Selling Memorable Premium Experiences for Guests and Fans

Premiumization is a powerful modern phenomenon across many sectors of our economy. Consumer spending on entertainment has boomed over the past 5 years, but with consolidation and price increases, fans are putting more net discretionary spending into fewer, select experiences. Consumers are willing to spend more—in some cases, a lot more—to secure a high-end, VIP, elite experience… but they expect their investment to be worth it. Venues that don't take advantage of this opportunity are leaving real money and guest goodwill on the table.

Join Brian Bauer of Bauer Entertainment Marketing and Nick Masters from On The Stage to discuss strategies for music venues, theatres, and performing arts centers to incorporate premiumization elements into their 2027 planning. We’ll discuss:

Strategies for offering and merchandising premium inventory during the discovery and booking flow
Campaigns to run before the event to promote and upsell patrons to a more premium experience
Initiatives to ensure the guest’s experience on site delivers the premium promise—and keeps them coming back for more

Featured speakers:

Brian Bauer

President and Founder of Bauer Entertainment Marketing

An Inc. 5000 honoree, BEM helps music, sports, and entertainment brands grow. Clients include X Games, NASCAR, and Ryman Auditorium, with campaigns delivering as much as $6.2M in sales and 59X ROI. Brian has spoken at SXSW, Billboard’s Live Music Summit, and IEBA.
Nick Masters

Head of Business Development (OTS)

Nick specializes in UX/UI, systems analysis, and business planning, with considerable commercial insight into the experience and theatre space. He’s focused on building the systems and technology that will drive the experience economy’s growth.

Let's fill the house.

See how OTS brings ticketing, marketing, fundraising, and patron loyalty together, for your organization specifically.

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