As many news organizations are expanding their events offering, the nonprofit Nevada Independent has not only found success in attendance, but also in sponsorships from events.

Chief Revenue Officer Brett Burke talked with the Local Media Association about his newsroom’s objectives and learnings over the years. The long-time sales executive didn’t diminish the importance of traditional news organization revenue sources, but they are not a sustainable strategy by themselves.

“An advertising exchange is a race to the bottom,” Burke said. “I won’t diminish the value of our site just to fill it up.”

What he’s found to be most sustainable is a healthy mix of earned media and philanthropy.

What if there were some deep learnings, however?

According to its website, “The Nevada Independent is a statewide, reader-supported, digital-only nonprofit newsroom committed to illuminating the state’s most pressing issues, fostering insightful conversations and holding those in power to account.”

A look at The Nevada Independent’s website reveals deep coverage of issues important to Nevadans from government to economy to elections, education, health care, environment, legislature, courts, immigration and community.

The content clearly focuses on what’s most important to the community.

The magic happens when that community comes together.

“A lot of people do events, but very few make money,” Burke said.

What makes The Nevada Independent’s approach unique is its focus on making events that are both profitable and helpful to the community and the sponsors who help to fund the newsroom. A rising tide lifts all boats, he explained. A well-done event from The Nevada Independent is beneficial to its readership, its funders and, therefore, to the newsroom itself.

Deep discussions with community leaders are something The Nevada Independent believes in strongly. Making it work in a way that is sustainable and contributes to overall sustainability has been about creating strategic partnerships with venues across Nevada.

The Nevada Independent hosts events all across the state, including its northern half, which often gets overlooked by others. Of course, the newsroom hosts events in the state’s entertainment mecca, Las Vegas.

The secret sauce for event success has been a two-pronged strategy: bring attention to what the venue wants and give them branding value.

“A real key has been to develop venue partners,” Burke said.

These partners have been willing to provide space in a way that’s “cost neutral” for them. The formula for making that happen is usually about hosting newsroom events on days that aren’t as busy typically for the venues.

In other words, a lot of The Nevada Independent’s events happen during the week — and weekdays (and weeknights) can use all the marketing help they can get for many venues.

“We get the venue, but we promote their events and what’s important to them,” Burke said.

It’s not simply about a quid pro quo exchange of value, however. It’s about connection.

“We talk about using your brand to be part of important community conversations,” Burke said.

If you can make the event financially painless for the venue, you’ll be in a position to develop great venue partnerships. For example, helping venues cover hard costs like staffing is a win-win, as is co-branding events with the venue as a presenting partner in marketing materials.

In addition to cementing the partnership, Burke said that doing these things serves as public acknowledgment and appreciation of the venue’s investment in meaningful discussions that impact the community.

Another factor is impacting The Nevada Independent’s success: a desire post-pandemic to return to in-person gatherings. There is an educational component to it for sure, but the camaraderie is important, too. Research from Northwestern University suggests that in-person conferences “really do build community and spark new ideas and new collaborations.”

Funders know this to be true as well. Burke explained that for a recent event, his team went to every lobbyist in the area explaining why they should be a sponsor.

Those lobbyists get it — even when the topics are highly politicized.

In early 2025, The Nevada Independent hosted a health care event that drew more than 100 attendees and generated $20,000 for the newsroom. Despite covering a very specific and often contentious topic, the event proved successful.

This followed Indy Fest just months earlier, which brought in $100,000 profit for The Nevada Independent. While celebrity Mark Wahlberg’s appearance was a draw, the real value came from meaningful connections between the community and panel presenters. The Nevada Independent’s Indy Talks event with Nevada Gov. Joe Lombardo also resulted in a $100,000 profit.

An education event a few years before demonstrated similar success for The Nevada Independent. It featured Clark County’s superintendent alongside a teacher and the local teachers’ union leader. Contrary to expectations, the tension wasn’t between management and labor. Instead, surprising fireworks erupted between the teacher and the union representative.

Check out what’s coming up in May—a special event featuring Nevada legislators. It’s called “IndyTalks: A Conversation With Nevada’s Legislative Leaders.”

It will be held at the National Automobile Museum Event Center, where attendees “can tour the museum’s amazing car collection before they leave,” according to the web page promoting the event. This is an example of co-branding that provides value to both the publication and the partner.

There are four tiers of sponsorship opportunities at various financial levels, each of which provides opportunities for broad sponsor visibility. What benefits the venue partner also benefits the sponsor, from recognition to the public relations win that comes from supporting important public conversations.

Yes, a rising tide lifts all boats. These events provided value to The Nevada Independent, but they also were beneficial to the audience and the venue. Perhaps somebody who visited Fountainbleau Las Vegas on a Wednesday night might return that weekend? Or another weekend? Venues want people to sample.

But for the publication, it’s vital that the content be tightly associated to purpose.

“You have to lean into who you are. It has to fit into who your audience is,” Burke said. “That is powerful for our brand.”