The Ambassador Blueprint is a new approach to audience development, built from real-world experience. Nicole Wetzell, founder, spent 15 years starting and managing ambassador programs that built lasting communities.

At one point, over 1,000 people attended a show because of an Ambassador, and many still serve in the program to this day. Beyond the numbers, Ambassadors brought fresh ideas, reached new communities, and became friends with each other.

This isn’t theory. It’s a tested model designed to help you build something meaningful, with structure and support to make it stick.

Ambassadors are loyal audience members who become your biggest cheerleaders. They share your events with their networks, bring new guests, answer questions, and help first-time attendees feel welcome.

With the right tools, they function like an extension of your staff — spreading the word, easing friction, and creating a more connected audience experience.

That’s totally fine — and honestly, pretty common. We’ll help you identify potential Ambassadors already in your audience using a simple process.

The people you need are usually already showing up. They just haven’t been invited to step into this role yet.

That depends on your tier. We’ve designed the Blueprint to match your team’s bandwidth, and included approximate workload under each tier:

• Starter: You lead the charge, we guide.

• Premium: We co-create together.

• Premium+: We handle most of the heavy lifting.

  
  

Our goal is to help you grow your audience and save you time — not add another full-time job to your list.

The amount of time it takes to manage the program once it's up and running depends on your goals. We can help determine that during your strategy call.

That’s what the strategy calls are for. We tailor your Ambassador Blueprint to your organization’s needs, values, and audience quirks. Whether you're a ballet company or a jazz presenter, we’ll help you design something that fits your world — and doesn’t alienate your existing base.