Social Currency with Sammi Cohen Jaclyn Johnson and Marina Middleton (Create & Cultivate) on How To Sell Out a Live Event, the Future of Community, and Whether Virtual Events Are Dead
Nov 18, 2025
Jaclyn Johnson, founder of Create & Cultivate, and Marina Middleton, its CEO, dive into their remarkable journey of building and reclaiming a powerful community for women in business. They discuss the nuances of scaling events while fostering intimacy, the balance between profit and accessibility, and effective brand partnership strategies. Jaclyn reveals the motivations behind her audacious decision to reacquire the company, and both share insights on why in-person events still reign supreme as they navigate the future of community.
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Combine Big Events With Curated Retreats
- Complement large events with smaller, niche retreats and masterminds to deepen relationships and solve specific business challenges.
- Those intimate programs convert attendees into superfans who repeatedly return to other properties.
Monetize Sponsors First, Then Premium Offerings
- Prioritize sponsor revenue early and keep ticket prices accessible to build trust and scale audience loyalty.
- Later, sell high-touch products (retreats, courses, masterminds) once you've proven value and built authority.
Pitch Brands By Solving Their KPIs
- Ask brands what success looks like for them before pitching and then map your properties to their KPIs.
- Offer the right-sized activation (festival, retreat, dinner) that delivers targeted outcomes like hires, leads, or conversions.