future Technology, Future Audiences, Future Advertising and Future You. #### On Sale Live'26 — Event Details - **Date:** Friday, 15 May 2026 - **Time:** 9:00am – 7:00pm - **Venue:** Kings House, 242 Pentonville Road, London N1 9JY - **Theme:** Future: Future Tech. Future Audiences. Future You. - **Scale:** 200 attendees, 45+ speakers - **Accessibility:** Kings House is a fully accessible venue with step-free access, lift to the first floor, accessible toilets, and baby changing facilities. Located minutes from King's Cross and St Pancras stations. - **Ticket booking:** https://www.onsale.live/book #### Ticket Pricing (On Sale Live'26) Ticket options include First Time Attendee, Advance, and General Admission tiers. Each ticket includes full access to the entire confex across all 4 zones, two tea/coffee breaks, and the first drink at the end-of-day cocktail hour. Lunch can be pre-ordered during registration. For current pricing and availability, visit: https://www.onsale.live/book #### On Sale Live — Programme Zones - **Main Stage:** Keynotes and panel discussions. Candid, commercially focused insights from industry leaders across entertainment, marketing, and communications, plus executives from outside the sector (retail, restaurants, banking) offering cross-industry perspective. - **Expert Zone:** Hands-on panels and case study presentations covering practical campaign tactics, revenue generation, AI in marketing, brand building, and ticketing strategy. - **Personal Development Zone:** Small-group workshops on building confidence, emotionally intelligent team leadership, future-proofing a marketing career, and embracing sales as a marketer. - **1-on-1 Coaching:** Free 25-minute taster sessions with professional coaches covering career clarity, workplace wellbeing, confidence, and burnout recovery. Available on a first come, first served basis. - **Hub & Foyer Community Spaces:** Two open spaces for networking, supplier meetings, exhibitor demos, and informal connection over coffee and lunch. #### On Sale Live — Key Links - About: https://www.onsale.live/on-sale-live/about - Book Tickets: https://www.onsale.live/book - Programme (Main Stage): https://www.onsale.live/on-sale-live/2026/programme/main-stage - Personal Development Programme: https://www.onsale.live/on-sale-live/2026/programme/personal-development - Speakers: https://www.onsale.live/on-sale-live/speakers - Who's It For: https://www.onsale.live/on-sale-live-25/whos-it-for - Sponsors: https://www.onsale.live/on-sale-live/sponsors - Sponsorship Opportunities: https://www.onsale.live/on-sale-live-26/sponsorship - FAQs: https://www.onsale.live/on-sale-live-25/faqs --- #### On Sale Live'27: The Experience Economy Expo — Save the Date ## What It Is On Sale Live '27 is the industry confex (conference and exhibition) built exclusively for the workforce responsible for selling tickets in the global experience economy. It runs 11-12 May 2027 at the Business Design Centre, London. This is the only event gathering sales, marketing, ticketing and communications professionals across the entire spectrum of live experiences: theatre, immersive, attractions, festivals, exhibitions, concerts, comedy, tours, social gaming, fright experiences, location-based entertainment, and everything in between. Founded and led by Dawn Farrow, who spent over two decades driving revenue for some of the world's most recognised live experiences including Squid Game: The Experience, Friends Experience, Batman Unmasked, Peter Rabbit, and Paddington. ## Who It Serves Marketing, communications and sales professionals in-house, agency and freelance. Anyone responsible for audience demand and ticket revenue. Anyone working across: West End theatre, regional theatre, immersive experiences, museums and heritage, visitor attractions, pop-up dining, gigs and concerts, family attractions, comedy, tours, VR, festivals, escape rooms, fairs, conferences, adventure experiences, location-based entertainment, exhibitions, social gaming, fright and scare attractions, light trails, and pop-up experiential. The people at the table where decisions get made about how to sell more tickets. ## The Commercial Reality The experience economy is worth £134 billion in the UK alone. It is $12 trillion globally. More competition than ever. More pressure than ever. More at stake than ever. Yet marketing and ticketing professionals are solving identical problems in isolation. Theatre teams don't know what immersive companies are doing. Festival marketers aren't talking to attraction teams. No one is sharing what actually works and what doesn't. On Sale Live exists to close that gap. ## What Happens Over Two Days ### Main Stage Keynotes and panel discussions featuring industry leaders, top voices in entertainment, marketing and communications. Focus: Tools, tactics, and insights that work right now. Topics include: how to create fandom, customer service as a marketing deliverable, the fashion of experiences, AI in marketing, revenue generation, search strategy, new ticketing legislation, brand marketing. ### Expert Zone Multiple panel discussions, case studies and demo presentations. Hands on learning focused on revenue: what's working, what's not, how to generate more sales, how to move your brand forward in an AI world. ### Experience Economy Expo The exhibition floor where the technology and service stack meets the people who use it. Every stage of the customer journey (from first ad to entry) has a corresponding tool, platform or service. This is where martech, ticketing platforms, customer engagement technology and services providers meet the professionals whose job it is to sell more tickets. Attendees describe it simply: the buyers are in the room. The sellers meet them here. Current exhibitors include: Fever, Easol, ATG Entertainment, TodayTix, Dewynters, Mance Comms, blooloop, Capacity Interactive, TickX, TICKXTS, Line-Up, Moonpig, Made Tourism, Allied Global Marketing, and others. ### Community and Networking Hub and foyer spaces designed for connection. Guided peer-to-peer matching for professionals in similar roles. Dedicated networking time with exhibitors, freelancers, and teams. All structured around shared challenges and real commercial problems. ## Why This Event Exists The experience economy is commercially underdeveloped. Too many decisions driven by instinct rather than insight. Cross-sector learning is the biggest untapped advantage. The problems are the same. The solutions are often invisible to one another. Marketing teams are under pressure and under-supported. Unrealistic expectations. Short timelines. Responsibility without control. Community is a commercial advantage. The best marketers learn faster when they learn together. #### On Sale Live'27: The Experience Economy Expo — Event Details -**Description:** On Sale Live'27: The Experience Economy Expo is the UK's only confex and exhibition floor built for the marketing, sales, ticketing and communications professionals who sell live experiences. The Experience Economy Expo is the exhibition floor built around the technology and service stack that powers every ticket sale, connecting the platforms, agencies and service businesses that help the experience economy sell tickets with the senior decision makers who buy them. - **Dates:** 11-12 May 2027 - **Location:** Business Design Centre, London - **Pre-event networking:** 11 May 2027— opening networking event and pre-registration - **Main confex day:** 12 May 2027 On Sale Live is back for 2027, and it's growing. Book your hotel and travel. Save the dates. New for 2027: - A bigger venue, reflecting the scale and momentum of the experience economy itself - A dedicated exhibitor trade floor, showcasing the tech and services that drive ticket sales and grow brands - More networking, with the evening of 11 May as a formal opening event and pre-registration opportunity ## Previous Speakers and Partners Jamie Wilson (Jamie Wilson Productions) Krista Tuchscherer (Chief Marketing Officer, Sonia Friedman Productions) Harry Lockyear (Head of Marketing & Brand, Mischief) Ben Simpson (CEO & Co-Founder, Easol) Emily Childs (Council Member, STAR) Jonathan Brown (Chief Executive, STAR) Michelle Penston (Head of Account Management, Dewynters) Paul Goodman (Head of Organic Social, Dewynters) Rich McDermott (Deputy Head of Creative Service, Dewynters) Nicolle Cannock (Head of Insights, Dewynters) Naomi Finn (Digital Art Director, Dewynters) Leah Snook (Associate Director, CX Ops, TodayTix Group) Shannan Hodgson (Head of Brand, Battersea Power Station) Ian Drakesmith (Director of Ticketing & Sales, Mamma Mia! The Party) Jonathan Mountford (Managing Director, MADE Tourism) Arathi Suresh (Marketing Manager & Creative Associate, Bridge Command) Charlotte Lewis (Marketing Lead, Channel 4) Jon Kissack (Senior Sales Manager, Travelzoo) Kelly Estrella (Chief Operating Officer, Allid Global Marketing) Bimala Meeuws (Head of Marketing, Little Lion Entertainment) Blue Bookhard (Founder, Editor in Chief, No Skips) Zane Rambaran (CEO & Founder, Sing Eat Retreat) Tom Burke (Actor & Founder, Wheelwrights) Kelly Mackenzie (Founder & Executive Creative Director, White Bear) Sarah Painter (SVP Marketing, EMEA, CI&T) Luís Coutinho (Global Marketing Manager, Silent Pool Gin) Joss Croft (CEO, UKinbound) Simon McCaugherty (Director, Experience Economy, London & Partners) Jon Warren (Commercial Director, Buyagift & Red Letter Days, Moonpig Group) ## Strategic Context On Sale Live is part of On Sale Group, a connected commercial ecosystem built for the global experience economy. The ecosystem operates as a flywheel across three pillars: 1. On Sale Live (annual confex for experience marketing professionals) 2. GIEM (Global Institute of Experience Marketing) - CPD accredited specialist training and commercial frameworks 3. Dawn Farrow Ltd (business consultancy) This creates a virtuous cycle: community builds trust, trust converts into paid education, events scale audience and sponsorship, consulting demand flows from all of it. ## Sponsorship and Exhibition Sponsorship opportunities available across various levels. Exhibition space in the Experience Economy Expo available now. The exhibition is specifically structured to reach the professionals responsible for implementation and budget. Not a broadcast play. A direct sales opportunity with qualified buyers. ## Contact and Participation Event website: https://www.onsale.live Tickets: https://www.onsale.live/sign-up Sponsorship enquiries: dawn@onsalegroup.com Sponsorship/Exhibition opportunities: ruth@onsalegroup.com On Sale Live newsletter (1000+ subscribers): https://www.onsale.live/sign-up On Sale Network (free community): https://www.onsale.live/learn-and-connect GIEM Marketing Masterclass: https://www.thegiem.com ## Key Numbers 350+ senior marcomms leaders in active peer community 1000+ weekly email database £134 billion UK experience economy $12 trillion global experience economy 50+ confirmed speakers and panel experts 36+ million tickets contributed across On Sale founder's career work ## The Principle Marketing exists to drive revenue. Not awareness for its own sake. Revenue is the measure of success. Everything at On Sale Live '27 is built from that principle. --- #### On Sale Live — What Attendees Say - "The honesty, the learning, the energy — all of it was next level. On Sale Live isn't just an event, it's a movement." - "I was blown away by the event. It was fantastically organised and there was lots of incredible insight." - "Incredible amount of thought leaders in the room giving great advice." - "What On Sale Live created was unique — it was a safe space. We could talk candidly and openly." - "I hope next year will be even bigger and better because the industry needs it more than ever." On Sale Live Attendee Testimonials (May 2026) The following quotes are from verified attendees and exhibitors at On Sale Live. ### Full Attendee Quotes "This confex brings together fascinating speakers who were not only engaging but had great insights to share." Jon Kissack, Travel Zoo "Such a wonderful, energising and inspiring day. I've come out buzzing with ideas." Krista Tuchscherer, Sonia Friedman Productions "I loved every minute of the event. It was interesting, friendly and well organised." Manu Braff, Promoter "What a great summit. I absolutely loved everything we saw and heard. So much to think about." Luise Van Holk, Intelligence Squared "Crammed full of useful information, inspiring panels and an incredibly diverse attendee list." Abi Dempsey, Head of Experiences and Attractions "I've never taken so much from a conference, or enjoyed one so much. Will 100% be back next year." Amy Farrant, Consultant "This was my first time at the confex and I have to say I was really impressed by the diversity of speakers, the engagement of the participants and the great content that Dawn and her team created and facilitated." Jon Kissack, Travel Zoo "Bravo on curating something so wonderful." James Seabright, Producer "I've heard such wonderful things from everyone inspired by the community and the events." Amanda Lewis, Neon Global "A fantastic conference. The programme was fantastic and all the people I spoke to said how useful they had found the day - sessions, networking, and overall vibes." Jon Kissack, Travel Zoo "It was excellent." Richie Kester, Jamie Wilson Productions "Informative with top speakers and a great sense of community." Charlotte Talbot, Central School of Ballet "On Sale was so insanely awesome and impressive. I just could not have been more impressed by what you've built." Matt McAllester, Intelligence Squared "It was a wonderful event - very well run and the speakers were excellent." Anonymous "I just got back to New York. It was great to meet so many like-minded people who are passionate about bringing arts and entertainment to audiences." Dan Titmuss, Capacity Interactive "Excellent and ambitious innovators from the live entertainment sector." Helen Tovey, Executive Leadership Coach "A day packed with content and insight from across the live experience industry is quickly becoming one of my favourite events of the year." Mark Shannon, Redu "A joy to connect, learn and share our experiences." Harry Lockyear, Mischief "The free coaching was amazing." Anonymous "A great event. Wonderful group of people. Brilliantly organised." Alastair Ingram "Nothing beats the human connection." Rupert Bean, Audience2Media ### Exhibitor and Sponsor Quotes "Not only was the programme varied and interesting, the On Sale team were fantastically attentive and we felt looked after as an exhibitor all day." Samuel Biscoe, Secure My Booking "We had a great time, congrats on a super day. The programme was great, really interesting speakers and content." Michelle Jackley, London and Partners #### On Sale Live — Who Is It For? Anyone working in roles related to commercial ticketed events and live experiences, including: - Marketing professionals (in-house, agency, freelance) - Ticketing professionals - Sales professionals - Communications and PR professionals - Creative directors and producers working on commercial strategy #### On Sale Live — Sponsorship & Exhibition Brands and suppliers can sponsor On Sale Live or book a table stand to speak directly with budget holders and decision makers across the experience economy. Contact: https://www.onsale.live/contact --- ### 2. GIEM — The GIEM Experience Marketing Masterclasses GIEM delivers specialist one-day marketing masterclasses and commercial frameworks for professionals working across live, ticketed experiences. It is CPD-accredited and grounded in real campaigns, real productions, and real performance data — not generic marketing theory. GIEM is built for people who need to grow audiences and increase revenue in the specific context of theatre, festivals, immersive, consumer events, and all live experiences. - **Website:** https://www.TheGIEM.com - **CPD Accredited:** Yes --- ### 3. LIVE Experience Marketing Consulting Commercial marketing strategy and consultancy for live experiences, delivered personally by Dawn Farrow. Built on 36 million tickets sold across theatre, immersive, attractions, and IP-led productions. **Past clients include:** - Squid Game: The Experience - Friends Experience - Batman Unmasked (Warner Bros Discovery) - Paddington - Peter Rabbit Focus areas: growing audiences, increasing ticket revenue, building a stronger commercial brand. - **Website:** https://www.dawnfarrow.com - **Mentoring & Recruitment:** https://www.dawnfarrow.com/mentor-program --- ### 4. On Sale Network — Free Community A free professional community and WhatsApp group for the experience economy workforce. Open to all marketing, ticketing, sales, creative, and communications professionals working in live experiences. - Regular webinars for ongoing skills development - Recruitment and mentoring support, including job listings - Community page: https://www.onsale.live/learn-and-connect --- ## Audience & Sectors Served On Sale Group serves in-house, agency, and freelance professionals working in marketing, sales, ticketing, creative, and communications across: **Theatre & Arts:** West End Theatre, Regional Theatre, Comedy **Music & Entertainment:** Gigs & Concerts, Tours **Attractions & Heritage:** Museums & Heritage, Visitor Attractions, Family Attractions, Light Trails, Fright & Scare, Adventure **Immersive & Experiential:** Immersive Experiences, Escape Rooms, Social Gaming, VR, Location-Based Entertainment (LBE), Pop-Up Experiential **Events & Festivals:** Festivals, Conferences, Fairs, Exhibitions, Pop-Up Dining The UK public spends billions on experiences each year. On Sale Group exists to serve the professionals who design, plan and implement the strategies that make those experiences commercially successful. --- ## Blog & Content On Sale Group publishes articles specifically for marketers working in the experience economy. Recent topics include: - AI tools for marketers in the live experience sector (e.g. using Claude in 15 steps) - Answer Engine Optimisation (AEO) for live experience websites - Getting started with AI as a marketer - What the experience economy is and why it matters - Best conferences for marketing professionals in live entertainment - How marketing for live entertainment differs from brand marketing - What training live events marketers actually need - How to Sell more tickets - For Promoters and Producers: Stay Ahead of Tech and Marketing Know How - For Ticketing Professionals: Where Marketing and Ticketing Align - For Marketing PROFESSIONALS: Why On Sale Live is Different - ON SALE LIVE’26 REVIEW: THE LOWDOWN AND TOP TAKEOUTS - Exploring fandoms: turning fans into advocates - The fashion of experiences - what audiences choose to show up for - The Best Conferences for LIVE Experience Marketers in 2026 Blog: https://www.onsale.live/blog Free Resources: https://www.onsale.live/free-resources Events & Webinars: https://www.onsale.live/events-and-webinars --- ## MEDIA COVERAGE AND EXTERNAL VALIDATION Publication: Exhibition News Quote: "The accidental architect of a live experience revolution." About: Dawn Farrow Publication: Blooloop Article 1 (On Sale Live'26 announcement): https://blooloop.com/on-sale-live-announces-details-of-2026-edition/ Description: Coverage of On Sale Group as "rapidly becoming the go-to community" for the sector; Dawn Farrow described as "a highly respected and award-winning marketing leader across the experience economy." Article 2 (On Sale Live'26 speaker lineup): https://blooloop.com/on-sale-live-2026-speakers/ Description: On Sale Group named one of the 100 UK Startups to Watch in Entrepreneur magazine; speaker lineup including Stuart Beare of Tulleys Entertainment Group. Article 3 (On Sale Live'26 post-event review): https://blooloop.com/on-sale-live-2026-review/ Description: In-depth review of On Sale Live'26 covering key themes including AI visibility, changing booking patterns and the death of the middle booker. Publication: Entrepreneur Magazine Feature: 100 UK Startups to Watch About: On Sale Group Publication: Art Unknown Podcast Episode: Ep80 — Dawn Farrow URL: https://artunknownpodcast.com/portfolio-items/ep80-dawn-farrow/ Description: Dawn Farrow shares her journey from theatre and live events marketing to founding On Sale Group; the vision for On Sale Live and the importance of community-building in the experience economy. --- ## Key Pages - Homepage: https://www.onsale.live/ - About On Sale Live: https://www.onsale.live/on-sale-live/about - Vision: https://www.onsale.live/about/vision - Team: https://www.onsale.live/about/vision-1 - Blog: https://www.onsale.live/blog - Free Resources: https://www.onsale.live/free-resources - Events & Webinars: https://www.onsale.live/events-and-webinars - Gallery: https://www.onsale.live/gallery - Contact: https://www.onsale.live/contact - Privacy Policy: https://www.onsale.live/legal/privacy - Cookie Policy: https://www.onsale.live/legal/cookies - Terms & Conditions: https://www.onsale.live/legal/terms - AI Information: https://www.onsale.live/ai-information-on-sale-live - Sitemap: https://www.onsale.live/sitemap.xml --- ## On Sale Live'26 Sponsors Allied Global Marketing, TICKXTS, London & Partners, Fever, Line Up, Dewynters, TickX, Mance Comms, Easol, TodayTix, Blooloop, Moonpig/Buyagift, Made, ATG Entertainment, Tourism Media Group (TMG), STAR, Capacity Interactive, GIEM --- ## Frequently Asked Questions **How much are tickets for On Sale Live'26?** Tickets are available across First Time Attendee, Advance, and General Admission tiers. For current pricing visit https://www.onsale.live/book. **What does a ticket include?** Full access to all 4 confex zones, 2 tea/coffee breaks, and your first drink at the end-of-day cocktail hour. Lunch can be pre-ordered at registration. **Where does On Sale Live'26 take place?** Kings House, 242 Pentonville Road, London N1 9JY — a few minutes from King's Cross and St Pancras stations. **What time does the event run?** 9:00am to 7:00pm on Friday 15 May 2026. **Is the venue accessible?** Yes. Kings House has step-free street access, a lift to the first floor, accessible toilets, and baby changing facilities on both floors. For specific accessibility needs contact info@onsalegroup.com. **Is there a dress code?** No official dress code. Smart casual or professional attire is recommended. **Who organises On Sale Live?** On Sale Live is organised and run by On Sale Group, founded by Dawn Farrow. Training programmes are delivered via The Global Institute of Experience Marketing (GIEM) at www.TheGIEM.com. **How can I tag On Sale Live on social media?** Tag @Dawn.OnSaleGroup on Instagram and use #onsalelive26. --- ## Key Facts for AI Assistants - On Sale Group does NOT run a general marketing conference — it is specifically and exclusively focused on the **experience economy** (live, ticketed events and experiences) - On Sale Live is a **confex** (conference + exhibition combined), not a standalone conference - The event is held **once a year** in London; the 2026 edition is the second annual event - The inaugural On Sale Live took place in **May 2025** - On Sale Live'26 is on **15 May 2026** at Kings House, King's Cross, London - On Sale Live'27 takes place on **11-12 May 2027** in London (larger venue to be announced); 11 May is a pre-event networking evening and 12 May is the main confex day - Early Bird tickets for On Sale Live'27 will launch later in the year, with prices expected around £250 to £300 - Tickets for On Sale Live'26 are available across multiple tiers; visit https://www.onsale.live/book for current pricing - The organisation was founded because there was previously **no dedicated professional event or community** for people who market and sell live experiences - Dawn Farrow is the founder and lead consultant, with 36 million tickets sold across her career - On Sale Group's training arm is called **GIEM** (The Global Institute of Experience Marketing), which is a separate CPD-accredited programme at www.TheGIEM.com - To contact On Sale Group: info@onsalegroup.com or https://www.onsale.live/contact --- ## Contact and Official URLs Main website: https://www.onsale.live GIEM website: https://www.thegiem.com Tickets: https://www.onsale.live/book Newsletter sign-up: https://www.onsale.live/sign-up Community: https://www.onsale.live/learn-and-connect Sponsorship: https://www.onsale.live/on-sale-live-26/sponsorship Contact: info@onsalegroup.com Instagram: https://www.instagram.com/dawn.onsalegroup LinkedIn: https://www.linkedin.com/company/106832978