Here’s a success story from the if-you-build-it-they-will-come file: Simple postcards drummed up attendance for three-day tours of rock shows in London.
Boston-based Adventures in Rock, founded online in September, hosted a Blondie weekend in November that was only half-booked. But the December shows – Eurythmics and Elvis Costello – were sold out.
Last fall, when local radio ads bombed, co-owners Pamela Bracken and Karen Dickson passed out 10,000 postcards touting the tours and picturing the artists at concerts in Boston and New York. Another 10,000 postcards were mailed to names from the Rolling Stone and Fast Company magazine files. Recipients called a toll-free number or visited the Web site (www. AdventuresinRock.com).
The typical customer is 25 to 50 years old, “an upwardly mobile executive type of person with disposable income who is still young enough to take off for the weekend,” Bracken says.
The $1,290 weekend buys VIP seats at one or two shows, a room at a four-star hotel and guided walks to rock-trivia-laden venues in London.
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