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Make Music Salem 2026 — Development v2 Kickoff

You're picking up frontend/backend work for Metrognome's activation at Make Music Salem 2026 (June 21, 2026, Salem, OR). Metrognome is the Premier Sponsor; we're delivering rehearsal access, a Green Room for artists, an amphitheater pop-up tent with a Vedder guitar giveaway, and live performances at our MG10 location. The activation marketing plan was finalized 2026-05-21. We've shipped some of it; you're building the rest. Everything must be production-ready by end of day Friday May 29 (creative deadline; MMS starts communicating with bands Jun 1).

Context: the conversion architecture

The whole activation is branded artist-facing as "Artist HQ." Two pillars:

  1. Free Practice Week — free hourly rehearsal access at MG10 during the week of June 13–21. Already shipped 5/18. Existing booking surface and scheduler are live.
  2. Green Room — day-of (June 21) hospitality + amenities at MG10: free sticks, photos, guitar tech, drum tech, free practice access. Live performances from Metrognome artists happen inside the Green Room as part of the hangout experience — they are an amenity, not a separate stage.

Internal docs / source codes still use "Metrognome Stage" and similar labels for ops. Artist-facing copy never says "stage." It's all Artist HQ.

Two conversion funnels feed into MG10:

Top funnel (artists): Paid ad + MMS Email → Artist HQ landing page → Green Room registration form → email captured → automated nurture email (regurgitates landing page info, CTA = forward to bandmates) → post-event thank-you + recap + Free Credit Promo CTA.

Bottom funnel (public + civilians): What's Happening Salem newsletter + MMS Social + walk-up at MMS Main Stage → Popup tent (Vedder giveaway) → iPad giveaway registration form → email captured → immediate thank-you (CTA: share with band OR redeem Free Credit Promo) → post-drawing consolation email with Free Credit Promo for non-winners.

Both funnels terminate at MG10 (the physical Green Room experience).

The diagram is at tmp/CleanShot 2026-05-26 at 11.11.27@2x.png — view it before you start. The visual is clearer than this prose.

Key definitions

  • Free Practice Week = the existing free hourly rehearsal comp offer (COMP_OFFER_CODES.MMS_SALEM_2026) at MG10 for performing bands. Bookable Jun 15–21 via the LP's in-page modal. Eligibility = performing on the MMS lineup (honor system). Valid up to and through day-of (6/21).
  • Free Credit Promo = the existing 50 free credits promo at metrognome.com/promo/free-credits. Don't build a new offer — link to this one. Post-event followup emails only, and the conversion CTA for the Vedder/public track (public audience is not FPW-eligible). Never linked from pre-event / day-of surfaces aimed at performing bands.
  • WHS = "What's Happening Salem," a local Salem-focused newsletter. Treat as a traffic source for attribution; no integration work.
  • MMS = Make Music Salem (the partner non-profit).
  • MG10 = our Salem location, the physical Green Room venue.

Per-surface offer CTAs

Two axes determine which offer a surface promotes:

  1. Audience — performing bands (Artist HQ LP → Green Room reg track) are FPW-eligible. Public/civilians (Vedder tent track) are not FPW-eligible and always get Free Credits.
  2. Timing — within the performing-band track, FPW is the conversion offer only while it's actionable (pre-event + day-of, through 6/21). After 6/21, that track switches to Free Credits.

Confirmation and nurture emails are primarily logistics + reminder messages. Where an FPW link is present, it rides on a bottom-of-email forward-to-bandmates CTA — not as the headline ask.

Surface Audience When fires Main message Bottom offer CTA
Artist HQ LP (pre-event) Performing bands 5/29 → 6/21 Green Room reg + Free Practice booking —
Green Room confirmation email Performing bands on reg (5/29 → 6/21) You're in; Green Room logistics Forward to bandmates (+ soft FPW link if reg < 6/13)
Green Room nurture email Performing bands reg+7d OR T-3 (6/18), whichever first Reminder + last call Forward to bandmates → FPW
Vedder kiosk thank-you email Public 6/21 day-of Entry confirmed Free Credits (share or redeem)
Green Room post-event thank-you Performing bands 6/23 Thank you + recap Free Credits
Vedder consolation email Public 6/24 Winner announced Free Credits

What's already shipped

  • Free Practice Week scheduler (free hourly rehearsal booking for June 13–21) — live as of 5/18.
  • An MMS landing page that currently presents all four activations (Free Practice Week, Green Room, Vedder giveaway, live performances) with equal focus. This is the page you'll be rebuilding around the Artist HQ framing. Functionally it only does Free Practice Week today.

What you need to build

Treat these as roughly ordered, but parallelize where it makes sense. All five are required by May 29.

1. Restructure the existing MMS landing page into the Artist HQ landing page

The existing page treats four activations as peers. The new mental model:

  • Primary frame: "Artist HQ" as the umbrella, with Free Practice Week and Green Room as the two pillars.
  • Free Practice Week section — keep existing booking entry point; reframe copy under Artist HQ.
  • Green Room section — describe the day-of experience (free sticks, photos, guitar tech, drum tech, free practice, live performances from MG artists). Primary CTA: Green Room registration form (new, see #2).
  • Vedder giveaway — mentioned but secondary, with the giveaway entry happening on-site at the tent (not on the landing page). Display the giveaway as part of the day-of experience, no entry form on this page. Do not publish any Vedder-specific copy yet — sweepstakes rules are still in legal review (see "Gates" below).
  • Live performances — described as a Green Room amenity, not a separate event/stage. Phrasing like "see live performances from Metrognome artists while you hang out" — not "see our stage."

Copy direction: the proposal doc in the activation Drive folder is the source for the long-form artist-services language. Pull from there.

2. Build the Green Room registration form

New form, separate from the Free Practice Week booking. Captures registration intent for the day-of Green Room experience on June 21.

  • Fields: email, name, phone, marketing opt-in (use existing consent capture patterns in the codebase), optional band name.
  • Submit behavior: stores registrant in CRM tagged with source code (see #5), triggers immediate transactional confirmation email (see #3), shows confirmation state on the page.
  • Capacity model: no hard cap, but flag in CRM if registered count > 100 (Green Room target capacity — walk-up registration acceptable on event day).
  • Tasks: Asana task 1214818854988769 (Build Green Room registration form, due 5/29).

3. Build the Green Room registration transactional email flow

Two automated emails tied to Green Room registration. Both regurgitate landing-page Artist HQ info; the language should feel native to the landing page.

  • Email A — Immediate confirmation (fires on registration): "You're in for Artist HQ on June 21." Primary message: confirmation + Green Room logistics (sticks, photos, guitar tech, drum tech, free practice, live performances, hours, MG10 address). Bottom CTA: forward to bandmates. If registration date is before June 13, the forward-to-bandmates block carries a soft Free Practice Week mention with a link to the booking scheduler (still a bottom CTA, not a headline ask). No Free Credit Promo link — performing-band audience, pre-event.
  • Email B — Nurture/reminder (fires on registration+7 days, OR T-3 (June 18) whichever comes first; only fires if the registrant hasn't taken any further action): reminder + last-call to forward to bandmates. Forward-to-bandmates CTA links to Free Practice Week booking — recipients are performing-band members and FPW is still in window. No Free Credit Promo link.
  • Asana task: 1215008602154038 (Build Green Room registration transactional email flow, due 5/29).

4. Build the iPad Vedder giveaway entry form (kiosk mode)

This is the on-site Vedder giveaway entry surface, running on a single iPad at the amphitheater pop-up tent on June 21.

  • Form fields: email, name, phone, marketing opt-in (existing consent patterns), sweepstakes alternate-entry path (no-purchase-necessary compliance).
  • Kiosk behavior:
  • Lock to the entry form (no navigation away).
  • Offline-capable: queue entries locally if connectivity drops; sync when back online. This is non-negotiable — tent wifi will be unreliable.
  • Auto-reset to blank form after submission (15–30 second timeout).
  • Submission triggers immediate transactional thank-you email (see below).
  • Redundancy: single iPad on-site, with paper backup entry forms staged for instant failover. Paper entries get transcribed post-event.
  • Submission email: "Entry confirmed." CTA structure: "Share with a band OR redeem the Free Credit Promo yourself at /promo/free-credits (50 credits)." Drawing happens at 7 PM on event day; winner notified privately first.
  • Compliance display: sweepstakes rules must be printed and posted at the tent regardless of kiosk state. (Risk R-02 in the risk register.)
  • GATE: the giveaway form backend can be built but cannot go live or be linked from any public surface until sweepstakes official rules are lawyer-reviewed and finalized. This is sweepstakes regulatory risk — do not deploy anything live without confirmation.
  • Asana task: 1214818659453569 (Build Vedder sweepstakes entry form iPad kiosk + backend, due 5/29).

5. CRM source-code taxonomy

Set up source codes in the CRM so we can attribute lifecycle and conversion to source. This is a config/data-model task, not a UI build, but the forms above need to attach the right codes on submission.

Source codes to provision (extend existing list in 04 — Goals doc):

  • MMS-REHEARSAL-2026 — Free Practice Week booking source
  • MMS-TENT-2026 — Vedder giveaway entry at tent (iPad form)
  • MMS-GREENROOM-2026 — Green Room registration (via landing page form)
  • MMS-STAGE-2026 — Metrognome member performer source (internal only, not artist-facing)
  • MMS-ARTISTHQ-LP-PAID — paid-ad-sourced landing page → Green Room reg
  • MMS-ARTISTHQ-LP-MMS — MMS-email-sourced landing page → Green Room reg
  • MMS-ARTISTHQ-LP-WHS — What's Happening Salem newsletter-sourced landing page → Green Room reg
  • MMS-ARTISTHQ-LP-METROGNOME — Metrognome-owned social-sourced landing page → Green Room reg
  • MMS-FREECREDIT-KIOSK — Free Credit Promo redemptions driven by the Vedder kiosk immediate thank-you email (fires 6/21 day-of)
  • MMS-FREECREDIT-POSTEVENT — Free Credit Promo redemptions driven by post-event emails (Green Room thank-you 6/23, Vedder consolation 6/24)

UTM-style query params on landing page URLs should map to the appropriate code. Tent iPad form always attaches MMS-TENT-2026. Green Room form attaches whichever MMS-ARTISTHQ-LP-* code matches the inbound traffic source.

Lookback window for attribution: TBD (Paul deciding, 60 or 90 days). Default to 90 if not finalized when you ship.

Asana task: 1214819062827397 (Set up CRM source codes, due 5/29).

Post-event email work (lower priority, but draft them now)

These ship after the event but the drafts need to exist by 5/29 so they can be queued.

  • Post-event Green Room thank-you + recap (Tue June 23, T+2, to all Green Room registrants): thank-you, photos + social highlights from the day, conversion CTA: redeem Free Credit Promo at /promo/free-credits, tease MG10 as ongoing artist home. Asana task 1215008690994773.
  • Giveaway-results consolation email (Wed June 24, T+3, to non-winning Vedder entrants only): announces winner, offers Free Credit Promo at /promo/free-credits as consolation, teases Artist HQ / MG10 visit invitation. Asana task 1215008618110306. Same R-02 gate.

Both are content drafts; you don't need to design new sending infrastructure if existing transactional/marketing email tooling can handle a scheduled batch send.

Gates and non-negotiables

  • R-02 (sweepstakes legal review): No Vedder-specific copy ships live anywhere — landing page, paid ad, social, email, iPad form — until Paul confirms the lawyer-reviewed sweepstakes rules are finalized. Build the surfaces; don't deploy them.
  • Consent capture: All forms use the existing codebase consent patterns. Don't roll new consent logic.
  • No drafted orphans: If you spec or draft something not currently in scope (a new email, a tracking change, a missed dependency), surface it as an Asana task with owner + date before ending your turn. Don't leave loose work in conversation.
  • No money movement, no destructive ops, no skipped hooks. Standard Aaron rules. Talk to me before any non-routine DB or Stripe operation.

Documentation source of truth

The activation folder is at https://drive.google.com/drive/folders/1cYzpHgcJ_lsOlUsOJPOs5sB1YNCVtXUt. Start with:

  • 00 — README and Index — current state and change log
  • 04 — Goals and Measurement Plan — strategic objectives + Artist HQ framing section + data capture instruments spec
  • 05 — Workstream Scopes — per-workstream details; Workstreams 1 (Rehearsal Week) and 2 (Green Room) are most relevant
  • 09 — Comms Calendar — full send schedule and copy direction for all emails
  • 03 — Risk Register — R-02 (sweepstakes), R-19 (iPad failure modes)

Read the README first. Don't blanket-read everything; pull what you need for the piece you're working on.

Asana project

https://app.asana.com/0/1214818745018583. All your tasks above are in here, assigned to me (Aaron), due 5/29. Update task notes with progress; close tasks when shipped.

Acceptance criteria summary

By EOD Friday May 29:

  • [ ] Landing page restructured around Artist HQ framing, primary CTAs to Green Room registration and Free Practice Week booking
  • [ ] Green Room registration form live, posting to CRM with source code attribution
  • [ ] Green Room transactional email flow live (immediate confirmation + 7-day/T-3 nurture)
  • [ ] Vedder iPad kiosk form built (offline-capable, kiosk-locked, paper backup ready) — deployed gated behind R-02 clearance
  • [ ] CRM source codes provisioned, UTM mapping wired
  • [ ] Post-event thank-you and consolation email drafts queued

Ping me with questions or anything that smells wrong. Don't agree with bad ideas just to keep moving — push back if something here doesn't make sense.