Well Hotlanta was anything but hot on this Friday night. But that didn’t stop us from gathering a few folks including my aunt and and old high school buddy for drinks and dining to help raise money for CURE Childhood Cancer.

A small, intimate affair…. the big learning today was simple.

So what did we learn?

Weekends are not made for book signings.

I’ve seen the trend in Chicago, now Atlanta, Nashville and Dallas  – all weekend dates and all with relatively small crowds.

If you really need to plan an event on a Friday — like a book tour that requires you to move to a new city each day and complete all 10 in 10 days ;-) then you really need to focus on venue location.

The DoubleTree in Buckhead was great, but with Atlanta traffic — it made it hard for anyone that worked downtown to come out. You should also look at what is happening before and after in a market when you’re planning.

There was a big weeklong digital conference right before this event and everyone agreed, that created an event burnout which made it harder to drive bigger numbers for this event.

That’s today’s little lesson… more tomorrow.