Two Audiences.
One Transformational Event Experience.
Producing Women Rocking Business's Hybrid Rock Your Online Sales Retreat
September 2023 & April 2026
A hybrid event should never feel like an in-person event that virtual attendees are simply invited to watch.
It needs to be intentionally designed for two distinct audiences - while keeping both connected to the same content, community and outcome.
That was the production challenge behind Women Rocking Business's 3-day hybrid Rock Your Online Sales Retreat in September 2023 & April 2026 with both virtual & in-person attendee’s and team to supported the experience across the stage, ballroom, Zoom room, enrollment conversations, attendee support and technical production.
Paradigm Events led both events from planning through onsite execution, creating the operational structure that allowed both audiences to participate, connect and move through one cohesive enrollment journey.
Event at a Glance
❋ Client: Women Rocking Business
❋ Featured event:
Rock Your Online Sales Retreat, September 2023
Rock Your Online Sales Retreat, April 2026
❋ Location: Santa Cruz, California
❋ Format: Three-day hybrid enrollment (sales) event
❋ Attendance:
2023: 200 in-person, 500 virtual
2026: 100 in-person, 260 virtual
❋ Team:
2023: 35 (20 In-Person, 15 virtual)
2026: 24 (14 In-Person, 10 Virtual)
❋ Volunteers:
2023: 15 in-person
2026: 8 In-person
❋ Technology: Zoom, a dedicated event dashboard, private Facebook group and attendee text messaging ❋ Paradigm Events' role: Full Scope, end-to-end planning, coordination and onsite production ❋ Result: Seamless Event Production + Successful enrolment into Women Rocking Business's high-ticket program from both audiences
A Proven Production Partnership
Paradigm Events began working with Women Rocking Business in November 2021 and has since produced more than 40 virtual, in-person and hybrid events for the brand.
That work has included two editions of a hybrid Rock Your Online Sales Retreat - in September 2023 and April 2026 - twelve virtual-only renditions of this event, along with Masterclasses, workshops, summits, enrollment events, client retreats and community experiences.
The repeat partnership created a deep understanding of the Women Rocking Business audience, team, offer and mission. But familiarity did not make the hybrid production simple.
Hybrid is a beast. Plain & simple.
It requires a strong audiovisual partner, a rock-solid run of show, clearly defined team roles and contingencies that are ready before they are ever needed. Every decision must be considered twice: once for the people in the room and again for those joining from somewhere else.
September 2023 Event: The Grove: Santa Cruz Event Center
April 2026 Event: Courtyard by Marriott Santa Cruz
Building the Journey Before the Event Began
The April 2026 Rock Your Online Sales Retreat did not begin when the ballroom doors opened.
During the second week of March 2026, Paradigm Events also led the full virtual production of the five-day Women Who Rock Business Summit. The summit featured interviews with 12 prominent coaches (including Lisa Nichols, Claire Zammit, John Assaraf, and JJ Virgin), generated approximately 17,000 leads and supported ticket sales for the upcoming Rock Your Online Sales Retreat.
Steph's scope included:
Interview coordination and guest preparation for pre-recorded interviews
Interview editing for promotional advertisements and short-form content
Team and production coordination
Facebook community content, scheduling and management
QA’ing all digital assets: videos, slides, webpages
Production of the virtual summit
Real-time virtual event execution
Affiliate management, asset creation + payouts
This created a connected attendee journey - from first discovering Women Rocking Business through the summit, to choosing to attend Rock Your Online Sales Retreat, to participating in the live experience (virtually or in-person)
The Challenge: Two Audiences Without a Secondary Experience
The central production question was simple to ask and complex to execute:
How do you create one cohesive enrollment event for approximately 100 people in a ballroom and 260 people online - without either audience feeling disconnected from the experience?
The virtual attendees could not be passive viewers. They needed opportunities to participate in exercises, ask questions, receive coaching, build relationships and access enrollment support in ways that felt natural within their environment.
At the same time, the in-room program needed to retain its energy and momentum without being repeatedly interrupted by the mechanics of the virtual production.
The answer was not one piece of technology. It was the integration of the program, people, communication, sales process and production systems - with an exceptional level of detail around the moments when the two audiences separated and came back together.
Internally, the team referred to the two audiences as the “Zoomers” and the “Roomers.” At some points, everyone received the same content simultaneously. At others, the virtual MC took over the Zoom room while something entirely different happened in the ballroom.
Those transitions were among the most complex moments in the event. The run of show, presentation slides, host instructions and technical cues all had to match precisely so every team member knew which audience they were serving, what each audience was seeing and exactly when the two experiences would reconnect. Steph’s key responsibility: ensuring these elements were all in place & the team was trained on their specific roles to seamlessly execute this experience.
Designing a Virtual Experience - Not a Livestream
Both audiences followed the same core program, but the virtual audience had its own guided journey.
A dedicated virtual MC welcomed attendees, delivered virtual-specific housekeeping, guided transitions and maintained connection when the in-room audience moved into moments that did not translate directly through a screen. Sage Lavine also made a special virtual-only appearance following the first session on Day One, reinforcing that the online attendees were a valued part of the event.
Throughout the three days, virtual attendees could:
Raise their virtual hands to participate in live Q&A
Be selected to receive coaching from the stage
Join daily business-level breakouts with other virtual attendes to complete exercises
Participate in networking rooms during breaks
Engage continuously in the Zoom chat & Facebook Group
At least three to five team members monitored the Zoom chat, answered questions and maintained attendee engagement throughout the event.
The event dashboard became the virtual attendees' central source of truth. It housed session links, event assets, schedules and an in-depth FAQ. The private Facebook group provided community support, with team members consistently answering questions and scheduled posts publishing in real time alongside the agenda. Text messages reminded attendees when sessions were about to resume and placed important links directly in their hands.
Integrating the Enrollment Experience
Because the Rock Your Online Sales Retreat was an enrollment (sales) event, the production systems also needed to support a clear and responsive buying journey.
Virtual-specific sales team members managed conversations with online attendees, while separate booking links directed in-person and virtual participants to the appropriate team. All virtual links were housed in the event dashboard, while the core offer information remained consistent across both audiences.
This allowed the sales process to be tailored to how each audience was participating without creating two disconnected offers or messages.
Aligning a Hybrid Team Around One Run of Show
Successful hybrid production depends on every department understanding more than its individual task. The stage, audiovisual, virtual, enrollment, customer-support and leadership teams all affect one another.
To sync a team of internal Women Rocking Business Team Members, Audio-Visual Production partners and volunteers, Steph led a full team meeting one week before the event, another alignment meeting on Day 0 (day before the event), and a one-hour production huddle before doors opened each morning. The run-of-show gave every team member a shared operational source of truth for the day's content, technical cues, audience interactions, enrollment moments and contingency plans, and a team hub homed all FAQ’s (for both in-person and virtual attendees), team schedules, a link library for main event internal documents - so everything the team needed to know was in one centralized place.
During each morning huddle, the team walked through the day's run of show in detail, spending extra time finessing the largest audience transitions - particularly the moments when the Zoomers and Roomers would receive different programming. The team confirmed that the run-of-show and slide decks matched with any last-minute additions, clarified who would take control of each audience and rehearsed how both groups would be brought back into the shared program.
This level of preparation mattered because even a small inconsistency could create a visible disconnect: the wrong slide, a host delivering outdated instructions, a virtual room returning too early or an in-person session moving forward before the Zoom audience was ready. Precision in the production documents created confidence for the team and a seamless experience for the attendees.
The first 15 minutes of the event and the presentation of the offer were treated as the two most critical production windows of the entire event. Nail them, and you’ll have the attendees hooked. Backup plans were established in advance, including designated coaches who had the presentation slides and were prepared to immediately take over the virtual stream if the venue connection failed.
Solving for Internet Before It Became a Crisis
The venue did not have a stable, hardwired internet connection the hybrid production required. Rather than accept an unreliable connection as an unavoidable risk, Steph developed a new connectivity plan using Starlink and secured the highest-performance service option available for the event.
The equipment needed an outdoor location with an unobstructed view of the sky, which added another layer to the setup plan. Thankfully, this venue had a nearby patio we could utilize. Although there were a few brief glitches, the solution successfully supported the three-day virtual production and provided the team with an essential alternative to the venue's internet.
More importantly, the production team was prepared for an outage. If the connection dropped, the virtual audience would still have a coach, slides and a clear continuation plan rather than being left staring at a disconnected Zoom room. This level of back-up should be implemented into any significant virtual event.
Bringing a Signature Beach-Circle Moment Online
One of Women Rocking Business’ most memorable traditions happens outside the ballroom: a beach circle overlooking the Santa Cruz coast.
The onsite production required a mini generator, speaker and microphone system so Sage could lead more than 100 people on the beach. To include the virtual audience, a team member broadcast the experience by phone while the virtual MC co-led the online experience.
It was not technically elaborate - but it was thoughtfully produced. Instead of ending the virtual program while the in-person attendees experienced one of the event's defining moments, the team found a way to bring everyone into the circle.
Real-Time Production Means Finding a Way Forward
During setup, the team identified that the back-of-room camera required an additional 10 inches of elevation to capture the room properly. The necessary camera riser had not been included in the equipment plan.
With the event beginning the following morning and the rest of the team doing in-room sound check’s and practicing transitions - Steph sourced pallets and a sheet of plywood locally, creating a safe, functional solution while continuing to lead an already full setup day. The additional work extended her event-prep until 1:30 a.m., but the camera was positioned correctly when the event began.
That moment reflects an important part of production leadership: not every problem can be anticipated, but every problem is figure-out-able and having a capable & creative leader on-site to manage that is essential.
The Result
Across three days, attendees were guided through a coordinated hybrid experience that combined teaching, coaching, networking, community and enrollment.
Virtual attendees were able to actively participate rather than passively observe. Both audiences received the same core teaching and offer, supported by pathways designed for how they were attending. The event ultimately generated successful enrollment into Women Rocking Business's high-ticket program from both the in-person and virtual audiences.
The result was made possible by more than a livestream. It required an integrated team, a detailed run of show, purposeful virtual experience design, dedicated attendee communication, technical contingency planning and real-time production leadership.
What Successful Hybrid Production Requires
Producing Rock Your Online Sales Retreat twice reinforced a truth: hybrid events do not necessarily become easier. They become stronger when the right systems and people are in place.
A successful hybrid event requires:
An audiovisual team that understands true hybrid production
A run-of-show detailed enough to align every department
Presentation slides and production cues that match the run of show exactly
Dedicated leadership for both the in-person and virtual audiences
Rehearsed transitions for the moments when the audiences separate and reconnect
Communication systems that train attendees where to find information
Integrated enrollment and attendee-support processes
Backup plans that can be activated immediately
A producer who is holding the entire experience
Hybrid production is not about broadcasting what happens in a room. It is about designing two audience experiences that move together toward one shared outcome.
Planning a Enrollment / Sales Event?
Whether your audience is gathered in a ballroom, joining virtually or doing both, the production strategy needs to account for how every attendee will participate, connect and take action.
Paradigm Events partners with founder-led and transformational brands to bring complex event visions to life - from virtual summits and enrollment events to multi-day in-person and hybrid experiences.
Ready to explore what is possible for your next event? Contact Steph at Paradigm Events to start the conversation.