Nick Orlando has selected 5 markets for Lyonia's first year of touring. The markets - Tampa, Jacksonville, Gainesville, Melbourne, and St. Petersburg - were chosen based on their large populations of millennials and thriving music scenes catering to Lyonia's target demographic. Orlando also selected venues in these cities with capacities of 150-300 people to help promote the band. For the second year, Orlando plans to expand into southern Florida cities like Ft. Lauderdale and West Palm Beach based on the tours of similar successful alternative rock bands. The third year will branch into Southeastern cities like Savannah, Charleston, and Atlanta near major universities to continue growing Lyonia's audience.

1. Nick Orlando
LYONIA
Market 1 (City): Tampa
Distance from Artist’s Hometown: 83 miles
Venue: The Crowbar
Capacity (if available): 300
What is your reason for selecting this market? Tampa ranks #17 on a list of the
“Most Hipster Cities in America”. This is due to its large number of things such as
thrift stores, breweries, vegan eateries, and tattoo shops per capita as well as an
increased demand for rental homes. Because of this, a thriving culture of young
artistic millennials has flocked there, which is the exact demographic of Lyonia’s
target audience.
Market 2 (City): Jacksonville
Distance from Artist’s Hometown: 139 miles
Venue: Jack Rabbits Live
Capacity (if available): 300
What is your reason for selecting this market? Much like Tampa, Jacksonville has
become one of the top places for millennials to move to in the country. This is
because of a huge increase in jobs as well as relatively low housing costs for those
new to the job market post-graduation. Because of this younger demographic, it has
developed a very “hipster” culture like Tampa attracting many businesses like
breweries and health eateries. Jack Rabbits is one of the top smaller music clubs in
the area where many of these graduated millennials go to see some live music.
Market 3 (City): Gainesville
Distance from Artist’s Hometown: 112 miles
Venue: Hardback Cafe
Capacity (if available): 160
What is your reason for selecting this market? Gainesville and the Hardback Café
are a must for year 1 mainly due to its proximity to the University of Florida.
Although Lyonia’s core target audience are slightly older than college students,
there is a vast number of young millennials in Gainesville looking to go out and
experience some live rock music on the weekends. Also, the Hardback Café is a
slightly smaller venue and often gets packed to the brim, which will make great
photo and video opportunities to help promote the band further as they extend their
market reach.
Market 4 (City): Melbourne
Distance from Artist’s Hometown: 68 miles
Venue: Open Mike’s
Capacity (if available): 150
What is your reason for selecting this market? Although Melbourne isn’t exactly
a thriving metropolis of young professionals, Open Mike’s is a venue that many
central and South Florida young people are beginning to flock to. Among being a

2. nice intimate music venue, they also serve artisan and craft-brewed coffee, wine,
food, and even sell music gear. This is a perfect place for young, artistic
professionals (Lyonia’s target audience) to attend on a night out.
Market 5 (City): St. Petersburg
Distance from Artist’s Hometown: 109 miles
Venue: Dunedin Brewery
Capacity (if available): 150
What is your reason for selecting this market? St. Petersburg ranks as the No. 1
millennial draw for cities in the state of Florida. It’s thriving economy and
entertainment district is a huge attraction for the thousands of young professionals
that have relocated there in the past few years. The Dunedin Brewery, claims to be
Florida’s oldest craft brewery, and is also a very trendy spot to see a variety of
genres of live music. This is also a nice intimate venue in close proximation to
Lyonia’s hometown and will be another great opportunity to get some solid photo
and video footage of a packed crowd enjoying their music.
List 5 New Markets for Year 2:
1. Ft. Lauderdale (Culture Room)
2. Delray (Johnnie Brown’s)
3. West Palm (Copper Blues)
4. Miami (Gramps)
5. Fort Meyers (City Tavern)
List 5 New Markets for Year 3:
1. Savannah, GA (Congress Street Social Club)
2. Charleston, SC (The Royal American)
3. Athens, GA (Georgia Blue)
4. Atlanta, GA (Aisle 5)
5. Montgomery, AL (1048)
Provide 1-2 paragraphs explaining your strategy for Years 2 and 3.
Why did you choose these cities or regions? Did you base it off of something you
have seen similar artists do? Is it based on geographic and economic planning (gas,
travel, etc.)? Are you targeting specific genre scenes?
I chose these cities in year 2 and 3 for a variety of reasons. The cities in Year 2
branch out of the central Florida region and into the Southern part of the state. I
chose these cities mainly based on the tours of a couple other alternative rock bands
that have seen success in growth over the past few years such as Vegas Death Ray,
Kasson, and Coyote Theory. Each of these cities has a venue(s) that books these
types of acts and have the proper capacity for Lyonia’s projected crowd draw in
Year 2.

3. In Year 3 the goal is to branch out of Florida into other states into some other major
Southeastern cities. The main factors put into this was geographic and economic
planning. This is a similar tour van leg that other groups have done when covering
this region of the country. Also, each of these cities is home to one or more major
universities or colleges, making them hotspots for live music. Each of these cities
also have appropriate sized venues that host alternative and indie rock bands
catering to Lyonia’s target audience.
References
Aisle 5, Atlanta, GA - Booking Information & Music Venue Reviews. (n.d.). Retrieved
from https://www.indieonthemove.com/venues/aisle-5-atlanta-georgia
Copper Blues, West Palm Beach, FL - Booking Information & Music Venue Reviews.
(n.d.). Retrieved from https://www.indieonthemove.com/venues/copper-
blues-west-palm-beach-florida
Culture Room, Fort Lauderdale, FL - Booking Information & Music Venue Reviews.
(n.d.). Retrieved from https://www.indieonthemove.com/venues/culture-
room-fort-lauderdale-florida
EMinor. (n.d.). Vegas Death Rays | Rock from Punta Gorda, FL. Retrieved from
https://www.reverbnation.com/vegasdeatharays
Kasson, MN Tour Events | Eventbrite. (n.d.). Retrieved from
https://www.eventbrite.com/d/mn--kasson/tours/
Live Music Venues in Savannah: Inside, Outside and Oceanside. (2013, October 7).
Retrieved from
https://www.10best.com/destinations/georgia/savannah/nightlife/live-
music/

4. The Royal American, Charleston, SC - Booking Information & Music Venue Reviews.
(n.d.). Retrieved from https://www.indieonthemove.com/venues/the-royal-
american-charleston-south-carolina
The Sound of the Space Coast: 10 Best Bets for Live Music. (2015, February 8).
Retrieved from https://www.10best.com/destinations/florida/space-
coast/nightlife/live-music/
St. Petersburg ranks as No. 1 millennial draw in Florida. (2015, January 29).
Retrieved from
http://www.tampabay.com/news/business/personalfinance/st-
petersburg-ranks-as-no-1-millennial-draw-in-florida/2215430
Tampa ranks high among the 'most hipster cities in America'. (2017, December 4).
Retrieved from http://www.tampabay.com/tampa-ranked-coolest-cities-to-
move-to
Vargas, A. (n.d.). Why are Millennials moving to Jacksonville? Retrieved from
https://unfspinnaker.com/68724/features/why-are-millennials-moving-to-
jacksonville/