The way to deal with this is to constantly do live events, and actually build organizational muscle. Not these massive one off events in an area the tech team has no experience in.
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A company I used to work for ran a few Super Bowl ads. The level of traffic you get during a Super Bowl ad is immense, and it all comes at you in 30 seconds, before going back to a steady-state value just as quickly. The scale pattern is like nothing else I've ever seen.
Super Bowl ads famously seven million dollars. These are things we simply can't repeat year over year, even if we believed it'd generate the same bump in recognition each time.