He's not organizing it.
Nor is the publisher. The folks who are doing this are his fans. Oh, he set up the basic format, but instead of traveling from bookstore to bookstore, he is meeting with his fans at venues which they arrange. In Ann Arbor, he will be at the Michigan Theater on May 22nd from 3 to 4:30.
The sponsors? A variety of groups and businesses from the area, the Ad Club, IT Zone, the Ann Arbor Business Review, the Ann Arbor News and about 10 others. You can see the list at the information page on the Ad Club's website. That's where you can register to buy tickets, too.
"Aha!" You say. "I knew there was a catch! This is where we find out that they are charging and arm and a leg!"
Well, not really. The tickets are $50. If you pay an extra $10 (or if you are a member of one of the sponsoring groups), you can bring a guest.
Here's the cool thing: With that $50 admission, you not only get to hear Seth speak, but also get five copies of his new book. I just checked Amazon.com and they are selling it for $10.36 a copy. You do the math.
"But what do I want with four extra copies of a book?"
I'll let you figure that one out.
So, if you are going to be in the Ann Arbor area during the afternoon of May 22, you might want to set aside some time to check out this new cool thing.
So, are your customers big enough fans to put on an event for you?