Cross Promotions
Cross Promotions is a family-owned Australian event management company providing end-to-end festival production, bar management, corporate events, and entertainment booking services, with an international footprint through its Las Vegas-based Thunder From Down Under male revue residency.
- Company typePrivate
- Founded1987
- HeadquartersSurfers Paradise, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Cross Promotions does
Cross Promotions is a privately-held, family-owned event management company headquartered in Surfers Paradise, Queensland, Australia. Founded in 1987 by Billy and Jackie Cross, the company provides end-to-end event management services across music festivals, corporate events, bar management, entertainment booking, and venue operations. It serves enterprise and government clients including major Australian music festivals (Splendour in the Grass, Falls Festival, Ultra Music Festival, St Jerome's Laneway Festival, Knotfest, Supercars GC500), government entities (City of Gold Coast, Surfers Paradise Alliance), corporate brands (V8 Supercars, Rolls Royce), and entertainment venues (The Star Gold Coast, Excalibur Hotel and Casino in Las Vegas). The company also owns and operates the internationally recognized Thunder From Down Under male revue show, which has held a continuous residency at Excalibur for over 20 years and has drawn a cumulative audience exceeding 1 million.
The company's revenue is generated through four primary streams: event management services (project-based professional services fees for end-to-end festival and corporate event production), bar management services (contracts for events ranging from 50-person gatherings to 50,000+ attendee festivals, including liquor licensing, staff management, and treasury operations), entertainment booking and curation (talent booking for venues and events, including the Skin Deep Sunday session), and licensing/royalties from the Thunder From Down Under brand at the Las Vegas residency. It maintains a core team of approximately 15 members supplemented by event staff, and operates a joint venture with The Star Gold Coast for the Nineteen at The Star rooftop venue. Pricing is custom per event scope and not publicly disclosed.
Cross Promotions differentiates through 20+ years of operational track record, an established network of relationships with government regulators (Office of Liquor and Gaming Regulations), entertainment talent, and venue operators, and ownership of the Thunder From Down Under intellectual property. Its go-to-market is direct B2B sales leveraging a portfolio of high-profile events as proof points. The company does not operate a technology platform; its core capabilities are operational and logistical, and it has no disclosed external funding or institutional investment.
Cross Promotions firmographics
Firmographics- Name
- Cross Promotions
- Legal name
- Cross Promotions
- Website
- https://crosspromotions.com.au
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cross Promotions is a family-owned Australian event management company providing end-to-end festival production, bar management, corporate events, and entertainment booking services, with an international footprint through its Las Vegas-based Thunder From Down Under male revue residency.
- Ownership category
- akta.pro rank
Cross Promotions industry classification
Industry- Product category
- Event Management Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Festival & Event Producers/Organizers (MPAIAFAC)
- akta.pro secondary industries
- Music Festival Organizers & Promoters (MPAGAAAB), Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH), VIP, Hospitality & Premium Experiences (MPAGAAAK), Festival & Live Entertainment Brand Partnerships (MPAAAGAF)
Keywords
Where Cross Promotions is headquartered
LocationHeadquarters
- HQ city
- Surfers Paradise
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Cross Promotions business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Event Management Services: Full-service event management for festivals, corporate events, and entertainment venues. Revenue is generated through project-based fees for end-to-end event planning, production, and execution services.
- Bar Management Services: Bar management and operations for events including liquor licensing, staff management, stock control, and treasury management. Revenue generated through service contracts for bars at events and venues.
- Entertainment Booking: Talent booking and entertainment curation services for venues and events. Josh Cross manages entertainment booking including the 'Skin Deep' Sunday session.
- Thunder From Down Under (Las Vegas Residency): Long-running male revue show with 20+ year residency at Excalibur Hotel and Casino, Las Vegas. Generates revenue through show performances and related entertainment operations.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Cross Promotions product offering
Product offeringCore offering
Cross Promotions is an Australian event management company that provides end-to-end services for festivals, corporate events, and entertainment venues. The company delivers bar management (liquor licensing, staffing, stock and treasury management), festival and event production (site infrastructure, stakeholder liaison, compliance), corporate events with PR and marketing, and entertainment booking. It also operates a 20+ year Las Vegas residency for its owned show, Thunder From Down Under, at Excalibur Hotel and Casino.
Product overview
Cross Promotions is a comprehensive event management company operating as a single unified service offering rather than a platform-plus-modules architecture. The core portfolio includes Bar Management (fully serviced bars for events of all sizes), Festival & Event Management (end-to-end production from conception to post-event evaluation), Corporate Events, PR & Marketing (corporate event planning combined with strategic marketing services), International & Nightlife (international entertainment production including the world-renowned Thunder From Down Under show and nightclub operations), The Star Gold Coast Entertainment (theatre and venue entertainment booking and management), and Nineteen at The Star (a rooftop restaurant and bar venue). These services are delivered as an integrated offering where the company can provide individual services or complete event solutions, with specialized teams for operations, entertainment booking, marketing, staffing, and venue management.
Differentiator
Problem solved
Functional benefit
Brands
- Thunder from Down Under: The world's #1 male revue show created and developed by Cross Promotions, performing at Excalibur Hotel and Casino in Las Vegas
- Nineteen at The Star
- Skin Deep
Products and services
- Bar Management Full-service bar operations for events ranging from gatherings of 50 people to large-scale festivals exceeding 50,000 attendees, including liquor licensing, staff management, stock control, treasury management, and logistics. Targeted at festival organizers, corporate clients, and venue operators.
- Festival & Event Management End-to-end festival and event production covering conception, planning, implementation, and evaluation phases, including site infrastructure, stakeholder liaison, security, compliance, and post-event reporting. Targeted at festival organizers and large-scale event promoters.
- Corporate Events, PR & Marketing Corporate event planning services combined with strategic digital marketing, guest-list management, publicity, media partnerships, and social media management. Targeted at corporate clients requiring high-end event management and brand activations.
- International & Nightlife International entertainment production including Australia's Thunder From Down Under male revue show (performing at Excalibur Hotel and Casino, Las Vegas) and nightclub ownership/management operations in Surfers Paradise. Targeted at entertainment venues and global audiences.
- The Star Gold Coast Entertainment Official entertainment providers for The Star Gold Coast, including theatre show booking (musicals, comedy, concerts), venue entertainment programming, and resident entertainment management. Targeted at The Star Gold Coast venue and its patrons.
- Nineteen at The Star A joint venture rooftop restaurant and bar located at The Star Gold Coast, featuring skyline views and hosting events for The Logies, Supercars, Magic Millions, and Melbourne Cup. Targeted at corporate and private event clients.
Quantifiable outcome
- Over 1 million people have attended Thunder From Down Under in Las Vegas
- +1 more outcomes
Companies that use Cross Promotions
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles4 records
Cross Promotions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cross Promotions partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and major.
- The Star Gold CoastcoreJoint venture partnership for Nineteen at The Star, a rooftop restaurant and bar venue. Cross Promotions manages events and entertainment for The Star Gold Coast including theatre bookings and venue entertainment. The partnership has produced events for The Logies, Supercars, Magic Millions, and Melbourne Cup.
- Falls Festival (Byron Bay)majorOngoing bar management and staffing services for the Falls Music & Arts Festival. Cross Promotions provides full bar management services and general event staffing from 2014-2023.
- The Star Theatre (Various Shows)majorBooking and presenting internationally celebrated shows and performers at The Star Gold Coast Theatre including Mamma Mia the Musical, Jersey Boys, Menopause the Musical, and Comedy acts like Jimmy Carr, Theo Von, Dawn French.
- Excalibur Hotel and Casino (Las Vegas)coreVenue host for Thunder From Down Under, Cross Promotions' male revue show. The show performs 11 times weekly at Excalibur and has been the longest-running Australian act in Las Vegas for over 20 years.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Cross Promotions competitors and assessment
Company assessmentDirect peers
- Roundhouse Entertainment: Australian event management and touring company producing concerts, festivals, and corporate events. Comparable as a peer full-service event manager competing for similar festival and corporate event mandates in Australia.
- Michael Cassel Group: Australian theatrical producing and live entertainment company bringing musicals and shows to Australian venues. Comparable to Cross Promotions' theatre booking arm for The Star Gold Coast, though focused on theatrical productions rather than festivals.
- Handsome Tours: Australian boutique music promoter running festivals and tours. Comparable as a fellow Australian live events promoter focused on festivals, although operating at a smaller scale and without Cross Promotions' bar management and Las Vegas residency assets.
- Mushroom Group: Australia's largest independent entertainment and live events company, promoting major festivals including aspects of Falls Festival. Highly comparable as a fellow Australian festival/event promoter with multi-decade operating history and integrated service offerings.
- Bolster Group: Australian corporate event management and brand activation agency. Comparable as a peer corporate event manager with overlap in PR, brand activations, and large-scale corporate event delivery for Australian enterprise clients.
- TEG (Ticketek Entertainment Group): Australia's largest ticketing, live entertainment, and data analytics company operating across event promotion, venue management, and ticketing. Comparable as an integrated live entertainment operator competing for similar festivals, venues, and corporate event budgets.
- Chugg Entertainment: Australian live entertainment and touring company promoting concerts, festivals, and family entertainment. Comparable as a peer promoter competing for similar festival and event management contracts in Australia.
- Frontier Touring: Australia's leading concert tour promoter with an extensive roster of major international and domestic acts. Directly comparable as a peer promoter in Australian live entertainment, though focused more on concert touring than festival site/bar management.
Broad incumbents
- AEG Presents: Global concert promoter and venue operator with Australian operations. Comparable as a broad incumbent in live entertainment promotion and venue operations, though not exclusively focused on festival site management and bar services as Cross Promotions is.
- Live Nation Australasia: Australian arm of global live entertainment giant Live Nation. Comparable as a broad incumbent operating in the same festival/concert promotion space, but with materially greater scale, capital, and global infrastructure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Cross Promotions social profiles
Digital presenceCross Promotions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cross Promotions leadership team
Management profileNumber of profiles
Profiles14 records
Cross Promotions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cross Promotions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cross Promotions
What does Cross Promotions do?
Cross Promotions is an Australian event management company that provides end-to-end services for festivals, corporate events, and entertainment venues. The company delivers bar management (liquor licensing, staffing, stock and treasury management), festival and event production (site infrastructure, stakeholder liaison, compliance), corporate events with PR and marketing, and entertainment booking. It also operates a 20+ year Las Vegas residency for its owned show, Thunder From Down Under, at Excalibur Hotel and Casino.
Is Cross Promotions a public or private company?
Cross Promotions is a private company. It is classified as family owned and is currently operating.
When was Cross Promotions founded?
Cross Promotions was founded in 1987. It employs 11 to 50 people.
Where is Cross Promotions based?
Cross Promotions is headquartered in Surfers Paradise, Australia, in the Oceania region.
How does Cross Promotions make money?
Four revenue lines are on record. Event Management Services are the primary driver. The others are bar Management Services, entertainment Booking and thunder From Down Under (Las Vegas Residency).
Who are Cross Promotions's main competitors?
Direct peers on record are Roundhouse Entertainment, Michael Cassel Group, Handsome Tours, Mushroom Group, Bolster Group, TEG (Ticketek Entertainment Group), Chugg Entertainment and Frontier Touring. Broad incumbents are AEG Presents and Live Nation Australasia.
Does Cross Promotions have an API?
No public API is recorded for Cross Promotions.
What industry is Cross Promotions in?
Cross Promotions's product category is Event Management Services. Its primary akta.pro industry code is MPAIAFAC, Festival & Event Producers/Organizers, with a secondary code of MPAGAAAB, Music Festival Organizers & Promoters. Its NAICS code is 711320 and its SIC code is 7990.