Primary Audience

Local Music Aficionados

Demographics: Adults aged 30-55, living in the greater San Antonio area, with disposable income for entertainment and dining.

Psychographics: Value authentic, non-mainstream music. Appreciate local artists and intimate venues. Seek cultural experiences and are likely fans of Americana, folk, or blues genres. They plan their weekends around unique events.

Platform behavior: Follow local music blogs, venues, and artists on Facebook and Instagram. Use event discovery sites like Do210. Listen to genre-specific playlists on streaming services. Read local publications like Lone Star Music Magazine.

Secondary Audience: Casual Cantina Goers

Adults aged 25-45, patrons of Sanchos or living/working nearby.

Looking for a spontaneous Friday night plan. Value atmosphere, food, and drinks. Open to live music as an enhancement to their evening, but not actively seeking it out. Decision-making is driven by convenience and ambiance.

Positioning and Proposition

Positioning

For San Antonio music lovers seeking an authentic local sound, The Lavens are the live music experience that delivers a genuine blend of Americana, folk, and country blues, because they are a San Antonio-rooted band performing at a classic local cantina.

Single-Minded Proposition

Experience authentic San Antonio roots music with The Lavens.

Audience-Led Art Direction

Roots Music / Cantina Night

Build designed gig posters with a deliberate image treatment, dominant event hierarchy, and print-safe composition. An approved band photograph is source material, not a finished layout.

Imagery: Use the approved band photograph as one deliberate layer inside a designed gig-poster system. Pair it with venue-night atmosphere, window light, cantina color, and real live-performance footage for motion.

Typography: Body: Plainspoken grotesk (Franklin Gothic, Inter class) · Display: Bold condensed grotesk or muscular slab with screen-printed concert-poster energy (Trade Gothic Condensed, Knockout, Rockwell class) · Guidance: Dominant band and date hierarchy, hand-built scale contrast, tight but readable stacking, and enough negative space for the approved photograph to feel intentional.

Avoid: Dropping an untreated band photograph under centered text; Family-festival gingham, county-fair clip art, or daytime picnic cues unless the research says all ages; Sepia nostalgia, faux distressed Western fonts, and generic saloon clichés; Corporate event templates, stock gradients, and blind square-to-banner crops

Media Plan and Measurement

• Notes: Focus on a tight geographic target around San Antonio. Maximize the partnership with Sanchos for cross-promotional reach to their existing customer base at no extra media cost.
• Cadence: A three-week promotional flight, beginning with awareness messaging and increasing in frequency with event reminders in the final 72 hours.
• Channels: Local Event Listings (Do210, Timeout San Antonio), Geo-targeted Social Media Ads (Facebook, Instagram), The Lavens' Official Website and Social Channels, Sanchos Cocina y Cantina's Social Channels and In-Venue Promotion, Email to The Lavens' mailing list via janalaven@gmail.com

Success Measures

• Social Media Reach and Engagement Rate on event-specific posts.
• Click-Through Rate from digital ads to The Lavens' website or the venue's page.
• Facebook Event responses ('Interested' and 'Going').
• Post-event report from venue on attendance and audience feedback.