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Case study of a successful live events business

The Texas Tribune’s success in live events was designed around a centerpiece annual paid festival and a diversified free events strategy.

This 2013 look at the evolving events strategy for the Texas Tribune shows how the organization has built an events business as a core part of its portfolio. The case study includes both details about its events as well as key considerations for how to maintain an events business. In particular, the piece highlights their logic for not making ticket revenue part of the revenue model at most Texas Tribune events, the importance of knowing and building a relationship with the audience in an events strategy, and the need for flexibility to create events programming that engages local residents in a timely fashion.