Indie Authors Beware: How to Spot Red Flags (and Green Ones!) at Author Events

As an indie fantasy author, I've attended countless events ranging from masquerade balls and literary conventions to art markets and fantasy festivals. So as you can imagine, I’ve seen the magical, the mediocre, and the downright money-grabbing. I’ve had weekends where I connected with amazing readers and fellow authors and left with a full heart (and wallet)... and others where I lost hundreds and wondered why I even unpacked my books. In a world full of event invites, flashy social media promises, and “limited vendor spots,” it’s easy to get swept up in the excitement. So let me be clear: Not all events are created equal. Some are built with community in mind, while others are just looking to cash in on your hustle. Let’s break down the difference.

Green Flags: Signs You're Dealing with a Legit, Author-Focused Event

✅ 1. Transparent, Responsive Organizers: You deserve answers. Great coordinators are professional, organized, and available. They communicate setup info early, answer questions thoroughly, and keep you in the loop as the event approaches.

✅ 2. Focused on Attracting Attendees, Not Just Vendors: You’ll know a great event by how hard it works to get attendees through the doors. Are they running ads? Partnering with bookstores or libraries? Do they offer panels, signings, or fan experiences that book lovers would actually attend? That’s what success looks like.

✅ 3. Reasonable Fees That Reflect the Scope: A $50 spot at a first-year library event? Totally fair. A $350 booth with no foot traffic stats or marketing plan? Not so much. Good events charge realistic prices based on scale and location, and often include helpful extras like social media promo, inclusion in programs, or provided tables and chairs. While some established events can have higher fees, a new one shouldn't be hitting you with a large fee and nothing to back it up.

✅ 4. New Doesn’t Mean Scammy: Let’s be clear: first-time events can absolutely be done right. One of the best experiences I had last year was with a debut event by Black Cat Fantasy Co. It was their very first time hosting, and they nailed it. The table fee was low, they offered chairs and tables if vendors needed them, and, most importantly, they were communicative, transparent, and genuinely cared about creating a strong community vibe. The result? A sold-out event packed with passionate attendees, a night full of meaningful interactions, and I left that night with a good chunk of change in my pocket and a huge smile on my face. So don’t dismiss new events just because they’re untested. When the heart and hustle are there, new events can be just as valuable (and more welcoming) than the bigger, more expensive ones.

✅ 5. Endorsed by the Community: Whether it’s word of mouth, Facebook groups, or trusted author friends, find people who’ve been there, or who can vouch for the organizer’s past work. A single honest testimonial is worth more than a flashy website.

Red Flags: Warning Signs You’re About to Waste Your Time and Money

🚩 1. High Fees with Vague Promises: Earlier this year, a fantasy event company tried to recruit me as a vendor, with a table fee of over $350 with a 3-hour window to sell my books. On top of that? I was required to contribute items to their VIP swag bags, easily adding another $200 in costs. That’s nearly $600 before gas, hotel, or meals, and no clear marketing plan or attendance guarantee in sight. That’s a hard no. If the pricing seems steep and there's no detailed breakdown of what you’re getting (especially if you’re also expected to provide freebies), take it as a red flag.

🚩 2. No Emphasis on Attendee Turnout: Is the event marketing only to vendors? Are all the posts about booking your table ASAP with zero mention of what’ll draw in the crowd? If the only people who show up are other sellers, you’re paying to sit in a circle and try to sell to your peers.

🚩 3. Poor Communication or Moving Goalposts: If you’re chasing down basic info like setup times or booth locations, or worse, if the info keeps changing without explanation, that’s a huge sign of a disorganized (and potentially disastrous) experience.

🚩 4. No Past History or Visible Plan: As I said earlier, new doesn’t have to mean scammy, but if the event has no social presence, no visible community backing, and no details about marketing efforts or expected audience, proceed with caution. Passion matters, but preparation is what sets success apart from chaos.

🚩 5. Overloaded with Upsells: Watch out for events that nickel-and-dime you. If you’re being charged separately for chairs, a program listing, your badge, and breathing air, it’s not about helping authors succeed. It’s about profit. A good event will have all of this included with your table fee (aside from electricity at some.)

In Conclusion:

Being an indie author means wearing many hats, and watching your bottom line. With over 20 events under my belt in the last year alone, I’ve learned the hard way that not every opportunity is worth the investment.

But don’t let that scare you off! Some of the best events out there are small, scrappy, and new, but run with heart, intention, and community support. Trust the green flags, be wary of the red, and never be afraid to ask questions. Because your time, your books, and your passion deserve better than a table at someone else’s cash grab.