That's a big investment before I've sold a single ticket.
It is. The hotel deposit, the AV, the producer: a lot of it is due before you know how the room will fill. Amy Y. named that exact fear about her first big event. It deserves a real answer.
Put the fee next to one enrollment. With a program priced over $10,000, our fee usually comes to about one or two enrollments. Our job is to make the room produce far more than that, and to save you money in the contracts on the way there.
In their words
Hosts who felt the same way
From clients and partners we've produced events with.
“If you're gonna do it, do it right. Give yourself the best chance of success.”
“I had a lot of anxiety about doing my first live event. It was a big financial investment. My first live event resulted in 6 figures plus in cash for my business.”
“A lot of meeting planners want to get focused on balloons and confetti. No, I want outcomes. I want to make money. I'm doing the event because I want to serve my client base and I want to make money. And Shay gets that.”
The production, phase by phase
Where the fee goes to work
Tap a phase to see what we do and what stays with you.
We map who should be in the room, what they need to believe before the offer, and when it comes. This is the conversion architecture of the event.
Your side: One strategy session. Approve the plan.We send RFPs to several hotels, bring you a short list, and negotiate the contract: attrition, food and beverage minimums, AV, and room-block audits. One line removed from one venue contract saved a client $15,000.
Your side: Pick from the short list.Every line item, every deposit date, and the payment plans venues and vendors will usually accept. You know when money is due before it's due.
Your side: Approve the budget.A ticket tracking sheet that separates tickets sold, people likely to come, and confirmed attendees. We flag a gap early, while there's still time to close it.
Your side: Your list, your marketing, your invitations.A minute-by-minute run of show built around the offer. AV, vendors, a speaker liaison, and clear roles for your team.
Your side: Review it and rehearse.We lead your team on site, handle what comes up, and keep you on time, fed, and grounded.
Your side: Be on stage. Eat lunch.We review buying units, enrollment rate, and stay rate, and set the follow-up plan for people who didn't enroll in the room.
Your side: Make the follow-up calls.
The math
The fee, next to the room
| Recent client event | Attendees | Event revenue | Our fee as % of revenue |
|---|---|---|---|
| Physician-practice coach | 46 | $516,997 | 5.4% |
| Child-care business summit | 68 | $251,846 | 5.0% |
| Coaching community event | 143 | $238,098 | 6.3% |
| Sales-training event (price point under $10K) | 201 | $215,541 | 12.8% |
Most of our clients sell programs priced at $10,000 or more. At that price, one or two enrollments usually covers our fee.
From a real room
Mid-size room
A prosperity coach fills a 51-person room
About two and a half months of planning. Roughly $7,800 in revenue for every person in the room.
Planning time is an estimate.
Your side
Run a conservative version of your room
The enrollment rate starts lower than what our past rooms have done. Move the sliders to match your offer.
If our fee equals one or two enrollments, that's , which is . This is an illustration, not a quote or a promise. For a full projection, use the Event Revenue Calculator.
The cost of waiting
What staying put costs
Waiting doesn't make the event cheaper. Good dates and good hotel terms get harder to find the later you book, and the enrollments a room would have created don't happen at all.
Another way in
Maybe it isn't a full production yet
Want to see your numbers first? The Event Revenue Calculator shows what your room could produce, and a Strategy Call costs nothing.
Let's look at your room together
On an Event Strategy Call we'll walk through your offer, your audience, and what an event could produce for you. If it isn't the right move yet, we'll tell you.
Results shown come from past client events. They are not typical and not a promise. Your results depend on your offer, your audience, your list, and your follow-through. Client names are shortened for privacy. Some cost and planning-time figures are estimates and are marked as such.