From Local to Multi-City: How to Scale Your Event Across Australia and Enter New Markets

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If your event is already the go-to for local festival-goers, imagine the impact you could have by scaling nationally — or even internationally.

Of course, growing an event is hard work. You have to find an entirely new audience — and connect with them. You also have to build new partnerships in a place where your brand doesn’t hold much value yet. So how can you continue to scale your event and break into a new market?

Download our free guide to discover what you need to know to move strategically, scale up, and expand to a new city — and beyond. You’ll learn:

  • When to expand your festival
  • How to identify new cities
  • Tips on building a new community
  • Potential challenges and how to overcome them

For a copy of the guide How to Scale Your Event Across Australia and Enter New Markets, simply complete the form on this page.

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Why and When You Should Expand

In the past year, more than four out of five Australians (88%) attended a live event. In New Zealand, that figure is even higher at 93%. You might be interested in capturing a bigger slice of that pie — but how do you know you’re ready to build your brand, and to scale your event to a different city?

According to Tommy Goodwin, Director of Field Services at Eventbrite, the tipping point for most organisers is their event’s actual capacity.

“If you’ve maximised the number of tickets you can sell in a given city or metropolitan area, and you want to grow your business, you don’t have much of a choice,” says Goodwin. “You might be able to launch an additional event in the same city, but chances are you’ve already saturated that market.”

If your event brand is known for throwing an event once a year, upping that number in the same city can actually be higher risk — demand from your attendees might not be there. That’s when it’s time to think about expanding to a new city and connecting with a new set of potential attendees.

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