The consultant and founder of Dawn Farrow at OnSale Live’25 sat with CN before the first event she created. Farrow shares the inspiration behind the launch, the changing dynamics of tickets and live experiences, and the fact that this is the right time for industry leaders to come together.
Dawn Farrow has not embarked on launching a new kind of industry event. But like many of the most influential moves in entertainment, her creations have emerged from the gaps she saw and could not be ignored.
“I became a creator by chance,” she says. She looks back at the origins of OnSale Live’25, an event focused on a new industry that brings together leaders in ticketing, marketing and live experiences. “I saw how the pressure to sell tickets has become so severe and more complicated, especially in today’s climate. I wanted a space where I could not only learn new skills, but also connect with fellow peers who were facing the same challenges.”
What began as a personal desire to find community and solutions has evolved into a professional mission. OnSale Live is now a much-needed hub for thinking leadership in the industry, rapidly combining theaters, attractions, exhibitions and global IPS.
From the western edge to the immersive pioneer
Farrow’s roots lie deep in the western tip. With over 20 years of experience as a theatre marketer, she works with some of the biggest names in the industry. After a successful stint on Media10, she launched her own agency and pioneered a fresh approach that recognized the change in audience behavior and the rise of new commercialized, immersive experiences.
“We were the first institutions to truly recognize the customer revolution from traditional theatres,” she says. “Theatres were no longer about shows, they were just about experiences. Even immersive theatres, comedies, and brand displays were changing the rules.”
She points to key moments like the Body: Exhibition coming to London, and the introduction of Doctor Who Synthetic Orchestra Tours is just a milestone in the movement that will only get stronger. “By 2012, you could feel it during the London Olympics. Arts and entertainment were moving forward. Tickets were more accessible and cheaper than traditional theatres and audiences responded.”
Trends that shape the scenery of tickets and experiences
According to Farrow, today’s landscape is defined by the evolution of global IP to live formats. But it’s not an all-around transition.
“Top TV brands no longer just hand out immersive licenses,” she explains. “There’s a nuance right now. The social game version, location-based activation, and promenade-style experiences may all be tied to the same brand.”
She cites the upcoming Squid Game Live Experience, which will start alongside season 3 of the show as a perfect example of IP owners acting faster and smarter. “The commercialization of these experiences has become much more strategic. With so much competition, it has to be.”
This strategy has led to increased franchises like Back to the Future, and its live experience has led the brand to new cultural relevance.
Marketing, content and consumer connections
Social media says that while social media continues to be a powerful tool, there is no challenge.
“It exists more than ever, but more expensive. Sometimes traditional media can produce better results,” she says. The change in marketing is not just about where and how to promote it, but also about the depth of storytelling and the amount of content you need now.
From PR campaigns to content strategies and brand partnerships, today’s marketing efforts must span multiple channels and platforms. “The roles of marketing and operations are deeply intertwined,” she adds. “They have to be. If experience doesn’t match what was promised, or if you’re better off losing trust. And trust is everything in this field.”
The stakes are especially high in a world that is still caught up in a failed event like the now infamous “Immersion Willy Wonka Experience.”
“That’s why it’s important to not only sell, but to build the experiences we offer,” emphasizes Farrow. “Otherwise the industry is struggling.”
Looking ahead, the future of immersive events
For Farrow, the evolution of the exhibition is particularly appealing. “We’re watching them break away from their traditional form,” she says. “They are becoming part-self opportunities, part-time fans’ places, and some social gaming events.
Ticket sales are now primarily online, so post-pandemic changes are also reshaping consumer behavior. “That’s all about the experience right now. It’s difficult to sell tickets, but if you have a passion for live experiences, it drives the sector and makes it unique.”
Source link
