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The Tunnel

The Tunnel was a groundbreaking electronic music event aimed to shed light on upcoming producers and artists in the San Francisco Bay Area. This event was particularly special as it was a project I was given complete creative freedom over and led from concept to execution. I am delighted to share that we surpassed revenue estimates by an incredible 53%. 

Project Overview

  • Research & Branding
     

Conduct market research and develop innovative branding strategies to elevate the profile and appeal of a dynamic music event

  • Concept Design
     

Design an immersive concept for a house music event, blending cutting-edge audiovisual technology with a unique theme that encapsulates the vibrant and rhythmic essence of house music

  • Marketing and Ticketing

Devise compelling marketing materials and strategies for an event, utilizing a mix of digital and traditional platforms to captivate and engage a diverse audience, while amplifying the event's unique energy 

  • Craft an innovative ticketing strategy for event, leveraging early bird specials, exclusive VIP packages, and engaging social media campaigns to attract and excite a wide range of music enthusiasts

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In a strategic initiative to pinpoint the ideal audience for a house music event in the Bay Area, my approach encompassed a multi-faceted research process, blending traditional methods with digital strategies.

Surveys and Comparative Analysis

  • Conducted detailed surveys via Qualtrics and Instagram to understand preferences in music, event attendance, and spending habits of college students in the San Francisco Bay Area interested in electronic music

  • The social media surveys were instrumental in identifying key attributes and interests of potential attendees as well as performers

  • Conducted a comparative analysis of other popular music events in the Bay Area, specifically looking at UC Berkeley and University of San Francisco's entertainment organizations

The survey indicated that the most engaging events focused on underground themes, rave culture, upcoming artists, electronic and production heavy music, and vibrant dystopian themes. This helped in selecting the color scheme and the title, The Tunnel.​ 

 

The Tunnel symbolizes a passage, a transformative experience where attendees enter one state of mind and emerge in another, transformed by the power of music.

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3. Social Media Trend Analysis and Content Strategy​

  • Evaluated content styles, color schemes, and keywords that resonated with this demographic

  • Implemented trial and error methods to enhance social media engagement, adapting strategies based on user interaction and feedback

  • Developed a content strategy that appealed to young users, focusing on attractive color schemes and engaging keywords

  • Ensured that content reflected the event's exclusive, funky, electronic, exciting, mysterious vibe

4. Exclusive and Personalized Approach

  • To amplify the event's exclusivity, there was a personal outreach to private groups and individuals.

  • VIP access and exclusive merchandise was offered which encouraged word-of-mouth promotion and created a buzz around the event

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​The concerted effort in research and strategy culminated in creating an event that was unique and appealed directly to the identified target demographic.

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​Ticketing Strategy with Posh VIP

 

I selected Posh VIP as our primary ticketing platform. This choice was driven by several key features that aligned perfectly with the event's needs and expectations.​

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  • QR Code Ticketing

    • ​Posh VIP's QR code ticketing system streamlined the entry process, offering a hassle-free, secure entry for attendees.

  • Sales and Multiple Ticket Tiers

    • ​The platform supported various ticket tiers, including VIP access and early bird tickets, allowing us to cater to different audience preferences and budgets.

  • Text Blasts for Engagement

    • Utilized Posh VIP's text blast feature to keep our audience engaged and informed about event updates, building excitement and maintaining communication.

  • Convenient Payment Options:

    • The availability of Apple Pay and integration with Apple Wallet made the purchasing process incredibly convenient for users, particularly for those using iOS devices.

  • Ease of Access:

    • Posh VIP does not require an app download meant that ticket buyers could access their tickets and event information effortlessly, without the need for additional software.

  • Split Deposits:

    • This feature allowed for efficient financial management, particularly useful in handling revenues from different ticket tiers and managing event cash flow.

  • Colorful Ads and Marketing Integration

    • ​Posh VIP’s capability to integrate colorful ads was instrumental in keeping our marketing vibrant and aligned with 'The Tunnel's' thematic elements.

  • Reminders and Notifications

    • ​Automated reminders and notifications ensured that attendees were well-informed about the event details, reducing the likelihood of no-shows and last-minute confusion.

 

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In implementing our ticketing strategy, we capitalized on these features to not only streamline the ticketing process but also to enhance the overall event experience. From the initial purchase to the day of the event, every interaction with Posh VIP added to the anticipation and excitement of 'The Tunnel', while ensuring convenience and efficiency. The utilization of Posh VIP not only simplified the logistical aspects of ticketing but also played a key role in marketing and customer engagement, aligning seamlessly with the event's innovative and user-friendly ethos.

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'The Tunnel' was not just an event; it was a carefully crafted experience, a journey facilitated by music and enhanced by every sensory detail. This project showcased my ability to conceptualize and execute a music event that resonated deeply with attendees, offering them not just entertainment but also an immersive, multi-sensory adventure.

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