Community, events
and data

In LGBTQIAPN+ nightlife, communication grew through relationships: creators, DJs, performers, promoters and venues bringing together different audiences. My work connected this network with communication, event decisions and care for attendees.

At Monchu, I was Communications & Branding Manager from March 2016 to April 2019. Engagements involved ODD, DGTL, Milkshake Festival and Red Bull Music Academy. The figures in this case belong to ODD and DGTL; care coordination was part of my broader event work from 2015 to 2023.

I connected ticketing data to Google Sheets and Mailchimp to build the operation's first CRM. A score based on recency, frequency and average ticket value informed segments, communications and offers.

Satisfaction surveys helped inform venue adjustments. ODD's growth was a collective effort; I also helped plan a festival-format edition with 8,000 attendees.

I cross-referenced ticket validation times with entry and exit records to understand when attendees arrived and how long they stayed. We adjusted event schedules to the observed pattern, making better use of each edition’s operations.

Bar sales increased by 15% after the adjustment. This is an observed before-and-after result. ODD’s audience growth also took place through collective work across production, programming and communication; data and CRM were part of that work.

Across the 2017 to 2019 editions, I managed around 20 promoters. I translated the central campaign calendar into audience-specific schedules, combining social sharing with visits to mapped venues.

I tracked sales and coached the team. Marketing led planning and supplied the content; I coordinated promotion, occasionally contributed copy and curated performers. I also worked on Milkshake Festival and Red Bull Music Academy engagements.

At Dando and other queer parties, I contributed to sex-positive communication and care initiatives. To bring ResPire to events, I contacted the project, explained the context, coordinated with Production and informed attendees about its services.

ResPire professionals provided nonjudgmental guidance, prevention supplies and harm reduction support. Audience response was positive; I later saw similar services become common in this scene.

Purchase history helped identify repeat attendance; feedback explained what attracted or bothered people; the promoter network connected audiences with opportunities; and care partnerships supported the experience of those arriving. My contribution was to turn those signals into communication, organization and decisions shared with the teams.