---
title: The Vixen Case Study | Hive
description: In 2025, the Vixen's Hive campaigns drove six-figure attributed ticket revenue at a 22x return on investment, roughly double the industry average.
---

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- Features
  
  #### [All Product Features - Check out all the event-centric features in Hive](https://www.hive.co/product-features)

  #### [Automations - Automate your campaigns with both email and SMS](https://www.hive.co/features/automations)

  #### [Presale Registration - Collect fan registrations for early presale access](https://www.hive.co/features/presale-registration)

  #### [Reporting - Monitor ticket sales and campaign performance](https://www.hive.co/features/reporting)

  #### [Email Marketing - Send personalized email marketing campaigns](https://www.hive.co/features/email-marketing)

  #### [CRM - Manage, segment, and filter your ticket buyers](https://www.hive.co/features/crm)

  #### [Contests - Run contests to build your contact list](https://www.hive.co/features/contests)

  #### [API for Developers - Send your own data into Hive](https://resources.hive.co/api?hsLang=en-us)

  #### [SMS Marketing - Connect to your audiences with text messaging](https://www.hive.co/features/sms-marketing)

  #### [Ads - Turn data into high-converting ads](https://www.hive.co/features/ads)

  #### [Web Forms - Effortlessly collect the data you need](https://www.hive.co/features/web-forms)
- Industries
  
  #### [Music - Easily handle the marketing for all the events you're promoting each week](https://www.hive.co/industries/music)

  #### [Comedy - Ensure fans know when their favorite comedians hit your venue](https://www.hive.co/industries/comedy)

  #### [Festivals - Execute festival marketing, from presale to VIP packages](https://www.hive.co/industries/festivals)

  #### [Timed Entry - Target fans by specific days, weeks, or time slots for perfectly timed messages](https://www.hive.co/industries/timed-entry)

  #### [Fairs & Rodeos - Engage seasonal event attendees year-round](https://www.hive.co/industries/fairs-and-rodeos)
- Resources
  
  #### [Help Center - Check out FAQs to learn how to use Hive](https://faq.hive.co/en/)

  #### [Guides - Master the basics of marketing with these guides](https://resources.hive.co/guides?hsLang=en-us)

  #### [Webinars & Videos - Tutorials, webinars, and more—for the visual learner in you](https://resources.hive.co/videos?hsLang=en-us)

  #### [Resource Center - Explore all articles, videos, and guides by topic](https://resources.hive.co?hsLang=en-us)

  #### [Templates & Tools - Take the work off your plate with ready-to-use, customizable email and SMS templates](https://resources.hive.co/templates-and-tools?hsLang=en-us)

  #### [Backstage - Backstage with Hive.co](https://backstage.hive.co?hsLang=en-us)

  #### [Articles - Gain insights on marketing strategies and keep a pulse on the event marketing industry](https://resources.hive.co/articles?hsLang=en-us)

  #### [Case Studies - See how other event marketers have seen success with Hive](https://resources.hive.co/case-studies?hsLang=en-us)

  #### [Product Updates - Stay up to date with the latest features, improvements, and updates to our product](https://app.getbeamer.com/hivedotco/en)
- [Ticketing Partners](https://www.hive.co/ticketing-integrations)
- [Pricing](https://www.hive.co/pricing)
- [Backstage](https://backstage.hive.co?hsLang=en-us)

[Book a call](https://resources.hive.co/book-a-call?hsLang=en-us)

# The Vixen

##### How The Vixen turned Hive into a 22x return on every marketing dollar

![hero2-scaled](https://resources.hive.co/hs-fs/hubfs/hero2-scaled.jpg?width=2000&height=838&name=hero2-scaled.jpg "hero2-scaled")

**Table of Contents**

[The Challenge](https://resources.hive.co/case-study-vixen#the-challenge)

[Why Hive](https://resources.hive.co/case-study-vixen#why-hive)

[The Strategy](https://resources.hive.co/case-study-vixen#the-strategy)

[The Results](https://resources.hive.co/case-study-vixen#the-results)

[Why It Worked](https://resources.hive.co/case-study-vixen#why-it-worked)

[Future Plans](https://resources.hive.co/case-study-vixen#future-plans)

[Wrap Up](https://resources.hive.co/case-study-vixen#wrap-up)

## MEET The Vixen

The Vixen is a live music venue in McHenry, Illinois, rebuilt from a historic movie theater by a coalition of community investors. Multi-genre programming year-round: rock, hip-hop, country, 80s parties, free comedy nights, and more.

Bobbi Baehne is the Director of Marketing at The Vixen. She handles email, SMS, ticketing, graphic design, customer service, just to name a few. The list is long. The team is small. In 2025, her Hive campaigns drove six-figure attributed ticket revenue at a 22x return on investment, roughly double the industry average.

#### The challenge

###### Marketing to a community, with a community behind you

The Vixen's investors are locals. Most had no background in marketing or entertainment. They came together because the venue mattered to their town, which means they care a lot and want to understand exactly what their investment is doing.

Bobbi's job isn't just to run great campaigns. It's to bring a room full of people along with her, speak their language, and show the math.

Hive makes that straightforward.

"When I send out an email, I can look at it 12, 24 hours later and know exactly how much money we made in ticket sales. The emails are generating significant revenue for that weekend's shows. And that makes it nice and easy to let the investors know this is a tool making us money."

When the Vixen's list grew past a pricing tier, Hive's reporting made the decision easy. Bobbi could tie the additional marketing spend directly to ticket sales.

"I'm excited we went up a tier because we're now reaching more people, generating more money. It's great to have tools that have really great data so that you can be that mediator of: yeah, we want that to happen, here's why it makes sense…"

#### WHY HIVE

###### Easy to use, built to scale

Hive was already in place when Bobbi took over the marketing role overnight. She had no ramp-up time. She needed to run.

"Having worked with quite a few other platforms, it was really intuitive. There was not a huge learning curve. Besides that, I have to say Hive's customer service and help is like no other platform I've ever used."

The ticketing integration made the day-to-day fast.

"Connecting our events makes setting my email campaigns up so simple. I do four different email campaigns in one day. They are done in minutes."

#### THE STRATEGY

###### Every send has a purpose

Bobbi doesn't blast. She builds.

A consistent monthly newsletter, presale campaigns for priority shows, and a mid-month "recently announced" send for fans who missed the first wave. Past ticket buyers get targeted follow-ups when a relevant act comes back through.

SMS is reserved for the shows that need it with a strategic segmented list.

"I don't ever get a text that I don't open to see what it is. Getting into someone's phone, it's much more personal, but the open rate is so much greater. We don't overuse it but we keep our audiences warm."

This balance speaks for itself. The "Low Ticket Warning" SMS for Saliva hit 42.89% CTR. The "3 Days Out" send for Red Jumpsuit Apparatus hit 33.19% CTR.

The three-days-out approach is deliberate. Bobbi shifted the bulk of marketing effort to the final six weeks of a show's sales window after watching buying behavior change.

"People are really hesitant to buy anything too early. We'll sell some tickets when we announce and then we don't see anything forever. That three days out, if there's still tickets available, we can do that sense of urgency, which always seems to convert better. Hey, this is happening in three days. We've got limited tickets. Grab them."

#### THE RESULTS

###### Numbers that speak for themselves.

### 4X

the campaigns

### 22X

return on investment

### Up to 5X

the industry SMS benchmark

### 1,840

ticket orders tied to Hive campaigns

### 100%

open rate on contest automations

#### Why It Worked

###### Precision for investors. Trust with fans.

Most venues know email works. Bobbi knows exactly how much, show by show.

That comes from a platform built for live events. Hive connects ticketing data to fan profiles and surfaces revenue attribution without extra work. For Bobbi, it's not a reporting feature. It's how she makes the case for every dollar she spends.

And a 23.7% open rate on a 16,000-person list isn't luck. That's fans opening emails because of the venue, not just the act.

#### Future Plans

###### New use cases, same approach.

This fall, The Vixen launches "Rock and Shop" a vendor market with live music before the holidays. Bobbi is using Hive's forms and landing pages for vendor registrations, the first time she's used the platform outside of fan marketing.

Deeper Meta integration is next. She's already pulling custom audience lists from Hive to target ticket buyers on Meta.

"We're really connecting the paid ads with a targeted email for that specific audience as well... trying to hit everybody in as many places that they may be spending their time so that they're seeing it all over and, hopefully, they're like, 'Okay, I got to do that now.'"

#### WRAP UP

One marketer. Every channel. A community of investors who need to see the numbers.

Hive gives Bobbi the data to run the program and tell the story. Revenue tied to campaigns, audience built from every event, and a platform she can pick up and run on day one.

![bobbi](https://resources.hive.co/hs-fs/hubfs/bobbi.png?width=180&height=180&name=bobbi.png "bobbi")

##### "It's such an inclusive tool and there's just so many tools built within it that support so much more of your marketing than just email. Plus the Customer service, you can't put a value on having a team of experts available to you. That has been priceless."

Bobbi Baehne  
Director of Marketing

# IS HIVE RIGHT FOR YOU?

Can we help you promote your events and sell more tickets? Find out now!

[Take the quiz](https://resources.hive.co/is-hive-right-for-you?hsLang=en-us)

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