The Biggest Room Isn't Always the Right Room

The biggest room isn't always the right room. ComplexCon '26 brought its tenth anniversary to Los Angeles, CA this October, filling the Los Angeles Convention Center with Nike, BAPE, Vans, and thousands of people who live for the next hype drop. For an independent brand, a weekend like that is tempting, because it feels like the whole culture is in one building. But being in the same building as your audience isn't the same as reaching them. In my last post, we talked about finding your niche, the specific person you're building for. This week is about where to find that person, and how to make sure they remember you.

Every event is an investment. You're spending money, time, and energy you could have put into product, content, or rest. At a show that size, a small brand is competing for attention with companies that have bigger budgets, bigger booths, and celebrity headliners. I'm not saying you should skip it; but I am saying have a plan instead of just vibing your way through it. Sometimes the smartest move is to attend instead of exhibit: walk the floor, study what's working, and build relationships with the buyers, creatives, and smaller brands who are there for the same reasons you are.

I was told by a mentor, before you commit to any event, run it through three questions. 

1. Are my people actually there, or just a lot of people?
2. Can I be remembered, or will louder booths drown me out?
3. Can I follow up, meaning will I leave with names, numbers, or emails I can turn into real relationships?

If an event fails those tests, the better play might be to create your own room. Starting off in a local coffee shop, book store, or local recreational league run could be a better opportunity for you to build a true relationship with an audience. 

I promised I'd explain the school assignment, so here it is. I'm studying business at Santa Monica College and Arizona State University, and this series started as a class project: three posts on a business issue that's valuable to someone other than me. I chose the ones I've lived personally, how independent creatives turn identity, culture, and experience into brands and careers that last. The assignment ends here, but Lane Six doesn't. Next time a big event hits the calendar, ask the three questions before you buy the ticket. And if you see me in the room, come say what's up.