sue mclean and associates

What sue mclean and associates does

Sue McLean & Associates (SMA) is a female-owned, independent concert promotions and live event production firm headquartered in Minneapolis, Minnesota. The company was founded in 1998 by industry veteran Sue McLean, whose career in live music booking and production traced back to the mid-1970s. Following the founder's passing in 2013, Patricia McLean assumed the role of CEO and the firm continues to operate under its original mission of procuring headline music talent and producing live entertainment events. SMA self-describes as one of the nation's largest independent concert promoters and reports promoting and producing more than 150 concerts, festivals, and private and corporate events annually, primarily across the Twin Cities and upper Midwest with national reach for talent buying.

The firm operates as a professional services platform anchored by talent buying expertise rather than proprietary technology. Its core competency is decades-long relationships with agents, managers, record labels, and publicists, combined with end-to-end event production capabilities spanning contract negotiation, cost-control budgeting, staging, sound, lighting, backline, travel and lodging logistics, rider fulfillment, and on-site event staffing. SMA produces several signature owned concert series: Music in the Zoo at the Minnesota Zoo's Weesner Family Amphitheater, Live at the Hilde at the Hilde Performance Center in Plymouth, Live at Utepils at Utepils Brewing in Minneapolis, and Live at The ROC at the Recreation Outdoor Center in St. Louis Park, supplemented by Music & Storyteller Sessions. Ticketing for the owned series is handled exclusively through a partnership with Etix.

Revenue is generated across three primary streams: (1) talent buying and booking fees for public concert events, private celebrations, and corporate events; (2) corporate sponsorship packages (title, series, sampling, booth, and program ad sponsorships), principally anchored to Music in the Zoo; and (3) full-service event production and marketing/PR activation engagements. Customer segments include private individuals and families booking headline talent for milestone events, corporations procuring celebrity entertainment for events and galas, public festival and concert series organizers, and sponsor brands seeking audience engagement through live music partnerships. Engagement-level pricing is quote-based and inquiries are submitted by email, reflecting a sales-led, relationship-driven go-to-market model rather than a self-service or transactional one.

Name

sue mclean and associates

Legal name

Sue McLean & Associates, Inc.

Website

https://suemclean.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Sue McLean & Associates is a Minneapolis-based, female-owned independent concert promotions firm founded in 1998. It produces 150+ concerts, festivals, and private/corporate events annually, specializing in talent buying, event production, and sponsorship sales across the upper Midwest.

Ownership category

akta.pro rank

Product category

Live Event Promotion Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYMPAGAAAF

Artist Booking, Talent Buying & Agency Services

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Concerts & Music Festivals

SECONDARYMPAIAFAA

Concert & Tour Promoters

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Live Music & Touring (Promoters, Venues, Ticketing)

SECONDARYMPAIAFAC

Festival & Event Producers/Organizers

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Live Music & Touring (Promoters, Venues, Ticketing)

SECONDARYMPAIAGAB

Talent Booking Agencies (Live Performance)

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Artist Management & Agencies

Keywords

• Concert promotion services
• Talent booking agency
• Live event production
• Music talent buying
• Festival promotion services

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Talent Buying / Booking Services: SMA procures and books headline music artists, comedians, and celebrity speakers for events. Revenue is generated through booking fees and service charges for talent procurement, contract negotiation, and event coordination services.
2. Corporate Sponsorship Packages: SMA offers customizable sponsorship packages including Title Sponsorship, Series Sponsorship, Sampling Sponsorship, Booth Sponsorship, and Program Ad Sponsorship for Music in the Zoo and other concert series.
3. Event Production Services: Additional services including ticketing support, marketing and publicity activation, and production logistics for clients seeking full-service event production agency capabilities.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sue McLean & Associates is a female-owned independent concert promotion and talent buying firm that procures headline music artists, comedians, and celebrity speakers for public concerts, festivals, corporate events, and private celebrations. The company provides end-to-end event services including talent procurement, contract negotiation, production coordination (staging, sound, lights, backline, travel, lodging), ticketing support, marketing and publicity, and onsite event staff for 150+ events annually.

Product overview

Sue McLean & Associates (SMA) is a female-owned independent concert promotions firm founded in 1998, specializing in live entertainment event production and talent buying. The company operates as a unified event services platform offering three core service lines: Concert Events (public), Corporate Events, and Private Events, supported by a dedicated Talent Buying division. SMA also produces several signature concert series including Music in the Zoo (at the Minnesota Zoo), Live at the Hilde (at Hilde Performance Center in Plymouth), Live at Utepils (at Utepils Brewing), and Live at The ROC (at Recreation Outdoor Center in St. Louis Park). Additional offerings include sponsorship packages for Music in the Zoo and Music & Storyteller Sessions. The company leverages long-standing relationships with artists, agents, managers, and venues to provide talent procurement, production coordination, contract negotiation, and event management for 150+ concerts, festivals, and private/corporate events annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Talent Buying Independent talent buying service with expansive buying power that procures headline music artists across multiple genres (rock, blues, country, jazz, classic rock, singer-songwriters) for multi-day festivals, corporate events, private parties, non-profit galas, and brand launches.
• Concert Events Public concert event services including talent procurement, production coordination (staging, sound, lights, backline, travel, lodging), and full booking solution for headline music artists, comedians, and celebrity speakers.
• Corporate Events Corporate event services leveraging long-standing artist relationships for booking headline music talent; includes talent procurement, contract negotiation, cost control budgeting, production coordination, and onsite SMA staff support for corporate galas, brand launches, and non-profit fundraisers.
• Private Events Private event talent booking services for personal celebrations including talent procurement and full production coordination for staging, sound, lights, backline, travel, and lodging needs for proposals, milestone celebrations, and parties.
• Music in the Zoo Iconic and long-standing summer concert series at the Minnesota Zoo, held at the Weesner Family Amphitheater; one of the Twin Cities' premier outdoor music events promoted and produced by SMA for over two decades featuring national touring acts.
• Live at the Hilde Concert series at the Hilde Performance Center outdoor amphitheater in Plymouth, MN, featuring national touring acts in an open-air setting with a glass stage wall.
• Live at Utepils Summer concert series held at Utepils Brewing in Minneapolis; genre-diverse artists performing at a craft beer venue.
• Live at The ROC Concert series at the Recreation Outdoor Center (ROC) in St. Louis Park, MN; a multi-purpose venue that transforms from ice rink to concert space to host touring concert acts.
• Music & Storyteller Sessions Intimate concert experience combining live music performances with storytelling elements.
• Sponsorship Opportunities Music in the Zoo sponsorship packages including Title Sponsorship, Series Sponsorship, Sampling Sponsorship, Onsite Booth Sponsorship, and Program Ad Sponsorship offered to brands seeking audience engagement.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered minor and core.

• Schell's BreweryminorGTM or Marketing PartnerSponsor of Music in the Zoo and Live at the Hilde concert series. Schell's is a Minnesota-based brewery featured as a sponsor partner on the SMA website.
• St. Rosa WinesminorGTM or Marketing PartnerWine sponsor partner displayed on SMA sponsors page. Part of the sponsorship ecosystem supporting SMA events.
• Luther (White Bear Acura Subaru)minorGTM or Marketing PartnerAutomotive sponsor partner. Logo displayed on the SMA sponsors and partners page.
• Hilton Garden InnminorGTM or Marketing PartnerHotel sponsor partner. Part of the corporate sponsorship network supporting SMA events.
• EtixcoreChannel Partner/ Reseller/ DistributorEtix is the ONLY authorized ticketing agent for Live at Utepils, Live at The ROC, and Live at the Hilde concert series. Provides online ticketing, phone sales, and box office services for SMA events.
• The Electric FetusminorGTM or Marketing PartnerMinnesota-based record store sponsor partner. Part of the local business sponsorship network.
• Willie's American GuitarsminorGTM or Marketing PartnerGuitar store sponsor partner featured on SMA website. Local Minnesota music retailer partnership.
• Minnesota ZoocoreStrategic or Co-development PartnerHome to the Weesner Family Amphitheater where SMA produces the Music in the Zoo concert series. Long-standing partnership for one of the Twin Cities' most iconic summer concert series.
• Revel SpiritsminorGTM or Marketing PartnerSpirit brand sponsor partner. Featured on SMA sponsors and partners page.
• Mall of AmericaminorGTM or Marketing PartnerMajor retail destination sponsor partner in the Twin Cities area. Part of the broader sponsorship network.
• TC PrideminorGTM or Marketing PartnerLGBTQ+ organization sponsor partner featured on the SMA sponsors page.
• City of PlymouthcoreStrategic or Co-development PartnerPartnership with City of Plymouth for Live at the Hilde concerts at the Hilde Performance Center. City hosts community events and SMA brings national touring acts to the venue.
• City of St. Louis ParkcoreStrategic or Co-development PartnerPartnership with City of St. Louis Park for Live at The ROC at the Recreation Outdoor Center. Community space hosting touring concert acts.
• Cities 97minorGTM or Marketing PartnerRadio partner for Live at the Hilde concert series. Co-promotional partner for Michael Franti & Spearhead show.
• NIVA (National Independent Venue Association)minorOthersNIVA logo displayed on SMA website footer. NIVA supports independent live music venues across the United States.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Jam Productions: Chicago-based independent concert promoter and talent buyer founded in the 1970s, operating at a similar mid-sized independent scale with deep agent/artist relationships in a major Midwest metro — the closest direct comparable to SMA's model.
• Outback Concerts: Nashville-based independent concert promoter producing shows across the U.S. Operates a similar independent, relationship-driven talent-buying model to SMA, focused on regional venues and corporate/private event work.
• I.M.P. (Independent Music Promoters): Washington D.C.-based independent concert promoter operating the 9:30 Club and other venues. Comparable mid-sized independent promoter with strong artist relationships and a similar talent-buying and production service offering.
• Another Planet Entertainment: Bay Area independent concert promoter and festival operator with a comparable independent talent-buying model, multi-venue strategy, and similar scale to SMA.
• Nederlander Concerts: Long-standing independent concert promoter operating theaters, arenas and festivals across multiple U.S. markets — comparable mid-sized independent competitor in talent buying and event production.

Broad incumbents

• AEG Presents: One of the two dominant global concert promoters, controlling major venues and tours across the U.S. Competes with SMA for headline artist routing and corporate talent buying, but at vastly greater scale and with owned venues.
• Live Nation Entertainment: The largest concert promoter and ticketing operator globally. Sets the competitive ceiling/benchmark for independent promoters like SMA and increasingly competes for regional mid-tier artist bookings.
• WME (William Morris Endeavor): Major talent agency that sits upstream of SMA as both supplier (agent relationships) and competitor for corporate talent booking. Relevant peer for the talent-buying side of SMA's business.

Regional players

• First Avenue: Iconic Minneapolis concert venue and producer that historically competed with Sue McLean in the Twin Cities market. Closest geographic peer and direct competitor for Minneapolis live music bookings.
• 313 Presents: Detroit-based promoter and venue operator (Fox Theatre, City Theatre). Regional peer with overlapping Midwest market presence and similar concert series / venue partnership model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SueMcLeanMusic
• Facebookfacebook.com/SueMcLeanMusic
• Instagraminstagram.com/suemcleanmusic
• LinkedInlinkedin.com/company/suemcleanassociates

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about sue mclean and associates