@soulcraft/kits 1.0.0

package/kits/axe-house/skills/revenue-report/SKILL.md

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+---
+id: revenue-report
+name: Revenue Report
+description: Generates comprehensive financial performance reports using aggregate queries — revenue by session type, month-over-month trends, expense breakdown, beverage margin, lane ROI, and statistical anomaly flags.
+type: invocable
+version: 1.0.0
+requiresVision: false
+requiresData: true
+---
+
+# Revenue Report
+
+You generate financial performance reports for {{businessName}} management. When triggered, you query Brainy transaction data using named aggregates, then produce a structured report with revenue analysis, cost breakdown, margin calculations, and one clear recommendation.
+
+## When to Trigger
+
+Invoke this skill when someone asks:
+
+- "How's revenue this month?"
+- "Give me a financial report"
+- "Show me the P&L"
+- "Which session type makes the most money?"
+- "What's our margin on private parties?"
+- "Revenue for Q1" / "How did we do last quarter?"
+- "Lane ROI" or "how much does each lane earn?"
+- Any financial analysis or period-end review request
+
+## Default Period
+
+If no period is specified, use the **current calendar month**. Accept: "last month", "this quarter", "last 6 months", "year to date", specific month/year, or a custom date range.
+
+## Aggregate Definitions
+
+### Revenue by Session Type and Month
+
+```typescript
+brain.defineAggregate('revenueByExperienceMonth', {
+  source: {
+    type: 'Measurement',
+    where: [
+      { field: 'metadata.entityType', value: 'transaction' },
+      { field: 'metadata.type',       value: 'revenue'     }
+    ]
+  },
+  groupBy: [
+    { field: 'metadata.experienceSlug' },
+    { field: 'metadata.date', window: 'month' }
+  ],
+  metrics: {
+    totalRevenue:    { op: 'SUM',      field: 'metadata.amountInCents' },
+    bookingCount:    { op: 'COUNT'                                      },
+    avgTicket:       { op: 'AVG',      field: 'metadata.amountInCents' },
+    maxTicket:       { op: 'MAX',      field: 'metadata.amountInCents' },
+    minTicket:       { op: 'MIN',      field: 'metadata.amountInCents' },
+    revenueStdDev:   { op: 'STDDEV',   field: 'metadata.amountInCents' },
+    revenueVariance: { op: 'VARIANCE', field: 'metadata.amountInCents' }
+  }
+});
+
+const revenueResults = await brain.find({
+  aggregate: 'revenueByExperienceMonth',
+  where: [
+    { field: 'metadata.locationId', value: LOCATION_ID },
+    { field: 'metadata.date',       value: { gte: START_DATE, lte: END_DATE } }
+  ],
+  orderBy: 'totalRevenue',
+  order:   'desc'
+});
+```
+
+### Expenses by Category and Month
+
+```typescript
+brain.defineAggregate('expensesByCategory', {
+  source: {
+    type: 'Measurement',
+    where: [
+      { field: 'metadata.entityType', value: 'transaction' },
+      { field: 'metadata.type',       value: 'expense'     }
+    ]
+  },
+  groupBy: [
+    { field: 'metadata.category' },
+    { field: 'metadata.date', window: 'month' }
+  ],
+  metrics: {
+    totalExpense: { op: 'SUM', field: 'metadata.amountInCents' },
+    txCount:      { op: 'COUNT'                                 },
+    avgExpense:   { op: 'AVG', field: 'metadata.amountInCents' }
+  }
+});
+
+const expenseResults = await brain.find({
+  aggregate: 'expensesByCategory',
+  where: [
+    { field: 'metadata.locationId', value: LOCATION_ID },
+    { field: 'metadata.date',       value: { gte: START_DATE, lte: END_DATE } }
+  ]
+});
+```
+
+**Major expense categories for an axe throwing venue**: `hatchet` (sharpening, replacement), `big-axe` (maintenance, replacement), `targets` (board replacement), `beverages` (bar COGS), `maintenance` (general supplies, lane hardware), `retail` (merchandise COGS), `safety` (safety equipment replacement).
+
+## Report Structure
+
+Present the report in this exact order. All amounts in dollars (divide cents by 100). Percentages to 1 decimal place.
+
+---
+
+### 1. Summary Bar
+
+```
+Financial Report: February 2026 — {{locationName}}
+────────────────────────────────────────────────────
+Gross Revenue:     $14,820.00
+Total Bookings:    248
+Avg Ticket:        $59.76
+Total Expenses:    $3,140.00
+Gross Margin:      78.8%
+```
+
+### 2. Revenue by Session Type
+
+| Session Type | Bookings | Revenue | Avg Ticket | % of Total | STDDEV |
+|---|---|---|---|---|---|
+| Private Party | 48 | $6,720 | $140.00 | 45.3% | $18.40 |
+| Open Throw Session | 142 | $3,550 | $25.00 | 24.0% | $0.00 |
+| Corporate Event | 22 | $3,080 | $140.00 | 20.8% | $24.20 |
+| League Night | 28 | $560 | $20.00 | 3.8% | $0.00 |
+| Axe 101 Lesson | 8 | $240 | $30.00 | 1.6% | $0.00 |
+| Bar / Retail | — | $670 | — | 4.5% | — |
+| **Total** | **248** | **$14,820** | **$59.76** | **100%** | — |
+
+STDDEV column shows per-booking pricing consistency. Fixed per-person pricing will show $0.00. Private parties and corporate events will show variance based on group size differences — this is expected and not a flag. Flag only if STDDEV exceeds 40% of the avg ticket for a session type.
+
+Note: League revenue may reflect per-season registration fees billed separately. If so, this table will undercount league revenue — flag the discrepancy and advise pulling season registration totals separately.
+
+### 3. Revenue Mix: League vs Walk-In
+
+Axe throwing venues should track the ratio of recurring (league) revenue to walk-in and event revenue. A healthy mix varies by venue, but league revenue is typically more predictable and requires less marketing.
+
+```
+Revenue Mix Analysis
+  League (season fees + league night sessions): $X,XXX (XX% of total)
+  Walk-In + Events (open throw, private, corporate, lessons): $X,XXX (XX% of total)
+
+League revenue insight: [One sentence on whether league share is growing, stable, or declining vs prior period]
+```
+
+### 4. Month-Over-Month Trend
+
+Show one row per month for the trailing period (up to 12 months if available):
+
+| Month | Revenue | Bookings | Avg Ticket | Growth |
+|---|---|---|---|---|
+| Sep 2025 | $9,100 | 152 | $59.87 | — |
+| Oct 2025 | $10,640 | 178 | $59.78 | +16.9% |
+| Nov 2025 | $11,200 | 187 | $59.89 | +5.3% |
+| Dec 2025 | $13,480 | 225 | $59.91 | +20.4% |
+| Jan 2026 | $12,360 | 207 | $59.71 | -8.3% |
+| Feb 2026 | $14,820 | 248 | $59.76 | +19.9% |
+
+Highlight the highest-revenue month in the trailing period.
+
+### 5. Cost Breakdown
+
+| Category | Total Expenses | % of Revenue |
+|---|---|---|
+| beverages | $1,240 | 8.4% |
+| targets | $580 | 3.9% |
+| hatchet | $480 | 3.2% |
+| maintenance | $340 | 2.3% |
+| big-axe | $280 | 1.9% |
+| retail | $140 | 0.9% |
+| safety | $80 | 0.5% |
+| **Total** | **$3,140** | **21.2%** |
+
+### 6. Beverage Margin
+
+Bar revenue is a meaningful secondary revenue stream at axe throwing venues. Calculate separately if bar transaction data is available as its own category:
+
+```
+Beverage Performance
+  Bar Revenue:        $X,XXX
+  Bar COGS (expense): $X,XXX
+  Bar Gross Margin:   XX.X%
+
+[Flag if bar margin falls below 60% — typical pour-cost targets for a bar in this model are 30–35% COGS, implying 65–70% gross margin]
+```
+
+### 7. Lane ROI
+
+Lane ROI measures how much revenue each lane generates per hour of operation. Useful for pricing adjustments, deciding whether to add lanes, and comparing session type efficiency.
+
+```
+Lane ROI — February 2026
+  Total Operating Hours (lane-hours available): [laneCount × hours open × days]
+  Total Revenue: $14,820
+  Revenue per Lane-Hour: $XX.XX
+
+By Session Type (revenue per lane-hour used):
+  Corporate Event:    $XX.XX/lane-hour (highest — full buyout premium)
+  Private Party:      $XX.XX/lane-hour
+  Open Throw:         $XX.XX/lane-hour
+  Axe 101 Lesson:     $XX.XX/lane-hour
+  League Night:       $XX.XX/lane-hour (lowest per-hour — compensated by volume and retention)
+```
+
+### 8. Statistical Flags
+
+Check each session type where `revenueStdDev > (avgTicket × 0.40)`. This signals pricing inconsistency, irregular group-size discounts, or ad-hoc pricing changes.
+
+If flagged:
+
+```
+⚠️  Pricing Variance Detected
+  Corporate Event: avg ticket $140.00, STDDEV $56.00 (40% of mean)
+  → Investigate: group-size discounts, buyout pricing irregularities, or comped sessions
+```
+
+If no flags: "Pricing is consistent across all session types. No variance anomalies detected."
+
+### 9. Recommendation
+
+One clear, data-backed recommendation. Choose the most actionable insight from the report. Examples:
+
+- "Corporate events are your highest avg ticket ($140) and represent 20% of revenue — consider a dedicated corporate outreach campaign targeting HR departments and office managers."
+- "League revenue is 4% of total — below the 15–20% target for venues this size. Promoting the upcoming season start could shift the mix and improve monthly predictability."
+- "Bar margin fell to 54% this month — 11 points below target. Review pour costs and check for over-serving or untracked comp tabs."
+- "Lane utilization is averaging 67% — a dynamic pricing window on Tuesday–Wednesday evenings could lift utilization to 80%+ with a modest rate reduction."
+
+Only one recommendation. Make it specific and tied to a number from the report.
+
+## Formatting Rules
+
+- All revenue/expense amounts: divide cents by 100, format `$X,XXX.XX`
+- Percentages: one decimal (e.g., `62.7%`)
+- Growth rates: include sign (`+14.5%`, `-7.5%`)
+- Unavailable months: show `—` not `$0`
+- Never display raw cent integer values in the output

package/kits/axe-house/skills/safety-briefing/SKILL.md

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+---
+id: safety-briefing
+name: Safety Briefing Generator
+description: Generates a complete, word-for-word safety orientation script for axe coaches, reviews waiver language for gaps, and produces onboarding documentation for new coaches — including certification requirements and local regulatory compliance prompts.
+type: invocable
+version: 1.0.0
+requiresVision: false
+requiresData: false
+---
+
+# Safety Briefing Generator
+
+You generate the complete safety orientation materials for {{businessName}} — including the word-for-word coach briefing script, waiver language review, and new coach certification documentation. When triggered, produce whichever component is needed based on the request.
+
+## When to Trigger
+
+Invoke this skill when someone asks:
+
+- "Generate a safety briefing"
+- "Give me the coach script"
+- "Review our waiver language"
+- "Update the safety script"
+- "New coach onboarding"
+- "What should the safety briefing cover?"
+- "Do we need anything specific for [local regulation]?"
+- Any safety, waiver, or coach training request
+
+---
+
+## Standard Safety Briefing Script
+
+This is the word-for-word script coaches deliver before every session. It is divided into three phases. The introduction and technique overview can be personalized; the **range safety rules section is mandatory and must be delivered verbatim**.
+
+---
+
+### Phase 1: Welcome and Introduction
+**Duration**: ~60 seconds
+**Style**: Conversational. The coach introduces themselves and sets expectations.
+
+```
+"Welcome to {{businessName}}. I'm [Coach Name], and I'll be your coach for the session.
+
+Before anyone picks up an axe, we're going to spend about 20 minutes together —
+10 minutes on safety rules and range procedures, then 10 minutes on technique.
+After that, you'll have the rest of the session for open throw.
+
+I know this is the part where everyone's ready to just throw something. I promise
+it's worth it — by the time we're done, you'll be throwing with actual consistency
+instead of guessing. Let's get started."
+```
+
+---
+
+### Phase 2: Range Safety Rules
+**Duration**: ~90 seconds
+**Style**: Clear, direct, word-for-word. Do not paraphrase or skip any rule.
+
+```
+"There are five range rules that apply at all times. These are not suggestions.
+I need everyone to hear them and confirm they understand before we throw.
+
+Rule one: One thrower per lane at a time. When someone on your lane is throwing,
+everyone else stands behind this line." [gesture to throwing line] "Not beside it.
+Behind it."
+
+Rule two: Axes stay forward. When you finish throwing, the axe stays at the target
+end of the lane. You never carry an axe backward toward other guests or other lanes."
+
+Rule three: Retrieve your axes only when I call 'clear' — or when you hear the signal.
+You'll hear me say 'clear' or you'll see the green light. Until then, you stay at
+the throwing line. Do not walk toward the target while anyone in any lane could be
+in a throwing position."
+
+Rule four: If someone's axe is stuck and won't pull free, do not try to remove it
+until I've cleared all lanes. Signal me. I'll handle it."
+
+Rule five: If I call a stop, everything stops. Not 'one more throw.' Not 'just this
+one.' Everything stops, immediately, until I tell you it's clear to resume.
+
+Does everyone understand those five rules? Any questions before we move on?"
+```
+
+**Pause for acknowledgment before proceeding.**
+
+---
+
+### Phase 3: Technique Overview
+**Duration**: ~2 minutes
+**Style**: Demonstration-forward. Coach throws at least one demonstration axe before guests touch theirs.
+
+```
+"Now let's talk about how to actually throw. Watch me first — I'll explain as I go.
+
+Grip: You want a hammer grip. Hold the handle like a hammer, not a bat. Knuckles
+pointing up when the axe is above your head. Firm, but not white-knuckle tight.
+A tense grip kills your release timing.
+
+Stance: Either foot can be forward — dominant foot forward gives you more control,
+opposite foot gives you more rotation. We'll figure out which works for you in a
+minute. Start with your dominant foot forward.
+
+Wind-up: Straight back, over your head, both hands on the handle. Not a loop.
+Not a baseball swing. Straight back. Like you're throwing a ball overhand.
+
+Release: Here's the part that trips everyone up. You're going to want to release
+right at the top of the swing — at 12 o'clock. Don't. Release just before 12 o'clock.
+Think of it as opening your hands, not throwing. The swing provides the power.
+You're just letting go.
+
+Follow-through: Arms come forward all the way, even after you release. If you stop
+the swing at release, your timing will be inconsistent. Full extension.
+
+I'm going to demonstrate now. Watch the hand position, the release point,
+and the follow-through." [coach throws demonstration axe]
+
+"Okay. Everyone gets two warm-up throws while I watch. I'll give you a correction
+after each throw — don't try to self-diagnose yet. Just throw and listen."
+```
+
+---
+
+### First Throws — Coach Supervision Window
+
+**The coach watches every throw for the first 10 minutes of open throw.**
+
+After the technique block, guests move to open throw. The coach circulates and provides immediate feedback on:
+
+1. Release timing — the most common issue
+2. Grip tension
+3. Stance alignment (axe curving left or right)
+4. Follow-through cutoff
+
+After 10 minutes, the coach moves to circulate availability mode — available on request, still monitoring the range.
+
+---
+
+## Waiver Language Review
+
+When asked to review waiver language, check that the current waiver covers all of the following. Flag any gaps.
+
+| Required Element | Status | Notes |
+|---|---|---|
+| **Assumption of risk** | Must explicitly state that axe throwing involves inherent risk and the participant knowingly accepts it | |
+| **Flying debris acknowledgment** | Specifically mention the possibility of axe bounce-back, wood chips, and metal contact | |
+| **Closed-toe shoe requirement** | Must state that participation requires closed-toe shoes and that wearing inappropriate footwear forfeits the session without refund | |
+| **Sobriety attestation** | Participant attests they have not consumed alcohol prior to the session | |
+| **Minimum age compliance** | States 18+ to throw independently, or adult guardian required for under-18 | |
+| **Release of liability** | Releases {{businessName}}, its staff, and any affiliated entities from claims arising from participation | |
+| **Coach instruction compliance** | Participant agrees to follow all coach instructions immediately and without delay | |
+| **Right to refuse service** | {{businessName}} reserves the right to end a session or refuse participation at any time without refund if safety is compromised | |
+
+Flag any element that is absent, ambiguous, or insufficiently specific. Do not recommend legal language — advise reviewing with a qualified attorney for jurisdiction-specific requirements.
+
+---
+
+## New Coach Certification Requirements
+
+When generating onboarding documentation for a new coach, include the following checklist:
+
+### Pre-Certification Requirements
+
+```
+New Coach Certification Checklist — {{businessName}}
+
+[ ] Observe minimum 3 complete coaching sessions led by a certified coach
+[ ] Demonstrate correct technique in all throw styles offered (hatchet, big axe) —
+    must show consistent bullseyes in both styles before coaching guests
+[ ] Pass written range safety rules quiz (100% required — no partial credit)
+[ ] Deliver full safety briefing script to certified coach for evaluation — must
+    cover all five range rules verbatim, in correct order
+[ ] Demonstrate correct assessment of simulated intoxicated guest scenario
+[ ] Complete first aid/CPR certification (current, valid certificate required)
+[ ] Review and acknowledge {{businessName}} incident reporting procedure
+
+Certification sign-off by: [Senior Coach or Owner]
+Certification date: ___________
+Refresher training due: [6 months from certification date]
+```
+
+### Refresher Training Schedule
+
+All coaches complete a refresher evaluation every 6 months including:
+- Re-delivery of the full safety briefing script
+- Technique demonstration in both throw styles
+- Review of any incident reports or near-misses since last refresher
+- Updated compliance check for any local regulatory changes
+
+---
+
+## Local Regulatory Compliance Prompt
+
+Before finalizing the safety script for any new location, prompt the operator to confirm the following:
+
+```
+Before finalizing your safety briefing script and waiver language, please confirm:
+
+1. Does your municipality or state have specific requirements for axe throwing venues
+   (e.g., required minimum aisle width between lanes, specific age minimums beyond 18,
+   alcohol service restrictions tied to throwing activities, or mandated signage)?
+
+2. Does your liquor license have any conditions that affect when alcohol can be served
+   relative to throwing activities?
+
+3. Are there any local fire code or occupancy requirements that affect how many guests
+   can be in the range area simultaneously?
+
+4. Have you consulted with your liability insurance provider to confirm that your
+   safety briefing and waiver language meets their minimum requirements for coverage?
+
+If you're unsure about any of these, consult a local attorney with experience in
+recreational activity liability before opening your range. A well-written safety
+script and waiver is meaningless if it doesn't meet local legal requirements.
+```
+
+---
+
+## Emergency Procedures Reference
+
+Include this reference section in all coach onboarding materials:
+
+```
+{{businessName}} — Emergency Procedures Reference
+
+Axe bounce-back injury:
+  1. Call stop immediately — all throwing halts
+  2. Assess injury — call 911 if in doubt
+  3. Do not move the guest if head, neck, or back is involved
+  4. Retrieve first aid kit from [location]
+  5. Complete incident report before end of shift
+
+Guest becomes combative or refuses to follow instructions:
+  1. Stop all throwing — calmly but firmly
+  2. Request guest step away from the range floor
+  3. Contact manager / owner immediately
+  4. Do not physically restrain — call 911 if the situation escalates
+  5. No refund is issued when session ends due to safety non-compliance
+
+Suspected intoxicated guest:
+  1. Do not allow the session to begin or continue
+  2. Offer water and a seat away from the range
+  3. Contact manager — do not issue refund without manager authorization
+  4. Document the incident
+
+Equipment failure (loose axe head, cracked handle):
+  1. Remove the axe from rotation immediately
+  2. Tag it — do not return to floor until repaired or replaced
+  3. No throwing continues with flagged equipment
+```

package/kits/axe-house/skills/social-calendar/SKILL.md

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+---
+id: social-calendar
+name: Social Media Calendar
+description: Creates a full month of social media content for Instagram, TikTok, and Facebook — 20–30 posts with captions, hashtags, content descriptions, and a posting schedule following The Axe House's five content pillars.
+type: invocable
+version: 1.0.0
+requiresVision: false
+requiresData: false
+---
+
+# Social Media Calendar
+
+You produce a complete month of social content for {{businessName}} — structured, ready-to-execute, and consistent with the brand's content pillars. Output includes post-by-post guidance with content descriptions, platform assignments, captions, hashtags, and optional reel or story concepts.
+
+## When to Trigger
+
+Invoke this skill when someone asks:
+
+- "Social calendar for [month]"
+- "Content plan for this month"
+- "Instagram content ideas"
+- "Give me 30 social posts"
+- "Social media plan"
+- Any social media content calendar request
+
+If no month is specified, use the current calendar month.
+
+## Content Pillars and Proportions
+
+Every calendar must follow this mix. In a 20-post month: 7 throw moments, 5 competition/league, 4 instruction, 2 atmosphere, 2 promotional. In a 30-post month: 10 throw moments, 8 competition/league, 6 instruction, 3 atmosphere, 3 promotional.
+
+| Pillar | Target % | What It Covers |
+|---|---|---|
+| **Throw Moments** | 35% | Bullseye celebrations, satisfying sticks, near-misses, guest reaction moments, slow-motion throws, highlight clips |
+| **Competition & League** | 25% | Standings posts, team celebrations, playoff bracket reveals, championship night recaps, weekly match results |
+| **Instruction & Tips** | 20% | Technique breakdowns, grip tutorials, stance explainers, "rate my form" engagement formats, WATL scoring guides |
+| **Atmosphere** | 10% | Venue vibes, bar shots, group energy, behind-the-scenes, coach spotlights, late-night range footage |
+| **Promotional** | 10% | Booking CTAs, gift cards, league registration, private party availability — NEVER more than 1 promotional post per 5 posts in the feed |
+
+Never front-load promotional posts. Distribute them evenly through the month.
+
+## Platform Strategy
+
+| Platform | Best Content | Caption Length | Frequency |
+|---|---|---|---|
+| **Instagram** | Reels (slow-motion bullseyes, league drama, coaching breakdowns), carousel (technique guides, scoring explained), single photo (axe portraits, venue atmosphere) | 150–220 chars + hashtags | 5–7×/week |
+| **TikTok** | Short-form video: slow-motion throw, bullseye highlight, "rate my form" reply format, behind-the-scenes, "what your throw says about you" | 100–150 chars + 3–5 tags | 3–5×/week |
+| **Facebook** | League announcements, event shares, private party promotions, longer community posts (season recap, team spotlight) | 200–350 chars | 3–4×/week |
+
+For a full calendar, assign each post a primary platform. High-performing content should be noted as cross-postable.
+
+## {{businessName}} Hashtag Bank
+
+Use 5–7 per Instagram post, 3–5 per TikTok:
+
+```
+#axehouse  #axethrowing  #hatchet  #bullseye  #axelife
+#watl  #leaguenight  #teambuilding  #throwingaxes
+#{{city}}fun  #{{city}}axethrowing  #axethrowingparty
+#hatchetthrowing  #axethrowingleague  #bigaxe  #bullseyechallenge
+#axecoach  #rangelife  #axethrowingvenue  #clutch
+```
+
+Always include `#axehouse` and at least one city-specific tag. Never use more than 7 hashtags on Instagram — the algorithm penalizes over-tagging.
+
+## Post Format
+
+For every post, output exactly these fields:
+
+```
+Post [N] — [Day, Date]
+Platform: Instagram / TikTok / Facebook
+Pillar: Throw Moments | Competition/League | Instruction | Atmosphere | Promotional
+Content: [What to film or photograph — 1–2 sentences of direction]
+Caption: [Full caption text — within platform character limit]
+Hashtags: [5–7 tags for IG; 3–5 for TikTok; none needed for FB]
+Reel/Story idea: [Optional — 1 sentence if a reel or story version is a natural extension]
+```
+
+## Monthly Rhythm
+
+Structure the month in three acts:
+
+**Opening week**: Lead with a high-impact throw moment — a clean bullseye, a slow-motion stick, or a first-timer's reaction. Hook the algorithm and set the tone. If a new league season just started, lead with that energy.
+
+**Mid-month**: Maintain the pillar mix. Place the month's promotional content here, sandwiched between instruction and competition content. If the month includes a seasonal moment (Valentine's Day, end of quarter, holiday party season), build toward it in the two weeks prior with atmosphere and instruction content.
+
+**Closing week**: End on competition energy or a coaching moment. A league playoff bracket reveal, a team that hit a milestone, or a technique tip that gets engagement. Close the month in a way that makes people want to see next month's standings.
+
+## Seasonal Awareness
+
+Adjust the calendar's tone and topics based on the month:
+
+| Month | Key Dates and Themes |
+|---|---|
+| January | New Year's resolution angle ("learn a skill"), fresh season start, quieter weekdays = technique content |
+| February | Valentine's Day (couples throwing together, date night framing), league winter season |
+| March | Spring corporate event season starts, private party bookings begin to pick up |
+| April | Spring league playoff potential, outdoor energy channeled indoors |
+| May | Bachelorette/bachelor party season peak, Mother's Day angle (gift card for the mom who wants something different) |
+| June | Summer bachelor/bachelorette surge, longer daylight = evening sessions popular |
+| July | Summer party season, cold-drink-meets-cold-axe atmosphere content |
+| August | Back-to-school wind-down, corporate Q3 planning season — target team events |
+| September | Fall league season launch, new season registration push |
+| October | Halloween-adjacent content (axes and autumn), cozy lodge atmosphere, peak corporate Q4 planning |
+| November | Holiday party alternative pitch, gift card season begins |
+| December | Gift card surge, corporate holiday party bookings, year-in-review league champion spotlight |
+
+## Content Ideas — Pillar by Pillar
+
+### Throw Moments
+- Slow-motion bullseye — shoot at 240fps if possible, cut at the moment of impact
+- Guest first bullseye reaction — capture the face, not just the throw
+- Satisfying axe stick from multiple angles
+- Near-miss clutch call — the drama of "called it, missed it"
+- Coach demonstrating a clean throw vs a student copying the form — side by side
+- "Last throw of the night" dramatic single throw
+
+### Competition & League
+- League standings graphic — formatted cleanly with team names and win-loss records
+- Playoff bracket reveal — build up with a teaser post the day before
+- Championship night recap — the moment the trophy is handed over
+- "Week [N] results" summary — quick and clean, works as IG story or static post
+- Team spotlight — ask a league team for a 3-second reaction clip to their weekly result
+- Individual player leaderboard — top 5 by average score this season
+
+### Instruction & Tips
+- Grip tutorial — overhead view showing correct hammer grip vs common mistake
+- "Rate my form" — repost a guest throwing with coach annotations in the caption
+- The clutch explained — what it is, when to call it, why it's worth 8 points
+- Hatchet vs big axe — quick comparison reel: same thrower, two axe styles, same distance
+- The follow-through — show what stopping early looks like vs full extension
+- Release timing — "a tenth of a second too early vs a tenth too late" as a split-screen
+
+### Atmosphere
+- Wide lane shot at peak Friday night — full house, energy visible
+- Bar area with axes visible in the background — the vibe of the venue
+- Coach walk-through before a private party — the calm before the group arrives
+- Time-lapse of a session from first throw to last
+- Behind the scenes: sharpening an axe, setting up a target board, cleaning chalk lanes
+
+### Promotional
+- Lane booking CTA — clean visual of open lanes with "Reserve yours" text
+- Gift card — styled product shot with clear denomination and CTA
+- League registration — show the standings board from last season + "your name could be here"
+- Private party — group celebration photo with caption pointing to private booking link
+
+## Example Posts
+
+### Throw Moments Example
+
+```
+Post 1 — Monday, Feb 3
+Platform: Instagram
+Pillar: Throw Moments
+Content: Slow-motion overhead shot of a hatchet leaving the thrower's hand and rotating into the bullseye. Capture the frame where the blade first makes contact.
+Caption: 12 feet. One rotation. Full stick. That's the feeling we built {{laneCount}} lanes around. 🪓
+Hashtags: #axehouse #axethrowing #bullseye #hatchet #{{city}}axethrowing #throwingaxes #axelife
+Reel idea: Cut between three different throwers hitting bullseyes in slow motion — same angle, different throws. Loop.
+```
+
+### Competition / League Example
+
+```
+Post 8 — Tuesday, Feb 11
+Platform: Instagram + Facebook
+Pillar: Competition/League
+Content: League standings graphic — Season 2, Week 4. Clean design: team names, W-L record, point differential. Top team highlighted.
+Caption: Week 4 standings are locked in. Four teams are still within 12 points of first place. {{leagueNights}} night is going to be interesting.
+Hashtags: #axehouse #leaguenight #watl #axethrowing #{{city}}axethrowing #axethrowingleague #bullseye
+Story idea: Poll — "Which team takes the top spot by week 8?" Use team names from standings.
+```
+
+### Instruction Example
+
+```
+Post 14 — Monday, Feb 17
+Platform: TikTok
+Pillar: Instruction
+Content: Side-by-side slow motion: left side shows a throw with early release (over-rotation, handle hits), right side shows the same thrower with corrected timing (clean bullseye).
+Caption: One-tenth of a second. That's all that separates these two throws. Release timing is everything.
+Hashtags: #axethrowing #hatchet #axecoach #throwingaxes #bullseye
+```
+
+## Calendar Output Format
+
+Start with a summary table:
+
+```
+Content Calendar — [Month Year] — {{locationName}}
+────────────────────────────────────────────────────
+Total Posts: 26
+  Throw Moments:        9 (35%)
+  Competition/League:   6 (23%)
+  Instruction:          5 (19%)
+  Atmosphere:           3 (12%)
+  Promotional:          3 (12%)
+
+Platforms: Instagram (18), TikTok (12), Facebook (8)
+Note: 8 posts are cross-platform (counted once in totals)
+```
+
+Then list all posts in chronological order using the post format above.