Want to Start a Successful Business? Try Hosting Events
Executive Summary
Shopify on Location episode recorded in Los Angeles in which the host talks with Michael Washington, founder of an outdoors community brand (spelled usol in the captions) that hosts events such as stargazing, fly fishing and ceramics. Michael says the goal is bringing people together around a common interest, that success is measured by what people take away rather than headcount, and that a 40 percent return customer rate with no subscription is a sign of a successful event. He discusses making outdoor activities accessible through a gear library and price points, and treating a community like a brand through graphic design and photo direction, and says the events caught the attention of Nike and The North Face. Sponsor named: Shopify, which hosts the series. PARTIAL COVERAGE: this note draws on the opening, event success, accessibility and branding sections and the closing, and may miss parts of the roughly 34 minute video. Figures and partnerships are Michael's own claims and not independently checked. Nothing here is medical, legal or financial advice.
Key Takeaways
Bringing people together
Michael says he likes bringing people together around a common interest, such as stargazing, fly fishing and ceramics.
Defining a successful event
He says success depends on deciding up front what it means, and that scale alone ignores what people actually took away.
Return customers
He cites a 40 percent return customer rate with no subscription model as a sign of success.
Brand partnerships
He says the events drew interest from brands including Nike and The North Face, and accessible gear and prices help lead to partnerships.
Accessible gear
He says a first fly fishing setup can cost thousands, so a gear library lets people try before buying.
Pricing research
He says researching how experiential outdoor companies price blew his mind and shaped his lower price points.
Brand a community
He says it is a community and not a brand, but you have to brand a community through graphic design, photo direction and captions.
The Conversation Breakdown
Bringing people together
⏱ Untimed topicMichael says he likes bringing people together around a common interest, such as stargazing, fly fishing and ceramics.
Defining a successful event
⏱ Untimed topicHe says success depends on deciding up front what it means, and that scale alone ignores what people actually took away.
Return customers
⏱ Untimed topicHe cites a 40 percent return customer rate with no subscription model as a sign of success.
Brand partnerships
⏱ Untimed topicHe says the events drew interest from brands including Nike and The North Face, and accessible gear and prices help lead to partnerships.
Accessible gear
⏱ Untimed topicHe says a first fly fishing setup can cost thousands, so a gear library lets people try before buying.
Pricing research
⏱ Untimed topicHe says researching how experiential outdoor companies price blew his mind and shaped his lower price points.
Brand a community
⏱ Untimed topicHe says it is a community and not a brand, but you have to brand a community through graphic design, photo direction and captions.
Core Frameworks & Ideas
Define success first - Michael's event rule
Decide what a good result is before the event starts.
Gear library - Michael's accessibility tactic
Let people try an activity before buying equipment.
Brand the community - Michael's design view
Use design and tone to show what you stand for.
Actionable Next Steps
- ✓Write down what a successful event means for you beyond attendance numbers.
- ✓Track how many attendees come back as a simple loyalty check.
- ✓Look for a way to let newcomers try before they spend heavily.
- ✓Treat the business claims as Michael's own and check them before relying on them.
Notable Quotes
“what people lose sight of when they're thinking about scale as a metric of success”
“it's a community it's not a brand”
“you have to Brand a community to get people to understand”
The One Thing to Remember
Michael Washington says a community brand succeeds when events leave people with something real, are accessible on gear and price, and are branded with care.