1. Well, you want to have your coin usable to pay for something in your own community. The first thing you can offer are unsold seats and other things that literally cost you nothing. People who earned your coin can buy seats at your events, or sell them to other people (e.g. who live locally) to attend the event.
2. With your own coin, obviously. If the coin has value aboard a cruise ship, or events, etc. then everyone wins. There are many businesses that can benefit from selling unused inventory, and they may as well sell it for coins earned for things like bring other paying customers, contributing great testimonials, content, etc. Imagine being able to go on stage if you earned enough "loyalty points" or whatever.
3. Loyalty points have been around forever. And no, fans are not already promoters. I know in my own personal experience that even INVESTORS who invested in your company often sit back and hope that you'll make them a profit somehow, instead of bringing others in behind them. Let alone people who just come to a show. The easier you make it for them, e.g. having your own site with custom links that they can share and earn "affiliate revenue" in your own coin, the more traffic you'll get.
4. You get more traffic. More audience. More capital. More money. More loyalty. Independence from having your speech restricted or demonetized. Look at all the youtube personalities openly saying that they can't say this or that. Many comedians and performers are sensitive to being censored.
5) Also you can easily collect money from a global audience, and pay out to a global audience, without being a central bottleneck (FinTech) and without being required to post surety bonds as a "money-transmitter", instead letting people transact directly and you don't have the liability, and they don't have to trust you like they trust Binance or FTX or Celsius with custody of their funds etc. etc. You just provide the Web interface, they do the transaction, facilitated by IMMUTABLE smart contracts.