1. 1. FanConventions:Behind theMaskData and trends drivingthe billion-dollar eventboom
2. 2. PresentersRob SalkowitzAuthor, Comic-Con and theBusiness of Pop CultureRob@robsalkowitz.com@robsalkJennifer K. StullerFandom scholar and co-founder,GeekGirl Conjkstuller@ink-stainedamazon.com@InkAmazon
3. 3. Todays AgendaThe evolution of FandomNew, revealing data about fans todayCase study: GeekGirlConBest practices and takeaways for theindustry
4. 4. A little history4
5. 5. Over 130,000 attendeesOver 500,000 sq.ft exhibit hallSold out in < 15 mins$163 million to San Diego1.2 billion media impressions
6. 6. What is fandom really about?
7. 7. $600M+ business in US annually aloneSource: Eventbrite Market Report 2013, based on publicly available data.
8. 8. Fans today and theimplications12
9. 9. Fans love live events!How many total fan-related eventsdo you attend in a year?40%30%20%10%0%None 1 2 3 4 5 or moreSource: Eventbrite Cons: Behind the Mask Survey, July 2014.
10. 10. Theyre fans of everythingDescribe your level of interest across thefollowing genres:100%75%50%25%0%Anime/MangaComicsandgraphicnovelsScienceFiction/FantasySpecialtyfandoms(furry,brony,steampunk, etc)TabletopgamingHorror(includesvampires,zombies,etc)Genre-basedmoviesand TVVideogamesI'm a super fan I'm a casual fan I'm not a fanWebcomics andonlinecommunities
11. 11. Gender and fandomSource: Eventbrite Cons: Behind the Mask Survey, July 2014.45%55%Women Men
12. 12. Gender under age 3050% 50%Women MenSource: Eventbrite Cons: Behind the Mask Survey, July 2014.
13. 13. Cons are for commercePlease tell us how much you spend on yourfan interests in a year:80%60%40%20%0%Local Retailers or storeOnlineConventions (not including travel, lodging or food)Source: Eventbrite Cons: Behind the Mask Survey, July 2014.
14. 14. Fans consume mediaWhen a new movie, game or show comes outthat captures your interests as a fan, you100%75%50%25%0%Line upon launchday/openingweekendPay forpremiumfeatures(IMAX,3D, etc)Always Sometimes NeverSource: Eventbrite Cons: Behind the Mask Survey, July 2014.Participatein promo-tionsBuy aspecialedition,box-set orBlu-RaysBuy extracopies forkeepsakeSubscribeto premiumservicesjust foraccessPre-orderonline orat a store
15. 15. Con directors: take note!Overall, which of the following statements best sums upyour current attitude toward major fan conventions?35%49%Source: Eventbrite Cons: Behind the Mask Survey, July 2014.11%1%4%None of the above.Theyre great! Thebigger the better.The big cons are a lot offun but can also bestressful. I wish theywere better organized.The big fan cons are way toocrowded and busy Imsticking to smaller events.The thrill is gone. Imdone with cons.
16. 16. Understanding fan culture21
17. 17. Source: The Simpsons
18. 18. Source: Saturday NightLive
19. 19. Source: Parks andRecreation
20. 20. Fans are defined by their interests: Gamer,TrekkieInterests + Identity: Geek Girl, Blerd,GaymerAcknowledges and embraces diversitywithin the culture
21. 21. Source: TheSimpsons
22. 22. Understanding why people cometogetherConnection or identification with popularculture stories and creatorsSafe spaces for allies to connect, celebrate,and critiqueOpportunities to purchase, collect, orotherwise procure totems reflective of theirfandoms
23. 23. Some of us love completely different things, but we all love themso much, that we travel thousands of miles . . . in some cases fromall over the world, so we can be around people who love thethings we love, the way that we love them . . . and thats why being a nerd is awesome.
24. 24. literature; and game play and game design by connecting geeky
25. 25. GeekGirlCon embraces all types of people. PERIOD. Thereis no way to list all the subsets of folks that now or in thefuture will make up the body of GeekGirlCon.ALL: ages, gender identities, sexual orientations, sexualpreferences, sizes, abilities, ethnicities, nationalities, races,creeds, religions, familial statuses, alien species, earthspecies, education levels, science specializations,operating system preferences, fandoms, etc., are welcome.Anyone supporting women in geeky pursuits is welcome.
26. 26. Programming & Events 11 - 13Science, Engineering, and Robotics (NASA, JPL) + a DIYScience ZoneKilling Cattiness, Creating Community, Combating BullyingBusiness and Career Advice (Furthered by our newConnections initiative)Vlogging, Storytelling and Media-Making with FeministFrequency and Reel GrrlsSexism in Geek Cultures including the Video Game Industry,and Online SpacesMini-film festivals, sing-alongs, concerts, improv, puppetshowsCostuming, Sewing LEDs in Fabric, Customizing My LittlePonies
27. 27. energizedpassion dare to dream revolutionnote to teen me: it gets better!our daughterscommunityI found familyUnelievablyamazingwowmoved to tearscreativity funsupportsafemen who are feministsI felt like the things I didmatteredsmartacceptingvibrant joyousliberating renewed desire to create
28. 28. Its about the mission33
29. 29. What: is the purpose of your event orpublication
30. 30. What: is the purpose of your event orpublicationWho: is your intended audience
31. 31. A NIGHT AT THE BRONZE - an eventabout Buffy fans, for Buffy fans, byBuffy fans at LUCID, and coordinated byJo Jo Stiletto Events and Ink-StainedAmazon, to celebrate the publication of"Fan Phenomena: Buffy the VampireSlayer" with prizes, themed drink specials,entertainment and more!
32. 32. What: is the purpose of your event orpublicationWho: is your intended audienceHow: do you intend to reach them andfoster community and brand loyalty
33. 33. What: is the purpose of your event orpublicationWho: is your intended audienceHow: do you intend to reach them andfoster community and brand loyaltyWhen/Where: negotiating facilities & rental,finances, location, accessibility, time of year
34. 34. What: is the purpose of your event orpublicationWho: is your intended audienceHow: do you intend to reach them andfoster community and brand loyaltyWhen/Where: negotiating facilities & rental,finances, location, accessibility, time of yearWhy: are you creating this
35. 35. Final Takeaways40
36. 36. Have a clear, well-defined, and public missionEmbrace fan diversityConsistency, transparency, and a commitmentto listening to feedback is keyHelp your exhibitors understand theopportunitiesDelight fans with great events and they willkeep coming back, again and again and again
37. 37. More resourceseventbrite.com/conseventbrite.com/academyink-stainedamazon.comrobsalkowitz.com
38. 38. THANKYOU!
39. 39. Jennifer K. Stuller
40. 40. Rob Salkowitz