Is your event creating fans or just checking boxes?

In this episode of Production Value Matters, host Matthew Byrne welcomes Alex Shebar, founder of NYC Social Club and a seasoned strategist in community, content, and brand experience. From launching influencer programs at Yelp and Bumble to producing immersive campaigns with global brands like HBO and Amazon, Alex has seen what works—and what completely misses the mark.

Together, Matthew and Alex dig into the core of what makes events feel human, relevant, and worth sharing in 2025. They tackle why so many brands still “stop at stage one,” how to think small to scale big, and why treating attendees like data points is a recipe for mediocrity. Whether you're planning global activations or niche experiences, this episode offers a fresh (and often funny) take on how to create true connection in an industry that's often just going through the motions.

What You’ll Learn:

• How to define clear ROI and purpose before planning any event
• Why personalization and small touches create big impact
• The problem with treating attendees like data—not people
• How to adapt global events with cultural nuance
• Why content and community strategies must work together
• The real meaning of hybrid (hint: it’s not just livestreaming)
• How micro-communities drive deeper brand engagement

Alex Shebar is the founder and Head of Influencer Partnerships at NYC Social Club. With 12+ years in community strategy, immersive marketing, and campaign development, he’s led global programs at Yelp, Bumble, and Culture Trip. Known for building high-impact brand moments that actually mean something, Alex helps brands move from passive reach to active resonance.

If you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts and Spotify.

Follow Matt on LinkedIn: linkedin.com/in/matthewbyrnecsep

Follow Alex on LinkedIn: https://www.linkedin.com/in/alex-shebar/

For additional resources for #eventprofs visit www.productionvaluematters.com

For additional resources for #eventprofs visit www.productionvaluematters.com

Check out our 3 most downloaded episodes:

• Measuring Value in Your Events: Insights from Jodi Collen
• Educating Clients and Managing Expectations in Event Production with Fransiska Weckesser
• The Intersection of Event Planning and Psychology with Victoria Matey

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