The Ticket with Lauren Penny

Lauren Penny | Premier Event Strategist
  • 5.0 (2)
  • Entrepreneurship
  • Series

Listen to Lauren before you plan your next event. If you're an entrepreneur, business owner, brand leader, or organization looking to create unforgettable events, attract high-value sponsors, and elevate your authority, you're in the right place. Hosted by global event strategist Lauren Penny, The Ticket pulls back the curtain on the strategy behind the world's most impactful experiences. After helping deliver events for organizations including the Olympic Games, FIFA World Cup, and other world-class international events, Lauren shares the insights, relationships, and behind-the-scenes playbook that most people never get to see. Each episode explores the real game behind successful events - from sponsorship acquisition and partnership strategy to attendee experience, event marketing, logistics, leadership, and the subtle decisions that transform a good event into an unforgettable one. Whether you're planning your first conference, scaling a national summit, producing a fundraising gala, launching a live experience, or looking to secure corporate sponsors, The Ticket gives you the insider strategies to help you think bigger, execute smarter, and create events that people remember long after the lights go down. Because every extraordinary event starts with one decision... So, are you game?

Season 1

  1. Episode 1

    The Mega Event Mindset: Bringing Olympic Scale Strategy to Your Business Events

    What does it take to turn massive event concepts into sustainable, lifestyle-aligned revenue drivers?  Host Lauren Penny - monetization expert, CEO of Branched Out, and Founding Chair of the Major Events Business Group Queensland - shares the origin story behind The Ticket. Drawing from 22 years of global experience on mega-events like the Olympic Games and FIFA World Cup, she shares how an unexpected scheduling conflict during her daughter's first birthday sparked a total pivot in her approach to event strategy. Learn how to take the operational rigour of world-stage events and apply it directly to your business gatherings... creating six-figure outcomes without trading away your freedom, family, or peace of mind. PS. Apply Olympic-level execution with  to your next live event without sacrificing a life you enjoy? ♟️ BOOK A CALL and map out your framework with Lauren directly.  Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  2. Episode 2

    The Margin First Blueprint : How to Eliminate Hidden Supplier Fees and Lock In Event Profits

    Picking venue menus and signing contracts before locking in your margin targets isn't event planning... it's a financial gamble. Most hosts price tickets off a guess, get hit with unexpected AV, staging, and vendor line items weeks before doors open, and end up working 18-hour days just to break even on an event that was supposed to make them rich. That's why Lauren is breaking down her signature profit planning framework and revealing how to audit your breakdown metrics, catch hidden supplier fees early, and guarantees your event is profitable before you open the cart. Press play now to lock in your numbers and build a predictable, high-margin event strategy.   P.S. Grab the EVENT INCOME TRACKER to stop planning your event in the dark and start bringing your profit opportunities to light.  Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  3. Episode 3

    The Intimate Retreat Trap : How to Set Boundaries and Create Repeatable Revenue Producing Events

    Scaling down your guest list doesn’t mean scaling down your workload - without strict boundaries, a 15-person retreat will drain more energy than a major conference. When you play 24/7 concierge, tech support, and late-night counselor to a small room of high-ticket clients, you arrive at your backend offer completely depleted. That fatigue compromises your room sense and directly tanks your high-ticket sales conversions. Learn how to create high touch, intimate rooms with rock solid operational boundaries so you can deliver a luxury attendee experience while preserving the mental bandwidth needed to close big deals. Press play right now to protect your energy and turn intimate retreats into repeatable revenue engines. PS. Build a high converting retreat without losing your sanity ♟️ CLICK HERE to book an event strategy audit directly with Lauren. Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  4. Episode 4

    Your Secret Weapon : How To Elevate Your Event Sponsorship Strategy

    If you're asking local businesses to "support" your event by putting their logo on a screen, you aren't selling sponsorships... you're leaving tens of thousands of dollars on the table.  Most hosts treat sponsorships like donations, cluttering their venue with "logo soup" while struggling to get past the receptionist. In this episode, you're getting the ticket to the exact framework that took Lauren's client from a deflating $8,000 in support to over $32,000 in cash sponsorships plus a suite of experience-elevating in-kind partners - without a bigger audience or sending cold emails.  Press play and discover why sponsors don't buy pretty decks, how to fix your prospectus pricing, and the secret weapon to turning your event into an irresistible commercial opportunity. PS. Ready to start securing real cash sponsors for your next event? Book a direct Secret Weapon strategy session with Lauren today ♟️ SECRET WEAPON CALL Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  5. Episode 5

    Event PTSD Cure : How To Trade Last-Minute Chaos for a Profit Producing Event

    Wearing a $2,000 dress while sweating through a wall of last-minute vendor calls, unregistered guests, and runaway catering bills isn't event host success - it's event PTSD. Most professional service providers host events that feel more like expensive, high-stress disasters than strategic revenue drivers.  That's why we are sharing the raw behind the scenes story of a client who went from taking personal financial hits and fielding late night speaker requests to installing a bulletproof, profit first operational model. And how you can make the shift in your next event too!  Press play to discover how to set unshakeable sponsor boundaries, protect your sanity, and guarantee that your next event is as profitable as it is powerful. PS. You don't need to constantly be putting out fires to protect your bottom line ♟️ DOWNLOAD THE EVENT INCOME TRACKER Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  6. Episode 6

    Beyond the Games: How Councils & Destinations Can Create Events that Build Legacy

    The true success of a major event isn't measured in medal counts or stadium crowds... it’s measured by what remains 15 years after the final whistle.  Drawing from her operations experience at global events like the Deaflympics in Melbourne, the Sydney 2000 Olympic live sites, and the Australian Superyacht Rendezvous in the Whitsundays, Lauren is showcasing how councils, regions, and businesses can build sustainable event ecosystems that create a ripple of impact long after the event ends.  Press play to move from planning one-day events to curating experiences that turn into a legacy. PS. Ready to build an event strategy that puts your town or business on the global stage? Click here to BOOK A CALL and let's create something memorable.    Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  7. Episode 7

    The Iceberg Effect: How to Engineer Fundraising Events with Maximum Impact

    When you see a stunning gala with music playing, champagne flowing, and an elegant stage setup... you're looking at just the 10% above the surface. The true financial success of any major fundraiser relies on what Lauren calls the "Iceberg Effect."  Purpose-driven leaders often pour immense energy into the room without a clear backend model, leaving massive sponsor revenue and post-event donor lifetime value on the table. In this episode, Lauren breaks down how to engineer a high-profit event structure that protects your team's bandwidth, optimizes sponsorship decision timelines, and turns single-night attendees into long-term financial supporters.  Press play to transform your fundraising vision into a scalable, high-yielding revenue driver for your cause. PS. Check out Episode to download the Event Income Tracker and build a high-profit fundraising strategy that honors your cause and maximizes every donor dollar.  Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  8. Episode 8

    The Live Site Blueprint: How Smart Regional Councils Can Capitalize on Brisbane 2032

    When the world turns its attention to Australia following the 2028 Los Angeles Games, the economic and tourism impact will extend far beyond official stadium walls.  Drawing from her operational roles at the Sydney 2000 Olympic live sites, London 2012, and the 2018 Gold Coast Commonwealth Games - where a 50-microphone beach karaoke activation captured global attention - Lauren is giving you a behind the scenes look at how councils, regions, and business hubs can engineer immersive live sites and local activations.  Press play now to start positioning your region for gold long before 2032. PS. Want to map out a winning live site or destination activation for your council or business ahead of Brisbane 2032? ♟️✨ BOOK A CALL with Lauren today.  Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  9. Episode 9

    The Conference Framework: How to Command Authority, Protect Your Sanity, and Maximize ROI

    An industry conference can either become your company’s greatest authority-building asset or a stressful cycle of late-night firefighting and backstage fatigue.  Why do so many well-intentioned event hosts end up overwhelmed and exhausted by day two? Because hosting a major gathering isn't a side hobby - it is operational leadership under pressure. This episode will show you what it takes to execute an effortless, multi-six-figure conference... including how to avoid becoming the "single point of failure."  Press play to uncover the exact lead-time frameworks needed to navigate 250+ attendee requests, speaker timelines, and sponsor expectations without losing your mind or your margins.   PS. Ready to plan a conference that elevates your brand, builds lasting authority, and operates on a sustainable financial model? Head over to Episode 2 to grab Lauren’s free EVENT INCOME TRACKER then click the link to book your personalized strategy session.  Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  10. Episode 10

    The Visitor Economy Engine: How to Turn Local Ticket Sales into Region Wide Tourism Growth

    When reviewing an event client's strategy, Lauren spotted a silent killer in under 30 seconds: the team was measuring basic ticket attendance instead of true tourism impact.  Just because people buy tickets doesn't mean you've stimulated the local visitor economy. So Lauren is breaking down the vital difference between single event thinking and destination thinking. Discover how a single pillar program and narrow sponsorship deck cap your audience reach, and learn how to re-engineer your event programming to attract families, day-trippers, and multi-night visitors who spend at local hotels, cafes, and retail precincts.  Press play to turn your event into a multi-year destination driver that people don't just attend, but actively travel for. PS. Go beyond measuring basic headcounts and start building an event that drives real economic impact for your region ♟️ Get the EVENT INCOME TRACKER in Episode 2 and then book your personalized strategy call.  Join the FACEBOOK GROUP to start monetizing your events without adding more to your plate.

  • 10 Episodes

Ratings & Reviews

5
out of 5
2 Ratings

About

Listen to Lauren before you plan your next event. If you're an entrepreneur, business owner, brand leader, or organization looking to create unforgettable events, attract high-value sponsors, and elevate your authority, you're in the right place. Hosted by global event strategist Lauren Penny, The Ticket pulls back the curtain on the strategy behind the world's most impactful experiences. After helping deliver events for organizations including the Olympic Games, FIFA World Cup, and other world-class international events, Lauren shares the insights, relationships, and behind-the-scenes playbook that most people never get to see. Each episode explores the real game behind successful events - from sponsorship acquisition and partnership strategy to attendee experience, event marketing, logistics, leadership, and the subtle decisions that transform a good event into an unforgettable one. Whether you're planning your first conference, scaling a national summit, producing a fundraising gala, launching a live experience, or looking to secure corporate sponsors, The Ticket gives you the insider strategies to help you think bigger, execute smarter, and create events that people remember long after the lights go down. Because every extraordinary event starts with one decision... So, are you game?

Information

  • Creator
    Lauren Penny | Premier Event Strategist
  • Episodes
    10
  • Seasons
    1
  • Rating
    Clean
  • Copyright
    © 2026 The Ticket
  • Show Website
    The Ticket with Lauren Penny