2027 Programme
Main StagE
More tools, more data, more channels.
And yet, you’re feeling less certain about what actually sells tickets.
SELLING TICKETS HAS NEVER BEEN MORE COMPETITIVE
Day 1: From Awareness to Conversion
How your audiences discover an experience, decide to buy and complete the booking.
We’ll look at the channels, partners, platforms and pricing driving ticket sales right now.
Day 2: Commercial Optimisation
What happens after the ticket is sold is now a marketing job.
We’ll cover secondary spend, repeat booking, loyalty and word of mouth, and how the best operators are growing the commercial value of every visitor.
Main Stage
DAY 1
✳︎
11 MAY
✳︎
DAY 1 ✳︎ 11 MAY ✳︎
10:10
the state of demand
Where the growth is coming from, and what we should be measuring.
The economic picture for the year ahead. Where new audiences are coming from, which sectors are growing fastest, and how much of that growth we actually understand and can be making use of.
Opening Keynote
Speaker
TBC
11:10
PAID TO POST
What creators know about their fans that marketers and ticket sellers don't
Podcasts, creators and online personalities are selling out venues before they are even booked. Their audience was built long before the first ticket went on sale.
This session asks what they know about their fans that most experiences don't, and how marketers and PR teams can borrow that thinking for their own sales strategy as well as how to maximise creator partnerships.
Panel, 40 mins
Speakers
TBC
11:55
what audiences do before they buy
The research, scrolling and chat that never shows up in a sales report
Before anyone reaches your booking page, they have read the reviews, watched the videos, asked the group chat and compared you with something else.
This panel follows that hidden journey and shows at what moments marketers can step in to win the ticket conversion.
Panel, 40 mins
Speakers
TBC
13:05
SOLD BY SOMEONE ELSE
When a platform sells your ticket, who owns the customer?
Third party platforms bring reach that most many events, experiences and live entertainment could never buy on their own. They also stand between you and your audience.
A frank conversation about the trade between reach and relationship, and practical ways to win the customer back after the sale.
Panel, 40 mins
Speakers
TBC
13:50
THE seat with no window
What airlines can teach us about selling every seat, not just the best ones
Airlines have spent decades turning the least wanted seat on the plane into revenue. Fare classes, dynamic pricing, upgrades and add-ons, all designed so every element is commercially optimised.
How much of this thinking can you borrow and is your ticketing platform choice supporting your ideas?
Panel, 40 mins
Speakers
TBC
13:50
pop up, move in, sell out
Launching an experience in a venue nobody knows about (yet).
Empty shops, warehouses, car parks and purpose built new venues are opening across every city. Each one starts with no listing on google maps, no regulars and no data to go on.
Operators who have opened pop ups and new venues share how they built an audience from a standing start, from choosing the site to the first on sale. They’ll cover how long a temporary venue needs to run to pay back, and what they would do differently next time.
Panel, 40 mins
Speakers
TBC
15:45
everything is immersive now
The growth, the cowboys and who’s really winning
Immersive keeps growing. So does the number of experiences calling themselves immersive, whether they are or not.
For every sell-out there’s a half-built room with a projector and a premium price. Audiences are getting harder to impress, and one bad night out can put them off the whole category.
This session cuts through the noise. Leading operators talk honestly about what makes immersive work commercially, what damages trust across the sector, and who is building brands that will still be selling tickets in five years.
Panel, 40 mins
Speakers
TBC
16:45
BUILT FROM NOTHING
How a personal following became a sold out live audience
A case study celebrity close; a podcast that became a live tour, a personal following that became a ticketed audience.
This is a story of demand built from scratch, told by someone who went through the highs and lows of building it.
Closing keynote
Speaker
TBC
17:15
COCKTAIL HOUR
DAY 2
✳︎
12 MAY
✳︎
DAY 2 ✳︎ 12 MAY ✳︎
10:10
What the Data Told Us, and What It Didn't
From the transaction to the experience
Your ticket data shows who paid and when. It rarely shows what people valued once they were through the door.
Day 2 opens with a case study sharing with you what the numbers reveal, what they miss, and what changes when you start measuring the experience itself.
Opening and Keynote
Speaker
TBC
11:10
WHAT AUDIENCES DO AFTER THEY LEAVE
Reviews, group chats, posts and word of mouth. How to amplify it, and what it's actually worth
The audience journey does not end at the exit. What people say next decides how many tickets you’re going to sell.
This session puts a value on word of mouth and shows how the best experiences encourage it, shape it and turn it into the next wave of sales.
Panel, 40 mins
Speakers
TBC
11:55
exit through the gift shop
Food, drink, merchandise and upgrades, and why the order you sell them in matters
The ticket is only the first sale. In-world bars, merchandise, photos and upgrades can double what each visitor is worth, if they are offered at the right moment.
This panel looks at the order, timing and tone that turn secondary spend into part of the show.
Panel, 40 mins
Speakers
TBC
13:05
culture clash
Four people, four very different ways of keeping an audience
A unique round table and battle of the opinions! Four guests from very different worlds compare how they find, keep and grow an audience, and where they disagree.
Panel, 40 mins
Speakers
TBC
13:50
more money, same trust
Growing revenue per visitor without making audiences feel sold to
Every price rise, upsell and booking fee is a test of trust. Get it right and audiences spend more and come back. Get it wrong and they tell everyone.
A practical session on where the line sits, and how to grow revenue while keeping the goodwill that brings people back.
Panel, 40 mins
Speakers
TBC
14:35
what actually moves the needle with repeat bookers
Second visits, second seasons, and what brings people back
Most events, experiences and live entertainment know repeat customers are worth more. Far fewer know what makes someone return.
Loyalty schemes, memberships, timing and offers, tested against real results. This session separates what works from what simply sounds like a good idea.
Panel, 40 mins
Speakers
TBC
15:45
ai knows your audience. Do you?
What the tools can and can't tell you
AI promises to read your audience faster than any team could. Some of that promise is real.
The session looks at where AI is already helping marketers understand their buyers, where it falls short, and what still needs human judgement.
Panel, 40 mins
Speakers
TBC
16:30
nobody asked for this
From one idea to a global experience empire
The idea that shouldn't have worked but did. A celebration of what it means to take a creative risk and build something an audience didn't know they wanted.
A story of growth and loyalty to close the programme, and the perfect lead into Cocktail Hour.
Closing keynote
Speaker
TBC
17:00