The Venue, Festival & Tour

Running a room, a festival, or a van full of people? You can fill the room and still not be able to say what the night paid, which is the question this side of the industry lives and dies on.

What you're buying

• Real spreadsheet formulas. Change one number and the rest answers back.
• A worked example, filled in end to end. You see how a real campaign runs before you touch a cell, so you never start from a blank page. Click through the venue, festival or touring example before you buy; they open view-only.
• One purchase covers you and your team. Copy it per campaign and per artist.

The tabs that appear in no artist-side product

• Bar & Capacity. What the room makes at the door and over the bar, at the capacities the room sells rather than the licensed number.
• Booking Pipeline. Every enquiry and hold in one place, first email to confirmed.
• Programming Calendar. The season show by show, so you see the gaps before you book into them.
• Ticket Scaling. Tiered pricing and release waves, with what each tier brings in once it sells through.
• Sponsor Tracker. Who you pitched, what they're worth, where each conversation sits.
• Tour Routing. The run date by date, with drive times and what each show needs to clear.

What comes with every edition

Three files, one for the room, one for the festival and one for the road, all on the same spine: One-Page Plan, Content Planner, Ad Budget, Fan Funnel, Calculators, Decision Guides, and a P&L written for that side of the work. Touring also carries the Grants pathway.

Is this you yet

If you run a room, a festival or the road, this is the buy. Only one of the three today? You're not overbuying; the other two come with it for the day the second one arrives. If you also release your own music, The Lot has the artist files too.

The details

• Market packs for the UK, US, Canada, Europe, NZ and Australia. The structures work anywhere; the dollar figures are cells you edit.
• Fixed when found. Early on, the venue file quoted the artist's 70% door share where the venue's own 30% belongs; we caught it, rewrote the notes around it, and every buyer's link served the corrected file the same day.
• Will you use it? It's built for the first twenty minutes. Open it, fill in the light grey cells on four tabs, then look up. Every file comes with a worked example filled in end to end, so you're never starting from a blank page.

Questions people ask

I only run one venue. Why three files?
Because they're one purchase and the other two cost you nothing. Take the Venue file and ignore the rest until you need them.

Isn't this just a template?
A template is blank and passive. This carries a worked example and a sample project, so you see normal numbers before you type your own, and the notes explain why each one matters.

Do I need to be a marketer?
No. The writing is plain English and it teaches the few terms worth knowing as you go. Every tab has hover notes written for someone with no marketing background.

Is it a course?
No. Nothing to complete, no modules, no videos to get through. A course teaches you things; this does the work with you.

A spreadsheet, in 2026?
A spreadsheet, on purpose. The maths has to run itself, and a database that looks nice can't do that. It opens in Excel, Google Sheets or Apple Numbers, and the first open takes a moment while the formulas compute.

Do I need a Google account?
For Google Sheets, yes, and a free one does it. If you'd rather use Excel or Numbers, download the folder from your downloads page and open the file there.

I'm not in Australia. Does it work in my currency?
Yes. Every dollar figure is a cell you can change, and the market packs cover the US, UK, Canada, Europe, New Zealand and Australia.

Can my band or team share it?
Yes. One purchase covers you and your team, so copy it for each campaign and each artist.

I'm Caitlin :) In Cahoots is my marketing practice for festivals, venues, labels and independent artists, these files are that work written down so you can run it yourself, and the hover notes on every tab say what I'd say if we were on a call.