How Spectacular Events Are Created: Behind the Scenes with Damir Vranić

12 March 2026

On the second day of the 12th edition of the Marketing Madness conference, Damir Vranić, director of Eventim, revealed what actually happens behind the scenes of major events, concerts, and shows that amaze audiences.

“We don’t sell tickets, we sell experiences and emotions,” Vranić emphasized. Every event carries a unique atmosphere, memory, and feelings that the audience remembers long after the concert ends.

How are global stars brought to Croatia?

Big stars such as Dua Lipa, Robin Williams, or Dan Braja come to Croatia thanks to event organizers and large agencies such as Live Nation. Local organizers play a key role because they help realize tours and choose the best dates and locations.

Vranić emphasizes:

  • The organizer must have experience, references, and financial capability.
  • The most important thing is a clear vision – who the audience is, which stars fit, and what kind of content they want.
  • Strategy comes after the vision, including planning performers, dates, location, and ticket prices.

The process of forming ticket prices and sales

The price of a ticket is not just a number – it reflects the perception of value for the buyer. For example, tickets for an exclusive venue in Pula can be more expensive than in a larger hall in Zagreb, because the space is limited and attractive.

Vranić explains: “Lowering prices is very risky. If you reduce the price once, the perception of value is lost. That’s why careful calculation and promotion are crucial.”

Marketing and promotion of events

Digital marketing is today the main driver of sales:

  • Social media such as TikTok and Instagram.
  • Online campaigns through Meta and Google Ads.
  • Traditional channels: radio, billboards, and local promotions.

Eventim integrates with organizers and covers complete marketing activities – from ticket sales to analytics and campaign optimization, ensuring that every event reaches the right audience.

Student Challenge: Event in Real Life

Damir Vranić also announced the winners of our student challenge, where young people designed their own events. The winners are:

  1. Zagreb Trilogy Festival – an open-air music festival.
  2. Physics Festival: Physics in Motion – a combination of education, entertainment, and art.

This shows how the new generation is bringing creativity into the event industry, combining innovative ideas with practical execution.