AGENT NETWORK ANALYSIS

MCR 2026 MARKETING PLAN EVALUATION

10 AUDIENCE PERSONAS + 5 STRATEGIC AGENTS

FOCUS GROUP EXECUTIVE SUMMARY

7.2

OVERALL MARKETING PLAN SCORE

Based on evaluation by 10 audience personas and 5 strategic agents

8.1

Primary Ticket Buyers

Miranda/Pardi/Charley fans

6.8

Secondary Audiences

Rodeo purists, tourists, locals

7.5

Premium Buyers

Corporate & VIP segments

CONSENSUS STRENGTHS

Strong channel mix with appropriate platform allocation
Research-backed audience targeting is solid
Week-by-week calendar provides clear execution path
Flash sale strategy will drive urgency
Artist-specific targeting is well-defined

CONSENSUS CONCERNS

$350K budget may be insufficient for 36,300 capacity
Rodeo authenticity not emphasized enough
VIP package differentiation unclear
Family segment largely ignored
Local Nashville activation weak

KEY DECISION POINTS

CRITICAL Increase marketing budget by 30-50% or reduce ticket sales target

CRITICAL Develop authentic rodeo messaging to capture purist segment

IMPORTANT Create distinct VIP tiers with clear value propositions

IMPORTANT Add family-focused matinee messaging

CONSIDER Expand Nashville local activation budget

CONSIDER Partner with Broadway venues for cross-promotion

AUDIENCE PERSONA EVALUATIONS

PRIMARY TICKET BUYERS

ASHLEY FROM FORT WORTH

Miranda Lambert Superfan | Age 34 | Healthcare Admin | $75K Income

8.5/10

"The plan clearly understands Miranda fans. The early presale access and Instagram-first approach is exactly how I find out about shows. I would 100% buy tickets if I saw this marketing."

WHAT WORKS FOR ME

Artist email list targeting is smart - I'm on Miranda's list
VIP meet & greet mentioned - I'd pay $350+ for this
Instagram and Facebook focus matches how I discover events

WHAT'S MISSING

No mention of photo opportunities with Miranda
What's the setlist going to be like?
Will there be exclusive Miranda merch?

PURCHASE LIKELIHOOD

Would purchase floor seats ($200-350) within 48 hours of announcement. Would bring 2-3 girlfriends. Would fly from Fort Worth.

JAKE FROM NASHVILLE

Jon Pardi Country Bro | Age 28 | Tech Sales | $85K Income

8.2/10

"This looks like a legit party. Pardi is my guy. The social proof angle will definitely work on my friend group - once one person commits, we're all in."

WHAT WORKS FOR ME

TikTok and Instagram targeting - that's where I live
Flash sales create urgency I need to commit
Group dynamics understood - FOMO marketing works

WHAT'S MISSING

No group discount mentioned - we roll 6-8 deep
What's the drink situation? Beer lines?
Nothing about Broadway pre/after parties

PURCHASE LIKELIHOOD

Would purchase mid-tier ($100-150) but needs friend group buy-in. Likely to wait until 2-3 weeks out. Lives in Nashville already.

MARCUS FROM AUSTIN

Charley Crockett Alt-Country Fan | Age 38 | Software Dev | $95K Income

7.5/10

"Charley Crockett is the real deal, so I'm interested. But this plan feels a bit too corporate for my taste. The authenticity angle needs work - make it about the music, not just the spectacle."

WHAT WORKS FOR ME

Charley being on the lineup is huge credibility
Nashville as a destination appeals to me
The unique rodeo+music combo is interesting

WHAT'S MISSING

Too much corporate sponsor talk
Where's the authenticity messaging?
No mention of sound quality or production values
Charley fans care about setlist, not flash sales

PURCHASE LIKELIHOOD

Would research extensively before buying. Needs to see positive reviews. Would pay $150-200 if convinced of authenticity. Would travel from Austin with partner.

SECONDARY AUDIENCES

CODY FROM AMARILLO

Rodeo Purist | Age 45 | Electrician | $65K Income

5.5/10

"This marketing plan barely mentions the actual rodeo. I want to know about the stock contractor, which NFR qualifiers are competing, and if it's PRCA sanctioned. The concerts are nice but I'm there for the rodeo."

WHAT WORKS FOR ME

At least it mentions rodeo exists
Bridgestone Arena is a good venue

WHAT'S MISSING

No rodeo-specific marketing channels (PRCA, rodeo publications)
Nothing about stock contractors or cowboys
Zero mention of PRCA sanctioning
Pricing seems high for just rodeo fans
Concert crowds ruin the rodeo atmosphere

PURCHASE LIKELIHOOD

Low without rodeo-specific marketing. Expects $50-80 for good rodeo seats. Would drive from Amarillo only if rodeo quality is confirmed through rodeo channels.

JENNIFER FROM CHICAGO

Nashville Tourist | Age 42 | Marketing Manager | $120K Income

7.8/10

"This looks like a uniquely Nashville experience - exactly what I'm looking for on a girls' trip. The Instagram-worthy angle works. But I need to see this while planning my trip, not after I've already booked."

WHAT WORKS FOR ME

Unique Nashville experience messaging
Multiple nights gives flexibility for trip planning
Google search targeting will catch me planning

WHAT'S MISSING

No hotel partnership packages mentioned
Transportation/logistics unclear
Nashville tourism site partnership needed
What else can I do that weekend?

PURCHASE LIKELIHOOD

High if discovered during trip planning phase. Would pay $150-200. Would bring 4-5 girlfriends. Needs package deal appeal.

TOMMY FROM EAST NASHVILLE

Nashville Event Regular | Age 31 | Bartender | $55K Income

6.0/10

"I've seen this movie before. Big arena events come and go in Nashville. The marketing looks slick but where's the local love? Industry people talk, and right now nobody's talking about this."

WHAT WORKS FOR ME

Charley Crockett has local cred
If it gets good buzz, I'll hear about it

WHAT'S MISSING

No industry outreach or comp strategy
Nothing about Nashville Scene or local media
Broadway venue partnerships absent
No local influencer strategy
Where's the Nashville music industry buy-in?

PURCHASE LIKELIHOOD

Will only attend if comped through work or gets industry discount. Won't pay full price. Will be vocal about experience either way - influential in Nashville scene.

PREMIUM BUYERS

STEVE FROM FRANKLIN

Corporate Entertainment Buyer | Age 52 | VP Sales | $180K Income

7.2/10

"My clients would love this - rodeo and country music is a great entertainment package for the type of business I do. But I need suite availability, premium packages, and easy group booking. Where's that information?"

WHAT WORKS FOR ME

Premium experience positioning
Unique client entertainment opportunity
Artists my clients would enjoy

WHAT'S MISSING

No B2B outreach or corporate packages detailed
Suite availability not mentioned
No dedicated corporate sales contact
Group booking process unclear
Catering/hospitality options?

PURCHASE LIKELIHOOD

High interest for 8-16 person suite/premium area. Budget $300-500/person through company. Needs direct sales outreach 6-8 weeks out.

BRITTANY FROM DALLAS

VIP Experience Seeker | Age 29 | Commercial Real Estate | $200K+ Income

7.8/10

"Love the concept and the artists. But show me the VIP experience - I need to see exactly what I'm getting for $500+. Best seats, skip the lines, exclusive access, Instagram-worthy moments. That's what I'm paying for."

WHAT WORKS FOR ME

Premium positioning is right
Artists have VIP appeal
Nashville destination is Instagram-worthy

WHAT'S MISSING

VIP tier details not specific enough
What makes it worth $500+?
Meet & greet specifics needed
Premium F&B details?
Exclusive access specifics?

PURCHASE LIKELIHOOD

Will buy highest tier if value is clear. Budget $500-1000 per person. Will bring 2-3 friends, all VIP. Would fly from Dallas. Books early for best options.

GROWTH SEGMENTS

THE MARTINEZ FAMILY

Family Entertainment Seeker | Murfreesboro, TN | $95K Income

5.0/10

"Our kids would love to see a rodeo! But $200+ for a family of 4 is steep, and the concert seems geared toward adults. Is there a family-friendly option? Matinee? Kids pricing? We need to know it's appropriate for an 8-year-old."

WHAT WORKS FOR ME

Kids love animals and rodeo on TV
Educational opportunity
Local to Nashville - easy drive

WHAT'S MISSING

No family pricing or packages
Kids ticket pricing?
Age-appropriate content concerns
Event timing - school nights?
No family-focused messaging at all

PURCHASE LIKELIHOOD

Would consider if there's a family-friendly option under $200 total. Needs matinee or weekend afternoon timing. Currently doesn't see this event as "for us."

DAVID FROM ATLANTA

Country Music Skeptic | Age 35 | Urban Professional | $110K Income

6.5/10

"My girlfriend is obsessed with country music and wants me to try it. This could actually be cool - the rodeo element makes it more than just a concert. But I need to not feel like an outsider. Is this event welcoming to people like me?"

WHAT WORKS FOR ME

Unique experience - not just another concert
Nashville as destination is appealing
Partner would love it

WHAT'S MISSING

Inclusivity messaging absent
Will I feel welcome as a Black man?
Nothing about diverse audience
Crossover appeal not emphasized

PURCHASE LIKELIHOOD

Partner will convince him. Would pay $100-150. Needs to see diverse faces in marketing to feel comfortable. Nashville trip makes it easier to say yes.

STRATEGIC AGENT ANALYSIS

SARAH GOLDMAN - Festival & Events Investor

Festival Economics Expert | Portfolio includes Coachella feeder events, country festivals

"The marketing plan is solid tactically but the economics concern me. $350K to sell 36,300 tickets means roughly $9.64 cost per ticket sold. Industry average for event marketing is $12-18 per ticket. You're either underspending or have unrealistic expectations. With the artist lineup lacking a true headliner draw, I'd recommend 40-50% budget increase or adjust targets to 25,000 tickets."

KEY CONCERNS

Marketing budget to capacity ratio is aggressive
No contingency for underperformance
Artist drawing power is mid-tier, not arena-filling
3-night format increases marketing complexity

STRATEGIC RECOMMENDATION

Increase marketing budget to $500K or reduce realistic ticket target to 24,000-26,000. Current plan sets up for disappointment.

MARCUS WILLIAMS - Sports Entertainment Investor

Live Events Specialist | Built wealth through sports franchise investments

"I love the sports-entertainment convergence angle - rodeo + concerts is a compelling format. The per-cap spending opportunity is huge here. But the marketing plan misses the sponsorship integration story. Where are the activation opportunities for sponsors? That's a revenue and marketing multiplier you're leaving on the table."

KEY CONCERNS

Sponsor activation not integrated into marketing
Missing corporate/group sales channel strategy
Per-cap spending optimization not addressed
Repeat attendance driver strategy absent

STRATEGIC RECOMMENDATION

Add dedicated B2B/corporate sales track with $50K marketing allocation. Integrate sponsor activations as content marketing. Target 15% of tickets through corporate/group sales.

CHARLOTTE HAYES - Nashville Insider Investor

3rd Generation Nashville Music Industry | Knows everyone in town

"Here's the truth: Nashville events live and die on local buzz. This marketing plan treats Nashville as just another market to buy ads in. Where's the industry outreach? The Nashville Scene coverage? The Broadway activation? The music row relationships? You can't buy Nashville - you have to earn it. This plan doesn't try to earn it."

KEY CONCERNS

No Nashville-specific relationship strategy
Local media approach is generic
Missing music industry buy-in tactics
Broadway venue cross-promotion absent
No strategy to generate Nashville buzz

STRATEGIC RECOMMENDATION

Allocate $25K specifically for Nashville activation: Nashville Scene partnership, Broadway venue cross-promos, music industry comps (strategic 500 tickets), local influencer program. Nashville buzz is earned, not bought.

BOBBY THORNTON - Texas Capital Investor

Dallas-Based | 30 years backing Texas/Southern entertainment

"This plan knows digital marketing but doesn't know rodeo people. My network in Texas - the people who drive 500 miles for good rodeo - won't see any of this marketing. PRCA channels, rodeo publications, word of mouth at other rodeos... that's how you reach real rodeo fans. This plan will sell concert tickets to country fans, not rodeo tickets to rodeo fans."

KEY CONCERNS

Zero rodeo-specific marketing channels
No PRCA or rodeo publication strategy
Rodeo authenticity not established
Missing the Texas/regional rodeo network
Stock contractor and cowboy promotion absent

STRATEGIC RECOMMENDATION

Add $30K rodeo-specific marketing budget: PRCA advertising, rodeo publication ads, presence at Texas rodeos, cowboy/stock contractor content series. Authenticate the rodeo credentials.

AMANDA RODRIGUEZ - Brand Marketing Manager

CPG Brand Marketing | $5M activation budget experience

"From a brand safety and targeting perspective, the plan is well-constructed. The audience segments are research-backed, the channel mix is appropriate, and the creative specs are professional. My concern is measurement - the KPIs need more specificity on attribution and the contingency plans for underperformance are vague."

KEY CONCERNS

Attribution methodology needs detail
A/B testing framework not specified
Underperformance triggers and actions unclear
Creative fatigue management not addressed

STRATEGIC RECOMMENDATION

Add detailed measurement framework with weekly performance reviews, clear pivot triggers (e.g., if CPA exceeds $25, shift budget), and creative rotation schedule. Marketing without measurement is just spending.

CONSENSUS FINDINGS

PERSONA SCORE DISTRIBUTION

UNIVERSAL STRENGTHS

Mentioned by 7+ personas/agents

Strong digital channel strategy - Platform-appropriate targeting
Research-backed approach - Audience data informs decisions
Clear execution timeline - Week-by-week is actionable
Flash sale psychology - Urgency tactics well-designed
Artist-specific targeting - Fan segments clearly defined

UNIVERSAL CONCERNS

Mentioned by 7+ personas/agents

Budget may be insufficient - $350K vs 36,300 capacity
Rodeo authenticity ignored - Not marketing the rodeo
Nashville local strategy weak - Missing earned media approach
VIP value unclear - Premium tiers not differentiated
Family segment absent - No family-friendly messaging

SEGMENT-SPECIFIC INSIGHTS

Segment	Avg Score	Key Insight	Biggest Gap
Primary Ticket Buyers	8.1	Plan effectively targets core music fans	Group dynamics and social proof could be stronger
Rodeo Enthusiasts	5.5	Plan fails to speak to rodeo audience	Zero rodeo-specific marketing channels
Nashville Locals	6.0	Treated as ad market, not community	Missing local buzz generation strategy
Tourists	7.8	Destination appeal resonates	Tourism partnerships not leveraged
Corporate/Premium	7.5	Interest is high but needs B2B channel	No dedicated corporate sales approach
Families	5.0	Segment essentially ignored	No family pricing, timing, or messaging
Expansion (Skeptics)	6.5	Partner influence will drive attendance	Inclusivity messaging absent

QUESTIONS RAISED BY FOCUS GROUP

8 PERSONAS "What exactly do I get with VIP?"

6 PERSONAS "Is the rodeo actually good quality?"

5 PERSONAS "Are there group discounts?"

4 PERSONAS "What's the setlist/show format?"

4 PERSONAS "Hotel/travel packages available?"

3 PERSONAS "Is this family appropriate?"

3 PERSONAS "Will I feel welcome?"

2 PERSONAS "What happens if it sells out?"

PRIORITIZED RECOMMENDATIONS

CRITICAL: BUDGET VS. CAPACITY MISMATCH

The focus group unanimously flagged this: $350K marketing budget to fill 36,300 seats is aggressive. The math doesn't work without either:

$500K

Recommended Marketing Budget

+43% increase for realistic fill rate

25,000

Realistic Ticket Target

68% capacity with current budget

IMPLEMENTATION PRIORITIES

PRIORITY 1 ADD RODEO-SPECIFIC MARKETING

Investment: $30,000 additional budget

Impact: Captures 3,000-5,000 rodeo purist tickets currently being missed

Actions:

PRCA website and newsletter advertising
Rodeo publications (Pro Rodeo Sports News, etc.)
Presence at Texas/regional rodeos with flyers/promos
Content series featuring cowboys and stock contractors
Partner with rodeo influencers on social

PRIORITY 2 DEVELOP NASHVILLE LOCAL STRATEGY

Investment: $25,000 additional budget

Impact: Generates organic buzz, earned media, industry credibility

Actions:

Nashville Scene editorial partnership
Broadway venue cross-promotion program
Strategic industry comp allocation (500 tickets to influencers)
Local influencer ambassador program
Music Row relationship outreach

PRIORITY 3 CLARIFY VIP VALUE PROPOSITION

Investment: Creative/copy work only

Impact: Increases premium conversion, adds $50K+ incremental revenue

Actions:

Create detailed VIP tier comparison chart
Specify exact benefits: early entry time, dedicated entrance, F&B inclusions
Develop meet & greet lottery or guarantee structure
Create VIP-specific landing page with photos/video
Add "why VIP" content addressing common questions

PRIORITY 4 ADD CORPORATE/B2B SALES TRACK

Investment: $50,000 additional budget (with 4x ROI potential)

Impact: Target 15% of tickets (5,400) through group/corporate sales

Actions:

Dedicated corporate sales contact and phone line
LinkedIn advertising to Nashville-area decision makers
Nashville Business Journal partnership
Chamber of Commerce and business association outreach
Suite and group packages with easy booking process

PRIORITY 5 ADD FAMILY SEGMENT MESSAGING

Investment: $15,000 additional budget

Impact: Opens new segment, 2,000-3,000 family group tickets

Actions:

Create family 4-pack pricing ($149-199 total)
Identify most family-friendly night and promote as "Family Night"
Partner with Nashville Parent magazine
School newsletter and community board advertising
Create family-focused creative emphasizing rodeo education

FOCUS GROUP VERDICT

The marketing plan is strategically sound for primary ticket buyers (artist fans) but significantly underinvests in secondary segments that could represent 30-40% of attendance. With recommended additions, total marketing budget would be $470,000 - still reasonable for a 36,300-capacity event but far more likely to succeed.

APPROVED WITH MODIFICATIONS