Case Study:
Medicine Hat Stampede & Exhibition
Client: Medicine Hat Stampede & Exhibition, Medicine Hat, Alberta, CA
Venue Capacity: 1,200–2,500 per night
Show Days: 3
2023 Artists: Tyler Joe Miller / Dean Brody (sold out), I Love the 90’s (sold out), Joe Nichols
Challenge:
For years, the Medicine Hat Stampede & Exhibition focused primarily on Classic Rock and Country acts to cater to their rodeo audience. While these genres performed well, event organizers sought new ways to expand audience reach and increase overall profitability.
Solution:
As the Talent Buyer for the event, The Fran Romeo Agency identified an opportunity to diversify the lineup while maintaining broad audience appeal. In 2023, we recommended adding a 90’s Hip Hop act, a departure from their traditional programming. The result was an electrifying and well-attended night that introduced new demographics to the event while maintaining the festival’s core audience.
Results:
✅ Two sold-out shows, including the 90’s Hip Hop act
✅ $80,000 in profit generated for the fair
✅ Most profitable event in seven years
Rob Ritchie, Entertainment Director, shared:
"This is the most profit we have made in the 7 years that I have been here."
Conclusion:
By leveraging market insights and strategic talent buying, The Fran Romeo Agency helped the Medicine Hat Stampede & Exhibition expand its audience and achieve record-breaking profitability. This case highlights our ability to balance tradition with innovation, ensuring long-term success for our clients.
📩 Looking to revamp your event lineup? Contact us to explore fresh, high-impact talent strategies.