Live popular music is an area of growing importance. With the proliferation of piracy and online music sources, revenue streams for musicians are shrinking in the 21st Century and live performance is becoming one of the last areas for artists to make a living. This study investigates the determining factors in the success or failure of live popular music events by measuring ticket sales. Using a case study of a venue in Santa Cruz, CA, variables describing event context and expected quality of performance are regressed against final box office sales to uncover any existent relationships. Artist exposure, day of the week, and age restrictions are all found to significantly impact final ticket demand for live music events.