Creator Science Podcast - Episode #248: Justin Moore - Lessons from Hosting His First 3-Day Event

Release Date: March 25, 2025

In Episode #248 of Creator Science, host Jay Clouse engages in an in-depth conversation with Justin Moore, a seasoned creator and the mastermind behind his inaugural in-person event, Sponsor Games. This episode delves into Justin’s experiences, challenges, and invaluable lessons learned from organizing a three-day event dedicated to empowering creators in mastering sponsorship pitches, obtaining expert coaching, and securing repeat brand deals.

Introduction and Initial Impressions

The episode opens with Justin Moore expressing profound satisfaction and fulfillment despite the event breaking even financially. Reflecting on the personal and communal connections forged, Justin states:

“I can't remember ever feeling this happy, laughing, this hard, feeling as connected as I have these last four days. And so even though I basically broke even, and even if I, like, don't fill out my mastermind like I was hoping to, this was 100% worth it. 110% worth it.”
[00:00]

Jay Clouse introduces the context of Sponsor Games, highlighting its unique focus on sponsorships—a topic often sidelined in traditional creator-focused events. Justin shares his enthusiasm and the physical toll following the event:

“Jay, I'm back on the show and my voice might sound a bit hoarse because I just got back from San Antonio for my first in person event and my body is shutting down. I think that's what's happening.”
[01:41]

Event Overview: Sponsor Games

Justin Moore conceptualized Sponsor Games as an anti-conference, diverging from standard creator events by eliminating traditional speakers and instead focusing on hands-on, outcome-driven activities. He articulates his vision:

“I wanted to kind of be an anti conference, you know... I wanted to put half of the talks about sponsorships because that was like the number one way we were making money.”
[04:47]

The event was meticulously designed to foster practical learning and meaningful connections among attendees. Unlike conventional conferences that emphasize audience growth and content consumption, Sponsor Games prioritized actionable strategies for securing sponsorships and building sustainable creator businesses.

Preparation and Organization

Justin emphasizes the extensive preparation that contributed to the event’s seamless execution:

“literally nothing went wrong. Not one thing the entire week... my insane preparation led to just everything going off without a hitch.”
[02:12 - 03:10]

Key elements of the preparation included:

• Venue Selection: Justin invested significantly in the venue to ensure a conducive environment. The Briscoe Western Art Museum’s Jack Gunther Pavilion provided an aesthetically pleasing setting by the riverwalk, enhancing the overall attendee experience.

• Catering and Amenities: Contrary to typical events where food is an afterthought, Justin allocated a substantial portion of the budget to catering. This decision was aimed at minimizing attendees' out-of-pocket expenses during the event, fostering a more engaged and focused environment. Highlights include a dedicated coffee cart with a barista and complimentary snacks:

  “We had a coffee cart like a barista there... people didn't have to pay for coffee.”
  [08:20]

• Team and Logistics: Justin credits his event planner, Sarah Loretta, for orchestrating the complex logistics. From venue selection to securing sponsorships, Sarah’s expertise was instrumental in bringing Sponsor Games to fruition.

Challenges Faced

Despite meticulous planning, Sponsor Games encountered several challenges:

1. Ticket Sales: Justin faced difficulty in selling tickets, with only about 40 sales against an initial estimate of 120. Factors contributing to this included:

   • Pricing Strategy: The event was priced at $600 for early bird tickets, eventually rising to $1,000, which may have been steep for first-time attendees.
   • Market Positioning: Potential attendees questioned whether to invest in the event or opt for Justin’s comparable-priced courses, leading some to choose the latter.
   • Marketing Approach: As a new event, there was no pre-existing hype or testimonials to drive sales, making initial trust-building efforts more challenging.

   “We had 95% of tickets sold at the $600 tier... we ended up spending $67,000.”
   [09:56 - 10:16]

2. Sponsorship Acquisition: Securing sponsorships late in the planning process resulted in logistical chaos, such as last-minute signage adjustments.

   “I really want to start locking in sponsors way further in advance because it was just so stressful there at the last minute.”
   [27:44]

3. Event Intimacy vs. Scale: While the intimate size of the event allowed for personalized interactions, balancing attendee numbers to maximize both engagement and financial viability remains a delicate task.

Lessons Learned and Recommendations

Justin shares several key takeaways from Sponsor Games, which can serve as guidance for creators planning their own events:

1. Enhanced Engagement Mechanisms: Attendees showed a strong preference for interactive and role-play elements over traditional Q&A sessions. Justin notes:

   “People were asking at the breaks, like, hey, can we do more roleplay?”
   [27:44]

2. Intimate Settings Foster Connection: The smaller, manageable attendee size allowed Justin to personally know and engage with each participant, enhancing the overall experience.

   “I was able to know everyone's name because it was intimate.”
   [27:44]

3. Early Sponsorship Commitment: Securing sponsors early in the planning phase is crucial to avoid last-minute hurdles and ensure smooth event operations.

   “Locking in sponsors way sooner than we did would be preferred.”
   [27:44]

4. Pricing Strategy Reevaluation: Justin contemplates increasing ticket prices in future iterations, aligning the event’s value with the investment required and positioning it similarly to retreats or masterminds.

   “I might increase the price... I think that puts it into a different pricing category.”
   [31:17]

5. Leveraging Team Expertise: Partnering with a skilled event planner like Sarah Loretta, who can manage extensive tasks from RFP distribution to sponsorship negotiations, is invaluable.

   “Sarah is incredible and she's one of those people where it's like, she's so accountable.”
   [26:51 - 27:12]

Final Reflections and Future Outlook

Despite the financial challenges, Justin reflects on the personal and professional rewards of Sponsor Games:

“These four days was one of the best weeks of my entire life... this was 100% worth it, 110% worth it.”
[32:52]

He emphasizes the irreplaceable value of in-person interactions, especially in an era where digital tools like AI are transforming the creator economy. Justin remains optimistic about doubling down on in-person experiences to foster deeper connections and enduring community bonds.

“You can't replace in person moments, and this made me even more bullish on doubling down on in person experiences.”
[34:16]

Conclusion

Episode #248 of Creator Science offers a candid and comprehensive exploration of Justin Moore’s journey in hosting Sponsor Games. From the highs of creating meaningful connections to the lows of financial uncertainties, Justin’s experience underscores the complexities of organizing creator-focused events. His insights serve as a valuable blueprint for aspiring event organizers, emphasizing the importance of preparation, adaptability, and a relentless focus on delivering tangible value to attendees.

For listeners eager to embark on similar ventures, Justin’s reflections provide both inspiration and practical strategies to navigate the challenges inherent in the creator economy.

Notable Quotes:

• “Nothing went wrong. Not one thing the entire week... my insane preparation led to just everything going off without a hitch.”
  [02:12 - 03:10]

• “I didn't want to have speakers, right? I wanted to be in control of the programming, start to finish.”
  [04:47]

• “These four days was one of the best weeks of my entire life... this was 100% worth it, 110% worth it.”
  [32:52]

Resources:

• Justin Moore's Website: creatorwizard.com
• Book - Sponsor Magnet: sponsormagnet.com

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