Creating Community IRL: Why Fan Conventions Are a Marketer’s Dream

Fandom Unpacked

What happens when passionate fans decide to create the events they've always wanted to attend? Melissa Anelli, CEO and Founder of Mischief Management takes us on her journey from Harry Potter superfan to convention entrepreneur running some of the most beloved fan gatherings in entertainment.
The spark began in 2007 when Anelli and fellow staff members from The Leaky Cauldron (a major Harry Potter fan site) decided they could create better fan events themselves. Their first convention drew 750 attendees, and while creatively successful, it wasn't yet a sustainable business. Their persistence paid off when their second event exploded to 3,500 daily attendees. Today, Mischief Management produces conventions for Broadway lovers, fantasy fans, romance readers, and more.
At the heart of successful fan events is what Anelli calls "unironic enthusiasm" – that special quality where loving something becomes integral to your identity. This authenticity permeates everything from how staff interact with attendees to how venue personnel are trained to treat fans with respect. The goal isn't just entertainment but creating spaces where people can fully express their passion without judgment.
The conversation also explores how brands can meaningfully engage with fan communities without feeling exploitative. The most successful partnerships, like Mean Girls' viral bathroom mirror message at BroadwayCon, come when brands are willing to play and have fun in authentic ways that resonate with the community's spirit.
Ready to experience the magic of fandom for yourself? Whether you're a Broadway enthusiast, fantasy fiction lover, or passionate about any form of entertainment, discover how connecting with fellow fans can transform your relationship with the stories you love.

Recorded Tuesday, December 17th, 2024
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Melissa Anelli, CEO & Founder, Mischief Management
Producer: Peter Yagecic, Innovation Advisor, Situation

Chapters

1. Introduction to Melissa Anelli (00:00:00)

2. Origins of Mischief Management (00:00:56)

3. The Secret Sauce of Successful Fandom (00:03:20)

4. Creating Authentic Fan Experiences (00:05:47)

5. Building Safe Spaces for All Fans (00:11:52)

6. Brand Partnerships That Resonate (00:18:53)

7. Balancing Passion with Practicality (00:21:24)

8. The Future of In-Person Fan Events (00:23:18)