“You want to create a very welcoming, open environment to your customer base, where they feel comfortable coming there and they feel confident in spending money on your product,” Harsh said, noting all the details matter from the help you line up to the customer service after the sale. 

Long says getting your brand in front of potential customers in multiple channels long before the event builds interest and gets people in the seats.  

“This digital/electronic/social media advertising avenue is great. It can be fairly inexpensive relative to some other things. However, I do think that print advertising still has its place in this business,” he says. “There’s a customer base out there that wants to see something in their hand." 

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