The number we are going to be judged against.
Last edition's final attendance, written down before any work starts. Without it there is nothing to compare to at the end, and every claim I make afterwards is unfalsifiable.
Before it, so the room fills.
Anticipation content and the assets that drive registration, out on your channels through the weeks that actually decide attendance. Registration velocity gets read every week against the same point last year.
The day, shot against a plan.
Full coverage directed from your story. The shot plan exists before the doors open. Capture runs at the entries, so the people who walked in become a list you own, with names on it.
The film lands while it is still the conversation.
The hero film is live the next morning, in the window where your attendees are still posting about it and the people who missed it are still hearing about it. A week later that window is closed and the same film is an archive clip.
The library, and the follow up to the people who came.
Cutdowns for your channels, and outreach to the list captured at the doors. This is where next year's registration actually starts, which is why it belongs in this engagement and not the next one.