1. Sell tickets to the events! 2. Sell advertising around the media they generate. But #1 is the foundation, I think. Event attendance is rival & excludable in

1. Sell tickets to the events! 2. Sell advertising around the media they generate. But #1 is the foundation, I think. Event attendance is rival & excludable in a way digital media isn't, and people's willingness to pay to attend a cool event seems undiminished these days. Or maybe even increased!