Fandom Unpacked

Tony nominations dropped last week, and if you work anywhere near Broadway, you felt it. But every year the same question comes up: how do you bring people who don't follow the industry closely into the moment?

That question sent us back to a conversation with Ruthie Fierberg from Broadway News, who made an argument we haven't stopped thinking about — that the Tonys are, functionally, Broadway's biggest concert, and that naming it that way could change who feels invited to watch.

• why the Tonys lose casual viewers who haven't seen the nominated shows
• what makes award show performance numbers uniquely accessible
• how framing shapes who feels like the audience is for them
• the question every fan-facing organization should be asking: who are you making it easy for, and who are you accidentally leaving at the door

Listen to the full conversation with Ruthie Fierberg here: https://www.buzzsprout.com/2449648/episodes/17392620-broadway-s-press-corps-on-the-fans-who-keep-it-going

Tony nominations dropped last week, and if you work anywhere near Broadway, you felt it. But every year the same question comes up: how do you bring people who don't follow the industry closely into the moment?

That question sent us back to a conversation with Ruthie Fierberg from Broadway News, who made an argument we haven't stopped thinking about — that the Tonys are, functionally, Broadway's biggest concert, and that naming it that way could change who feels invited to watch.

• why the Tonys lose casual viewers who haven't seen the nominated shows
• what makes award show performance numbers uniquely accessible
• how framing shapes who feels like the audience is for them
• the question every fan-facing organization should be asking: who are you making it easy for, and who are you accidentally leaving at the door

Full conversation with Ruthie Fierberg: https://www.buzzsprout.com/2449648/episodes/17392620-broadway-s-press-corps-on-the-fans-who-keep-it-going

You know that feeling when you’re watching a live show and realize you’re working harder to understand what's going on than actually enjoying it? That’s the reality for a lot of international audiences when the story is being told in a language they don’t speak, and the “solution” has often been to keep snapping your eyes away from the stage. We wanted to understand which technologies could help address this dilemma, what disrupts performance, and what theaters are really trying to solve when they invest in translation and accessibility.

We’re joined by Gordon Cox, longtime theater journalist and the author of Substack’s best-selling newsletter Jaques (pronounced “JAKE-wheeze”). Gordon has been reporting from theaters around the world, and he shares firsthand takes on supertitles, mobile captioning, subtitle glasses, and translated audio-descriptions. We get specific about what feels magical versus what feels like homework, why subtitle timing is so hard in live performance, and why the most “human” option can also be the most expensive.

Then we zoom out to the bigger theater industry questions: how venues weigh cost, staffing, infrastructure, and Wi-Fi limits; why demand is hard to measure when audiences don’t know these services exist; and what theater marketing and ticketing teams can learn from global markets. We also dig into exportable fandom, including Japan’s anime and manga-driven 2.5D musicals, and why simple moves like an English-language ticketing portal can unlock international tourism and new fans.

If you care about Broadway, global musical theater, accessibility, audience development, or the future of live experiences, this conversation will offer new perspectives and practical ideas. Subscribe to the show, share it with a friend in theater or live events, and leave a review so more curious listeners can find us.

Recorded Thursday, April 30th, 2026
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Gordon Cox, Journalist & Founder, Jaques
Producer: Peter Yagecic, Founder, A Mind at Work Consulting

https://situationinteractive.com
https://amindatworkconsulting.com
https://gordoncox.substack.com

The New York Auto Show passing by our office triggers a sharp memory about how global fandom works when the main event is far away. We revisit Jonathan Linden’s thinking on the F1 Exhibition and how Drive to Survive helped turn drivers into people fans can truly follow.

• the challenge of accessing Grand Prix races as popularity rises and tickets cost more
• creating a live F1 Exhibition as a touring fan experience
• where the exhibition has traveled and how it scales globally
• what Drive to Survive unlocks by showing drivers off the track
• how modern fans attach to the sport, teams, and individual drivers
• the reminder that fans exist everywhere your event is not

Listen to the full conversation with Jonathan Linden: https://www.buzzsprout.com/2449648/episodes/16825471-the-secret-to-building-and-engaging-a-global-fanbase-with-f1

Merchandise can feel like a simple souvenir until you realize it’s doing three jobs at once: capturing the emotional high of a live event, extending the brand into everyday life, and quietly selling the next ticket. We sit down with Michael Rego, CEO of The Araca Group and a longtime Broadway producer, to unpack what makes live event merchandising actually work, from the first creative conversation to the final moment at the merch stand. Along the way, we swap real examples from Wicked, The Outsiders, and immersive experiences where the “exit through the gift shop” moment is part of the design. 

We get tactical about the merchandise development process: discovery calls that align producers, marketers, and IP holders, then wide brainstorming designed to keep products authentic rather than logo-first “promo merch.” Michael shares how different fan bases buy differently across Broadway, concerts, exhibitions, and family shows, why staples like magnets and mugs still matter, and how innovative formats like blind box collectibles can surprise even seasoned teams. 

We also connect merchandising to ticketing, CRM, and the full customer journey. Pre-show offers, post-show follow-ups, and smart email or text reminders keep the conversation going for fans who don’t want to stand in line. And for long-running productions, we dig into the biggest refresh trap: making what you personally like instead of what your audience wants, plus simple ways to listen, test, and stay current as trends change faster than ever. We close by looking ahead at personalization, limited drops, and brand collaborations that help fans curate a more personal live experience. 

If this helped you rethink fan engagement and live experience marketing, subscribe to Fandom Unpacked, share the episode with a colleague, and leave a rating and review so more people can find the show.

Recorded Thursday, April 16th, 2026
Hosts: Damian Bazadona, CEO & Founder, Situation & Maureen Andersen, President & CEO, INTIX
Guest: Michael Rego, CEO, The Araca Group
Producer: Peter Yagecic, Founder, A Mind at Work Consulting

https://situationinteractive.com
https://intix.org
https://amindatworkconsulting.com

If you've ever wondered what peak fandom actually looks like, this one's your answer. March Madness just wrapped, and watching those final moments — the upsets, the eruptions, the arenas turned into something electric — it felt like the right time to revisit one of the most resonant clips we've put out. Because what happens in college basketball doesn't stay there. It carries into the pros, into arenas across every sport, into every brand marketer trying to build something that lasts.

So we went back to Mel Barry.

She leads brand marketing for the New Orleans Pelicans, and in our original conversation she described a playoff run that ended in elimination at home — and a standing ovation that no one had scripted. The team walked off the court having lost, and the crowd rose. Not out of politeness. Out of pride. Out of the feeling that this team had shown up in ways nobody expected, had fought past assumptions, and had earned something that a final score couldn't take back.

That moment — done, but at peak fandom — is the thing worth studying. It's what happens when you build genuine community instead of just chasing wins. It's what the best operators in live entertainment, sports, and fan-driven brands are reaching for every single day.

This is Fandom Unpacked: In Case You Missed It. Short, sharp, and worth your five minutes.

If this resonates, find the full conversation with Mel in the link below — and subscribe so you don't miss what's coming next.

Full episode with Mel: https://www.buzzsprout.com/2449648/episodes/16825422-converting-local-fans-into-lifelong-brand-advocates-with-the-new-orleans-pelicans

New York City is one of the most famous “brands” on earth, yet selling a trip to NYC still comes down to the same hard question every marketer faces: how do you keep something iconic feeling personal, current, and worth the effort? We sit down with Nancy Mammana, Chief Marketing Officer at New York City Tourism + Conventions, to get inside the strategy behind promoting a city that never stops changing, and to understand what “authentic” really means when millions of visitors arrive with completely different tastes, budgets, and comfort levels.

We talk about NYC’s resilience, and why the city doesn’t have an awareness problem, it has a discovery problem. Nancy breaks down how her team tells a fuller story than the headline attractions, using local opinions and neighborhood voices to guide people toward the unexpected across all five boroughs. We also dig into value-driven tentpoles like Restaurant Week, Broadway Week, and the broader Winter Outing push, including how these programs support local businesses during key periods of need and help visitors plan a weekend that actually feels doable.

Then we go deep on AI trip planning and what it’s changing right now. Nancy shares what they're learning from AI-powered tools on their site, how traveler queries are becoming more nuanced, and why keeping information accurate and up to date matters more than ever as people plan through ChatGPT-style experiences. We also look ahead to the FIFA World Cup and how fan zones and citywide activations can turn tournament energy into exploration, community, and real economic impact beyond the stadium.

Subscribe to Fandom Unpacked, share this conversation with a friend in travel, ticketing, or live events, and leave us a rating and review so more people can find the show.

Recorded Thursday, April 9th, 2026
Hosts: Damian Bazadona, CEO & Founder, Situation & Maureen Andersen, President & CEO, INTIX
Guest: Nancy Mammana, Chief Marketing Officer, New York City Tourism + Conventions
Producer: Peter Yagecic, Founder, A Mind at Work Consulting

https://situationinteractive.com
https://intix.org
https://amindatworkconsulting.com

A circus company that builds entire worlds does not stop at the stage. We're joined by Spiegelworld CMO Lindsay Sanna to unpack how immersive live entertainment becomes real fandom when every detail is intentional, from the moment you walk in to the last sip of a cocktail. We talk about what makes Spiegelworld experiences like Absinthe feel like true escapism, why intimate venues create a kind of connection that arenas cannot touch, and how “surprise and delight” turns guests into repeat visitors who bring their friends.

We also get into the wild headline that says it all about their creative ambition: Spiegelworld bought Nipton, CA, a tiny town in the Mojave Desert, and is using it as a spiritual and creative center for dreaming up what comes next. From there, we trace how the brand expands beyond shows into hospitality without losing its DNA, and why the best live experience marketing treats food, drinks, and service as part of the same story world.

On the practical side, Lindsay breaks down customer journey strategy, ticketing, and point-of-sale tech, including how their CRM approach helps reduce friction, bundle upgrades, and set pricing expectations before guests arrive. We also compare marketing Las Vegas versus Atlantic City, and tackle the listener question: who is an “adult circus” really for, and how do you message edge while staying inclusive?

Subscribe for more conversations on fandom and live experiences, share this with a friend who works in entertainment or hospitality, and leave a review so more listeners can find the show.

Recorded Thursday, March 26th, 2026
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Lindsay Sanna, Chief Marketing Officer, Spiegelworld
Producer: Peter Yagecic, Founder, A Mind at Work

https://situationinteractive.com
https://intix.org
https://amindatworkconsulting.com

Ever wondered how a legendary stage keeps pace with a hundred different audiences at once? We sit down with Carnegie Hall’s Chief Marketing Officer, Sara Villagio, to explore how a 135-year-old institution stays agile, relevant, and deeply human while serving fans who arrive through classical subscriptions, education programs, global tours, and once-in-a-lifetime occasions. From a rebrand that landed quietly and confidently to a St. Patrick’s Day concert reframed as New York’s signature celebration, Sara shares how the team thinks in both seasons and sprints.

We talk about real-world friction and the quirks that make the Hall beloved: scaling digital ticketing while fans still request printed stubs as souvenirs, navigating a multi-door lobby to the breathtaking reveal of Stern Auditorium / Perelman Stage, and the storied climb to the balcony that becomes a rite of passage. Sara explains why education and social impact initiatives are designed to help people solve real problems first, not as a pipeline to paid audiences, expanding what “success” means beyond ticket counts and revenue. She also pulls back the curtain on festivals that blend fandoms, like Nuestro sonidos, where reggaeton, salsa, and orchestral programs lived side by side and invited discovery across genres.

On the data and technology front, we dig into practical AI: using Microsoft Copilot to synthesize customer feedback and surface fixable pain points fast; speeding creative edits with transparent, consent-driven tools; and opening the archives with an agent that answers repertoire questions. And yes, we get into subscriptions; why fixed packages spiked thanks to the Ring Cycle, how seat loyalty still matters, and where Create Your Own fits when demand is high. Along the way, you’ll hear stories of first dates turned decades-long marriages, box office lines that feel uniquely New York, and the words that best capture the room’s charge: electric, magical, powerful, moving.

If this conversation sparked ideas, follow Fandom Unpacked, share it with a friend, and leave a quick review. Your support helps more curious fans find the show.

Recorded Monday, March 2nd, 2026
Hosts: Damian Bazadona, CEO & Founder, Situation & Meghan Goria, Account Group Director of Arts & Culture, Situation
Guest: Sara Villagio, Chief Marketing Officer, Carnegie Hall
Producer: Peter Yagecic, Founder, A Mind at Work

https://situationinteractive.com
https://intix.org
https://amindatworkconsulting.com

Step onto the INTIX show floor with us in Las Vegas as we sit down with Amy Graca, Senior Vice President of Entertainment at Caesars Entertainment, to unpack how an ordinary ticket becomes an extraordinary night. Amy takes us inside a 50-venue footprint (over 20 on the Strip alone) where the “all-in-one” experience blends world-class shows, signature dining, and artist access into something fans can’t get anywhere else.

We dig into the playbook behind those moments: co-creating with artists to design packages that feel personal and scalable. Hear how Old Dominion’s multi-market synergy drove a Strip takeover, and how Blake Shelton’s Colosseum run links to his Ole Red bar with a gamified, show-specific T-shirt drop chosen by Blake himself. Amy frames it all through the lens of unreasonable hospitality; an operating system where flawless execution, clear communication, and frontline care turn VIP from a label into a promise. That’s how trust is built with artists and why it endures, from opening-night parties to Garth Brooks saluting his ushers mid-show.

We also explore how to offer personalized value across different life stages, whether through lawn bundles with friends or curated lounge access, and spotlight the reinvention of meet-and-greets: Donny Osmond’s intimate story-and-song gatherings, Sting’s interactive Q&A sessions, and Usher’s backstage world transformed into a multi-room experience.

If you care about the craft behind a great show—artist collaboration, operational excellence, and hospitality that dares to overdeliver—this conversation will spark ideas for your team and your next night out. Follow the series, share it with a colleague, and leave a quick review so more fans and pros can find us.

Recorded Wednesday, January 28th, 2026
Hosts: Damian Bazadona, CEO & Founder, Situation & Maureen Andersen, President & CEO, INTIX
Guest: Amy Graca, SVP of Entertainment, Caesars Entertainment
Producer: Peter Yagecic, Founder, A Mind at Work

https://situationinteractive.com
https://intix.org
https://amindatworkconsulting.com