Business View Magazine | September 2022

164 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 9 returned to normal in terms of the number of events offered, Johnson admits that there is still a slight decline in the number of attendees. He clarifies, “Seven to ten percent is what we estimate the no-show rate to be right now. I think that will continue growing and we’ll be back to full steam here shortly.” In terms of marketing, the center relies on a diverse offering of events to attract audiences. “We have had such a boon in certain concerts, that if we diversify our marketing and our strategies on types of events and the type of audience we’re trying to reach, while the per capita spending might be a little bit down, we will be able reach as many people as possible to make up that shortfall,” suggests Johnson. Over the past year, the venue has reported great success on the concert side, with Eric Church setting a country music record for ticket sales, followed by Morgan Wallen breaking that record a few months later. Over the next five years, Johnson hopes to see the concrete plans materialize for expansion Trane.com/Chillers The right chiller for the job.