How to Host Your First (or Next) Event and Actually Monetize It

In this episode of The Power Table Podcast, Taylor Smith breaks down how to host your first—or your next—event in a way that not only creates impact, but actually generates revenue. Drawing from her experience growing from a 0-attendee event to sold-out rooms of 150+ people, Taylor shares why events have been one of the biggest growth drivers in her business and why they are often one of the most overlooked strategies for building trust, momentum, and authority.

This episode is a practical conversation about event strategy, monetization, and leadership. Taylor explains why events are not just “nice to have,” but one of the fastest ways to compress trust, deepen connection, and move people from passive followers to paying clients or community members. She also shares the mindset shifts that matter most if you’ve been waiting until you feel “ready” to host something of your own.

Listeners will learn how to choose the right goal for an event, identify the audience gap that the event should solve, build in revenue from the beginning, and design a clear next step after the experience ends. Taylor also gives a behind-the-scenes look at how she plans and organizes her events using Adobe Acrobat and PDF Spaces to create streamlined systems for both production and attendee experience.

Whether you want to host a workshop, retreat, conference, networking event, or conversion-focused experience, this episode will help you think more strategically about what events can do for your business and how to structure them for both transformation and profitability.

In this episode, we cover:

• Why events are one of the fastest ways to build trust, connection, and momentum
• How events position you as a leader, not just a participant in your industry
• The three main event goals: nurture, conversion, and visibility
• Why your event should be built around your audience’s gap, not just your own ideas
• How to start small while still building in meaningful revenue
• Different ways to monetize an event, including tickets, VIP experiences, sponsors, and post-event offers
• Why brand partnerships should be incorporated earlier than most people think
• The importance of designing a clear next step for attendees after the event
• How Taylor uses Adobe Acrobat and PDF Spaces to organize event planning, speaker documents, sponsorship materials, and attendee resources
• The difference between hosting random events and building repeatable, scalable event experiences

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Transcript

SPEAKER_00 0:00

Welcome back to the Power Table Podcast. Today's episode is one that I've been wanting to record for a very long time because so many of you have asked me for it, and because events have been one of the single biggest drivers of growth in my business, and honestly, one of the most misunderstood strategies in the business and personal branding space. I can also say that I have a lot to say on this topic. As someone who took an event from zero attendees, no one showing up to selling out a room with over 150 people and going from generating $2,000 in sales in my first conference to well over six figures in revenue by year three of the Power Table Live Conference. My company, the Power Table, has hosted over 350 virtual and in-person events since the beginning of 2025 alone. And so as a result, we've built this incredible global community of over 20,000 entrepreneurs. And I can confidently say this events are not a nice to have. They're one of the most powerful ways to build trust, create momentum, and generate revenue when you do them strategically, as well as with thought and care and intention for the people who are going to be in the room. So today I'm breaking down exactly how to host your first or next event and actually monetize it. Okay, so before we even get into how to host an event, we need to talk about, I think, why it matters in the first place, because a lot of people see events as this just for fun, something optional, something that just serves as a cash injection into your business, something that's suited only for people who have like these very bubbly social personalities, which, spoiler alert, I'm actually quite reserved and introverted myself. But I host an event, or something they'll do later when their business is bigger. But the truth is, events are not this bonus strategy or something that's not available to you until you've reached some arbitrary number or size within your business. And they're actually one of the fastest ways to build trust, connection, momentum in your business, and additional streams of revenue and allow you to serve your super fans and your people who love what you do, your rock star clients, really, really well in a way that content alone just simply cannot do. Because when someone's in a room with you in person, whether that is virtual or you know, in the room physically with you, they're not just consuming content. They're experiencing you. They're hearing how you think, they're seeing how you lead, and they're getting real-time value and real-time transformation that compresses time significantly. And my goals with my events are always to deliver two years of results within two days. So instead of someone following you for months before they decide to work with you, an event can move them from I just found you to I trust you, I'm ready to take the next step with you in a matter of minutes to hours. And beyond that, events position you differently. So they don't just make you visible, they make you the obvious leader in the room. So you're no longer just participating in content and participating in conversations, you're creating the space where the conversations actually happen. And that's a different level of authority entirely. So if you know that you've wanted to host events, but you've been waiting until you have a bigger audience, you have more experience, or everything feels perfect, I want to challenge that. Events are not something that you earn the right to do later. They're one of the things that will actually help you achieve those goals and growth that you want even faster. And that event also does not have to be massive in order to create significant results for you and your personal brand. So in a few minutes, I'll actually get into different types of events you can host that are highly effective and highly desirable for people. But before that, I think we need to talk about event goals, choosing the right goal. Because before you pick a topic or a theme, a date for your event, before you even think about content or marketing or what goes in the event, you need to decide what is the purpose of this event. Because not all events, I think a lot of people don't realize this, are meant to make money directly. So let's talk about the three primary event goals. These are kind of how I look at events. The first one is nurture events. These are designed to nurture and build depth with your most loyal clients and potentially sell them into the next level of working with you. That could be a retreat, it could be a workshop of some kind, maybe a podcast party in person, a private podcast. There are all these different ways that you can build up depth with your current and existing clients and give them an exclusive experience through an event. The second goal is conversion. So this is an event that is designed to lead into an offer and generate sales. These can be free or low ticket, but they can also be very high-ticket events. And I think it's important for you to understand that ticket price is directly related to offer price. If you price your tickets too low and then you put a high-ticket offer in front of someone at the event, they may not buy because it was too disjointed. There was a big jump from how much they paid to be there. It's going to attract a different kind of client if that price is too low, and they may not be ready to jump into the next level of the offer. On the other hand, if you price those things appropriately, the person who is coming is going to already be prepared to invest in their next step. And that is the type of event that will help you increase your revenue and typically the level of support and attract a more advanced audience is if you're building a conversion event. And then the third type of event is visibility. This is a type of event that's designed to grow your audience and brand authority. Yes, you may still be selling something at a visibility event, but the main goal is growth and brand awareness. And your event might actually be a combination of two or three of these. That's completely normal, but really getting crystal clear before you even start on what is actually the goal for this event right now. Most people never have a goal beyond selling tickets and having people show up. And that's really where things fall apart. So instead, I would encourage you to decide ahead of time what does success look like for me for this event? What do I want people to get out of it? And what is their next step after attending? And what is my next step after hosting? Because your goal then determines everything else from there. And this is the biggest mistake I see with events, why they can't monetize, why they can't sell tickets, why no one bought their offer, why it isn't successful, is because they never had a clear goal to begin with. So then we were never able to reverse engineer that goal and make strong decisions about the event, how you'd market it, who is it for, because they never had a goal to begin with. All right, and so the next thing that I want to talk about is identifying the gap that your audience has that your event would fill. Your event, I hate to break it to you, is not about your expertise or your vision. I think a lot of people make the mistake of planning their entire event around what they envision and what they are excited about. They have a vision for the colors and branding and stage and content. And then they struggle to fill the room because your event's why and its core promise is about you. And it cannot be about you. It has to be about your audience's gap. So ask yourself when you're thinking about an event, where's my audience right now? The people I envision in the room, where are they right now? Where do they want to be? And what is the fastest way I can help them move forward with an event? Your event should solve a very specific problem and should not try to cover everything. We really want to narrow this down. Like, what is this exactly for based on where they are right now and where they want to go? Clarity on this will help you create confidence for yourself, but also for your attendees, because confident attendees are the ones who are going to convert into that next step with you. And we can make them confident by making sure the event has a clear outcome and it's something they actually want and need help with. Okay, we've covered the big picture strategy and really thinking through what are your goals and what are the goals of your audience. But I do want to touch on a few different types of events that you might not have thought about. And know that you can start small. Like I did not start by selling out rooms of hundreds of people. And a lot of these events can be something that's relatively low cost for you. It can serve those other goals, such as nurturing or brand awareness. It can be for proof of concept for something bigger. Um, so let's talk about a few different kinds of events that you can start with as your first or next event or a way to continue to build momentum in between the bigger events that you have. So when I think about small events, some of the best ones are typically designed for teaching something educational or providing connections. Um, when it comes to education, workshops are great. But the difference between an event that is a workshop and simply hosting a workshop that is a masterclass or a webinar that then would lead into an offer pitch is that the event as a workshop also has to have an experience of some kind. So you can do this online, you can do it in person, but thinking about instead of me just teaching a 40-minute masterclass, can I make this a two-hour event where there are prizes or there is a challenge, there's something special involved, people get something extra and exclusive. Maybe there's a theme, such as a summer reset, for example, or annual planning, really getting clear on how this becomes an experience and not simply a masterclass is a good way to think about your educational event. And maybe teaching something that you don't teach all of the time. I don't want to tell you go reinvent the wheel, but thinking about what is it that people really want from you that maybe they don't get in as much depth or hands-on support, or they've never really heard you talk about the angle, but they've been asking for it. And then when I think about connection as a reason to host an event, a goal, and that your people need connections, that can look like networking events. Um, it can look like, you know, in-person cocktail hours, brunches, private dinners is a big one that's really popular right now. And that's a great way to start small is hosting a private dinner. Um, it can even be something like uh it can even be focused around a specific theme for the dinner. Maybe you provide um specific questions and conversation starters, or you potentially pair the people coming to an event in advance so that you structurally make sure that they get the right connections and you pair people together almost like matchmaking ahead of time. I always think that's really cool when hosts are able to do that. Obviously, you can't do that with the bigger the event gets, but it's a great place to start. Hosting small networking meetups in your city is also how I got started with my first in-person event at the power table. So, you know, um, just putting out an open call and seeing who's out there, that kind of event tends to be more for the brand awareness and visibility component, but it's a great place to dip your toes into hosting events, retreats uh or mastermind style events, small group events that are private is also a great place to start if you're like, I'm not ready to host a 50 or 100 person or 500 person event. Uh, so these can be, you know, 5, 10, 20 people where you are getting people together and you're moving the group through the same experience or transformation all at the same time. And these tend to be focused on, again, something seasonality to make it an experience. So annual planning, um, a spring reset, self-care, you know, taking care of yourself and coming back deeply to your core, you know, mission, your true North Star. Um, or I've even seen really cool retreats based around shared goals, such as writing your book retreat or learning how to build your bot, your AI bots, as a one-day in-person event. Thinking about how you typically coach in groups online and how can you deliver that in a one-day or one weekend experience, whether that is online with a virtual retreat or in person, is also a great way to think about how you can start hosting events with what you're already doing. You're just delivering that transformation in a in a fast, much faster way, but then also with much more depth because they're focused, right? And this is a reason why events can deliver such a big transformation, is because if you think about coaching or a service that you provide, they are with you for maybe one hour a week or bi-weekly calls, and maybe there's a Slack channel, but in between all of that, there's distraction, there's shiny objects, light gets in the way. People aren't fully dialed in or thinking deeply about the goal that they're working on with you. And instead, when we put them in an event, whether that's four hours or one full day or three full days, they are fully dialed in, which means you can get so much deeper faster because of a lack of distractions. And then finally, I'll say the next one is of course conferences and larger style events. Now, these require a lot of risk. They are a huge amount of time. I mean, we spend hundreds of hours planning Power Table Live. Uh, they require a good amount of financial risk. So I would never recommend that anyone start with a conference right out the gate or some sort of much larger event where you're going to be selling, I would say, more than like 25 tickets. But the potential for larger events, if you're able and willing to assume the risk, is significant in terms of revenue, brand awareness, um, community engagement. It's just a really phenomenal way to grow your business. So I just wanted to go over some of those types of events in case you need ideas. But ultimately, I would say start small, get really dialed into the people who come to your first few events, figure out exactly what their gaps are, what they want, what they really love, so that you can figure out what your secret sauce is and then build in revenue from there. And I will say a lot of people think that you need a big event to make money. You don't. And in fact, this is kind of a misconception. The bigger your event, the harder it is to make money because the larger the event, the more people in the room actually drives down your conversion rate, and everything as a whole gets so much more expensive. Obviously, there are a lot of factors here that go into it, but the general premise is that bigger is not always better. And the most important thing is that regardless of your event size, your event needs a profitable structure. I'm not going to get too deep into this just for the purposes of this podcast, but I want to really make sure that you understand this one concept. And that is even a small event can generate revenue for you. My events have always been in the black every single year, because when you intentionally design it that way, there's no reason even an event of five, 10, or 20 people cannot be profitable for you. And the design that I'm talking about is building in multiple ways to monetize. Most people think about their only revenue stream for events is ticket sales. That's it. That's the only revenue stream that they have. And then the problem with that is if you don't sell tickets, you will probably lose money on the event. Um, and you're constantly stressed about how many more tickets you need to sell. So then that affects your mindset. It affects the way that you show up at the event, it affects your marketing and your planning. So I want you to avoid making ticket sales your only way that you monetize your event. And then the second part of that is that I think a lot of people make the mistake. This is really, really specific. But when they are budgeting and planning out for their event, they make their budgeting and pricing decisions, how much they'll sell tickets for, how much the event's gonna cost, what is their budget for each component, such as AV or catering or so on and so on, based on selling 100% of their tickets. And that is a very big risk. I actually prefer to make my budget and set my prices based on only selling half 50% of my tickets, or you can go 75. Like if I sold 75 tickets, what do I need to price it at to cover the budget? What is how much budget room do I have? And then that way, if you do go over that, it's simply extra profit for you. It's just an icing on the cake. But if you make all your decisions, assuming you're gonna sell out, I promise you you'll be in a lot of stress the whole time leading up to your event. And I don't want that for you. And the other thing is, um, a lot of people rely on promotions like discounts, sales on their tickets, BOGOs. And these aren't bad, but I actually have the longer that I've done events, I have uh done fewer and fewer of these. And in fact, this year for Power Table Live 2027 for the ticket sales, we are doing one pre-sale in a couple of weeks. You'll hear me announce it on the podcast, where we will offer a discount for 2027 tickets. And then that's it. And it feels crazy to make that decision over a year out, but I feel very confident in that decision that we will not run another discount. We will offer other upgrades or bonuses, but we will never discount the tickets after that one pre-sale. And the reason for this, I feel like I'm giving you guys so much, like so many good gems here on this podcast. Like we're getting so, so strategic. But the reason for this is one, I don't want to train people to wait until the last minute to buy tickets because they know I'll panic and discount at the end. Like, I think a lot of events do that, and I don't want my people to do that. We never have. I don't want those last minute, like, I don't want to train people to wait. And two, it doesn't feel good to me that the people who bought the earliest pay the most. Like imagine that you are the person who plans six months to a year out, you're fully invested in this event and this community, and you're really excited about it. And then, like, you bought your ticket eight months out, and then a month ahead of the event, the event host is running a BOGO sale to sell tickets, but you paid full price. I just don't like that vibe. So I want to reward the early birds, not the other way around. And that's why for me personally, I made the decision that we will actually only run one discount, and that's for the earliest adopters and the earliest, you know, ticket holders over a year out from our event. Okay, girlfriends, let's get into a few additional ways to monetize. So VIP upgrades. I'm always surprised when I see an event with one pricing tier. That's it, just one. Um, it actually hurts you if you only have one pricing tier because there's nothing else for people to price anchor to or establish value to. So you can deep dive on this on sales psychology if you're interested, but multiple pricing tiers actually increase your conversions overall. And it can help you monetize even further by having some bonuses or upgrades from, you know, extra content the day before or early access to one-to-one time with coaching with you to maybe some bonus experience with a brand partner, which we'll get into in a minute. There are so many different things you could do with a VIP upgrade. I just try to avoid not having VIP be based on things that are, you know, not really valuable. And by that I mean VIP is not reserved seating at my event. Like, I don't care about reserved seating. I don't need a seat up front. Like, that's not worth the extra money for me. I've been to events where the VIP was a dinner upgrade and that sounded really great because I thought, oh, I'm going to make these great connections. Like, I'll totally upgrade for VIP. And the dinner was really underwhelming. So just make sure that whatever you do have VIP upgrades, they're very tangible and that they actually really deliver an upgraded experience that's really, really good. And I can tell you this. In year one, I had 20% of my attendees of Power Table Live upgrade to VIP. And that actually is because we capped the VIP. So we sold it out. But there were only like I think 15 or 20 spots. And then last year we had 50% of our attendees upgrade to VIP. So it's half and half. And then this year, 75% of our ticket holders in 2026 upgraded to VIP. 75%. And we increased our monetization and our revenue by this. But the reason so many people upgraded is because we made it so good last year that everyone who only came GA last year then went on to upgrade to VIP this year. So really focus on making those really good. And then additionally, add on experiences. So besides the VIP tickets, what are some other things that you could add on to monetize in an additional way? This is where also like local partners can be really helpful for you. So, you know, can you add on, for example, branding or headshots? Can you add on private coaching or some extra thing with one of your speakers? Maybe it's an add-on with you. Although I try to say, like, hey, don't give up too much of your time because you're going to need a lot of time and energy to be able to deliver the room itself. So maybe thinking about like what are ways that you could add on something special that isn't also a direct drain on your time specifically. And then thinking about what you're going to sell at your event is really, really important. And I cannot believe how many events I see that miss this mark. The only time when I wouldn't sell something at my event is if I was really focused on this being for uh brand visibility and brand growth. And an event where I might not be selling something might look like a podcast launch party, for example, or a networking event where I just need the content and I want to start building more connections. In that case, I might not have an offer, but otherwise, most of the time, I genuinely want to have an offer because I want to give people an obvious next step after the event. Where are they going to go for accountability, for support, for feedback, for you know, more resources and strategic knowledge on their goals as they move forward. So making sure that you have something to sell before they walk out of the room. And then finally, the additional monetization stream that I want to make sure I touch on is brand partners and sponsors. There is so much opportunity to work with brands, whether that's, you know, big corporations or your local businesses that you can support and work with. These have been immensely helpful to me for making my event profitable in terms of both monetary sponsors. So we do sell paid sponsorships to Power Table Live. And our like revenue generated from that has grown every single year as the audience size of the conference has grown every year. But we also have paid sponsors for our smaller events too, for our virtual summit, as well as our in-person uh retreat weekends, our mastermind weekends, too. So it doesn't have to be a big event to secure financial sponsors, but know that in general, the bigger the event, the more revenue you can generate from a paid sponsor. But every little dollar helps, which brings me to the second side of that. And that is thinking about in-kind sponsors, particularly with your local businesses. Thinking about, you know, what could I, who could I collaborate with for things like florals, catering, photography, content, um, whatever you need for your experience, a venue. A lot of these local businesses, they need visibility and eyeballs just as much as you do. So if you are someone who can deliver content for them, you're someone who can bring in new eyeballs to their social media accounts, approach them to see what they would be willing to do in terms of collaboration. And a lot of times you can get discounts or sponsored services or product from local businesses. And every single one of those things, even though it seems small, it really adds up for your budget and your bottom line. And I always think about how valuable our in-kind partners are, how much it benefits us, how much it benefits their business. And we, I really wouldn't be able to run my event without them. So I treat them like gold and I make sure that we get as many eyeballs on their business as possible. And the whole point in sharing this is because one, I don't think a lot of people realize how many different streams of revenue you can have for your event, but two, monetization should be built from the beginning. It should not be added at the end or added after you panic because you haven't sold enough tickets. And when you design for revenue, your event will naturally support it. And since we're talking about planning and designing your event, I also wanted to give you a behind-the-scenes look at something that's made my entire event planning process so much more streamlined for me, especially as my events have grown. And one of the tools that I use is Adobe Acrobat, specifically for organizing and building what I call our official event hub. And I want to give you a little bit of a disclosure before we dive into this. I want to say that I am an Adobe Acrobat ambassador, which means that I partner with Acrobat to share tools that I genuinely use in my business. So I'll be walking you through how I use Acrobat to plan and organize my events because it has a key been a because it has been a key part of streamlining this process for me. When I say we've put in hundreds of hours to plan Power Table Live, I mean it. And so there is a point where you have to be organized in order to support that kind of growth. So instead of having, oh my gosh, like docs in one drive and notes in another place and the run of show and agenda somewhere else and sponsor details in a different folder. I've got everything in one structured PDF space. And PDF Spaces is a tool inside of Adobe Acrobat Studio. So here's how I use it and what I map out. I map out what my event goal is, the audience breakdown. And by breakdown, I mean who is going to be attending. Um, what's my goal for them? How many people in there are going to be speakers, sponsors versus ticket holders? What is the general flow, you know, the run of the show and schedule? What's the monetization plan? What are all the sponsor deliverables? And I put that all in one place. Acrobat really is the one tool that I would say like if you host an event, you should have this software. I use it to share speaker documents. So every speaker we have has a contract. That's another pro tip. Have contracts for everyone. So I put the documents into Acrobat and collect signatures from speakers on their speaker contracts. I send my sponsorship Pitch Decks through Adobe Acrobat. And we have created, this is new this year and is really cool. We've created an official event hub for our conference attendees with all kinds of information that they need. And that includes things like parking maps, resort maps, a parking pass, their agenda for the day, uh, and style guides, what they should wear. And one of the reasons that I love using PDF spaces is because it is so easy to share. I can send that entire event hub to my attendees with a single link, and they don't need an Adobe Acrobat subscription to access it. So it removes the friction of where do I find all the things? And it gives them one clear, organized place to engage with my event materials instead of searching their emails in their inbox or scrolling the group chat. They can just tap that one link that we've shared everywhere and access everything. It also enhances the attendee experience in a really powerful way because inside the PDF space, they can quickly understand the materials through built-in summaries and there is an AI assistant that they can use to ask questions, to explore content and get more out of what I've created. So instead of just handing your attendees information, you're actually giving them a way to interact with it. And I can tell you that people have been using it for Power Table Live this year and asking things like, hey, I'm really nervous about parking. Um, where do I park? And where is the conference located? And the AI assistant pulls the information from the resort maps and the parking instructions and gives it to them. They're also using it for things like, hey, so I'm a real estate agent and a new mom, and my you know, superpower is creating content. Who should I be connecting with at Power Table Live that would be the best people for me to network and connect with? And it will actually say that. Or here's my business, which talks would be most beneficial for me? And AI Assistant will provide them with a personalized, customized answer. So it's been really cool to see people use the hub. Alternatively, for a different event, um, our mastermind retreat weekend last fall, we created a full planning and productivity hub inside of a PDF space. The retreat was in October, and we focused on visibility planning for 2026. And I created a PDF space that had training resources, content templates, a strategic planning guide, personal branding guide, speaking workbooks, all of these other things that might be relevant to them, and gave them that hub so that they could then access all the training materials right there within one easy-to-use space. So that's another way that I've used Adobe Acrobat and PDF Spaces. And what I genuinely love about Acrobat is that my events now have a clear home base for all of that backend production, along with enhancing my community's experiences through their own PDF spaces that they can access. So instead of having to recreate my events from scratch every single time, I really have gotten to the point where I'm building a strong system that supports the event. And that's really the shift is moving from hosting these random one-off events to building repeatable, scalable experiences. Okay, so I've covered a lot in this episode from why you should host an event, giving you different ideas for types of events, how you can monetize your event from the very beginning, and how you need to be thinking about this from a structural point of view, from a designing and planning point of view, so that everything is easy for you to organize, easy for you to execute on, but then also ensures that your attendees have a great experience with strong transformation. And so as we wrap up this episode, I want to say that if there's one thing you take away from this episode, it's this events are not about gathering people, they're not about your content, they're not about you. They're about creating momentum. Momentum in the results of your audience, momentum in the results of your own personal brand and in your own visibility and the connections you can make, and momentum in your revenue. And when you approach events with strategy and intention, they stop being these one-time experiences and they start becoming one of the most powerful assets in your business. And so if you're thinking about hosting your first or your next event, I want you to start with just one question. What do I want this event to lead to? Because the answer to that question will shape everything. And if this episode helped you, I would love for you to share it. Tag me, let me know exactly what kind of events that you are planning next, if 2026 is the year you're hosting your first event, if you have questions you want to chat about how to monetize your event or how to increase the marketing and ticket sales of your event. And if you are in the middle of planning currently and you want a way to organize everything in one place, I highly recommend trying Acrobat. I really, really enjoyed using it for event planning. So I've included a link in the show notes where you can check it out and you can grab a free seven day trial. So you can try it completely for free and start planning your first or next event and monetizing it from the start. Thank you so much for listening, and I'll see you in the next episode.