The Problem
In the wake of the COVID-19 pandemic, both BroadwayCon and LeakyCon faced significant economic and cultural challenges that demanded reinvention.
For BroadwayCon, a generational shift in Broadway’s audience revealed a growing demand for new modes of engagement, diverging from the traditional fan experience rooted in the theatergoers of the 1980s and 1990s. Compounding this was the convention’s location in New York City—a region particularly impacted by the pandemic’s long-term effects on travel and public events.
LeakyCon, meanwhile, grappled with a generational distancing from cornerstone franchises like Harry Potter and Percy Jackson. This was coupled with a broader shift in content consumption—from physical books to digital-first and social-driven experiences.
To remain relevant and sustainable, both brands recognized the urgent need to evolve—adapting their formats, content strategies, and audience engagement models for a modern, digitally native fanbase.
The Solution
To support the relaunch, microtargeted content strategies and data-driven audience segmentation were employed to identify emerging preferences and test new programming formats. This approach enabled the revival of legacy content through modernized, digital-first formats, while introducing entirely new offerings tailored to social media and digitally native consumption habits.
BroadwayCon’s return was marked by a high-profile flagship panel featuring Hillary Clinton in conversation with Broadway luminaries LaChanze, Donna Murphy, Julie White, and Vanessa Williams—highlighting both the cultural relevance and aspirational tone of the event. Meanwhile, LeakyCon expanded into new genres and fan communities, including a landmark Lord of the Rings panel featuring Elijah Wood and Sean Astin, signaling a broader, more inclusive approach to fan-driven storytelling.
Areas of Ownership
Multichannel Programming and Marketing
Event Execution and Logistics
Volunteer and Staff Education
Safety and Security Integration
Consumer Sentiment Analysis
Financial Controls and Auditing
Theatre Tech and Stage Management
Regional Economic Development Liaison
Impact
The revitalized programming and content strategy successfully repositioned both BroadwayCon and LeakyCon for a new era of fan engagement. By modernizing event formats, embracing digital-first content, and aligning with the evolving interests of younger audiences, the relaunch drove substantial growth. The initiative resulted in an eight-figure revenue milestone and a 56% increase in engagement across key channels—underscoring the effectiveness of a human-centered, insight-driven approach to experiential entertainment in a post-pandemic landscape.
