PromoTix University Class is a structured, step-by-step audio learning experience designed for event creators who want clear, actionable education—no interviews, no discussions, no fluff. Each episode functions like an audio “classroom,” guiding you with instruction through the exact strategies, systems, and frameworks used by successful event producers around the world. From building your event business from scratch when you don't know where to begin, to scaling a successful company into ne ...
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PromoTix Podcasts
PromoTix University is the go-to podcast for event organizers, promoters, and venue owners who want to sell more tickets, fill more seats, and maximize event profits. Hosted by Will Royall, a 15 year festival, venue, and event business veteran, this podcast delivers no-fluff, high-impact tactics for sponsor acquisition, vendor negotiation, operations, marketing, and other strategies to help you grow your events and ticket sales. Each episode breaks down proven tactics, industry insights, and ...
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PromoTix University: Course 101 - Class 9 - Building Your Event Team & Organizational Structure
4:30
4:30
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4:30
This class teaches you how to build the right team and organizational structure to support a growing event business. You’ll learn why structure matters—how it improves communication, clarifies responsibilities, and allows your company to scale efficiently. We’ll walk through the core positions every event business needs, from leadership and operati…
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PromoTix University: Course 101 - Class 8 - Creating a Marketing Plan for Your Event Business
9:30
9:30
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9:30
This class shows you exactly how to build a powerful, multi-channel marketing plan designed specifically to increase ticket sales for your events. You’ll learn how to set up the core marketing infrastructure you need—from building a high-converting event website to creating engaging social media campaigns, running paid ads, and optimizing search vi…
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PromoTix University: Course 101 - Class 7 - Creating a Business Plan for Your Event Business
6:08
6:08
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6:08
This class walks you step-by-step through creating a practical, professional business plan tailored for an event-based company. You’ll learn why a business plan matters—not just for investors but as a roadmap for your own clarity, decision-making, and long-term growth. We’ll break down each essential section, starting with your executive summary an…
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PromoTix University: Course 101 - Class 6 - Contracts and Legal Considerations
7:05
7:05
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7:05
This class teaches you how to protect your event business by using strong contracts and understanding key legal risks. You’ll learn why contracts are essential for setting expectations, avoiding disputes, and safeguarding your business when working with clients, vendors, performers, and venues. We’ll break down the must-have clauses every event con…
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PromoTix University: Course 101 - Class 5 - Insurance Essentials for Event Businesses
6:26
6:26
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6:26
This class breaks down the critical insurance coverages every event business needs to protect itself from financial risk. You’ll learn why insurance is essential in an industry filled with variables—from accidents and property damage to weather-related cancellations and equipment issues—and how the right policies can safeguard your business from ma…
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PromoTix University: Course 101 - Class 4 - Financial Planning & Cash Flow Management for Event Businesses
8:51
8:51
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8:51
This class teaches you how to build a strong financial strategy for your event business by mastering budgeting, forecasting, and cash flow management. You’ll start by identifying and planning for your startup costs—everything from licenses and insurance to equipment, marketing, and office setup—along with creating a financial cushion to cover surpr…
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PromoTix University: Course 101 - Class 3 - Accounting Foundations for Event Businesses
7:05
7:05
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7:05
This class equips you with the financial foundation every event business needs to succeed. You’ll learn how to properly set up your accounting system from day one—starting with building a clear, organized chart of accounts to track income, expenses, cost of goods sold (COGS), assets, liabilities, and equity. You’ll understand how to categorize even…
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PromoTix University: Course 101 - Class 2 - Branding & Positioning Your Event Business
4:28
4:28
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4:28
This class teaches you how to build a powerful, recognizable brand that sets your event business apart in a crowded market. You’ll learn how to craft a clear brand identity that reflects your company’s personality, values, and style—separate from the individual brands of the events you produce. We’ll cover the fundamentals of designing a memorable …
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PromoTix University: Course 101 - Class 1 - Structuring Your Event Business
7:49
7:49
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7:49
This class walks you through the essential legal and administrative steps to properly set up your event business from day one. You’ll learn how to choose the right business structure—whether a sole proprietorship, LLC, or corporation—and understand the pros, cons, and tax implications of each. We’ll break down the differences between single-member …
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Secrets to Event Success: How Victory Athletics is Winning in Cheerleading Competition Production
25:55
25:55
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25:55
PromoTix University Podcast – Episode 5 🎙️ Secrets to Event Success: How Victory Athletics is Winning in Cheerleading Competition Production - Carrie Page & Madison Gregory In this episode of PromoTix University, host Will Royall explores the world of cheerleading event production with Carrie Page and Madison Gregory from Victory Athletics. Learn h…
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How to Legally (and Creatively) Integrate Cannabis into Your Events - Kristy Caldwell & Gopi Sangha
57:45
57:45
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57:45
PromoTix University Podcast – Episode 4 🎙️ How to Legally (and Creatively) Integrate Cannabis into Your Events - Kristy Caldwell & Gopi Sangha In this episode of the PromoTix University Podcast, host Will Royall explores the fast-evolving world of cannabis-friendly events with two industry trailblazers: Kristy Caldwell, founder of Harvest Fest in O…
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Unlocking Sales: Using Archetypes to Boost Event Ticket Sales
10:45
10:45
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10:45
PromoTix University Podcast – Episode 3 🎙️ Unlocking Sales: Using Archetypes to Boost Event Ticket Sales - with William Royall In this episode of the PromoTix University Podcast, host Will Royall breaks down the power of brand archetypes in event marketing—and why using them correctly can dramatically increase ticket sales, especially for VIP packa…
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Three Marketing Tools That Will Sell More Event Tickets Today (Plus Two Bonus Tools)
17:26
17:26
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17:26
PromoTix University Podcast – Episode 2 🎙️ Three Marketing Tools That Will Sell More Event Tickets Today (Plus Two Bonus Tools) – with William Royall In this second episode of PromoTix University, host William Royall reveals three powerful online tools you can start using today to drive more ticket sales for your events. From automating personalize…
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How to Get 10-14X ROI on Ads for Event Ticket Sales - Geoff Shames
56:26
56:26
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56:26
PromoTix University Podcast – Episode 1 🎙️ How to Get 10-14X ROI on Ads for Event Ticket Sales - Geoff Shames In this first episode of PromoTix University, we’re diving deep into paid digital advertising for event ticket sales with special guest Geoff Shames, founder of Crowd Control Digital—an agency behind massive campaigns for Illenium, KSI, Tra…
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