The One-Off Themed Event (Six-Week Build)

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A special event lives or dies on the theme and the build — there’s no recurring rhythm to lean on, so the runway does all the work. (Ch. 16, 28)

When	What goes out	Channel
Week -6	Reveal the theme and the concept; build intrigue	Social, email, website
Week -5	On-sale if ticketed; into all listings	Listings, website, email
Week -4	Theme content — the experience, the details, the why	Social, email
Week -3	Press push (themed events make good stories)	Press, social
Week -2	Heavier themed content; in-room teasers; partner cross-promo	Social, in-room, partners
Week -1	Final push; urgency (“almost here / selling fast”)	Social, email, paid
Event week	Day-before/day-of; lean into the theme’s excitement	Social, in-room
After	Strong recap (themed events photograph well); gauge a repeat	Social, email

⚠ NOTE

Themed events reward a vivid, theme-forward build and excellent capture (Ch. 26, 32) — they photograph and share well, and a great recap is what turns a one-off into a returning event if you choose to repeat it (Ch. 34).

⚠ NOTE

Across all four, the principles hold: announce early enough for listings and word-of-mouth to work, build a steady rhythm rather than a last-minute flood, give your artists what they need to cross-promote, lead the feed with content people enjoy rather than only “buy a ticket,” and keep every channel consistent with your visual identity (Ch. 28, 32). The calendar is a starting cadence — read what actually drives turnout at your room and adjust (Ch. 35).

⚠ HAVE YOUR ATTORNEY REVIEW THIS

Promotion is advertising. Truth-in-advertising and disclosure rules (FTC, Texas Attorney General), sponsored-post disclosure, and authentic-reviews requirements apply to everything on these calendars (Ch. 28, 36). The book is a PR and management guide, not legal advice — see Appendix H.

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Read Appendix D · Promotion Calendar Templates Open Volume 2

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