So you want to run your own event? Here is our advice after 18 years working in the sector

Starting your own event is exciting, the possibilities feel endless. But whether it’s a live music night, a local market, a niche festival or a one-day conference, the truth is: it’s harder, messier and more demanding than it looks on Instagram.

After 18 years in the sector supporting clients on everything from 100-person workshops to 10,000+ person festivals, We have seen what works, and what breaks people. If you’re just starting out, here’s our real-world advice to help you avoid the most common pitfalls and build something successful and sustainable.

1. Don’t fall in love with your idea before proving it has demand

This is the #1 killer of first-time events.

You might think your event idea is brilliant — but if no one wants to buy a ticket, it doesn’t matter how creative or “unique” it is.

Avoid this by:

• Talking to your potential audience early. Ask: Would you go? Would you pay? What would you expect?
  
  
• Building a waitlist or interest form before committing to venues or suppliers.
• Testing the idea online — run a small ad campaign, start a community, or launch a soft-ticket page with a “Register interest” CTA.

Bottom line: Validate before you invest. Build your event with your audience, not just for them.

2. Start smaller than you want to

It’s tempting to go big — but smaller, tighter and better-executed events create stronger foundations.

Common mistakes:

• Booking a venue that’s too large (and looks empty if undersold)
• Over-programming (too many acts or sessions for a first-time event)
• Stretching your budget across too many features instead of doing fewer things really well

What to do instead:

• Aim for an intimate, high-quality experience that you can scale later
• Focus on nailing logistics, flow, and atmosphere — that’s what people remember
• Set a realistic break-even point and plan for low-ticket scenarios

Remember: You can always grow — but you rarely get a second chance at a first impression.

3. Plan marketing from day one — not week six

The event world is full of brilliant ideas that no one showed up for. Why? Because the marketing was an afterthought.

Avoid this by:

• Building a clear audience profile: Who are they? Where do they hang out? What do they care about?
  
  
• Creating a 3-month minimum marketing plan that includes:
  
  
  • social media (with scheduled content)
  • email campaigns
  • partnerships or influencer outreach
  • paid ads (Facebook/Instagram or Google, depending on audience)
• Starting early. If you’re six weeks from event day and haven’t sold 40% of tickets, you’re in trouble.
  
  

Pro tip: Your brand doesn’t have to be perfect — but your messaging must be clear and consistent.

4. Cash flow is everything

Events often go under not because they don’t sell — but because they run out of money before ticket sales come in.

Common traps:

• Paying big deposits too early
• Relying on “on-the-day” sales to cover major costs
• Not building in a cash buffer for last-minute surprises (they will happen)

How to fix this:

• Build a cash flow timeline with exactly when money goes out and when it comes in
  
  
• Negotiate payment terms with suppliers — many are open to 50/50 or staggered payments
• Offer early bird tickets to get income moving ASAP — even if margins are lower

Golden rule: Don’t commit to more than your worst-case scenario can cover.

5. Get ruthless with roles and responsibilities

First-time organisers often try to do everything themselves — or work with friends without defining roles. That’s a fast track to chaos.

Better approach:

• Define clear roles early (even if it’s just you and one other person)
• Have weekly check-ins and a shared project board (Trello, Notion, Google Sheets all work)
• Bring in help for areas you’re weak in — whether it’s production, web design, or marketing

On event day: You shouldn’t be checking people in, fixing toilets and emceeing. Protect your energy — delegate or outsource where you can.

6. Venue and vibe are more important than people realise

Your venue isn’t just a space — it’s part of your brand and the guest experience. Lighting, layout, acoustics and even the smell all shape how people feel.

Tips:

• Visit at the same time of day your event will run — especially if it’s outdoors or affected by natural light
• Ask: How does the layout support the flow of people? Are there pinch points or bottlenecks?
  
  
• Don’t assume attendees will understand signage or navigation — test it like you would a website

Pro tip: If your venue isn’t ideal, invest in lighting, draping, branding or music to shape the mood.

7. Have a plan for the unexpected

Something will go wrong. It might be weather, a supplier cancellation, a power cut, or a viral moment you didn’t expect.

How to stay ready:

• Build contingency into your timeline (never plan to finish setup on the event day)
• Have a list of backup suppliers and local contacts
• Create a simple on-the-day comms plan: Who’s in charge? Who makes decisions? Who talks to press or emergency services?

Bonus: Have printed versions of the run sheet, key contacts, and floor plans — batteries die and 4G fails when you need it most.

8. Think beyond the day — build a community

Your event shouldn’t be a one-off blast of activity. The most successful organisers build long-term relationships with their audience.

Do this by:

• Collecting email addresses, not just ticket sales
• Following up after the event with photos, thanks and feedback requests
• Asking people what they want more of next time
• Staying active on social media even between events — share throwbacks, updates and behind-the-scenes content

Long-term thinking: Your event becomes easier to sell next time if you’ve kept the fire going in between.

Final thought: Be ready to pivot

You’ll likely change the plan 10 times. You’ll make mistakes. You’ll second-guess yourself. That’s normal.

But if you stay audience-focused, protect your budget, start small and stay flexible — you’ll give yourself a real shot at building something people want to return to.

And when you’re standing in the middle of your first event, hearing people laugh or dance or connect — it’ll all be worth it.