Maximizing the potential of your station's events

Plan a brainstorming session now for next year's events.

Sit down with your key people and analyze all the events you have been doing. Determine 5 new revenue opportunities for each event. Start by asking, "What/how do we sell the event now?" Then ask, "What can we add, delete, do differently."

Heritage events are ripe for such analysis. Though solid revenue contributors, heritage events always run the risk of the “boredom factor.” Always be in “building” mode: Make your events fresh, keep them exciting, and you will maximize revenue.