March 28, 2025 • 31 mins
What happens when you give passionate fans five uninterrupted days with their favorite artists, chefs, comedians, or creators in the middle of the ocean? Pure magic, according to Jeff Cuellar, CEO of Sixthman.
For nearly 25 years, Sixthman has been perfecting the art of creating immersive fan experiences at sea – essentially floating festivals where passionate communities can fully disconnect from everyday life and connect deeply with both their favorite artists and fellow enthusiasts. As Jeff reveals, these experiences completely transcend traditional demographic marketing. Whether it's rock music fans, Broadway enthusiasts, or true crime aficionados, what unites these seemingly disparate audiences is the intensity of their passion.
Behind the scenes, Sixthman has developed a fascinating approach to quantifying passion – analyzing everything from social media engagement to merchandise sales to determine which concepts have enough critical mass to justify a cruise. But as Jeff candidly admits, the business carries significant risk: "We joke as promoters – if you think you want to launch a festival, because that's really what this is, go out and burn a million dollars and see how that feels."
What truly sets these experiences apart is the remarkable level of artist engagement. Unlike a 90-minute concert with a brief VIP meet-and-greet, these cruises offer days of meaningful interaction. Jeff cites Michael Franti wandering the ship with his guitar, spontaneously sitting down with fans during meals to play songs or share recipes – creating moments of connection impossible in conventional venues.
Perhaps most importantly, these floating festivals foster community that extends far beyond the event itself, with many fans returning year after year, building friendships that last a lifetime. As one multi-time attendee shares, "We were absolutely blown away by the passion, the community, just the friendliness... we'd never had a holiday like it."
Ready to experience fandom at sea? Visit sixthman.net to explore upcoming cruises and find your tribe on the ocean.
Recorded Thursday, March 27th, 2025
Hosts: Jeff Miele, Account Group Director for Sports, Attractions, and Live Events, Situation & Damian Bazadona, CEO & Founder, Situation
Guest: Jeff Cuellar, CEO, Sixthman
Producer: Peter Yagecic, Innovation Advisor, Situation
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Peter Yagecic (00:05):
You're listening to Fandom Unpacked the podcast,
an audio version of our regularlive stream series where we
unpack modern fandom with someof the brightest minds in sports
and entertainment.
I'm producer Peter Yagisic, andour hosts for this Q&A are
Situation's CEO and founder,damian Bazadana, and account
group director for sportsattractions and live events,
jeff Mealy.
Our guest is CEO of Sixth man,jeff Cuellar.
(00:27):
He'll share some of the secretsof creating unforgettable fan
experiences at sea Anchors away.
Here's Damian to get us started.
Damian Bazadona (00:36):
Well, let's start with.
Sometimes you do a, we do apre-call to this and after
talking to Jeff, I realized Ithink he has what I would say is
probably one of the coolestjobs in the world and he's a
fandom at sea.
Instead of me explaining yourbusiness, which I just think is
incredible, can you explain?
Let's start at the top explain,talk about your business.
Please Give some context forthe folks.
Jeff Cuellar (00:58):
So I would say, simply to put it easy, we are
what's called a promoter, and ifyou're not familiar with that
term, essentially we are goingout and working with artists and
I'll use artists in the mostbroadest sense, because that can
be music, that can be comedy,that can be chefs, that can be
(01:19):
whatever it may be and we createexperiences and how we put that
together and quote unquote, buythe show or whatever that may
be, but we work with them tocreate these over-the-top
immersive experiences.
So, as a promoter, we're theones working with them, having
the creativity, the ideas, theactivity shows you name it how
(01:41):
it all works together and then,of course, the fun part of
working on the finances andensuring that there's
profitability there.
So that is, I would say, thedry side of it, but the more
exciting side is what I think wereally deal with is passion,
and we at Sixth man have figuredout I'd say successfully
(02:03):
figured out how to figure out,quantify passion and therefore,
where do we invest in terms ofbringing communities together,
the high passion communitiestogether, and allow them to have
a space where they get to go onvacation and immerse themselves
in the one thing that they arepassionate about?
Damian Bazadona (02:22):
What's the commonality?
I mean?
I feel like you go everythingfrom rock bands to sports teams
to chefs I mean, after all thecruises that you've done, and on
this webinar we have peoplefrom all walks of entertainment,
sports to you name it.
It's on here and everyone'slooking for that.
The.
The answer of like, the, theunlock of fandom of like, what's
the special sauce that you'reseeing?
You're able to fill many, many,many ships from many, many
(02:44):
different groups of people, frommany, many different, different
demographics Are they unifying.
What are the unifying traits?
You look at, You're goinghere's a special sauce that
makes that work.
Jeff Cuellar (02:52):
I would like to say that there is like some
secret special sauce, but itdoes.
It comes down to passion and itdoes demographics throw out the
window, and we hear you know itdoes demographics throw out the
window, and we hear you know, alot of times some of our events
, will you know, they'llactually sail from like a
Tuesday to a Sunday, and I'mlike time doesn't matter, what
(03:13):
time of year doesn't matter,because if there's that one
thing that you are that excitedabout and I think we all,
whether on this screen or all,have that that we're extremely
passionate about, if we're ableto pull that together and
provide an immersive experiencewith your tribe, then they're in
(03:35):
, because a lot of times it'shard to come by those things and
this isn't enough to say like anormal show.
But you know, sometimes 90minutes isn't enough.
This isn't enough to say like anormal show, but sometimes 90
minutes isn't enough and youwant the ability to have all of
those walks of life.
So people get together because,regardless of your race,
religion, political affiliationdoes not matter.
(03:56):
Once you get on that ship andyou're there, you know there's
one thing that is that commonthread that everyone is there
for and you can automaticallyhave a best friend.
I think we rooted ourselves inmusic and that will always be
the foundation of the company,because with music it's an
easier way to get that emotionalconnection.
I mean, we can all think aboutthat one album or that one song
(04:20):
or that one live performance.
You're like, you know, itchanged my life and some keep
digging further down the rabbithole and they get several that
kind of go along with it.
But music, I think, is easierbecause there is more of that
live component.
But we have found out and howtastes have changed over the
years.
They're getting in other placestoo, whether that's chefs,
(04:42):
whether that's Broadway, whetherthat's whatever it may be,
wrestling um, there's somethingthere.
And if we can tap into that andover, deliver on an experience
and provide world-class customerservice, uh then I think we're
going to have success on ourhands.
Damian Bazadona (04:57):
Yeah, no, I, you know, I think there's always
the.
It's the.
Live entertainment marketingcomes down to the battle of
passion versus practicality, andyou want passion when passion
wins.
This is the root of the bestpart of variable pricing.
People will pay whatever ittakes when their passion is
driving and when practicalitybecomes too much of an issue,
that's where it goes theopposite direction.
Jeff, I know Jeff and Mealy, bythe way, so our Joe, two Jeffs
(05:19):
on this call.
But I would say to Jeff, whooversees our events and
attractions I know you have abunch of questions.
Jeff Mielle (05:24):
Absolutely.
Hey, Jeff, Great name, by theway, of course.
You know I want to lean intowhat you were just talking about
in terms of the tribe and thatcustomer service and that
passion that comes on board.
You know, we see in ourindustry that fans are looking
for more personalization intheir experience and even the
way that they're connected tovia marketing.
They're looking for moreinteractivity when they're
(05:46):
within a venue or on board.
Can you talk a little bit moreabout how you're leaning into
that personalization for theexperiences once the ship sets
sail?
Jeff Cuellar (05:57):
Yeah, we actually have as part of every experience
that we build.
So I look at our timeline andwe like to lock in concepts,
typically about 16 months out,and some of those conversations
can be had even before then,because that gives us a solid
three to four month runway tostart building, whether that's a
(06:18):
lineup, whether that'sexperiences, all of the things
that we need to have for launch,and really that's what's that
communication piece to getsomeone excited.
And then, with the anticipationthat we are going to be doing
more, so that puts us on saleabout 13 to 12 months out for an
event.
In that time frame, hopefully,we are now starting a
(06:39):
conversation with that tribe.
So we set up a communicationgroup as people start to make
their purchases and we start togather more information and have
someone that we call acommunity experience person that
is in there having these dailyconversations.
So, whether that's a Facebookgroup or in other locations as
(07:02):
well, we're gathering info.
What are they excited about,what do they want to see?
And then we have the ability togo back to the artist or our
partner on the event and startsaying, hey, this is what we're
hearing.
You know we're getting a lot ofconversations around theme
nights or some type of activitythey're really curious about,
and that allows us to start toactually curate some of this
(07:24):
stuff based on the feedback thatwe're getting from them.
That in combination because weknow some things like you don't
know what you don't know, and soyou can't ask for something
that you maybe didn't even knowexisted and that stuff comes
really from the artists, and Ithink every artist that we're
working with is, you know,creative on a level that you
know is why they're successful.
(07:44):
Artists that we're working withis, you know, creative on a
level that you know is whythey're successful.
So being able to have thatconversation is like what
inspired this album art, whatinspired this recipe, what
inspired all of this, and beingable to work through some of
those things to kind of helppull back the curtains and give
the most passionate fans accessto this type of stuff.
So it works both ways.
(08:04):
So it's the conversation withthe artists and conversation
with the actual fans, because wehave seen it where artists
actually learn something fromtheir fans that they didn't know
, Like some artists may say,like wow, we didn't really put
much time and attention to this,but now we're hearing that it
really means something to them.
Let's dig into that.
And some people just have fun.
(08:27):
I mean, that's a big part of ittoo is life is serious.
There's a lot of stuff going onand this is a pure escape, a
pure multi-day, multi-nightescape that you're living versus
again, like I went and took 90minutes.
I went to a show.
I now got to go back, I got toget the kiss from the babysitter
, we got to do whatever it isnext, and and and.
(08:48):
Right back in the dredges of uh, of what's going on day to day.
This allows you to say, like,all right, for the next four
nights, five nights, I'm, I'mgoing to like let go and and
just allow myself to be presentin uh, in this world.
Jeff Mielle (09:03):
I love that.
I love the idea that even onceyou have their money maybe a
year out that the work does notstop in making sure that this is
a perfect experience, andyou're so in the trenches with
them, so to that point, youmight go on sale a year ahead of
the cruise.
Take me even further back.
How are you coming up withthese ideas?
(09:23):
Is there a blueprint?
Is every event bespoke?
Where does the seed come from?
And then how does that expandinto what could be a viable
cruise?
Jeff Cuellar (09:33):
Um, a lot of it starts with us.
Uh, you know what gets usexcited.
You know, in in the buildingluckily, you know, I've got over
a hundred.
You know full-time staffmembers plus you know our, our
contractors and vendors that areworking with and I would say
we're constantly getting fedideas.
Uh, you know, some of them areinteresting ideas, some of them
are like obvious ideas, uh, and,and some are like, Hmm, let's,
(09:56):
let's see if there's somethingsticky there.
Um, once we have an idea andsome of this could be talking to
agents and managers as well,we're being pitched on certain
things then we will take it andwe'll run it through.
Basically, I'm going to call itnot an algorithm, but really
kind of a formula that wecreated that we call the C index
, and this is kind of like ourway to attempt to quantify
(10:19):
passion and start to look inagain those Reddit groups, the
Facebook groups, spotifylisteners.
Do they have a podcast?
Is there a television show?
What are they doing out there?
What does their merch look like?
What does website look like?
All of those different thingsto help us understand what this
community is, how they'recurrently interacting.
(10:40):
Is there a whole?
Is there an opportunity?
And start to break it down, andwe've started.
Then we start to score it, andthis process has been going on
since I'd said we'd started this, this scoring kind of process,
oh, uh, I think it startedreally just before the pandemic
Um, but we started to see theresults of of that, you know,
(11:01):
post pandemic Uh, and then we'retweaking it, you know, cause,
what works for music maybedoesn't work for comedy as much.
Um, the blueprint is findingthe passion, like, like, what is
it?
And can we?
Can we amplify it?
Can we deliver upon what theyneed?
Um, and then the interactivityof the artist, um, that is, I
mean, that is, that is missioncritical to the success of one
(11:24):
of these.
If we have an artist that's init just for a paycheck, that
doesn't get the concept that youhave the ability to interact
with your most passionate fans,the fans that will allow you to
have a career for as long as youhave a career, um, that, once
they dig and they understandthat, you know that right there,
(11:45):
I would say is is is, you know,mission critical, as I
mentioned, for us to go forward,because if they're excited,
then they're going to becommunicating with their fans,
like, oh, my god like we came upwith this ridiculous idea that
I can't wait for you toexperience while you're on the
event.
So, whether that's through asocial media channel, whether
it's through a podcast or radiointerview, whatever it may be,
they're able to speak directlyto their fans to get them
(12:07):
excited about what is going on.
If they're not doing that, Ithink there's a problem.
And then fast forward.
You know, that's kind of likethe canary in the coal mine Fast
forward.
You're probably going to havethat same experience on the ship
.
Where we see some of the bestsuccess is when the artist feels
it.
They feel the passion, theyfeel the opportunity to mix and
(12:30):
mingle on board.
I mean Michael Franti.
I give him all the credit, hisdue there.
He is a master at this andbeing able to just walk around
the ship with a guitar and sitdown with someone while they're
eating in the Garden Cafe andplay a riff and a song and then
start off and continue on.
He's sharing his favoriterecipe for, you know, a juice
(12:55):
mix that you know he loves andstuff, and I think those are the
kind of touch points these fansare looking for.
But when you kind of look atthat, that's what we're looking
at in terms of success.
Are they going to engage, arethey going to embrace it and
understand that the realopportunity they have Because
even at a show and you may haveyour VIP section and you do a
(13:15):
10-minute meet and greet is thatreally it Isn't there more?
And they may engage on socialmedia, but I think that in real
life connection is where itstands, and those that
understand that, I think winthat in real life connection is
where it stands and those thatunderstand that, I think win Uh,
burke Reischer.
You know another great exampleIf you, if you've sailed on uh
on his event, uh, you definitelyhave the ability to play craps
with him.
(13:35):
I mean, he was at the tablesand people were experiencing
that and he was accessible inthat way.
Uh, and that's where I think youget some of the, the, the real,
real excitement, and you knowthere's varying levels of it,
but we dig in and try to findthat passion.
We want the artist to understandthat you don't have to get you
know as engaged as a michaelfranti to be successful.
But this is what the fans wantto see.
(13:56):
They want that intimacy andthey want to understand how you
got there and how you know whatthey want the artist to
understand, like how you make mefeel it's important because it
really does come down to emotionand sharing that.
You got me through a hard time.
You make me happy.
We dance to your music as afamily in the kitchen while
(14:17):
making breakfast on Sundaymornings All of those things.
We all have those memories andit's falling back to that on the
ship that really sets us apartand where we start to have these
conversations with theseartists before we start to go
out.
If it's all about a paycheck,I'll be honest typically it's
not going to work.
I mean, it can work, but that'snot why we're in business.
Damian Bazadona (14:38):
Can I ask a quick, just follow up on that?
What's the biggestmisconception?
We have a fair number of peopleon this webinar right now that
I'm assuming are evaluatingthemselves like well, we would
probably make a good cruise ourbrand.
What's the biggestmisconception or mistake that
you think that they make or theymisread it?
Jeff Cuellar (14:55):
That's a great question.
It's hard.
It takes the amount of timefrom when we are talking about
the concept to actuallylaunching it and putting it on
sale all the way to execution.
This isn't talking about theconcept to actually launching it
, putting it on sale all the wayto execution.
This isn't one of those thingswhere it's like great, I had the
idea I'm going to be there,this is going to be great.
(15:16):
It is a lot of work to get fromthe concept to execution and
beyond.
Also, it's risky.
We do everything in our powerto try and mitigate as much of
that risk as possible, butsometimes you just don't know.
Sometimes the consumer saysthat's not the experience I'm
(15:38):
looking for, or you're notproviding enough value for the
price and therefore it starts tofail.
So, as a promoter, I mean welive in risk.
So I would say are youcomfortable losing money and
that may be us losing money butare you comfortable not, or not
making the kind of money youthink you should be making for
the amount of work you'reputting in?
(15:58):
Because it's hard.
We joke as promoters if youthink you want to launch a
festival, because that's reallywhat this is.
These are festivals.
They, the venue just happens tobe a ship, you know, go out and
burn a million dollars and ifyou're okay with that and that,
that you're comfortable with howthat felt, to light a million
dollars on fire, go burn another$2 million.
(16:19):
If you're still okay with thatand and you you're comfortable
and can reconcile at the end ofthe day with how that feels,
then you're maybe ready to do anevent, because everyone does
think and we all have that biasthat this concept is going to be
successful.
It's the ability to removeyourself and evaluate is it
going to be successful?
(16:40):
And the confidence of mostartists.
I mean how, their ability totake a stage and do those things
.
They have to have thatconfidence.
But you also need the grounding, someone.
Maybe that risk is a little bittoo high, but there are ways
that we can see.
We can test certain things out.
Like, maybe you don't own theevent, maybe you're a part of
(17:01):
another event and start to buildan audience.
That way to say.
I think we can expand here andagain is this what your audience
wants?
Just because you want itdoesn't mean your audience wants
it, and that's an importantpart too.
Sometimes we do surveys.
We'll do pre-event surveys togauge that sentiment from fans.
Peter Yagecic (17:32):
again, to help mitigate that risk.
No artist really wants to putout like hey, we're thinking.
Agency built for liveentertainment that champions the
power of unforgettable sharedexperiences around the world.
We offer full marketing andcreative services for
experience-based brands in liveentertainment, attractions,
theater, sports, arts andculture, and more.
Check us out atSituationInteractivecom.
(17:52):
Now back to our Q&Ainteractivecom.
Jeff Mielle (18:02):
Now back to our q&a .
It's interesting in any of theevents that we work in whether
it's a sporting event,theatrical production and
attraction that risk of losingmoney is always apparent.
We want to balance bringingfans in, we want to give them a
great experience that they'retalking about, but of course, we
want to make sure that we'reprofitable as well.
Right, and where you're, whereSixth man and what you do is
(18:23):
incredibly unique.
There are a lot of overlaps inthe other aspects of live
entertainment that we deal with.
So, as we think about againsports theater, what do you
think these other aspects of theindustry can learn from what
you do?
Jeff Cuellar (18:39):
I think it comes with the authenticity and
customer service.
I mean we are truly engagingwith our fans in a big way and
as a promoter, we're a lot oftimes behind the scene.
We realize that the fans thatare coming on our events they're
there for the concept, theartist, whatever that may be.
We are the ones executing, weare helping to bring that to
(19:00):
life.
But where I do think weseparate ourselves is our
customer service.
And we have seen it and theyhave responded in a sense that
we came for Soul Shine, we camefor the Broadway cruise, and
this was fantastic.
We came for the Broadway cruise, and this was fantastic.
We came for, you know, keepingthe blues alive.
And we understand now, afterhaving, because a lot of the
(19:21):
people who come on our eventshave been to something else,
whether that's just a show,whether that's a festival,
something it may be they realizethere is value in the team and
the customer service theyprovide.
And we operate with what wecall special, and it is an
acronym of how we treat ourartists, how we treat our guests
(19:44):
and how we treat our team.
And that is really at the coreof what we're trying to
accomplish just to make everyonefeel special, because if the
artists don't feel special, theydon't want to come back.
If our fans don't feel special,they don't want to come back.
If our fans don't feel special,they don't want to come back.
If our team doesn't feelspecial, they're not going to
want to continue to put in thehours it takes to execute this.
So I think, for us, we haveinvested very heavily in special
(20:08):
and I think it shines through.
I mean, I would say next yearis our 25th anniversary, so I
would say that it definitelyshines because we're still here,
uh, doing this, um, but that isreally kind of at the core, is
really trying to to create thesespecial moments, these once in
a lifetime opportunities withyou know, with, with intimate
shows, with opportunities toengage, to break down some of
(20:29):
the walls that you knowcurrently exist, with
interaction, uh, uh, with your,uh, you know, with the artists
and the community, and if we cancontinue to help feed that fire
and and you lie, special that's.
I mean that's really how, howwe, how we succeed and, I think,
how we differentiated ourselves, uh, from others.
There's a lot to be said, youknow misconceptions about
(20:51):
cruising too.
There's this idea of like ah,it's just for, you know, it's
just for old people.
Uh, you know, I don't want tobe trapped on a on a ship for
you know X amount of days and Iwould say throw it out.
Uh, go experience it, becauseit's a venue.
Uh, and that venue actuallyprovides a lot of, uh, creature
(21:12):
comforts that you're not gettingsomeplace else.
Try not having to worry aboutparking for five days, not
having to worry about, you know,getting a hotel, and am I going
to have enough time to eat,being able to say like, hey, I
just saw the show and you knowwhat, I'd love a nap and I'm
going to go take a nap and take20 minutes for myself, guess
what.
Tomorrow we're going to be inCozumel and I'm going to go hit
(21:33):
the beach and then come back onand have this other, more
amazing experience.
The value add that we're able tooffer in that too, I think, is
the other piece of it.
We have leaned into what we'regood at and the venue.
We have to say, yeah, there'svalue here.
It may be cheaper on a ticketto go do this, but are you
(21:54):
getting all of this that goeswith it?
You're not, and I think that'swhere we also win.
So, special and the value andkind of leaning into that are
really things that I think setus apart.
Jeff Mielle (22:05):
Peter, to that point, this might be a great
time to bring in our colleagueToby, who has gone on many trips
with you.
Peter Yagecic (22:12):
I think so too.
So you may have seen Toby'shead pop up a little bit earlier
.
We're trying something newwhere we wanted to bring an
audience question actually up onstage, but I think it's a
perfect, perfect time, becauseToby is the perfect example of
why cruising is not just for theolder set.
But, toby, please introduceyourself and let us know what
(22:33):
your question is, as someonewho's experienced the rock boat
at least a few times.
Toby Chichick (22:39):
Hey, jeff, lovely to meet you, and hey, everybody
.
So yeah, I've been a SisterHazel fan for about 25 years.
There's not many of us in theUK, it's quite a niche.
But yeah, I heard about therock boat ever since it launched
and I was fascinated by theconcept.
I didn't know anything aboutcruising.
I ended up persuading my wife totake this crazy trip and go on
this rock boat with me, um,about 10 years ago, so maybe
(23:00):
longer and we loved it so much.
We were absolutely blown awayby the passion, the community,
just the friendliness, and a lotof that was to do with sixth
man and the organization howslick everything was.
We'd never had a holiday likeit and it blew us away.
Um, and yeah, we came backthree more times, so we've done
four now.
Um, but yeah, it is anincredible experience.
Absolutely loved it.
But one of the questions I wasreally fascinated by was it's
(23:22):
such a strong community andthere's a really nice ceremony
at the sail away show where theyuh said give, really give, back
to the community by sayingthank you for those that have
been five times, you get a trackjacket and if you've been 10
times you get like a robe.
We call it dressing out, youguys, um, but yeah, that's
amazing and what blows me awayis how many people every year
seem to be getting up on stageand getting their five-year
(23:44):
jackets, their 10-year robes andthat sort of loyalty to the
holiday and everyone we speak to, being like what can wait for
the rock boat every year.
That passion just blew us away.
But I think what reallyinterests me, and I'd be love to
hear your thoughts on, is howdo you kind of segment your
marketing towards the kind ofthose loyal, diehard fans that
come back every year, uh, versuskind of marketing to a new
(24:04):
audience, like you say, thosepeople that don't quite get it.
How do you kind of balance thatmarketing?
Jeff Cuellar (24:10):
Um, it's a challenge, uh, in terms of how
we look at more cause.
Our marketing is, is, isdifferent, I mean it, it is, it
is truly worldwide marketing, uh, for for you know what comes on
board, uh, and and as thisexperience, I think the concept,
or you know again what they'remost passionate, obviously huge
sister of his fans.
So that that helps us, that'sour, that's, hopefully you know
(24:32):
that's the hook, and that helpsus, that's our hopefully, you
know that's the hook and thenhopefully we can reel you in
with the other pieces and thevalue add that kind of goes
along with it.
What are we doing to ensurethat we have that kind of pull
within that community?
And we see, you know, year overyear, in terms of those repeat
customers that or repeat gueststhat keep coming back, and we
track that and we start to see,you know, why have you, if you
(24:54):
stopped coming, why until we'veonly done four?
So my question is why have youstopped coming, especially with
three kids now?
Yeah, three kids that I can be,that's, that's one of them.
So it's also thinking aboutlike, but now you're predisposed
, now you understand what goeson there.
So how am I going to pull youback on and maybe something else
, because if you like this typeof experience, you probably want
(25:16):
your kids to experience it.
I mean, I've taken my two kidson several of our events too,
and they're in and they'vebasically been born into this
throughout the years and haveexperienced a lot of festivals
and they get it and they love it.
So I think that's the biggestpart is working with an art.
(25:38):
I think sister hazel is just, Imean again, one of the.
The best in the business isthey get it, they understand it,
they and they.
They want to facilitate it in alot of ways.
Um, and the collaboration.
So them working with so manyother bands that are on the bill
and having them, having them bea part of what that show is,
(25:58):
and having that understanding oflike, hey, you may have your
set that you typically do, butcome join us over here.
Why don't we're going to do a,a, a Genesis cover set?
Uh, you know, why don't youcome on and and and and sing one
with us?
I think they are masters atbeing able to convince the other
bands.
(26:18):
This is not just about youplaying your set, it's
collaboration, it's community,it's all that, and they've been
phenomenal at that andfacilitating that, and they
played such an active role withthe artist as well as the actual
community themselves.
And you see it, it's authentic,it's who they are, um, and it's
why it bleeds through and Ithink it's so genuine.
Peter Yagecic (26:40):
I I'd love to sneak in another audience
question for someone who won'tbe on screen.
Uh, uh, you you mentioned, jeff, that, uh, you can find your
new best friend on board.
Uh, do you see a lot ofexisting friend groups or tribes
booking together, or is itmostly singles and couples?
And I wonder if that, uh, itchanges based on on the type of
event.
Jeff Cuellar (27:01):
It totally changes on the type of event.
Uh, I mean, we we joked like,uh with, with Paramore.
Uh, there are a lot of threesand fours and people were
packing into rooms, uh, packinginto cabins.
Um, three, 11, I think is agreat one.
That's actually out there rightnow.
It's on the water as we speak.
(27:24):
They started off heavy in thethrees and fours and how that
audience has grown over theyears.
You're seeing now more of likemore what we call double
occupancy cabins, so two peopleto a cabin that are starting to
be more couples or two bestfriends going out there.
And you know, as you get older,that the different creature
comforts you want, like you know, am I willing to sleep in a
(27:45):
cabin with three other people,uh, or even my kids, for that
matter.
Uh, we do joke sometimes thatspouses, uh, you know whatever
side of that, you know,sometimes they are just there to
support their spouse and yousee them taking advantage of
different things.
They're like you know whatwhile you're watching you know
311 play, I'm going to be in thespa or I'm going to take some
excursion, but there's.
(28:05):
I think the beautiful thing isthere's that opportunity, like
if it isn't your thing but youwant to support your partner,
then that can happen.
Or if you're, you know, if yourkids are on board, great,
there's typically a place, akids academy, and they can be a
part of those arcades and sportscourts and things like that.
That can also entertain them.
While you're getting your fixfor that thing that you know
(28:26):
allows you to be with your tribe.
That's awesome.
Peter Yagecic (28:28):
I think you've made everybody on this live
stream really, really want tohave one of these experiences,
if they haven't already.
I highly encourage you to yes.
Damian Bazadona (28:38):
Jeff, thank you .
Um, I give a big thank you toScott Ziger too, who connected
me to you.
Uh, Scott's behind the Broadwaycrews and we had a chance to
work with him on it and I justhave such deep respect.
I think it's such an awesomeconcept, um, and I think you
really brought us to life todayand you've illustrated why.
I think I still say you haveone of the coolest jobs on the
planet.
Spend them at sea, come on.
(28:58):
That's pretty cool and I cansee you could see so many
different ways to plug into itand I think for so many people
on the webinar today, there's somany different points in and I
think now the question really isto your point is like
scrutinizing and really thinkingthrough your currency of
passion and how much is that?
And it's a good gut check.
But I love the conversation and, jeff Milley, thanks for the
(29:21):
questions.
It was great, thank you.
Jeff Cuellar (29:24):
A pleasure.
Yeah, scott is a phenomenalpartner.
Love him to death.
And not only do we work onBroadway with Scott, but we also
work on Chefs Making Waves withhim too.
But I, but we also work onchefs making waves, uh, with him
too.
Um, but I mean there's, there's, there's.
I mean you can talk about thediversity right there.
You got chefs making waves andyou've got broadway, uh, and
just two completely differentthings, um, and and the kind of
(29:45):
passionate communities that kindof roll out, uh, exhibit c and
we do a true crime cruise.
That just launched savannahbananas, uh, I think, uh, I
think it actually got.
Hopefully I'm not spilling thebeans, but the podcast this Is
Important that just announcedyesterday Femland at sea, so you
know, black Women Empowermentwith Heather Lowry and what
(30:05):
she's created with Femit Forwardhad just got announced too.
So the diversity of everythingthat's out there, it really is
like where we can find passion.
I think we can put togetherunique programming that is
immersive and intimate, thatprovides that once-in-a-lifetime
style experience.
Damian Bazadona (30:22):
Yeah, fandom unpacked at sea.
First we have to burn a milliondollars.
Toby Chichick (30:26):
We have to burn a million, yeah you have to burn
a few million dollars.
Jeff Cuellar (30:30):
I can honestly say , mike, I've made more, probably
more, mistakes than wins.
I just you know.
Peter Yagecic (30:39):
I hope if anyone's keeping tally the wins,
you know, maybe outpost thelosses.
Well, I mean, that's kind ofwhat fandom is all about in a
nutshell, and for people whowant to check out all of those
amazing experiences you talkedabout sixmannet, that's where
they should go.
Sixmannet is a place to go seeeverything that we have
announced and have on sale.
(31:00):
That's going to do it for thisepisode of Fandom, Unpacked the
podcast.
If you liked what you heard,please be sure to leave us a
review on Apple Podcasts.
Find out how to join us livefor an upcoming recording at
SituationLivecom.
Slash fan.
We'll see you next time, truebelievers.
You're listening to Fandom Unpacked the podcast,
an audio version of our regularlive stream series where we
unpack modern fandom with someof the brightest minds in sports
and entertainment.
I'm producer Peter Yagisic, andour hosts for this Q&A are
Situation's CEO and founder,damian Bazadana, and account
group director for sportsattractions and live events,
jeff Mealy.
Our guest is CEO of Sixth man,jeff Cuellar.
(00:27):
He'll share some of the secretsof creating unforgettable fan
experiences at sea Anchors away.
Here's Damian to get us started.
Damian Bazadona (00:36):
Well, let's start with.
Sometimes you do a, we do apre-call to this and after
talking to Jeff, I realized Ithink he has what I would say is
probably one of the coolestjobs in the world and he's a
fandom at sea.
Instead of me explaining yourbusiness, which I just think is
incredible, can you explain?
Let's start at the top explain,talk about your business.
Please Give some context forthe folks.
Jeff Cuellar (00:58):
So I would say, simply to put it easy, we are
what's called a promoter, and ifyou're not familiar with that
term, essentially we are goingout and working with artists and
I'll use artists in the mostbroadest sense, because that can
be music, that can be comedy,that can be chefs, that can be
(01:19):
whatever it may be and we createexperiences and how we put that
together and quote unquote, buythe show or whatever that may
be, but we work with them tocreate these over-the-top
immersive experiences.
So, as a promoter, we're theones working with them, having
the creativity, the ideas, theactivity shows you name it how
(01:41):
it all works together and then,of course, the fun part of
working on the finances andensuring that there's
profitability there.
So that is, I would say, thedry side of it, but the more
exciting side is what I think wereally deal with is passion,
and we at Sixth man have figuredout I'd say successfully
(02:03):
figured out how to figure out,quantify passion and therefore,
where do we invest in terms ofbringing communities together,
the high passion communitiestogether, and allow them to have
a space where they get to go onvacation and immerse themselves
in the one thing that they arepassionate about?
Damian Bazadona (02:22):
What's the commonality?
I mean?
I feel like you go everythingfrom rock bands to sports teams
to chefs I mean, after all thecruises that you've done, and on
this webinar we have peoplefrom all walks of entertainment,
sports to you name it.
It's on here and everyone'slooking for that.
The.
The answer of like, the, theunlock of fandom of like, what's
the special sauce that you'reseeing?
You're able to fill many, many,many ships from many, many
(02:44):
different groups of people, frommany, many different, different
demographics Are they unifying.
What are the unifying traits?
You look at, You're goinghere's a special sauce that
makes that work.
Jeff Cuellar (02:52):
I would like to say that there is like some
secret special sauce, but itdoes.
It comes down to passion and itdoes demographics throw out the
window, and we hear you know itdoes demographics throw out the
window, and we hear you know, alot of times some of our events
, will you know, they'llactually sail from like a
Tuesday to a Sunday, and I'mlike time doesn't matter, what
(03:13):
time of year doesn't matter,because if there's that one
thing that you are that excitedabout and I think we all,
whether on this screen or all,have that that we're extremely
passionate about, if we're ableto pull that together and
provide an immersive experiencewith your tribe, then they're in
(03:35):
, because a lot of times it'shard to come by those things and
this isn't enough to say like anormal show.
But you know, sometimes 90minutes isn't enough.
This isn't enough to say like anormal show, but sometimes 90
minutes isn't enough and youwant the ability to have all of
those walks of life.
So people get together because,regardless of your race,
religion, political affiliationdoes not matter.
(03:56):
Once you get on that ship andyou're there, you know there's
one thing that is that commonthread that everyone is there
for and you can automaticallyhave a best friend.
I think we rooted ourselves inmusic and that will always be
the foundation of the company,because with music it's an
easier way to get that emotionalconnection.
I mean, we can all think aboutthat one album or that one song
(04:20):
or that one live performance.
You're like, you know, itchanged my life and some keep
digging further down the rabbithole and they get several that
kind of go along with it.
But music, I think, is easierbecause there is more of that
live component.
But we have found out and howtastes have changed over the
years.
They're getting in other placestoo, whether that's chefs,
(04:42):
whether that's Broadway, whetherthat's whatever it may be,
wrestling um, there's somethingthere.
And if we can tap into that andover, deliver on an experience
and provide world-class customerservice, uh then I think we're
going to have success on ourhands.
Damian Bazadona (04:57):
Yeah, no, I, you know, I think there's always
the.
It's the.
Live entertainment marketingcomes down to the battle of
passion versus practicality, andyou want passion when passion
wins.
This is the root of the bestpart of variable pricing.
People will pay whatever ittakes when their passion is
driving and when practicalitybecomes too much of an issue,
that's where it goes theopposite direction.
Jeff, I know Jeff and Mealy, bythe way, so our Joe, two Jeffs
(05:19):
on this call.
But I would say to Jeff, whooversees our events and
attractions I know you have abunch of questions.
Jeff Mielle (05:24):
Absolutely.
Hey, Jeff, Great name, by theway, of course.
You know I want to lean intowhat you were just talking about
in terms of the tribe and thatcustomer service and that
passion that comes on board.
You know, we see in ourindustry that fans are looking
for more personalization intheir experience and even the
way that they're connected tovia marketing.
They're looking for moreinteractivity when they're
(05:46):
within a venue or on board.
Can you talk a little bit moreabout how you're leaning into
that personalization for theexperiences once the ship sets
sail?
Jeff Cuellar (05:57):
Yeah, we actually have as part of every experience
that we build.
So I look at our timeline andwe like to lock in concepts,
typically about 16 months out,and some of those conversations
can be had even before then,because that gives us a solid
three to four month runway tostart building, whether that's a
(06:18):
lineup, whether that'sexperiences, all of the things
that we need to have for launch,and really that's what's that
communication piece to getsomeone excited.
And then, with the anticipationthat we are going to be doing
more, so that puts us on saleabout 13 to 12 months out for an
event.
In that time frame, hopefully,we are now starting a
(06:39):
conversation with that tribe.
So we set up a communicationgroup as people start to make
their purchases and we start togather more information and have
someone that we call acommunity experience person that
is in there having these dailyconversations.
So, whether that's a Facebookgroup or in other locations as
(07:02):
well, we're gathering info.
What are they excited about,what do they want to see?
And then we have the ability togo back to the artist or our
partner on the event and startsaying, hey, this is what we're
hearing.
You know we're getting a lot ofconversations around theme
nights or some type of activitythey're really curious about,
and that allows us to start toactually curate some of this
(07:24):
stuff based on the feedback thatwe're getting from them.
That in combination because weknow some things like you don't
know what you don't know, and soyou can't ask for something
that you maybe didn't even knowexisted and that stuff comes
really from the artists, and Ithink every artist that we're
working with is, you know,creative on a level that you
know is why they're successful.
(07:44):
Artists that we're working withis, you know, creative on a
level that you know is whythey're successful.
So being able to have thatconversation is like what
inspired this album art, whatinspired this recipe, what
inspired all of this, and beingable to work through some of
those things to kind of helppull back the curtains and give
the most passionate fans accessto this type of stuff.
So it works both ways.
(08:04):
So it's the conversation withthe artists and conversation
with the actual fans, because wehave seen it where artists
actually learn something fromtheir fans that they didn't know
, Like some artists may say,like wow, we didn't really put
much time and attention to this,but now we're hearing that it
really means something to them.
Let's dig into that.
And some people just have fun.
(08:27):
I mean, that's a big part of ittoo is life is serious.
There's a lot of stuff going onand this is a pure escape, a
pure multi-day, multi-nightescape that you're living versus
again, like I went and took 90minutes.
I went to a show.
I now got to go back, I got toget the kiss from the babysitter
, we got to do whatever it isnext, and and and.
(08:48):
Right back in the dredges of uh, of what's going on day to day.
This allows you to say, like,all right, for the next four
nights, five nights, I'm, I'mgoing to like let go and and
just allow myself to be presentin uh, in this world.
Jeff Mielle (09:03):
I love that.
I love the idea that even onceyou have their money maybe a
year out that the work does notstop in making sure that this is
a perfect experience, andyou're so in the trenches with
them, so to that point, youmight go on sale a year ahead of
the cruise.
Take me even further back.
How are you coming up withthese ideas?
(09:23):
Is there a blueprint?
Is every event bespoke?
Where does the seed come from?
And then how does that expandinto what could be a viable
cruise?
Jeff Cuellar (09:33):
Um, a lot of it starts with us.
Uh, you know what gets usexcited.
You know, in in the buildingluckily, you know, I've got over
a hundred.
You know full-time staffmembers plus you know our, our
contractors and vendors that areworking with and I would say
we're constantly getting fedideas.
Uh, you know, some of them areinteresting ideas, some of them
are like obvious ideas, uh, and,and some are like, Hmm, let's,
(09:56):
let's see if there's somethingsticky there.
Um, once we have an idea andsome of this could be talking to
agents and managers as well,we're being pitched on certain
things then we will take it andwe'll run it through.
Basically, I'm going to call itnot an algorithm, but really
kind of a formula that wecreated that we call the C index
, and this is kind of like ourway to attempt to quantify
(10:19):
passion and start to look inagain those Reddit groups, the
Facebook groups, spotifylisteners.
Do they have a podcast?
Is there a television show?
What are they doing out there?
What does their merch look like?
What does website look like?
All of those different thingsto help us understand what this
community is, how they'recurrently interacting.
(10:40):
Is there a whole?
Is there an opportunity?
And start to break it down, andwe've started.
Then we start to score it, andthis process has been going on
since I'd said we'd started this, this scoring kind of process,
oh, uh, I think it startedreally just before the pandemic
Um, but we started to see theresults of of that, you know,
(11:01):
post pandemic Uh, and then we'retweaking it, you know, cause,
what works for music maybedoesn't work for comedy as much.
Um, the blueprint is findingthe passion, like, like, what is
it?
And can we?
Can we amplify it?
Can we deliver upon what theyneed?
Um, and then the interactivityof the artist, um, that is, I
mean, that is, that is missioncritical to the success of one
(11:24):
of these.
If we have an artist that's init just for a paycheck, that
doesn't get the concept that youhave the ability to interact
with your most passionate fans,the fans that will allow you to
have a career for as long as youhave a career, um, that, once
they dig and they understandthat, you know that right there,
(11:45):
I would say is is is, you know,mission critical, as I
mentioned, for us to go forward,because if they're excited,
then they're going to becommunicating with their fans,
like, oh, my god like we came upwith this ridiculous idea that
I can't wait for you toexperience while you're on the
event.
So, whether that's through asocial media channel, whether
it's through a podcast or radiointerview, whatever it may be,
they're able to speak directlyto their fans to get them
(12:07):
excited about what is going on.
If they're not doing that, Ithink there's a problem.
And then fast forward.
You know, that's kind of likethe canary in the coal mine Fast
forward.
You're probably going to havethat same experience on the ship
.
Where we see some of the bestsuccess is when the artist feels
it.
They feel the passion, theyfeel the opportunity to mix and
(12:30):
mingle on board.
I mean Michael Franti.
I give him all the credit, hisdue there.
He is a master at this andbeing able to just walk around
the ship with a guitar and sitdown with someone while they're
eating in the Garden Cafe andplay a riff and a song and then
start off and continue on.
He's sharing his favoriterecipe for, you know, a juice
(12:55):
mix that you know he loves andstuff, and I think those are the
kind of touch points these fansare looking for.
But when you kind of look atthat, that's what we're looking
at in terms of success.
Are they going to engage, arethey going to embrace it and
understand that the realopportunity they have Because
even at a show and you may haveyour VIP section and you do a
(13:15):
10-minute meet and greet is thatreally it Isn't there more?
And they may engage on socialmedia, but I think that in real
life connection is where itstands, and those that
understand that, I think winthat in real life connection is
where it stands and those thatunderstand that, I think win Uh,
burke Reischer.
You know another great exampleIf you, if you've sailed on uh
on his event, uh, you definitelyhave the ability to play craps
with him.
(13:35):
I mean, he was at the tablesand people were experiencing
that and he was accessible inthat way.
Uh, and that's where I think youget some of the, the, the real,
real excitement, and you knowthere's varying levels of it,
but we dig in and try to findthat passion.
We want the artist to understandthat you don't have to get you
know as engaged as a michaelfranti to be successful.
But this is what the fans wantto see.
(13:56):
They want that intimacy andthey want to understand how you
got there and how you know whatthey want the artist to
understand, like how you make mefeel it's important because it
really does come down to emotionand sharing that.
You got me through a hard time.
You make me happy.
We dance to your music as afamily in the kitchen while
(14:17):
making breakfast on Sundaymornings All of those things.
We all have those memories andit's falling back to that on the
ship that really sets us apartand where we start to have these
conversations with theseartists before we start to go
out.
If it's all about a paycheck,I'll be honest typically it's
not going to work.
I mean, it can work, but that'snot why we're in business.
Damian Bazadona (14:38):
Can I ask a quick, just follow up on that?
What's the biggestmisconception?
We have a fair number of peopleon this webinar right now that
I'm assuming are evaluatingthemselves like well, we would
probably make a good cruise ourbrand.
What's the biggestmisconception or mistake that
you think that they make or theymisread it?
Jeff Cuellar (14:55):
That's a great question.
It's hard.
It takes the amount of timefrom when we are talking about
the concept to actuallylaunching it and putting it on
sale all the way to execution.
This isn't talking about theconcept to actually launching it
, putting it on sale all the wayto execution.
This isn't one of those thingswhere it's like great, I had the
idea I'm going to be there,this is going to be great.
(15:16):
It is a lot of work to get fromthe concept to execution and
beyond.
Also, it's risky.
We do everything in our powerto try and mitigate as much of
that risk as possible, butsometimes you just don't know.
Sometimes the consumer saysthat's not the experience I'm
(15:38):
looking for, or you're notproviding enough value for the
price and therefore it starts tofail.
So, as a promoter, I mean welive in risk.
So I would say are youcomfortable losing money and
that may be us losing money butare you comfortable not, or not
making the kind of money youthink you should be making for
the amount of work you'reputting in?
(15:58):
Because it's hard.
We joke as promoters if youthink you want to launch a
festival, because that's reallywhat this is.
These are festivals.
They, the venue just happens tobe a ship, you know, go out and
burn a million dollars and ifyou're okay with that and that,
that you're comfortable with howthat felt, to light a million
dollars on fire, go burn another$2 million.
(16:19):
If you're still okay with thatand and you you're comfortable
and can reconcile at the end ofthe day with how that feels,
then you're maybe ready to do anevent, because everyone does
think and we all have that biasthat this concept is going to be
successful.
It's the ability to removeyourself and evaluate is it
going to be successful?
(16:40):
And the confidence of mostartists.
I mean how, their ability totake a stage and do those things
.
They have to have thatconfidence.
But you also need the grounding, someone.
Maybe that risk is a little bittoo high, but there are ways
that we can see.
We can test certain things out.
Like, maybe you don't own theevent, maybe you're a part of
(17:01):
another event and start to buildan audience.
That way to say.
I think we can expand here andagain is this what your audience
wants?
Just because you want itdoesn't mean your audience wants
it, and that's an importantpart too.
Sometimes we do surveys.
We'll do pre-event surveys togauge that sentiment from fans.
Peter Yagecic (17:32):
again, to help mitigate that risk.
No artist really wants to putout like hey, we're thinking.
Agency built for liveentertainment that champions the
power of unforgettable sharedexperiences around the world.
We offer full marketing andcreative services for
experience-based brands in liveentertainment, attractions,
theater, sports, arts andculture, and more.
Check us out atSituationInteractivecom.
(17:52):
Now back to our Q&Ainteractivecom.
Jeff Mielle (18:02):
Now back to our q&a .
It's interesting in any of theevents that we work in whether
it's a sporting event,theatrical production and
attraction that risk of losingmoney is always apparent.
We want to balance bringingfans in, we want to give them a
great experience that they'retalking about, but of course, we
want to make sure that we'reprofitable as well.
Right, and where you're, whereSixth man and what you do is
(18:23):
incredibly unique.
There are a lot of overlaps inthe other aspects of live
entertainment that we deal with.
So, as we think about againsports theater, what do you
think these other aspects of theindustry can learn from what
you do?
Jeff Cuellar (18:39):
I think it comes with the authenticity and
customer service.
I mean we are truly engagingwith our fans in a big way and
as a promoter, we're a lot oftimes behind the scene.
We realize that the fans thatare coming on our events they're
there for the concept, theartist, whatever that may be.
We are the ones executing, weare helping to bring that to
(19:00):
life.
But where I do think weseparate ourselves is our
customer service.
And we have seen it and theyhave responded in a sense that
we came for Soul Shine, we camefor the Broadway cruise, and
this was fantastic.
We came for the Broadway cruise, and this was fantastic.
We came for, you know, keepingthe blues alive.
And we understand now, afterhaving, because a lot of the
(19:21):
people who come on our eventshave been to something else,
whether that's just a show,whether that's a festival,
something it may be they realizethere is value in the team and
the customer service theyprovide.
And we operate with what wecall special, and it is an
acronym of how we treat ourartists, how we treat our guests
(19:44):
and how we treat our team.
And that is really at the coreof what we're trying to
accomplish just to make everyonefeel special, because if the
artists don't feel special, theydon't want to come back.
If our fans don't feel special,they don't want to come back.
If our fans don't feel special,they don't want to come back.
If our team doesn't feelspecial, they're not going to
want to continue to put in thehours it takes to execute this.
So I think, for us, we haveinvested very heavily in special
(20:08):
and I think it shines through.
I mean, I would say next yearis our 25th anniversary, so I
would say that it definitelyshines because we're still here,
uh, doing this, um, but that isreally kind of at the core, is
really trying to to create thesespecial moments, these once in
a lifetime opportunities withyou know, with, with intimate
shows, with opportunities toengage, to break down some of
(20:29):
the walls that you knowcurrently exist, with
interaction, uh, uh, with your,uh, you know, with the artists
and the community, and if we cancontinue to help feed that fire
and and you lie, special that's.
I mean that's really how, howwe, how we succeed and, I think,
how we differentiated ourselves, uh, from others.
There's a lot to be said, youknow misconceptions about
(20:51):
cruising too.
There's this idea of like ah,it's just for, you know, it's
just for old people.
Uh, you know, I don't want tobe trapped on a on a ship for
you know X amount of days and Iwould say throw it out.
Uh, go experience it, becauseit's a venue.
Uh, and that venue actuallyprovides a lot of, uh, creature
(21:12):
comforts that you're not gettingsomeplace else.
Try not having to worry aboutparking for five days, not
having to worry about, you know,getting a hotel, and am I going
to have enough time to eat,being able to say like, hey, I
just saw the show and you knowwhat, I'd love a nap and I'm
going to go take a nap and take20 minutes for myself, guess
what.
Tomorrow we're going to be inCozumel and I'm going to go hit
(21:33):
the beach and then come back onand have this other, more
amazing experience.
The value add that we're able tooffer in that too, I think, is
the other piece of it.
We have leaned into what we'regood at and the venue.
We have to say, yeah, there'svalue here.
It may be cheaper on a ticketto go do this, but are you
(21:54):
getting all of this that goeswith it?
You're not, and I think that'swhere we also win.
So, special and the value andkind of leaning into that are
really things that I think setus apart.
Jeff Mielle (22:05):
Peter, to that point, this might be a great
time to bring in our colleagueToby, who has gone on many trips
with you.
Peter Yagecic (22:12):
I think so too.
So you may have seen Toby'shead pop up a little bit earlier
.
We're trying something newwhere we wanted to bring an
audience question actually up onstage, but I think it's a
perfect, perfect time, becauseToby is the perfect example of
why cruising is not just for theolder set.
But, toby, please introduceyourself and let us know what
(22:33):
your question is, as someonewho's experienced the rock boat
at least a few times.
Toby Chichick (22:39):
Hey, jeff, lovely to meet you, and hey, everybody
.
So yeah, I've been a SisterHazel fan for about 25 years.
There's not many of us in theUK, it's quite a niche.
But yeah, I heard about therock boat ever since it launched
and I was fascinated by theconcept.
I didn't know anything aboutcruising.
I ended up persuading my wife totake this crazy trip and go on
this rock boat with me, um,about 10 years ago, so maybe
(23:00):
longer and we loved it so much.
We were absolutely blown awayby the passion, the community,
just the friendliness, and a lotof that was to do with sixth
man and the organization howslick everything was.
We'd never had a holiday likeit and it blew us away.
Um, and yeah, we came backthree more times, so we've done
four now.
Um, but yeah, it is anincredible experience.
Absolutely loved it.
But one of the questions I wasreally fascinated by was it's
(23:22):
such a strong community andthere's a really nice ceremony
at the sail away show where theyuh said give, really give, back
to the community by sayingthank you for those that have
been five times, you get a trackjacket and if you've been 10
times you get like a robe.
We call it dressing out, youguys, um, but yeah, that's
amazing and what blows me awayis how many people every year
seem to be getting up on stageand getting their five-year
(23:44):
jackets, their 10-year robes andthat sort of loyalty to the
holiday and everyone we speak to, being like what can wait for
the rock boat every year.
That passion just blew us away.
But I think what reallyinterests me, and I'd be love to
hear your thoughts on, is howdo you kind of segment your
marketing towards the kind ofthose loyal, diehard fans that
come back every year, uh, versuskind of marketing to a new
(24:04):
audience, like you say, thosepeople that don't quite get it.
How do you kind of balance thatmarketing?
Jeff Cuellar (24:10):
Um, it's a challenge, uh, in terms of how
we look at more cause.
Our marketing is, is, isdifferent, I mean it, it is, it
is truly worldwide marketing, uh, for for you know what comes on
board, uh, and and as thisexperience, I think the concept,
or you know again what they'remost passionate, obviously huge
sister of his fans.
So that that helps us, that'sour, that's, hopefully you know
(24:32):
that's the hook, and that helpsus, that's our hopefully, you
know that's the hook and thenhopefully we can reel you in
with the other pieces and thevalue add that kind of goes
along with it.
What are we doing to ensurethat we have that kind of pull
within that community?
And we see, you know, year overyear, in terms of those repeat
customers that or repeat gueststhat keep coming back, and we
track that and we start to see,you know, why have you, if you
(24:54):
stopped coming, why until we'veonly done four?
So my question is why have youstopped coming, especially with
three kids now?
Yeah, three kids that I can be,that's, that's one of them.
So it's also thinking aboutlike, but now you're predisposed
, now you understand what goeson there.
So how am I going to pull youback on and maybe something else
, because if you like this typeof experience, you probably want
(25:16):
your kids to experience it.
I mean, I've taken my two kidson several of our events too,
and they're in and they'vebasically been born into this
throughout the years and haveexperienced a lot of festivals
and they get it and they love it.
So I think that's the biggestpart is working with an art.
(25:38):
I think sister hazel is just, Imean again, one of the.
The best in the business isthey get it, they understand it,
they and they.
They want to facilitate it in alot of ways.
Um, and the collaboration.
So them working with so manyother bands that are on the bill
and having them, having them bea part of what that show is,
(25:58):
and having that understanding oflike, hey, you may have your
set that you typically do, butcome join us over here.
Why don't we're going to do a,a, a Genesis cover set?
Uh, you know, why don't youcome on and and and and sing one
with us?
I think they are masters atbeing able to convince the other
bands.
(26:18):
This is not just about youplaying your set, it's
collaboration, it's community,it's all that, and they've been
phenomenal at that andfacilitating that, and they
played such an active role withthe artist as well as the actual
community themselves.
And you see it, it's authentic,it's who they are, um, and it's
why it bleeds through and Ithink it's so genuine.
Peter Yagecic (26:40):
I I'd love to sneak in another audience
question for someone who won'tbe on screen.
Uh, uh, you you mentioned, jeff, that, uh, you can find your
new best friend on board.
Uh, do you see a lot ofexisting friend groups or tribes
booking together, or is itmostly singles and couples?
And I wonder if that, uh, itchanges based on on the type of
event.
Jeff Cuellar (27:01):
It totally changes on the type of event.
Uh, I mean, we we joked like,uh with, with Paramore.
Uh, there are a lot of threesand fours and people were
packing into rooms, uh, packinginto cabins.
Um, three, 11, I think is agreat one.
That's actually out there rightnow.
It's on the water as we speak.
(27:24):
They started off heavy in thethrees and fours and how that
audience has grown over theyears.
You're seeing now more of likemore what we call double
occupancy cabins, so two peopleto a cabin that are starting to
be more couples or two bestfriends going out there.
And you know, as you get older,that the different creature
comforts you want, like you know, am I willing to sleep in a
(27:45):
cabin with three other people,uh, or even my kids, for that
matter.
Uh, we do joke sometimes thatspouses, uh, you know whatever
side of that, you know,sometimes they are just there to
support their spouse and yousee them taking advantage of
different things.
They're like you know whatwhile you're watching you know
311 play, I'm going to be in thespa or I'm going to take some
excursion, but there's.
(28:05):
I think the beautiful thing isthere's that opportunity, like
if it isn't your thing but youwant to support your partner,
then that can happen.
Or if you're, you know, if yourkids are on board, great,
there's typically a place, akids academy, and they can be a
part of those arcades and sportscourts and things like that.
That can also entertain them.
While you're getting your fixfor that thing that you know
(28:26):
allows you to be with your tribe.
That's awesome.
Peter Yagecic (28:28):
I think you've made everybody on this live
stream really, really want tohave one of these experiences,
if they haven't already.
I highly encourage you to yes.
Damian Bazadona (28:38):
Jeff, thank you .
Um, I give a big thank you toScott Ziger too, who connected
me to you.
Uh, Scott's behind the Broadwaycrews and we had a chance to
work with him on it and I justhave such deep respect.
I think it's such an awesomeconcept, um, and I think you
really brought us to life todayand you've illustrated why.
I think I still say you haveone of the coolest jobs on the
planet.
Spend them at sea, come on.
(28:58):
That's pretty cool and I cansee you could see so many
different ways to plug into itand I think for so many people
on the webinar today, there's somany different points in and I
think now the question really isto your point is like
scrutinizing and really thinkingthrough your currency of
passion and how much is that?
And it's a good gut check.
But I love the conversation and, jeff Milley, thanks for the
(29:21):
questions.
It was great, thank you.
Jeff Cuellar (29:24):
A pleasure.
Yeah, scott is a phenomenalpartner.
Love him to death.
And not only do we work onBroadway with Scott, but we also
work on Chefs Making Waves withhim too.
But I, but we also work onchefs making waves, uh, with him
too.
Um, but I mean there's, there's, there's.
I mean you can talk about thediversity right there.
You got chefs making waves andyou've got broadway, uh, and
just two completely differentthings, um, and and the kind of
(29:45):
passionate communities that kindof roll out, uh, exhibit c and
we do a true crime cruise.
That just launched savannahbananas, uh, I think, uh, I
think it actually got.
Hopefully I'm not spilling thebeans, but the podcast this Is
Important that just announcedyesterday Femland at sea, so you
know, black Women Empowermentwith Heather Lowry and what
(30:05):
she's created with Femit Forwardhad just got announced too.
So the diversity of everythingthat's out there, it really is
like where we can find passion.
I think we can put togetherunique programming that is
immersive and intimate, thatprovides that once-in-a-lifetime
style experience.
Damian Bazadona (30:22):
Yeah, fandom unpacked at sea.
First we have to burn a milliondollars.
Toby Chichick (30:26):
We have to burn a million, yeah you have to burn
a few million dollars.
Jeff Cuellar (30:30):
I can honestly say , mike, I've made more, probably
more, mistakes than wins.
I just you know.
Peter Yagecic (30:39):
I hope if anyone's keeping tally the wins,
you know, maybe outpost thelosses.
Well, I mean, that's kind ofwhat fandom is all about in a
nutshell, and for people whowant to check out all of those
amazing experiences you talkedabout sixmannet, that's where
they should go.
Sixmannet is a place to go seeeverything that we have
announced and have on sale.
(31:00):
That's going to do it for thisepisode of Fandom, Unpacked the
podcast.
If you liked what you heard,please be sure to leave us a
review on Apple Podcasts.
Find out how to join us livefor an upcoming recording at
SituationLivecom.
Slash fan.
We'll see you next time, truebelievers.
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