In this exciting episode of The High Profit Event Show, I sit down with my friend and event production expert, Miroslav Beck. With over 20 years of experience and more than 1,000 events under his belt, Miroslav is the founder of Beck AV and Overnight Success Studios, two companies dedicated to helping coaches, consultants, and educators deliver high-impact, high-conversion events. His specialty? Making sure speakers look and sound professional, while creating event experiences that drive deep audience engagement and real sales results.

Miroslav shares his powerful journey, from delivering pizzas and washing dishes after immigrating from the Czech Republic, to launching his own video production company and discovering the world of live and virtual events. Through real-world lessons and insights, Miroslav reveals how he turned accidental opportunities into a thriving business serving some of the biggest names in the coaching and consulting industry.

Throughout our conversation, we dive deep into three main topics that every event leader needs to hear:

First, Miroslav emphasizes the untapped goldmine most hosts ignore: turning event recordings into revenue-generating assets. He explains how simply recording your event and repurposing that footage can not only recoup your AV investment, but create ongoing streams of income through replays, membership platforms, bonus content, and social media snippets. He shares stories of clients who made tens of thousands of dollars just from properly marketing their event recordings.

Second, we discuss why virtual events are the smartest stepping stone before committing to a big, costly in-person event. Miroslav outlines how virtual events allow you to test your audience, your offer, and your marketing strategies—at a fraction of the cost and with a faster sales cycle. He encourages leaders to think strategically, planning two events at a time: using the first to build momentum for the second.

Finally, Miroslav highlights how investing in professional AV is critical for event monetization and perception. He shares real-world examples of how polished AV elevates trust, creates better audience experiences, and leads to significantly higher conversion rates. Miroslav breaks down why relying on hotel AV teams can be a costly mistake, and why professional, broadcast-quality production is one of the best investments you can make for your event's success.

This episode is packed with value for anyone serious about running profitable, high-impact events. Whether you're planning your first virtual event or scaling to larger in-person experiences, Miroslav's insights will give you the edge you need to create assets, build credibility, and maximize your event revenue.

Want to connect with Miroslav?

Discovery Call: http://chatwithmira.com/

Website: https://www.beckav.com/

LinkedIn: https://www.linkedin.com/in/miroslavbeck/

Facebook: https://www.facebook.com/miroslav.beck/

Instagram: https://www.instagram.com/mira_beck/

Welcome to today's episode with Mira Beck. Welcome, sir. I'm excited to have you on board with us here today. You and I connected recently on a plane ride back from a live event where you were running the AV behind the scenes, in front of the scenes and making sure everything went smooth. So I'm excited to have you on. We've known each other for so many years, but we haven't got you on the show yet. Today's the day.

I'm a little bummed that I'm like number 85, but I'm still excited to be here.

Hey, you're closer to a hundred. That's by the time this comes out, you'll probably be like number 95. So you'll be up. But for our audience who is meeting you for the first time, Mira is actually the founder of Black AV and Overnight Success Studios, actually has two event production companies that help coaches, consultants, and educators who deliver high impact, high value events. You've been in the business for over 20 years and done over 1000 events and your goal is to make speakers and experts look and sound professional, ensuring their message resonates and that their audience converts into their next event or the next program. A lot of experience to share today. I'm excited to have you.

Yeah, thank you for having me. And I think you said black. So before people start Googling Black AV, it's back B -E -C -K, like my last name. Just to set the record straight and make sure that The Black AV, if one exists like that, doesn't get all the leads.

Oh. Hey, maybe you can buy that link. That actually sounds pretty awesome. Yes. Go to Beck AV. By the way, I'm just gonna let everyone know right now, the beginning of this episode, at the end of this episode, you have an opportunity to connect with Mira, we're going to include his link here in the chat. If you want to have a consultation about AV or your event, and I'll just let you know what it is right now, it's chatwithmira.com. So chatwithmira.com, I'll mention again in the episode, and we're going to include it in the link as well. So Mira, tell us a little bit about your background and how did you get into the live event and virtual event production industry?

So, I mean, I came here from The Czech Republic in 1997, kind of did my regular thing from delivering pizza to washing dishes, to doing everything in between, to kickstart the American dream journey, and then I went to school for TV and video production, and they were grooming me to work at the new station running a camera and stuff, but I just never felt like doing that. So I started my video production company right out of school and started with weddings and corporate videos and things like that, but then one time I got a call from an event planner. Well, there's no mistakes, no coincidences, but it was basically a call that the hotel recommended a photographer by accident instead of a videographer and the photographer recommended me for the video. So it was very much divine. I did my first event over 20 years ago now, and I still remember just back of the room with one camera recording the show and seeing for the first time the selling, the multi-selling environment. It was like 15 speakers and marketing, sales, all these different things. I started just listening and my wheels were just spinning about how I can apply that to my video business and I just fell right into the sales marketing and all the different education you get from these events. Then it happened again the second year and then after that, I very quickly realized how the sound was awful. They were using the overhead speakers in the room. So my first investment was like, what if I just buy some microphones and a couple of decent speakers and add this to the video, then I realized that editing from one camera and back then we had the minute DV tapes.

If you remember those one hour long and I would tell the speakers going on the stage that in one hour, I'm going to show them this cardboard sign with number five on it, and they have to take a pause for 30 seconds so I can change the tape today, I would rather die than have this conversation with a speaker that's about to start selling. I'm going to tell them that they have to change their tape anyways. So I started adding components for the sound and I noticed the projector and screen was very expensive to rent from the hotels, so I invested into that. Then I got multiple cameras and a switcher, so I don't have to do the editing afterwards. One event after another, I kept kind of adding in the pieces that I felt were falling short at the events when the clients were using the in-house AV companies, the last thing was like pipe and drape so we can have the nice events because as you've probably seen the bills for pipe and drape alone from the hotels and it's crazy. So I really just tried to create a package, create a setup to serve my clients where they don't have to be nickel and dimed and spend a whole ton of money on their production. I interviewed them, asked them if money was no object, what would they want to have as AV and then I went and bought everything and created what I used to call the dream package for years. It was all included and just super simple and then my business just skyrocketed. From that one event, I can see the pyramid of clients that I found through different masterminds and different coaching programs I joined as a member to learn, but also was able to bring some value to those members and after 20 years, I'm looking back and it's crazy how every single client that came in was from that one event on the top of the pyramid and now close to a thousand events later and 20 years later, it's still going.

It's going better and better, always upgrading and now 4k and all this digital sound and everything that's available to us now, no more mini DV tapes, it's all hard drives and easy recordings and computers. So that's kind of the story in a nutshell. It was definitely a ride and I'm just happy and grateful for every minute of it for sure.

Well, thank you for sharing that background. You made a point there about how you went from this, hey, being asked to be a video guy to just finding more ways to help eventually taking on a client, eventually having several clients joining mastermind programs that you invested in. Then also you learning how to help your clients start running their events and signing people up into their mastermind programs as well. So it sounds like masterminds and events that have not just been in your business, but a part of your development as a person and as a company. One of the things we pride ourselves with on the show is jumping right into like the value golden nugget for our audience. In the green room, you and I talked about when people are doing an event, how do they do their event in a way where it becomes an asset that continues to make them money, maybe even while they're sleeping after the event. I think that's a unique topic for you to discuss and love to jump in and hear what you have to say about that.

Yeah, that's a great question because it was early on when I realized even back during still, we had DVDs and all that, but I noticed how at a lot of the events, people don't put any attention to selling the recordings. So at the best, they just like, hey, we are recording this. You can buy it if you want. Like there was no selling of that and actually building up the value and then I've seen some stats. I don't know exactly the numbers, but basically you go to an event and you forget most of the stuff within days. If you're taking good notes, maybe you retain something, but you invest the money for the plane ticket, for the hotel, your time and everything else, and then you don't buy the recordings and preserve that information. If you ever listened to something more than once, I used to listen to Zig Ziglar CDs and a lot of different things, but I think I can go to reach like six times and every time you read it, you find something new that you didn't hear before, even though you could have sworn that you read it, but it didn't register. So I started looking at the events and the recordings the same way. After seeing how underutilized they are at the events, I started coaching the clients to spend five minutes and tell the story about how much you remember, how long, and if you listen to it multiple times, you retain it better and things like that. So that was helpful because then they started actually selling the recordings and if you do it right, you can really use AV not as an expense, but more as an investment, because I had a ton of clients that would not only break even just on the sales of the recordings, but I had a client that made over $50,000, which is way more than what he paid me, just selling the recordings alone. So I kind of sat down at one point and wrote down a list of things that I would share with my clients before we do events.

And there's just many ways to repurpose the recordings and it's not only selling the actual recordings, but you can chop them up into pieces and create bonuses when people are buying tickets to the next event. For example, you can obviously sell the whole thing as a membership platform. You can have different assets in that, and you can have paid membership. There are, I mean, now you can take it and do a bunch of social media content from the snippets of your presentations or your speaker's presentations, so there are just a lot of different ways if you do it right. It's an asset creation opportunity, especially these days with social media, like back 20 years ago, there was no social media, but nowadays everybody needs more content for all their platforms. I feel like by not recording the events, you're leaving a lot of money on the table and then there's one that could be not profitable, but also could be worth millions of dollars possibly. That is recording your event just purely for having the record of everything that's been said from the stage, especially when you're offering masterminds, coaching programs, courses, et cetera, because there've been times where there's a client that suddenly gets bitter and gets buying remorse or whatever, and starts to saying things that maybe are not true and having, God forbid you get actually sued, which I've seen before as well, if you have the documentation if you have the recordings, you have a proof of exactly what you said word for word that can't really be challenged. So I always tell people, even if they decide not to record it, at least put a camera on the wide shot in the back of the room, do it yourself, whatever works, but do something to cover your back because otherwise it will probably not happen, the chances are slim. But the one time it does, it can become very expensive.

Very good point. There's a lot of benefits and reasons to recording your event, liability perspective, as well as feedback. They say the camera doesn't lie as well to go back and be able to watch yourself, watch your mannerisms, remember things that we may have forgotten or distorted in our minds. But also, again, coming back to the asset, the recordings and how to strategically use the recordings in a way that not only recuperate the potential investment with you, but also make them a whole lot more money and set up their next event and other programs from there, which is really awesome. I know in my mind, I tend to think of like, I tend to think of the AV as an expense that I do like to be like, oh, it's another X thousands of dollars to record, how can I do it on my phone? Or have a volunteer with or set up a camera or just maybe have the hotel do it. I don't want to shop around for an AV team or I don't want to pay for an AV team to come and do this for me. I'm just going to go with what's already here. Anything you want to speak to, like those common misconceptions that people have?

Yeah, for sure. I mean, there is a whole, let's do it in-house and stuff. I mean, you've seen the bill sometimes, right? So I generally find that the in-house AV will charge about four times more than what I'm charging my clients. So it doesn't make any sense. You can definitely look at it as an expense when you need to run some microphone screens and a projector and you choose not to do video. But the video component, I feel like really is not as much to add in and that's like most of my packages include everything because I don't want to remove the different components necessarily, but the travel, the flying through the event, whatever the setup, all of that stuff is the big cost. Adding in a few cameras and a switcher and a recorder is really minimal cost for me. So the difference between video and no video is not actually that much. If you look at how much money the video can actually make you, it really is silly not to use video because it's not that expensive to add it in. I mean, that would be really a thing. You've also said that video doesn't lie well, in most cases it doesn't, but I do get some feedback about adding 10 pounds, so I think you just always have to keep that in mind.

Yeah. That's funny. I've heard that too. So one quick point I want to make to your credit here is that this most recent event where you and I connected, reconnected at, the host made a great comment. He said at his last event, he had over a hundred thousand dollars worth of video production that he's never even looked at, but he said the reason he hired you was because he knew that by the end of the event, he would have his assets, or very short order that he could immediately look at and use it. I know I've been in a situation where I had somebody come and be my AV guy, but I had to chase him for assets. I never got the full product and it just kind of went by the wayside. I think that's an important point for people to hear is like not only having the event recorded, but having the asset created and being able to use the asset in a timely manner, anything you want to say about that?

Yes. The key is really taking it across the finish line because I've, listen, my best clients are people that got burned by somebody else and then they came to me because they will stay with me forever and with new people, I always try to tell them you can skip that horrible experience if you just go with me to begin with. It's kind of always tongue in cheek. We laugh a little bit, but it's true. Like the stories I've heard, people getting quotes for video and they're like, oh yeah, we'll take it. They go do it and then at the end they get a hard drive with three different camera angles, raw footage because editing wasn't included and if you pay another $10,000, they'll edit it for you. They get stuck with footage and then when you just have the raw footage, you kind of tend to not do anything with it because you have good intentions possibly prior to the event, but things get busy and then a few months go by and you don't do anything with it. So from, I think I've done this from day one, actually, I've never done the whole raw footage thing, but we typically take the event, record it with multiple cameras and switch it live like a broadcast that you see on TV and at the end of the event, it's basically fully done. All the slides, all the different camera angles are edited in. I should probably mention also multiple camera angles are important because the pattern interrupt. If you only have one camera on the speaker for 90 minutes going back and forth, it like puts you to sleep. So you want to cut to wide shot, maybe the audience shots. When people raise their hands, you want to have a camera in the front of the room to capture that. So I think the multi-camera and then the slides, of course, you want to cut those in because otherwise the people at home won't see it if you're selling those. So typically the ideal process, whether it's me or somebody else, you want to make sure it's recorded, each section of the event, each speaker is edited.

So it starts at the right place, ends at the right place, and then uncoated where it's ready for web delivery. So MP4 files, whatever. Some people might not care what it means, but if you get everything uncoated, so it's a small enough file, so it can be streamed from your membership site, and then that's what I deliver to the client. So then all they have to do with that is give it to their web person or whoever manages their memberships portal or whatever, and they can rebroadcast the whole thing, and then if you have a social media person that can take it, and now even AI, I believe there's now tools popping up where you can put your 90 minute presentation in and it will spit out 30, 60, 90 second clips of your presentation and you can have dozens of social media snippets for that. But I feel like the key is really to not end up with a hard drive and raw footage in your hand because there's a high probability you won't do anything with it.

That was me.

Not the only one. Don't feel bad.

Yeah, it sounds like it's a common journey, but you can avoid it. If you're listening to this, you don't have to add, it doesn't have to be you. Work with Mira. Get someone to get your editing done and deliver it to you in a timely manner.

Yeah, one thing I would, as a caveat, I would add to it is if you have the ability to do the full broadcast that's fully edited, but then have the main camera isolated so you get that footage because for social media snippets, that's better than the full edit because you may end up looking for a nice soundbite, but then suddenly the slide comes in or a different camera angle that you may not necessarily want in it. So I would say ask your AV guy for isolated video from the main camera that can be raw, doesn't have to be edited, and then the edited version of the main broadcast. So you can have that immediately for delivery. If somebody tells you that they take more than a couple of weeks to deliver it again, I've heard stories about three to six months. So, I mean, at that point, I mean, you're going to be doing another event by then, by the time you get recordings from the first of it. So also just ask the right questions when you're hiring somebody for the delivery turnarounds and get something in writing so you can actually, and honestly, I just had a client a couple of weeks ago. They wanted me to transfer the raw footage from the main camera onto a hard drive so they can take it home right after the event and get going right immediately, not waiting a couple of weeks for me to give them the main stuff. So hopefully those are like a good little tidbits when you're interviewing potential companies.

Request the main camera, isolated, raw footage as quickly as possible and you can turn that around and use tools. I use Opus as an AI tool and I can segment out right away, which is great. Mira, let's come back over to this idea of why do an event? Why do an event? I know that some people may not be doing big events yet, or maybe they are, but they want to, they prefer to do a virtual event. Can you kind of talk a little bit about why doing a virtual event is a smart thing and some advantages with virtual before going like a bigger in-person event?

Yeah, absolutely and that's why I basically started Overnight Success Studios. It was really a way for clients that do live events, give them an opportunity to do something much lower budget and do it virtually. So you can reach broader audiences and test different things, test your offers, do different things that in the past events at hotels were not as expensive. But right now, if you're just starting out, it is a huge expense. Food and beverage rooms, all that stuff, all the travel. So it's a big investment and it's a huge commitment and also I feel like the marketing cycle and the sell cycle is so longer. You need a little bit more of a runway to fill a live event in person than you do when it's virtual. So this whole thing that I've created here is basically just another tool for my live in-person clients and over the last four years, we've been doing since COVID happened, we've been doing a lot of virtual events and I've seen a whole lot of things unravel. So first of all, it's the fraction of the cost that's very important to a lot of people, then the second thing is the ease of putting it on because you can flip a switch here, you show up in here and you can start talking in a few minutes and be done with all that. You don't have to deal with everything else. Now, of course, you love person live events because the connection and you have the live interaction. But to be honest with you, I'm just going to show you this view. I mean, you've seen Tony Robbins, you've seen on your show of Worry Studios with their 360 arenas and those beautiful giant, very expensive solutions, which are perfect for someone who's got thousands and thousands of people. But even here, you still have the multiple screens. You can put different Zoom pages on different TVs.

You can feel like you are in front of the live audience, the giant chat box right on that huge TV in front of me. The whole point I'm trying to make at this point is when you stand here, people a lot of times tell me it's not the same. It's not the same like being on the stage at a hotel in a live event. So far had not one person tell me that that was the case because when they're standing right here with all these TVs and hundreds of people right in front of them, the rush and the energy is just as good as it is on the stage and I always keep thinking about here. I can talk to two, 300 people at the same time, flip pages. You can have literally a thousand people. But they're all four or five feet away from you. You don't have the 10th row that's 75 feet away from the stage with lights in your eyes that you can't even see them. You can literally have that immersion in here. So huge benefits. I always feel like this virtual events are basically also potentially a stepping stone. Like I mentioned before, you can test your offer. You can test your marketing and see if people show up before you start investing all this money into potentially six figure investment in a live event and just from testing, I mean, we had many, many clients come through here and just about every one of them always tells me as long as they have an event they've done before, maybe from their house or their office on a low budget, that their conversion is sometimes as much as double that what it was at the previous event that they didn't do from this environment.

So really my theory is when you're selling something, whether it's mastermind, coaching program, something high end, I mean, we've had clients that sold 12, even $25,000 up to $50,000 or even $100,000 one-on-one experiences. So it all happened from here and I just feel like the testing of it, sorry, I kind of lost my train of thoughts a little bit, but as a stepping stone to do all this testing and then potentially sell people to the live event is a great combination, kind of the one-two punch. So when you're thinking about an event, maybe think about the first two events, not just the first event, and then utilize the assets you create on the first event to promote the second event. Like have the vision of two events at the same time instead of just one and I would say that the virtual thing is the easiest way to get to the first step so you don't get discouraged or you don't get burned by spending a whole ton of money planning for 300 people at a hotel and then getting 40 to show up and then suddenly the event is losing money and it becomes a big headache. So a lot of benefits to going virtual first. I honestly have people that do annual events every single year and they just added midstream, six months into the year, a virtual event to deliver something that will ascend people to their big event or their coaching. So it can be very good ROI, first of all and secondly, you can make a ton of money, great return and reach global audiences if your product or service needs to reach global audiences, because only certain people will get on the plane and fly to the city that you're going to host it at. But there's no barrier of entry for online. So it's a great, great way to bring people together.

That's a great point. I'm hearing you say, why do virtual events? You can test it. You can test the market, test your message before a six-figure-plus investment into a big live in-person event. Also start with two events, commit to two events and the first one being a stepping stone to your next one versus doing one and seeing if it works or not and then going to the next one. That way you see that it's part of the learning process. I'm sure there's always going to be things you pick up on the first one that you weren't expecting and we were speaking in the green room. I think this is a good point to kind of bring us home here around presenting from the front of the room and inviting people to join your high-end program, to your coaching, education, mastermind type programs. What is the difference that you've seen between people who maybe try to do it on their own at home and people that come in and do a professional studio with a nice stage, with the energy that feels better, like what is the difference from a results perspective that you've seen?

So like I mentioned, like I had people that have done webinars before at home and come here and literally doubled their conversion. I had people that would sell high-end coachings and leave here with multiple six figures and virtually almost no overhead except for the small fee that I'm charging, but the biggest feedback. So this is from the sales perspective. They all agree that they are selling more when they do it from this environment. My theory, if you're watching this and you're the buyer and you see that somebody put in the effort and whether it's like the Tony Robbins version, or if it's version that I have, it doesn't really matter, but at least people feel like you put in some effort that you really are for real and your information may be the same. The deliverables may be the same. Everything may be the same, but the front end, when you're building the rapport with people, I think kind of showing with your best, stepping in with your best foot forward is a key. The other side of it is obviously the support because at home, typically you end up doing your own tech, unless you have maybe somebody to help you. I had a ton of people that would basically, the person that would normally be dealing with the tech now can focus on maybe having the interviews and conversation with people and actually selling if they're in that role and they don't have to rely on the tech, things going down, things breaking, losing signal, Zoom, not working properly, like you name it, that's what I'm here for. You can just show up. You can think about what you want to deliver. You can focus on connecting with people. You can focus on centering yourself and you don't have to worry about the tech. I mean, I don't think it's worth it, especially if you're selling something that's high ticket. How many of those high tickets do you have to sell to pay for all of this support?

Maybe one, sometimes, maybe two, but I feel like you can sell way more because of the support and the environment than you would otherwise. So it's really still, to me, it pays for itself and it's really a revenue generating item on your spreadsheet rather than an expense.

That's the goal to make the investment, the positive return on your investment. I would agree my observation from working with various clients from a sales support perspective, running the sales teams for the virtual events or live in-person events, when they do a professional stage, whether it's a virtual stage studio like yours or like a nice ballroom, the nicer the stage, the better the energetics and it's communicate or transmutate more value. I think to the prospect, especially if you're asking for 25, 50, a hundred thousand dollars, like the process has got to tell that you care and that communicate with the energy of a great stage and a great audio visual experience. One of the things I'll share here as well, and this stuck with me when it came to AV is, AV tends to be one of the things that you actually don't even notice if it goes well, and you'll notice if it goes poorly.

Yes, I love when I don't get noticed. I mean, it's nice to get a thank you at the end, but sometimes I even don't get that because people just literally forget you exist, which is great. That's the best compliment and then if something does go wrong, like I almost feel like 99% of the expertise and what I bring to the table is the troubleshooting, because if something does go wrong, you need to know what to do real fast to fix it and not just throw your hands in the air. I mean, anybody can press buttons and run a camera, but it's the experience and kind of constantly keep thinking one step ahead, if this happens, what am I going to do, and it doesn't happen often. But when it does, it's almost like psycho-cybernetics, the theater of the mind, like you replay the potential things in your mind, so when it happens, your body just goes into fixing it and you don't have to react, you being proactive. So there's a lot to be said about that and again, you get that with me or someone like me versus like the in-house people, where sometimes they give you entry-level tech to look after three or four breakouts, and if something happens, it takes 10 minutes, 20 minutes to get something fixed, like it's not great. For the experience, for the attendees, you really want to make sure that the experience is great. You want great lighting, you want great sound and the pipe and drape or video walls, depending on your budget. But if you're looking at the event from a point of view that you're going to be recording B-roll, you're going to be recording the event and using it in the future, well, what kind of B-roll are you going to get if you're sitting on the couch with a webcam on your laptop, doing your three-day event from there versus when you're on a stage like this or stage at a hotel where you can really have fun and create some really cool marketing assets for your future events.

And like you said, making money while you sleep, having your recordings being online, being sold or having your tickets to your next event being sold through automated marketing and stuff, that's where you want to be.

Perfect. That's everyone's dream. Everyone wants to have assets that make them money while they sleep.

Yeah. There we go. You make money while you sleep.

So that you have assets that make money while you sleep at your next event.

One thing you don't want is an AV guy that sleeps at the job. I've seen that before too.

I've seen. Awesome, Mira. Any final comments or words of advice for our audience as we wrap up today?

Yeah, I think for this audience, I would really say if you're going to do an event, budget some money for a good AV from the beginning, don't look at it as the last thing, don't spend all your money on food and coffee and whatever else at the hotel, and then as a last second, you try to do something last minute, that's not going to serve you. I've seen, honestly, a ton of events I've been to with the really big marketing guys, Gary Halbert and Dan Kennedy, all those places, you get water and a pen and paper, and that's all you get. You usually pay a whole lot of money to be in those rooms and no one's ever complaining. So yeah, there's something to be said for being a good host and maybe serve some food, snacks, breakfast, whatever, if you have the budget for it, but if I had a choice between spending 20 or 30,000 on food and beverage and spending 20 or 30,000 on a great AV and a team that can record the event and create my assets and everything else, I would totally go for that because I don't think people complain about not having food or drinks at the event if you don't set the expectations from the beginning. So that would be kind of my insight. Spend the money wisely, invest the money wisely, if you will and then at the next event, go all out. I mean, charge enough for the ticket so you can afford all of that too. That's another thing. People would do a $97 seed deposit that they will return to the people, and then they try to negotiate all the other things. It's like, why don't you charge $1299, non-refundable, and then you can afford all of that stuff as well. I've seen that, I'm sure you've seen it as well, but a little ahead of client, one year charged $1297, got like 40 people to a smaller band, very niche. 40 people. Next time he wanted to double, triple the attendees.

So he dropped the price to $297 from $1297 and got how many? 40 people. The exact same amount of people. Like I'm telling you, if people are gonna spend the time and the money to fly in and the hotel and everything else, the ticket price, sometimes it's not a deal breaker and you can get the same at a higher ticket price, obviously it's all about, don't quote me on that. I mean, every market is different. Every audience is different. Every type of event is different. But I've seen it with my own eyes where really the ticket price doesn't make a difference and allows you to make a ton of money on the front end before you even walk into the room to invest into a great AV, to buy some coffee and snacks, whatever, if you want to.

That's big, man. That's a golden nugget right there. This whole episode was so we can get to that golden nugget right there is when it comes to charging and pricing, sometimes more charging more is actually better than increasing your prices tends to be better than lowering your prices. We think that we lower prices. We'll get more people or we discount. We'll get more people. But to your point, oftentimes it's the wrong people or the same number of people. Whereas having a premium pricing model tends to attract higher quality. We have a higher level of commitment. That's a whole nother topic of conversation. I call that pricing strategy.

This is a bit of a - It goes a little beyond AV, but after a thousand events and 20 years, I've seen it all and I'm happy to share a lot of information, so if people actually want to contact me and chat about our event, whether we do something or not, I'm always happy to give some value, especially when people come from sources like friends like you and even down to setting up the room, like I'd have developed this talent to walk into a ballroom and in 10 seconds, I can tell you how it needs to be set up to support sales and intimacy and all of that stuff. Unlike the hotel, we'll typically try to spread everything out and create giant gaps and empty spaces in front of the stage and don't get me started on that. I know that's for another time, but if anybody wants to chat with me, I'll be happy to help them with other things than just AV for sure.

Perfect. Thank you, Mira. All right. So you're listening to this, check out the link below here in the show notes, or you can write this down. It's chatwithmira.com, chatwithmira.com. You can book a complimentary 30 minute consultation with Mira to talk about your first or next upcoming live in-person or virtual event. Thank you again, Mira. It's been wonderful to have you on the show today.

You're welcome, Rudy. It's always a pleasure chatting with you and have an amazing day. I appreciate the opportunity to speak with you.

Appreciate it, man. Thank you. That's a wrap.