Event Peeps

The music festival experience today expands well beyond the gates, where VIP parties accommodate a wide array of celebrities and revelers, brands and partners, looking to capitalize on good vibes. In this episode, we explore the vast and evolving experiential landscape around music festivals with Pavan Pardasani, cmo of TAO Group Hospitality, which activates the exclusive Desert Nights after-hours experience during Coachella, as well as other pop-ups at festivals across the country. Plus, get festival experiential activation tips from Zev Norotsky, founder and ceo of ENTER, our partner on this episode. Grab your best fringe and listen along.

Building a team from scratch is no easy task, but Cyndie Wang took on the challenge when she started with Hewlett Packard Enterprise (HPE) in 2015. Eight years later, as vp-global sponsorships and brand experience, she is reaping the benefits of establishing a culture of trust, ownership, transparency and authenticity, as her team has remained intact and continues to grow. While Wang, a two-time Women in Events honoree, manages and activates marketing partnerships with HPE’s sports and entertainment customers, it wasn’t always what she envisioned herself doing. In this episode, she takes us through her career switch from finance to marketing and shares her expertise in b-to-b events, KPIs and tech trends.

The events industry comes with its own unique set of challenges, but it’s always changing, and that’s what excites this episode’s guest, Sara Gorlick, vp-events at Rakuten. Having discovered a passion for the industry in her first role as an event coordinator, Gorlick has built an almost 20-year career planning conferences and events for wide-ranging audiences around the world. Celebrating the one-year anniversary of “Lucky Boxcutter,” her how-to book for aspiring event planners, she reflects on her biggest professional lessons and successes and shares the key insights, measurement tools and trends she’s gathered from her career.

Roger Mahusay, associate events manager at T-Mobile, was featured as part of this year’s Experiential in Color + Pride in Events program, which shines a spotlight on experience builders who are a part of, and identify with, the BIPOC and LGBTQIA+ communities. Building off his Pride in Events profile, Mahusay delves deeper into his unconventional career journey and shares how he found his voice to succeed in his role at T-Mobile, planning employee events and managing performance recognition programs.

Brands that bring popular IP to life at fan conventions face the highest level of scrutiny from con-goers, who expect interactive, fan-first experiences that provide moments of surprise and delight, but never stray from “canon.” Lauren Collins, vp-promotions, events and experiences at AMC Networks, shares her perspective on the evolution of pop culture fan cons, how the network activated at San Diego Comic-Con this year and superfan trends she’s watching.

Creating an event for the industry, as opposed to only your customers, is a power move that requires a nuanced approach. In this episode, we sit down with Jessica Blake, senior director-global strategic events at Confluent, to talk 'year two' event planning strategies, the challenges and benefits of hosting an event for an industry as opposed to your users, and why listening is the most important tool to earn the respect of an evolving community.

Alongside Arya Davachi and Kate Wolff of Do the WeRQ, we explore the state of marketing to the queer community in light of recent controversies, why DEI “amateur hour” is over for brands, how event profs can use subtle “winks and nods” to the community in their events and why it’s OK to make mistakes if you’re willing to learn from them.

In this episode, Jim Gunning, cmo at non-alcoholic beer brand Best Day Brewing, weighs in on why the sober-curious movement has seen such rapid growth and how it’s impacting events. He also offers a look at how Best Day’s grassroots sampling strategy and approach to sports sponsorship is boosting brand awareness and busting misconceptions about the so-called lackluster taste of non-alcoholic beers.

We revisit the 10-day SXSW Conference & Festivals to pick out the most notable trends and cool experiences having an impact on experiential this year. Dan Preiss, vp-experiential marketing at Dell Technologies, joins this episode to walk us through the brand’s SXSW activation and discuss how this year’s content-focused approach differed from past events.

In this episode, Marrah Thomas, senior manager of global internal events and conferences at Delta Air Lines, helps break down what’s changing and what’s trending in employee engagement, how internal event marketing roles are evolving, and ideas on how to put experiential principles to work within organizations of any size.