1. FanConventions:Behind theMaskData and trends drivingthe
billion-dollar eventboom
2. PresentersRob SalkowitzAuthor, Comic-Con and theBusiness of
Pop [email protected]@robsalkJennifer K. StullerFandom
scholar and co-founder,GeekGirl
[email protected]@InkAmazon
3. Todays AgendaThe evolution of FandomNew, revealing data
about fans todayCase study: GeekGirlConBest practices and takeaways
for theindustry
4. A little history4
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. What is fandom really about?
7. $600M+ business in US annually aloneSource: Eventbrite
Market Report 2013, based on publicly available data.
8. Fans today and theimplications12
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. 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. Gender and fandomSource: Eventbrite Cons: Behind the Mask
Survey, July 2014.45%55%Women Men
12. Gender under age 3050% 50%Women MenSource: Eventbrite Cons:
Behind the Mask Survey, July 2014.
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. 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. 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. Understanding fan culture21
17. Source: The Simpsons
18. Source: Saturday NightLive
19. Source: Parks andRecreation
20. Fans are defined by their interests: Gamer,TrekkieInterests
+ Identity: Geek Girl, Blerd,GaymerAcknowledges and embraces
diversitywithin the culture
21. Source: TheSimpsons
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. 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. literature; and game play and game design by connecting
geeky
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. 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. 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. Its about the mission33
29. What: is the purpose of your event orpublication
30. What: is the purpose of your event orpublicationWho: is
your intended audience
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. What: is the purpose of your event orpublicationWho: is
your intended audienceHow: do you intend to reach them andfoster
community and brand loyalty
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. 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. Final Takeaways40
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. More
resourceseventbrite.com/conseventbrite.com/academyink-stainedamazon.comrobsalkowitz.com