Hosting an incredible fan convention that is both affordable and immensely entertaining is no mean feat. It requires a huge amount of time, dedication and careful planning. And there are a lot more spreadsheets and documents to handle that you might think – according to John Swasey, Chairman of Anime Dallas (and its sister event Anime Houston), the fan-centric convention that celebrates Texas’s thriving anime scene.
And when these guys say ‘fan-centric’, they really mean it – something that comes across strongly in our chat with John below. In this interview, he tells us all about his mission to create an anime convention that truly puts the fans first. That is affordable (he’s not a fan of over-priced tickets and hidden fees). And which delivers brilliant, authentic entertainment and immersive fun across three days.
Anime Dallas has been praised for being so well organised and imaginatively put together. And, hearing about John’s meticulous approach to event planning – it’s not hard to see why.
If you’re thinking of starting your own fan convention or similar event – there’s so much to learn here. John shares some truly brilliant insights and advice about both the creative and logistical elements of organising a successful Anime Con that just keeps on growing. Keep reading to get inspired. 💫
✅ Key takeaways
🫶Building a dedicated team is essential when it comes to planning a convention on this scale. With so many logistical elements to handle, you’ll need a group of passionate people you can trust.
💰Securing funding through sponsorships, partnerships, and early ticket sales is a good strategy when starting up your first ever convention.
🎟️Using a low-cost ticketing platform can help you keep costs down for your valued attendees. It can also be really helpful to use a platform (like Ticket Tailor) that has real-time sales tracking and detailed reporting features – as these can help you monitor your ticket sales and make more informed decisions about your marketing and event planning.
What’s Anime Dallas all about?
Anime Dallas is a fan-centric anime convention celebrating the vibrant Texas anime community. It's an event where fans can meet their favourite anime voice actors, enjoy fun vendors and amazing artists, participate in great panels and exciting entertainment acts, and witness impressive cosplay. All of this is offered at a price that won’t break the bank, making it an inclusive and exciting event for all anime enthusiasts.
How did you go about turning your initial idea for the convention into a reality?
The idea for Anime Dallas came from a desire to celebrate the robust Texas anime community in a fan-focused, fun, and affordable way. I envisioned an event that was less about big money and more about creating an unforgettable anime experience for fans.
Turning this idea into reality involved assembling a passionate team and finding the perfect venue. Major milestones included our first year with over 2,000 fans and growing to 4,000 fans in the second year.
Challenges included logistical planning, ensuring a smooth attendee experience, and continuously improving the event each year. COVID was of course a terrible thing for many people, people just couldn't get together. We had a smaller shrunk-down event one time, and required masks for a while, but many people were unable to leave home, so that was a really challenging period.
What goes into organising a convention on such a scale? We can imagine there must be a lot of spinning plates to handle…
There are more spreadsheets and documents than you might expect! There are also a lot more meetings than I expected!
Organising a convention like Anime Dallas involves meticulous planning and coordination. Key elements include securing a suitable venue, booking popular and engaging guests, coordinating with vendors and artists, planning a diverse range of panels and activities, effective marketing, managing ticket sales, and ensuring a smooth and enjoyable experience for attendees. Honestly, it's a heck of a lot of work! But we have a great team of staff, many of whom have been doing it since our very first Anime Dallas.
It requires a dedicated team to handle logistics, marketing, guest relations, and on-site management, all while maintaining a strong focus on the fans' experience.
And what about booking all those amazing performers and special guests – how does that work?
Securing guests involves reaching out to popular voice actors, artists, and industry professionals, often through agencies or personal connections. Our convention has a lot of industry connections, as many of our top staff work as anime voice actors, so we have a lot of friends who come to the convention to meet the fans. It's sometimes like a big 'ol family reunion for people who work in the anime industry!
How do you go about getting the word out about your events?
Marketing Anime Dallas involves a mix of online and offline strategies, including social media campaigns, email newsletters, partnerships with local businesses, and attending other anime events to promote our convention.
💡Tip: Ticket Tailor integrates with a number of CRM systems, including HubSpot, ActiveCampaign, Mailchimp, and Constant Contact 🙌.
Engaging with our community and leveraging word-of-mouth recommendations are also key components of our marketing strategy. We have connections with some local anime stores in Houston and Dallas, and they help us spread the word through flyers. And we also send out regular email newsletters and promote on social media as well.
Do you have any advice for anyone trying to organise their first ever fan convention?
For anyone organising their first fan convention, start with a clear vision and build a passionate team. Secure funding through sponsorships, partnerships, and ticket sales. Choose a venue that is accessible and fits the scale of your event. Plan meticulously, focusing on guest bookings, vendor coordination, and a solid marketing strategy. Always keep the fan experience at the forefront, ensuring your event is welcoming, fun, and memorable.
That’s great advice! Now, onto ticketing – why did you choose Ticket Tailor as your ticketing partner?
It's really important to us that we can offer a low price, because we know anime fans come from a very diverse background. Some people can't afford to pay $80 + $10 more in surprise ticketing fees just to buy tickets to come.
We chose Ticket Tailor for its user-friendly interface, flexible pricing, and excellent customer support. The platform's ability to handle large volumes of ticket sales efficiently and its customization options for different ticket types were particularly appealing to us. For example, we have price tiers – as the convention gets closer, ticket prices increase, to encourage pre-sales.
💡Tip: Find out how to set up and manage different ticket types and groups with Ticket Tailor >
Can you tell us a bit about which ticketing features are most useful for you – and how you devise your ticketing strategy?
Ticket Tailor's real-time sales tracking and detailed reporting features have been invaluable. These tools allow us to monitor ticket sales closely and make informed decisions about our marketing and event planning. Plus the price tiering and expiration features allow us to encourage people to register by a certain date, usually three months and one month before the convention.
Our ticketing strategy includes offering early bird tickets and VIP access to reward our most dedicated fans. We send a bunch of email blasts using Mailerlite to remind people to register early too. Early bird tickets provide a discounted rate for those who plan ahead, while VIP access offers exclusive perks and experiences, like extra time with our famous voice actors attending.
Finally, what does the future hold for Anime Dallas?
The future of Anime Dallas looks bright. We aim to continue growing our attendee base, expanding our guest list, and enhancing the overall experience. Our goal is to remain a fan-focused, fun, and affordable convention that celebrates the Texas anime community. We look forward to welcoming more fans and creating even more memorable experiences in the years to come.
Thanks so much for taking the time to chat with us, John. We’re sure our readers found all your insights and advice really helpful. Good luck with the future of Anime Dallas!
Head over here to find out more about Anime Dallas and its sister event Anime Houston.
Want to learn more about how Ticket Tailor can help you keep your event costs down with flat-fee, feature-packed ticketing? Find out how Ticket Tailor works >
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