Events sound glamorous. But if you’ve ever hosted one, you know they’re also a pain to organize, promote, and break even on.
Still, Landon from Wichita Life keeps doing them—and not just for the money. For him, local events are about building brand loyalty and growing the kind of audience that sticks around.
Start with a Signature Annual Event
Each year, Wichita Life hosts a big anniversary party in April. They might break even or make a few hundred bucks, depending on vendors. But Landon sees it as marketing spend:
“This year I gave out 110 custom hats to influential people in Wichita… That’s a net positive for me.”
If 100+ people leave your event wearing your logo, that’s way more valuable than a couple hundred in profit.
Co-Hosting Brings Built-in Audience
One of Landon’s most successful events was a women’s speaker series called This Is Her, co-hosted with a local networking leader.
Think TED-style talks, but all female speakers with time between sessions for networking. It sold out in one hour—mostly because his co-host had a strong community.
Lesson: if you don’t have the reach to fill a room, find someone who does and build something together.
What People Actually Want (According to Polls)
Landon’s been running Instagram polls asking readers what events they’d show up for. The winner? A 20s and 30s meetup. Young people want something to do—and it doesn’t have to be fancy.
He’s planning casual brewery meetups, maybe themed mixers or niche events like a “Pitch a Friend” dating night.
Free or Paid?
This is the tricky part. Free events attract more people—but sometimes, the wrong people.
As Landon put it, “You want people to have some skin in the game.” Even charging $10-20 can deter no-shows and help cover your costs. Just be clear about the value up front.
Sponsorship Adds Another Layer
He also partners with bigger events in town—like Taco Fest—and gets his brand featured on all the promo. Even sponsors the "Best Taco" award, so his logo ends up on plaques inside winning restaurants.
That’s long-tail brand building you can’t buy with Facebook ads.
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