Status: 14 Days to Event (Data as of Nov 10, 2025)
Executive Summary
Total ticket sales for 2025 have recovered to 2,683, putting the event on par with 2023 (2,682) but still trailing the 2022 peak by 24%. The defining characteristic of the 2025 cycle is a dramatic consolidation of sales into the final 30-day window, driven by the Untappd promotion. This dashboard allows you to explore this trend and the recommended next steps.
Total Sales (2025)
2,683
vs. 2,682 in 2023
Avg. Daily Velocity (2025)
1.02
vs. 1.34 in 2024
Late-Buy Tickets (Last 30d)
1,636
61% of total 2025 sales
Total Sales vs. Past Years
2025 has recovered to 2023 levels, but not the 2022 peak.
Cumulative Sales Pacing (2025 vs. 2023)
Illustrates the "tale of two periods": a slow start followed by a sharp, late recovery.
Analysis: The Tale of Two Sales Windows
The 2025 sales cycle is defined by two opposing trends: a significant drop in early sales and a massive, promotion-driven surge in late sales. Use the tabs below to explore the data for each specific window. This comparison highlights our new reliance on last-minute, high-urgency promotions.
Finding 2.2: The "Late-Buy" Surge
The final 30-day window, coinciding with the paid Untappd promotion, has been extremely effective. Sales in this window are up significantly compared to 2024, delivering 1,636 tickets (61% of our total) and successfully recovering the early deficit. This highlights the power of the promotion in capturing late-intent buyers.
Late-Window Ticket Volume
Finding 2.3: The "Early-Buy" Softness
This late success masks a critical weakness: the early sales pipeline (days -60 to -31) has softened considerably. We sold 1,047 tickets in this window, a steep drop from the 1,501 tickets sold in the same period in 2023. This suggests our sustained, early-funnel marketing is no longer effective, making us dangerously reliant on the final promotional blast.
Early-Window Ticket Volume
Conclusion & Strategic Next Steps
The key strategic question is no longer "Did the promo work?" but rather, "How much of this 1,636-ticket surge was incremental vs. organic?" We must determine our cost-per-acquisition to evaluate the promotion's true ROI. Based on this analysis, we recommend the following next steps.
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Calculate Incremental Yield
Size the true incremental lift of the Untappd buy. Compare the 1,636 late-window tickets to the 2024 baseline and overlay media spend to determine the cost-per-incremental-ticket. This is essential to decide whether to renew or scale this partnership.
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Rebuild the Early Funnel
Reinstate an upper-funnel marketing "drip" (e.g., email, loyalty-only perks) for the 60 to 31-day-out window. This is critical to rebuild the early pipeline that dropped from 1,501 to 1,047 tickets, reducing our dependence on a single, high-stakes promotional blast.
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Data Hygiene & Tagging
Investigate and scrub data anomalies (e.g., the Day -95 surge). Crucially, all future campaigns must be tagged properly so we can isolate the impact of specific activations (like Untappd) from organic sales velocity.