Case Study: Tapping into New Audience Segments with Peachtree Entertainment

Client Profile: Peachtree Entertainment is a premier event producer specializing in large-scale country music festivals. Their portfolio includes high-profile events like Rock the South, Tailgate N’ Tallboys, At The Station, and Rock the Country tour.

Objective: Peachtree aimed to maximize revenue and attendance across its 2025 festival slate by targeting specific, high-intent audience segments, specifically students and military personnel, while lowering the barrier of entry for high-priced festival passes.

The Challenge: Reaching Beyond the General Admission Buyer

Traditional festival marketing often focuses on a broad "general" audience. Peachtree recognized that substantial revenue was being left on the table by not offering tailored incentives to two key demographics: students and the military community. Furthermore, because multi-day festival passes often require high upfront costs, Peachtree needed a way to increase purchasing power for price-sensitive fans without discounting its entire inventory.

The Strategy: Behavioral Segmentation & Frictionless Commerce

Peachtree's strategy for this initiative shifted away from broad-market "blast" marketing to a more precision-targeted approach. By analyzing the audience demographics, they identified two key segments with high affinity for country music but distinct purchasing barriers:

• The Military Community: A demographic with high loyalty but a need for secure, exclusive recognition.
• The Student Demographic: A younger, high-energy audience often constrained by upfront liquidity but highly active on social media.

The core of the strategy was to provide easily digestible, exclusive digital Offers that met these fans where they lived: on campus, on base, and on their mobile devices.

FEVO Enterprise Solutions Utilized

I. Advanced Gating: ID.me and .edu Domain Verification

To protect the integrity of their military and student Offers, Peachtree utilized FEVO’s robust gating tools:

• Military Verification via ID.me: Peachtree required ID.me verification at checkout, allowing only verified service members to unlock exclusive pricing. This built immediate trust with the community and prevented discount abuse.
• Student Gating via .edu Domains: Utilizing FEVO’s Domain Gating, Peachtree restricted student Offers to buyers with valid .edu email addresses. This ensured that university-specific marketing reached the intended demographic with 100% accuracy.

II. Increasing Purchasing Power: Zip™ (Buy Now, Pay Later)

Recognizing that festival passes are a significant monetary commitment, Peachtree integrated Zip (Buy Now, Pay Later) into the Social Checkout™.

• This allowed fans to split their total into four interest-free payments, effectively increasing the purchasing power of younger demographics and helping move premium inventory.

III. Social Sharing & The Network Effect

By enabling Social Sharing, Peachtree turned these specific segments into ambassadors. Verified students and military members could share unique purchase links with their respective networks, allowing friends to "Pay Separately & Go Together".

The Results: Data-Driven Success

The implementation of these targeted segments resulted in significant engagement and revenue growth across the Peachtree portfolio:

• Total Revenue Generated: $1.73m+
• Total Tickets Sold: 13.6k+
• Average Portfolio Conversion Rate: 4.33%

Festival Breakdown (Conversion Rates):

• At The Station: 6.2%
• Rock the Country: 6.15%
• Tailgate N’ Tallboys: 4.11%
• Rock the South: 2.15%

Key Takeaways for Festival Organizers

1. Launch with the On-Sale: Launching specialized programs at the start of the on-sale cycle captures the highest intent and peak social momentum.
2. Verify to Qualify: Use ID.me and Domain Gating to create a "VIP" feel for specific segments while protecting your margins.
3. Financial Flexibility Drives Volume: Payment options like Zip™ are critical for high-dollar ticketed events to reduce abandoned carts among more price-conscious buyers. Plus, with upfront payments from Zip™, organizers do not need to compromise on revenue collection or risk.

"Sustainable growth in the festival landscape comes from understanding not just who your fans are, but how and when they’re able to buy. By leveraging FEVO Enterprise to deliver verified, exclusive offers to students and military members, we recognized and rewarded specific fan communities. For 2026, these initiatives will be core to our day-one on-sale strategy to capture peak intent and maximize revenue from the start.”
- Justin Andrews, VP of Ticketing & Revenue Strategy @ Peachtree Entertainment