How I Built This with Guy Raz – Leading through radical change with Julia Hartz of Eventbrite

Intro

In this episode of “How I Built This with Guy Raz,” Julia Hartz, the founder of Eventbrite, shares her experience of leading through radical change during the pandemic. Eventbrite, a ticketing platform, faced immense challenges when ticket sales dropped to negative revenue in just two weeks. Julia had to make quick decisions to support local organizers and keep communities together. She pivoted the company to focus on virtual events and rebuilding the creator and live events economy. This episode explores the lessons learned and strategies employed by Julia Hartz during this unprecedented time.

Main Takeaways

Leading through crisis

• Eventbrite faced a huge challenge during the pandemic when ticket sales dropped to negative revenue in just two weeks.
• Half of the employees, around 1,100, were laid off due to the lack of revenue.
• Julia Hartz, the founder of Eventbrite, had to throw out the roadmap and make quick decisions to support local organizers and keep communities together.
• The pandemic forced Eventbrite to pause and reset, allowing them to reflect on their business and make changes.
• CEO Julia Hartz was able to compartmentalize fear and uncertainty to focus on supporting creators and employees.

Rebuilding the creator and live events economy

• Eventbrite pivoted to virtual events and canceled live shows scheduled for March 2021.
• The company is now focused on rebuilding the creator and live events economy to bring communities back together.
• Eventbrite discovered that frequent creators were a small portion of creators producing a big portion of revenue, and their product experience was poor.
• The company completely reset what they were going to be coming out of the crisis, focusing on serving the super creator, which is a frequent creator hosting at least one event a month, by helping them find and grow their audience.
• Eventbrite’s platform now suggests events based on geolocation, making it an “Etsy for live experiences”.

Building a diverse and inclusive culture

• Eventbrite is now a remote-first company and is focusing on building a diverse and inclusive culture.
• As an employer, Eventbrite puts at the center of its differentiation the idea that employees can come and be their whole selves and be cared for.
• Eventbrite is focusing on building a diverse and inclusive culture and is committed to making progress in this area.
• Leaders need to mentor and care for younger talent, even in remote environments.
• Compassionate and demanding leadership is the key to a fulfilling workplace.

Challenges and future goals

• Eventbrite raised convertible debt during the pandemic to ensure survival and prepare for the worst-case scenario.
• The biggest challenge for Eventbrite is becoming a ubiquitous logo on a ticket to being a go-to for discovering great things to do.
• Eventbrite has the knowledge and trust built over the last decade and a half to solve the problem of local event discovery.
• Eventbrite wants to slow down and be more thoughtful about building the best products for event creators.
• Eventbrite draws the line carefully on allowing certain events and prioritizes well-informed and well-intentioned decisions without subjective bias.

Summary

Leading through crisis

When the pandemic hit, Eventbrite faced a massive challenge as ticket sales dropped to negative revenue in just two weeks. The company had to lay off half of its employees and Julia Hartz, the founder, had to make quick decisions to support local organizers and keep communities together. The crisis forced Eventbrite to pause and reflect on their business, leading to a reset and a focus on supporting creators and employees.

Rebuilding the creator and live events economy

Eventbrite pivoted to virtual events and canceled live shows scheduled for March 2021. They discovered that frequent creators were a small portion of creators producing a significant portion of revenue, but their product experience was poor. To address this, Eventbrite completely reset their approach and focused on serving the super creator, helping them find and grow their audience. The platform now suggests events based on geolocation, positioning Eventbrite as an “Etsy for live experiences”.

Building a diverse and inclusive culture

Eventbrite has become a remote-first company and is prioritizing building a diverse and inclusive culture. They believe in creating an environment where employees can bring their whole selves to work and be cared for. Leaders play a crucial role in mentoring and supporting younger talent, even in remote environments. Compassionate and demanding leadership is seen as the key to a fulfilling workplace.

Challenges and future goals

Eventbrite raised convertible debt during the pandemic to ensure survival and prepared for the worst-case scenario. Their biggest challenge is transitioning from being a ubiquitous logo on a ticket to becoming a go-to platform for discovering great things to do. Eventbrite aims to leverage its extensive knowledge and trust built over the years to solve the problem of local event discovery. They also want to slow down and focus on building the best products for event creators while carefully drawing the line on allowing certain events.

Conclusion

Julia Hartz’s experience leading Eventbrite through the pandemic highlights the importance of adaptability and quick decision-making in times of crisis. By pivoting to virtual events and focusing on supporting creators, Eventbrite was able to navigate the challenges and position itself for the future. Building a diverse and inclusive culture and prioritizing employee well-being are key factors in creating a fulfilling workplace. Eventbrite’s journey serves as an inspiration for other companies facing radical change and uncertainty.