Profitable Event Ideas: How Nicole Matthews Turned Sex & the City Into a Business Model

What Happens When You Mix PR Savvy, a Cultural Moment, and a Little Glam? 💋

If you’ve ever dreamed of turning your big idea into a sold-out event – without begging for sponsors or chasing clients – this one’s for you.

Event producer and author Nicole Matthews did exactly that. She took a Sex & the City finale party, a PR agency, and a nightclub with open availability, and turned it into one of her most profitable event ideas yet.

Her secret? Strategy over hustle – and knowing when to stop waiting for permission.

The Sex & the City Moment That Sparked a Business Model

Picture this: a PR agency, a cultural obsession with Carrie Bradshaw, and one open Saturday night. Nicole realized she could fill the venue and the marketing gap by self-producing an event that everyone wanted – but no one had thought to create.

She brought in sponsors, press, and 300 fans. The result?
A full house, zero venue fees, and a case study in profitable event ideas done right.

Why You Don’t Need a Client to Create Revenue

Nicole’s philosophy is refreshingly simple: stop waiting for someone else’s budget.

By becoming your own client, you control the narrative, the guest list, and the profit margin.
Instead of asking, “Who will hire me?” ask, “What will people pay for this experience?”

The $25M Lesson From Tuscany

Yep, Tuscany. Nicole once attended a secret mastermind retreat that revealed a $25M idea – and it wasn’t about events at all. It was about connection.

The takeaway: when your business builds genuine community, profit follows naturally. (And the wine helps, too 🍷.)

Event Planning Meets Global Sports

Today, Nicole’s producing large-scale events for first responders and global sporting organizations – a far cry from watch parties, but with the same heart.

Her work combines competition, camaraderie, and care – proving that the most profitable event ideas are the ones rooted in purpose.

3 Takeaways for Entrepreneurs & Event Pros

💡 1. Be your own client. Stop waiting – start creating.
💡 2. Profit doesn’t mean pressure. Collaboration beats competition every time.
💡 3. Glam never hurts. A little sparkle makes strategy shine brighter.

Final Thoughts

Whether you’re an event planner, a creative entrepreneur, or just nosy (hi, same 👋), Nicole’s story proves that success doesn’t require permission – just vision, timing, and a killer guest list.

🎧 Listen now to the full episode of “Permission to Party, Price, & Pivot – with Nicole Matthews".