Local Newsletter Insider Launching Local Events + Cold Email Secrets
Sep 16, 2025
John Apolinar, founder of Scottsdale Scoop, shares his expert insights on blending local newsletters with in-person events. He reveals how his first paid happy hour attracted over 37 signups and secured sponsorships with the venue covered. John discusses effective Instagram strategies, emphasizing engaging green-screen videos and carousel posts. He also dives into cold email tactics using SmartLead, targeting high-value local advertisers for better conversion. With candid discussions on monetization and community building, his approach is a playbook for aspiring newsletter creators.
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First Paid Happy Hour Results
- John ran a paid happy hour with a sponsor covering venue and first drink and sold ~37 tickets for ~$500 revenue.
- He used raffle prizes and a donation drive to boost registrations and community goodwill.
Keep First Event Simple
- Keep the first event very simple: pitch it as a chance to meet neighbors and include a free drink and raffle to justify a paid ticket.
- Use a simple landing page for paid signups to reduce friction.
Sponsors Covered Venue — Big Brands Notice
- A local injury attorney sponsored John's event paying venue costs and drinks, while larger brands like Rivian reached out to offer hosting and payment.
- These partnerships opened doors to bigger, paid-hosted events without upfront venue costs.