In the Unlikely Event

What happens when you have to pull off a massive, world-class Olympic marketing campaign that started far too late and was then hit by an external crisis? In this episode of In The Unlikely Event, host Rick Kiley sits down with two exceptional event creators, John Millward (Chief Creative Officer, SoHo Experiential) and Jeffrey Berke (veteran of large-scale events), to relive a high-stakes project from nearly 25 years ago.

The challenge was an Olympic-sized activation that demanded world-class execution under impossible conditions. John and Jeffrey, who met for the first time in the middle of the chaos, had to navigate a project that was already behind schedule and then faced a turning point that threatened to derail the entire effort. This is the story of how they turned a potential disaster into a masterclass in problem-solving. Hear the untold details of the chaos and the ingenuity that saved the day, proving that even under the most intense, global pressure, creativity and grit can carry the torch to the finish line.

Links: Website: https://www.sohoexp.com YouTube: https://www.youtube.com/watch?v=edGz3wgvQ34 Spotify: https://open.spotify.com/episode/0rNCD9YzVFDl3IrYTmEQYi?si=un8hzndkTNKYJtKqhk3yug Apple: https://podcasts.apple.com/us/podcast/trial-by-olympic-fire/id1852356725?i=1000737318850

What happens when the President of France cancels your event just one week before showtime?

In the premiere episode of In The Unlikely Event, host Rick Kiley (Co-Founder of SoHo Experiential) is joined by his partner Jeff Boedges and former clients Emma Medina and Sarah DeCoste to recount one of the most chaotic and memorable crises in their 20-year history.

The team was set to host a high-profile cognac tasting program, The Heart of Cognac Experience, at the French Embassy in Washington, D.C. The contract contained a unique, seemingly impossible clause: the embassy could cancel if the President of France needed the space.

Hear the heart-pounding, minute-by-minute story of how the team scrambled to find a new venue, manage a full-scale event cancellation and reschedule, and pull off the impossible—this is the ultimate story of crisis, creativity, and a comeback that proves why event professionals keep coming back for more.

Links:

Links: Website: https://www.sohoexp.com YouTube: https://www.youtube.com/watch?v=2EdeBLktHNc Spotify: https://open.spotify.com/episode/3HlBRyShELqXPHs2u6vmyL?si=SZX1Y4dFSpGdncfW641_zg Apple: https://podcasts.apple.com/us/podcast/the-president-of-france/id1852356725?i=1000736335136

In The Unlikely Event is the podcast that dives into real stories of crisis, creativity, and comebacks from the world of experiential and event marketing. Hosted by Rick Kiley, Co-Founder of SoHo Experiential, each episode features industry pros sharing how they turned event disasters into brand-building wins. From live event production to brand activations and experiential storytelling, discover how the best in business show that the most memorable experiences often start in the most unlikely ways.