Over the years, I’ve made a lot of mistakes in this business—but few were as costly as this one: treating live events like advertising jobs. I didn’t know any better at the time. A client wanted to play a video at a fundraiser? Great—same truck, same screen, same hourly rate. What I didn’t realize is that I was leaving thousands of dollars on the table every single time.

See, event clients aren’t buying impressions. They’re buying experience. And when you show up with an LED truck that enhances the energy of a tailgate, a corporate movie night, or a city festival—you’ve become the main attraction. That’s worth more. A lot more. And it took me years to understand just how big that opportunity really is.

In this issue, I’m sharing what most new MDB operators don’t realize about event pricing—and how you can start turning single-day rentals into $3K–$5K wins. I’ll also explain why this model can not only coexist with your shared route, but it is an important part of the Total360 Local Model that we train.

​Let’s flip the switch on this revenue stream.

After more than a decade in this business, one of the most expensive lessons I’ve learned—both from my own experience and watching others—is that most LED truck operators are dramatically undercharging for event rentals. They treat live events like they’re just another version of advertising, simply plugging in a new video file and showing up with the truck.

But these are two completely different business models. And if you treat them the same, you’ll never unlock the true income potential that event work can provide.

Advertising is about repetition and visibility. Events are about experience and execution. And because of that, the value you deliver—and the expectations you have to meet—are on a completely different level. It’s why video wall rental companies regularly charge $8,000–$10,000 for a single-day event. They know they’re not just bringing gear—they’re delivering the tech backbone for the event.

​That’s the opportunity. If you can provide a high-quality screen, solid sound, basic A/V capabilities, and show up like a pro, you can offer these clients a premium experience for a fraction of the traditional cost—and still earn a much higher margin than you’d ever make running ads.

In this issue, I’ll show you how to use ChatGPT to help you build all three—so you can start generating revenue before your screens ever light up.

Live events require a totally different approach from your daily ad model. When you sell advertising, you’re selling rotation, reach, and frequency. Your pricing is tied to hours and impressions. But when you show up to an event, the screen isn’t just broadcasting—it’s a central part of the experience.

You’re no longer selling based on how many people pass by. You’re selling based on how the screen enhances the moment for everyone there.

And that means the expectations shift. Clients expect you to be there early. They expect everything to work without issues. They may want video loops, live streams, slide decks, music, or sponsor reels. If the event kicks off at 6:00 PM, they expect you to be set up by 4:30 and ready to troubleshoot anything.

​That prep, that pressure, and that responsibility is why A/V companies charge what they do. And if you’re offering similar outcomes, you need to charge accordingly.

Most of the biggest A/V companies chase massive concerts and stadium shows. That leaves a wide-open opportunity for events that still have good budgets but aren’t looking to spend $10,000 on a screen.

These aren’t backyard birthdays. These are community and corporate events that want something impressive but manageable.

​Some of the best opportunities I’ve found include:

These clients often have $2,500–$4,500 to spend on a screen, but want to avoid the complexity of full-scale A/V production teams. That’s where your mobile billboard comes in—providing a high-quality experience, delivered locally, at a better price point than traditional alternatives.

One of the biggest disconnects in the operator mindset is assuming that the client will supply everything and just plug into your truck. While that might be true for some jobs, most clients expect you to handle at least some of the A/V responsibilities.

That means you need more than just the screen.

​At a minimum, you should be prepared to:

You don’t need to be a professional A/V technician. But if you’re going to charge premium pricing, you do need to provide a premium experience. At the very least, get familiar with the basics—or have someone on call who can help you handle the technical side when needed.

This is where most operators get it wrong. They charge $125 or $150 an hour—same as their route pricing—without factoring in the unique value and labor involved in delivering a smooth event experience.

That hourly mindset doesn’t work here. This is a custom, one-time-use, high-touch engagement. You need to price accordingly.

​For most markets, I recommend:

This puts you in a sweet spot: well below the $8–10k range of full A/V firms, but well above the cost of advertising. And when you deliver, clients are usually thrilled with the outcome—and quick to refer you for the next event.

The truck is the best way to break into events. It gets attention. It’s turnkey. It doesn’t require as much of a learning curve. But once you start getting consistent bookings, you’re going to feel the tension between your event work and your route advertising schedule.

That’s when it’s time to invest in a trailer.

​A trailer solves several key problems:

If you plan to make event rentals a real part of your business, having a dedicated trailer allows you to do it without compromising your ad revenue model. It’s one of the smartest scaling moves you can make once you have a few solid clients locked in.

​Here is an example of an event focused LED trailer. This one is available for sale at Legion LED Trucks (click picture to view listing).

I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.

Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:

To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.

​This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!