"Art enriches our lives. It can transform people in a moment of deep need." - Dawn Farrow

Crafting Experiences

In this enlightening conversation, we delve into the intricacies of succeeding in the entertainment economy, focusing on the vital role of producing successful live events. Guest Dawn Farrow shares her journey from working in marketing for theatre and live events to founding On Sale Group. She recounted her transition from agency work to launching her own marketing and partnerships agency, and how she now operates as a consultant, delivering sales and marketing campaigns for global live experiences.

Dawn emphasized the importance of community-building within the "experience economy," advocating for a dedicated space for collaboration, learning, and support among professionals in marketing, events, and live shows. Her vision for On Sale Live was driven by the complexity of ticket sales and marketing, inspiring her to create a platform for professionals to meet, learn, and collaborate.

Interestingly, Dawn's journey began with a love of dance. She was educated with the early vision of becoming a professional dancer, a passion that undoubtedly shaped her understanding of live performance and the arts. This background in dance has informed her approach to the live events industry, allowing her to connect deeply with the artistic side of the business.

Throughout our conversation, Dawn's passion for the industry was palpable as she discussed her involvement in marketing successful ticketed experiences and her motivation to support professionals behind the scenes. Her influence in the industry is underscored by her track record of selling over 36 million tickets, illustrating the scale and impact of her work. A true artist working on behalf of the arts!

on sale live website

dawn farrow instagram

global institute of experience marketing

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