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Aug 17, 2016 8:03 EST

Hurdl Enterprises – Shine a light on your fans: A patent pending B2B event-based interactive device system, combining our PIXLs with predictive marketing

iCrowdNewswire - Aug 17, 2016

Hurdl Enterprises

Hurdl Enterprises

Shine a light on your fans.


Business Summary

Hurdl Enterprises (www.hurdl.com) is a patent pending B2B event-based interactive device system, combining our PIXLs (the lowest cost individually addressable sub-GHz RF controlled RGB LED wearables on the market) with predictive marketing.

By turning audiences into both individually addressable light pixels andphysical retargeting pixels, Hurdl disrupts the multi-billion dollar global live events market by creating a new data set on entire audiences, pioneering a new direct marketing channel to the most engaged and likely consumers for clients like Apple Music, Spotify, Pandora, Artists, Record Labels, NBA, SEC, NHL, Big Ten, Disney, Casinos, Private Events, Amusement Parks, Festivals, and more.

Customer Problem

The sports and entertainment industry is leaving $600M-$1B on the table annually, while crowded settings are at a greater security risk than ever before. Surprisingly – sports, music and other entertainment properties don’t know who is attending their events. At most, 30% of persons per event buy tickets through track-able means, significantly limiting knowledge about who is actually in a given audience, their background, consumer behavior, purchasing habits, and revenue opportunities. 93% of consumers say that live events reach consumers more effectively than TV advertising, and 96% of consumers are more likely to purchase after an event[1], yet less than 25% of sports and entertainment fans actually purchase merchandise at live events.

Solution/Product Offering

• The best LED event wearable at half the price of the competition.

• Collect 70% more data on live event audiences.

• A new direct marketing channel to highly motivated consumers.

• Smarter, more actionable marketing systems.

• Increased security measures in crowded settings.

Target Market Opportunity

The multi billion dollar global live events business is growing 20% year over year. More than 1M events occur each year across clients including global music and arts festivals, NBA, NHL, WWE, MLS, Amusement Parks, Indian Crickett, Premiere League Soccer, etc, where it is estimated that $24B in ticket revenue alone goes unsold each year.

Competitive Advantage

Existing LED wearable companies are more expensive per band and require an app or RFID tap station to collect limited data, expensive rigging, staffing, and line of site to create generic patterns across audiences, while unable to individually identify all individuals in a given audience.

Hurdl builds and sustains a durable advantage by:

  • -Offering the lowest cost individually addressable RF controlled LED wearables on the global market
  • -Providing a compact transmission system that does not require any additional rigging or staffing at the venue
  • -Maintaining a one step activation system that does not require fans to download a mobile app
  • -Combining this new data set on entire audiences with other partner data sets for an appended and more complete consumer profile
  • -Providing strategic partners (Spotify, Pandora, Facebook, Twitter, Apple Music, etc) with a new touch point at live events for a mutually beneficial data share that fuel their recommendation algorithms and Hurdl’s predictive marketing services
  • -Remaining focused on the live events vertical where our CEO and Advisors relationships are unparalleled


Marketing Strategy

  • A team of Business Development experts, CEO relationships, and an impressive Board of Advisor network
  • Sept 2016 PR launch announcing funding, clients across 8 event verticals including global music and arts festivals, NBA, NHL, Amusement Parks, Big Ten, SEC, Casinos, and more + our seasoned and connected PR team specializing in disruptive technologies
  • National and international commissioned agents given market size and span of opportunities

Business Model

To drive ticket, merchandise and other revenue opportunities for our clients, Hurdl offers a landed, branded cost per PIXL, a free basic service for importing, de-duping, and structuring client data sets, subscription + CPM driven package pricing for data appending, visualization, and common querying, and an additional fee per custom database queries.


The Hurdl Enterprises founding team has a combined 20 years experience in the live entertainment business, mechanical engineering, wearable technology, and in building software and web services for both startups and established companies. Betsy McHugh, Founder & CEO, spent years at the largest booking agency in the world, CAA, after which she spent 12 years managing global superstars Keith Urban and Hunter Hayes. Product Lead COO & CTO, Zach Shunk has led multiple engineering teams in both wearable tech and mechanical systems for startups and corporate clients including Nissan.

Hurdl Enterprises impressive board of advisors includes executives from TPG, Virgin America, Virgin Galactic, Red Light Management, SAM Management, Turner Sports, CAA, IMG, Initial State / AWS Software specialists, Production Resource Group (PRG), Universal Music Group, Ernst and Young, Hertz Lichtenstein & Young, and Wilson Sonsini Goodrich & Rosati.

“The greatest of technological evolutions

challenge the universal and innate

primal need to feel a sense of

community and connectedness.”


[1] 2016 Mosaic Company; Event Marketing Institute






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JUNE, 2016


Series of beta tests across 21 different arena shows delivered near 90% average wearable activation rates, tripling audience insights.

MARCH, 2016


Official launch date with PR articles confirmed in Forbes, TechCrunch, Mashable, WSJ, NY Times, and more.



Official launch includes special events, investors, advisors, raise, and clients across NBA, NHL, Disney, Artists, Corporate events, etc.




Hurdl offers a new direct marketing channel to the most engaged consumers, creating a new way for us at Apple to connect with music fans immediately following their favorite concerts and events.
Bozoma St JohnHead of Global Consumer Mktg, Apple Music
Bozoma St John
Hurdl is doing some really exciting things on both the software and audience experience front.
Phil GueriniVP, Marketing Radio Disney
Phil Guerini
We’re excited about the value Hurdl adds around the wearable concept for audience engagement and so much more! They check a lot of boxes for us.
Mike ChantSr Director, Live Production and Entertainmen
Mike Chant
Hurdl has definitely thought through their entire offering, their leadership team clearly has the experience needed to make an impressive impact.
John CutcliffeVP/GM SAM MGMT (Foo Fighters, NIN, Norah Jone
John Cutcliffe
Our artists love Hurdl for the show experience and our digital team loves Hurdl for what they can offer pre, during and post event. We’re excited to be working with them. Betsy is very smart.
Jared PaulPresident, fac•ul•ty productions
Jared Paul
We’ve had the pleasure of working with some of the biggest names in technology from the beginning stages to now (Apple, Pandora, Twitter, LinkedIn, Google), and we’re very enthusiastic to be on the same ride with Hurdl.
Gregory MillerAttorney, Wilson Sonsini (Former Google.org)
Gregory Miller
Our industry has needed a service like Hurdl, there is so much potential and I love what the company is doing.
Dawn GatesVP Digital Marketing, Universal Music Group
Dawn Gates
I don’t know why anyone wouldn’t use Hurdl.
Allison McGregorAgent, Tour Marketing Creative Artists Agency
Allison McGregor


Betsy McHugh

Betsy McHugh

Founder. CEO. Hurdl Enterprises.

Vanderbilt University graduate (magna cum laude, Business Psychology), Betsy McHugh, is a 15+ year professional in the entertainment business. Earning her professional start at the Country Music Association, she relocated to LA where she helped build CAA’s tour marketing department, working hundreds of tours both in the US and internationally, including Radiohead, Beastie Boys, Foo Fighters, American Idol, Warped Tour, John Mayer, Bon Jovi, Jewel, Beck, and many more. In 2004, she joined Borman Entertainment working directly with then rising artist, Keith Urban, before cutting her entrepreneurial teeth as a partner in the management of Hunter Hayes. Betsy co-managed her own company as well as Hayes’ and his companies from signing to Atlantic Records, to a now multi-platinum artist garnering three consecutive #1 singles, a platinum selling debut, 5 Grammy nominations, 3 Grammy performances, the CMA New Artist of the Year Award, 5 Teen Choice Awards, 3 sold-out headline tours and more. Betsy was a leader in taking Hayes into unprecedented territory with the digital and streaming only release of his single, “21” which became the top streaming country track on Spotify. Betsy is a member of YEC, NARAS, and has served on the Academy of Country Music Board of Directors. Now the CEO and Founder of Hurdl Enterprises, Betsy lives in Nashville TN with her husband, Chris McHugh (session musician), her four stepchildren, and 3 dogs.
Zach Shunk

Zach Shunk


Co-Founder and CTO/COO, Zach Shunk oversees the working details of Hurdl Enterprises.


Contact Information:

Betsy McHugh

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