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Make Music Salem 2026 Campaign

Metrognome is the Official Artist HQ of Make Music Salem 2026. The campaign runs two parallel funnels through a single landing page at /lp/mms2026, then converges at the Cherry City location on the festival day.

What Make Music Salem is

Make Music Salem is a free outdoor music festival on June 21, 2026 (Father's Day / summer solstice). Performing bands play at outdoor stages across Salem, including the MMS Main Stage at Rotary Amphitheater. It is a one-day event.

Metrognome's sponsorship role is "Official Artist HQ" — a backstage hospitality and practice facility at Cherry City (676 Church St NE, Salem, OR), about a mile from the Main Stage.

Two funnels, two audiences

The campaign targets two distinct audiences with different offers. They share the landing page but have separate conversion paths.

Artist funnel (performing bands)

Performing bands on the MMS 2026 lineup. The conversion goal is Artist HQ RSVP + free practice booking.

Paid ad / MMS email / partner channel
  → /lp/mms2026 (Artist HQ LP)
    → Artist HQ RSVP form (inline, above the fold)
    → Email A: confirmation + Artist HQ logistics
    → Email B: reminder + last call to forward to bandmates
  → Day-of Artist HQ at Cherry City (June 21)
  → Post-event free credit offer

Public funnel (festival attendees)

General festival-goers and civilians. The conversion goal is on-site Metrognome brand discovery, leading to a free credit offer.

The public funnel runs through a pop-up tent at the MMS Main Stage (Rotary Amphitheater). There is no pre-event web form for this track — the giveaway is manual (Google Form, random winner, manual send). The tent is open to anyone; Artist HQ is performing bands only.

Two offers, one location

Both funnels terminate at Cherry City on June 21.

Artist HQ

The hospitality space at Cherry City. Open noon to close on June 21, free, for performing bands and their crews only. Capacity capped at approximately 100 passes.

Naming: customer-facing copy calls this "Artist HQ" — the LP and homepage hero were renamed from "Green Room" in #823. The "green room" name survives only in backend identifiers that were intentionally left unchanged to preserve contracts and analytics continuity: the /leads/green-room-registration route, the GREEN_ROOM_REGISTRATION inquiry type, the send-green-room-nurture cron, tracking event names, test IDs, and the ICS uid. Don't surface those identifiers in customer copy.

What's in Artist HQ:

  • Band photos — a pro photographer on site all day, limited slots, shots emailed within a couple days
  • Strings and sticks — guitar, bass strings, drumsticks; one per musician
  • Food and drinks — noon to 6
  • Pedal giveaways — a few going out through the day
  • Studios to jam in — practice studios open all day to warm up or jam
  • Live sets — Metrognome bands playing on an official MMS stage all afternoon
  • A place to land — couches, charging, WiFi
  • The lineup — other MMS bands to meet, mingle, and jam with

Registration is required (RSVP via the LP form). Band name is required at registration. Phone is optional. Crews and bandmates forward the confirmation email to claim their own pass at check-in.

Free Practice Week (the comp offer)

Four free hours of hourly rehearsal at Cherry City, available June 13–21 (inclusive). Offer code MMS_SALEM_2026. Eligible: bands on the 2026 MMS lineup (honor system — no proof required).

Two gear options:

  • Your gear, empty studio — load in your own rig
  • Our gear, full backline — drums, amps, PA set up and ready (Yamaha, Fender, QSC)

Bands book via a modal on the LP. The slot date must fall within the June 13–21 window (enforced server-side). Advance booking is open — bands do not have to book the same day. The comp offer is also usable on the day of the festival (June 21), which rolls directly into Artist HQ.

Landing page: /lp/mms2026

The Artist HQ LP. URL: https://www.metrognome.com/lp/mms2026.

Page structure:

  1. Hero — MMS logo, photo background, "Make Music Salem '26 / Official Artist HQ" headline, address anchor link scrolling to the day-of section, RSVP / Free practice studios / What's Metrognome CTAs
  2. Artist HQ section — community photo, what-you-get amenities grid (8 items), RSVP form inline
  3. Free Practice section — "Playing Make Music Salem? Free practice on us." headline, 4-hour limit, MMS artists only, gear-grouped studio picker
  4. Day-of section — two places to find Metrognome at MMS (Cherry City / the tent), each with an embedded map
  5. FAQ — 7 items covering eligibility, cost, who can attend, live performances, bandmates/crew, day-of practice, and directions
  6. Closing CTA — RSVP prompt

The page uses dark background, magenta stage-lighting aesthetic, and the mg-voice tone. Copy is canonical against the MMS Content doc.

The LP caches with revalidate=3600 (CDN-cached, not SSR per request). Post-event content switches automatically via a hardcoded date constant in page.tsx.

Homepage hero callout

During the campaign window, the Metrognome homepage replaces its standard video hero with a dedicated MMS callout (MmsHomeHero). It matches the LP visual treatment: cropped hero photo, magenta glow and grain, MMS logo, and a single "Learn more" CTA pointing to /lp/mms2026.

Email nurture chain (artist funnel)

Email A — Artist HQ confirmation (immediate)

Fires on registration. Subject line area: "Artist HQ — You're in."

Covers: Artist HQ logistics, what's included, Cherry City address (676 Church St NE), event hours (Sun Jun 21, 10am–close), forward-to-bandmates CTA. When registration is before June 13, a soft Free Practice Week booking link appears as an additional forward CTA.

No free credit promo in this email.

Email B — Nurture / last call (scheduled)

Fires at the earlier of: registration + 7 days, or T-3 (June 18 at midnight PT). Does not fire after the cutoff of June 19 at midnight PT — late registrants (June 18+) are handed off to the post-event flow instead.

Skips registrants who have already booked Free Practice Week (already took further action).

Content: last call to forward to bandmates. Forward-to-bandmates CTA links to the LP with utm_source=forward&utm_campaign=mms2026. Idempotent — inquiry.metadata.greenRoomNurtureSentAt is set on successful send; subsequent cron runs skip already-sent rows.

Cron schedule: daily at 16:00 UTC (9am PDT).

RSVP ops sheet

Green Room RSVPs are recorded in the database as GREEN_ROOM_REGISTRATION inquiries (see the RSVP endpoint). For non-technical staff, they are mirrored into a Google Sheet in the shared MMS drive folder — "MMS 2026 — Green Room RSVPs" (sheet).

The mirror is a re-runnable sync, not a live write — apps/api/scripts/marketing/mms-green-room-rsvp-sync.ts. It reads the inquiries and idempotently upserts them into the sheet keyed by inquiry id (re-runs refresh existing rows, append only the new ones; manual columns added to the right are preserved). Run it to refresh:

cd apps/api && pnpm tsx scripts/marketing/mms-green-room-rsvp-sync.ts --production

Auth uses a Google service-account key (GOOGLE_SHEETS_SERVICE_ACCOUNT_KEY_PATH, falling back to GOOGLE_ADS_SERVICE_ACCOUNT_KEY_PATH) with the Sheets scope; the sheet must be shared with that service account as Editor (the script prints the account email and says so on a 403). Target sheet id is overridable via MMS_GREEN_ROOM_RSVP_SHEET_ID / --sheet-id. --dry-run reports the delta without writing.

Staff editing the sheet: keep any manual columns (notes, follow-up status, etc.) to the right of column I, and don't insert blank rows inside the data. The sync keys rows by inquiry id in column A and rewrites columns A–I in place — manual rows or a shifted column A would desync the row mapping. Transient Sheets errors (429/5xx) are retried automatically; because the sync is idempotent, a failed run is always safe to re-run.

Attribution and UTMs

After #743, the bespoke MMS_SOURCE_CODES / resolveMmsLpSourceCode taxonomy was removed. Attribution now uses native UTMs.

The active attribution convention for MMS 2026 inbound links:

  • utm_campaign=mms2026 — on all MMS traffic
  • utm_source — channel identifier (e.g., paid, mms, forward)

Email forward links use utm_source=forward&utm_campaign=mms2026.

The InquiryType.GIVEAWAY_ENTRY enum value is still present in the DB schema (unused; the endpoint was removed in #743) — dropping a Postgres enum value requires a fragile migration, so the unused value stays.

What was removed in this campaign cycle

Vedder giveaway kiosk (#743): the iPad kiosk endpoint (POST /api/leads/giveaway-entry) and its schema were deleted. The giveaway is now manual — Google Form for entries, random winner selection, manual import and sends. The web-based kiosk surface is gone.

The MMS_VEDDER_LIVE env flag and the giveawayEntrySchema / GiveawayEntryInput types were also removed.

Copy conventions for MMS surfaces

These apply to any agent-generated copy for MMS 2026:

  • Call it "Artist HQ," not "the Green Room," "the backstage," or "the lounge." The customer-facing copy was renamed Green Room → Artist HQ in #823; "Green Room" now lives only in backend identifiers (see the Artist HQ section).
  • Call the event "Make Music Salem" or "MMS" — never "Make Music Day" (that's the global umbrella; Salem's local event is Make Music Salem).
  • June 21 is a Sunday (Father's Day). Any copy that says "Saturday" or "Sat 6/21" is wrong.
  • Cherry City address: 676 Church St NE, Salem, OR 97301. The previous incorrect address (413 Court St NE) appeared in early LP and email copy; it was corrected in #757. Do not reproduce the old address.
  • "Artist HQ" is both Metrognome's sponsorship role at MMS ("Official Artist HQ of Make Music Salem") and, post-#823, the customer-facing name for the day-of hospitality space.
  • Free Practice = "free practice" or "Free Practice Week." Not "comp" or "comp booking" in customer-facing copy.
  • Eligibility for both offers is honor-system — no proof required, but copy makes clear it's MMS lineup only (not open to the public or unrelated bands).
  • The tent at Main Stage is open to everyone. Only Artist HQ (Cherry City) is performing-bands-only.
  • Stage framing: Metrognome bands do play sets on an official MMS stage at Cherry City as part of Artist HQ. The stage is real. Earlier copy said "no stage" — that was corrected in #744 and #755.
  • docs/features/refactor-mms-pages/spec.md — Artist HQ LP + Green Room + original campaign design intent
  • docs/features/make-music-salem-comp/spec.md — Free Practice Week comp primitive (earlier architecture; comp-reservations pattern replaced it)
  • docs/features/comp-reservations/spec.md — the Offer-row-driven comp booking path used for Free Practice Week
  • apps/web/src/app/(landing)/lp/mms2026/Mms2026Content.tsx — live LP copy
  • apps/api/src/templates/emails/GreenRoomConfirmationEmail.tsx — Email A template
  • apps/api/src/templates/emails/GreenRoomNurtureEmail.tsx — Email B template
  • apps/api/src/app/api/cron/send-green-room-nurture/route.ts — Email B scheduler
  • apps/api/src/app/api/leads/green-room-registration/route.ts — RSVP endpoint
  • apps/api/scripts/marketing/mms-green-room-rsvp-sync.ts — RSVP → Google Sheet sync
  • docs/general/real-estate.md — canonical Cherry City address source