| Channel | ROAS | Role |
|---|---|---|
| Google Search | 20.9x | Highest-intent buyers |
| Artist Video Liners | 21.8x | Best creative asset |
| Performance Max | 6.2x | Broad reach + conversion |
| Meta (FB / IG) | 3.98x | Awareness + retargeting |
| Email / SMS | — | 17,800 contacts · free |
| Radio | — | 1,480+ activations |
GMA. Today. Rolling Stone. Billboard.
70% from outside Davidson County. Nashville was all in.
Every channel firing at once. That's a coordinated launch.
The audience we built forgot MCR existed.
Budget-driven selections. This gap requires marketing.
No PR. No ads. No email. No content. No launch.
70% of 2025 visitors were Nashville metro.
They haven't been reached.
Arbitrary deadlines. No messaging strategy.
No decision structure moving at crisis speed.
Recommendations overridden. Timelines imposed.
The team that generated $3.36M — sidelined.
Same demo. 5 days before MCR. Resale avg $475.
Standing out requires marketing. We haven't started.
Year 1 at this point: 13,945.
| Scenario | Tickets | Sell % | Net P&L |
|---|---|---|---|
| Current Pace | ~8,500 | 22% | -$4.2M |
| Bearish | 14,200 | 37% | -$3.8M |
| Base Case | 21,500 | 56% | -$2.8M |
| Bull Case | 29,600 | 77% | -$1.8M |
| Sellout | 38,400 | 100% | -$609K |
Even at sellout: -$609K. Goal: minimize loss, protect Year 3.
| Night | MCR Avg | Tour Avg | vs. Market |
|---|---|---|---|
| Miranda Lambert (Thu) | $122 | $268 | 54% below ✓ |
| Charley Crockett (Fri) | $92 | $83 | 11% above ⚠ |
| Jon Pardi (Sat) | $113 | $188 | 40% below ✓ |
Friday night needs adjustment. Theater artist priced above market for arena seats.
Awareness first. Pricing last. Each lever has a gate.
Target: 15% → 25%
Gate: 25% by March 15. Target: 25% → 35%
A comp is marketing spend, not a loss.
Gate: 30% by April 15. Target: 35% → 50%
Revenue from a sold seat beats $0 from empty.
Target: 45% → 65%
Comp the upper bowl if needed.
In 2025, 12% sold in last 48 hours.
That's the value of executing this plan.