Consultant and founder of OnSale Live’25, Dawn Farrow, sat down with EN ahead of the inaugural event she created. Farrow shares the inspiration behind the launch, the shifting dynamics of ticketing and live experiences, and why now is the right time for industry leaders to come together.
Dawn Farrow didn’t set out to launch a new kind of industry event. But like many of the most influential movements in entertainment, her creation was born from a gap she saw and couldn’t ignore.
“I became the accidental creator,” she says, reflecting on the origins of OnSale Live’25, the new industry-focused event that brings together leaders in ticketing, marketing, and live experiences. “I could see how the pressure of selling tickets especially in today’s climate was becoming tougher and more complex. I wanted a space where I could not only learn new skills but also connect with peers facing the same challenges.”
What started as a personal desire to find community and solutions has evolved into a professional mission. OnSale Live is now a much-needed hub for thought leadership in an industry rapidly blending theatre, attractions, exhibitions, and global IPs into one immersive arena.
From West End to immersive pioneering
Farrow’s roots are deep in the West End. With over 20 years of experience as a theatre marketer, she’s worked with some of the biggest names in the industry. After a successful stint at Media10, she launched her own agency, pioneering a fresh approach that recognised the shift in audience behavior and the rise of new, commercialised immersive experiences.
“We were the first agency to really acknowledge the customer revolution away from traditional theatre,” she says. “Theatre wasn’t just about shows anymore, it was becoming about experiences. Immersive theatre, comedy, even branded exhibitions were changing the rules.”
She points to key moments, like ‘Bodies: The Exhibition’ coming to London, and the introduction of the Doctor Who synthetic orchestra tour, as milestones in a movement that would only grow stronger. “By 2012, during the London Olympics, you could feel it. Arts and entertainment were surging forward. Tickets were more accessible and cheaper than traditional theatre and audiences were responding.”
Trends shaping the ticketing & experience landscape
According to Farrow, the landscape today is defined by the evolution of global IPs into live formats. But it’s not a one-size-fits-all transition.
“Major TV brands aren’t just handing out immersive licenses anymore,” she explains. “There’s a nuance now. You might have a social gaming version, a location-based activation, and a promenade-style experience all tied to the same brand.”
She cites the upcoming Squid Game Live Experience, launching alongside Season 3 of the show, as a perfect example of how IP owners are now acting faster and smarter. “The commercialisation of these experiences has become far more strategic. With so much competition, it has to be.”
This strategy has elevated franchises like Back to the Future, whose live experience has propelled the brand into renewed cultural relevance.
Marketing, content & the consumer connection
Social media, Farrow says, remains a powerful tool, but not without its challenges.
“It’s more present than ever, but also more expensive. Sometimes, traditional media delivers better results,” she notes. The shift in marketing isn’t just about where or how you advertise but about the depth of storytelling and volume of content that’s now required.
From PR campaigns to content strategy and brand partnerships, today’s marketing efforts must span multiple channels and platforms. “The role of marketing and operations has become deeply intertwined,” she adds. “They have to be. If the experience doesn’t match what was promised or better you lose trust. And trust is everything in this space.”
The stakes are high, especially in a world still reeling from botched events like the now infamous “immersive Willy Wonka experience.”
“That’s why it’s crucial to build experiences that deliver, not just sell,” Farrow emphasises. “Otherwise, the entire industry suffers.”
Looking ahead: The future of immersive events
For Farrow, the evolution of exhibitions is especially fascinating. “We’re seeing them break away from their traditional formats,” she says. “They’re becoming part-selfie opportunity, part-fan location, and part-social gaming event. Shows like The Traitors are blending all of these.”
With ticket sales now mostly online, post-pandemic changes have also reshaped consumer behavior. “It’s all about experience now. Selling tickets is hard, but if you have the passion for live experiences, that’s what drives this sector and makes it unique.”
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