On Sale Live 2026, an event for sales, marketing and communications professionals working across live entertainment, events, arts, culture and the ticketed experience sectors, has revealed its speaker lineup, featuring a keynote presentation from Stuart Beare of Tulleys Entertainment Group.
Tulleys Entertainment Group is behind some of the UK’s best-known events and attractions, such as the World Famous Shocktober Fest Scream Park and the country's leading Pumpkin Festival, as well as the popular Tulip Festival and Christmas Light Festival.
The business has scaled from £9m to £21m over the last two years, and Beare will discuss this growth, with a focus on marketing, customer insights, and audience behaviour.
On Sale Live 2026 is taking place on 15 May at King’s Cross, London.
Tickets are now available, with a special rate for first-time attendees.
Inspiring speakers
The Main Stage programme includes leading brands, founders, commercial leaders and senior marketers from across the live experience industry.
Attendees can hear talks on subjects including fandom and audience advocacy with Phantom Peak, Sonia Friedman Productions, and Tickxts; and the rise of participation with BLAST, Little Lion Entertainment, and Sing Eat Retreat.
Another session will focus on cultural relevance and demand, exploring the fashion of experiences from Stage Magic (Belgium), Ballet Nights, and Today Tix, while speakers from Fever, Moonpig, Buyagift, and the Association of Event Organisers will discuss industry context and change in a session reviewing the here and now.
Insights and networking opportunities
On Sale Live launched to great acclaim in May 2025. Its second edition, on the theme FUTURE: Future Tech. Future Audiences. Future You, boasts a new venue in the heart of London's Kings Cross, with a bigger audience of more than 250 senior decision-makers.
With industry leaders from theatre, attractions, LBE, festivals, immersive experiences, exhibitions, museums, consumer events, and more, On Sale Live offers honest, valuable insights into ticket sales, audience growth, and campaign building.
A new Expert zone will present a back-to-back programme on Industry shifts and practical application, through topics such as The move from SEO to AI-driven search (AEO), Ticket pricing legislation and compliance, and Customer service as a core part of marketing and communications.
Copyright of On Sale Group
Other confirmed zones include the Registration, Business & Networking Community area, which promotes connection and opens opportunities for collaboration.
The Professional Development Zone will focus on enhancing skills and capabilities. Here, workshops include building core skills in confidence and sales techniques, accompanied by free 1-to-1 coaching.
Supporting the growing sector
According to Actionary, the international experience economy is on course to be worth 12 trillion dollars by 2028. It is one of the biggest success stories of recent times and shows no sign of slowing.
On Sale Live is the only sector event to dedicate a day to the experience economy's professionals working behind the scenes to sell tickets, build campaigns and grow audiences.
Dawn Farrow Copyright of On Sale Group
The event is presented by On Sale Group. Created and curated by Dawn Farrow, a global leader in experience marketing, the Group was recently named one of the 100 UK Startups to Watch in Entrepreneur magazine and has rapidly become a key community for sales, marketing, and communications professionals in live experiences.
"Our pilot event could not have been received with more positivity," says Farrow. "We’ve now had a year of running events, developing a training programme and building the community. It’s with this momentum that we have launched On Sale Live’26.
"The pressure to sell more tickets has never been felt so hard. Sales, marketing andcommunication professionals (in-house, agency and freelance) work tirelessly to deliver.
"They are frequently working in isolation and under pressure with little time to explore what new technology they could be adopting to drive sales, how they could be learning from other parts of the experience economy and how they could be learning new skills to support their career progression.
"I could not be more proud that we now have a forum that is able to focus on this."
This year's event will establish core values that affect all aspects of the industry, while fostering community, opportunity, confidence, and a culture of sharing.
Last month, On Sale Live 2026 announced its plans to bring together the professionals shaping the experience economy for practical learning and open discussion.
