Creative Strategist and Head of Operations

Project Summary
Elsewhere at the Madcap Motel was a viral experiential entertainment experience in Downtown Los Angeles. A bustling cast of eccentric motel staff guided guests through check-in, setting the stage with whispers of magical happenings and lore of the motel’s past. Upon entering their room, guests soon discovered the portal into the alternate dimension of “Elsewhere” and were transported back into 1966 where they experienced a whimsical version of reality. Interactive sets and installations were enlivened by a cast of immersive actors, who embodied fantastical storylines that blurred the lines between fantasy and reality.

Impact
• Sold +40K tickets, generating $1.7M in revenue in 8 months
• Earned over 1.1B social impressions

My Roles

From concept to launch, I worked directly with our CEO/Creative Director and Head of Production as a Creative Strategist, Producer, and Head of Operations.

In a world where “selfie-museums” became mundane and content shifted from the static grid onto video stories, our 3-person team analyzed consumer data and its cultural context to develop an immersive entertainment experience for the new experiential market.

After the development and strategy phase, our team quickly scaled to +100 people and my objective was to communicate and activate our creative strategy across Production Teams, Theatrical Teams, Operational Teams, Marketing Teams, and Vendor Partners.

As we neared launch, I accepted the additional role of Head of Operations to operationalize our creative and lead ongoing marketing and communications initiatives to drive ticket sales.

Throughout the creative and operational process I:

• Formulated business and creative pitches with CEO/Creative Director for capital raise

• Developed and led implementation of creative and business strategies by studying the intersection of market and cultural trends

• Concepted storylines and creative designs for 20 immersive sets and aligned experiential flow according to operational and business goals

• Co-developed a social media strategy that challenged industry norms by staying in-world and utilizing platforms to expand storytelling scope

• Designed organizational systems, hired and trained +100 staff for operations and theatrical performance. Integrated immersive actors to create dynamic and human-centric moments.

• Project managed creative teams to deliver effective messaging through short films, social media, web, CRM, and print. Led informed marketing campaigns based on ticketing and marketing data.

• Copywrote website. Collaborated with web developer and ticketing vendor to maximize design capabilities of pre-designed templates for consistent brand messaging.

• Collaborated with architects and contractors to convert 17,000 sq. ft. warehouse to public assembly usage according to building code, creative, budget, and timeline. Sourced, onboarded, and co-managed an 85-person production team for construction and creative build.

• Implemented operational and creative protocols to ensure creative concepts translated to the guest experience

•Sourced all operational vendors and managed critical relationships and contracts

Creative Producer and Head of Operations

Project Summary
At the forefront of an emerging content-driven experiential market, Dream Machine launched in 2018 in Brooklyn, NY. Visitors immersed themselves throughout 10 dream-themed sets and posted their explorations through fields of soaring clouds, cotton candy-filled laundromats, and expanding galaxies.

Impact
• 90K ticket sales and +$3M in revenue in 7 months
• 80 press placements totaling 642M total UMVs

My Role
As Head of Operations, I applied my creative and operational experience from the music industry to create and implement organizational systems and execute creative directives on a consistent level. I oversaw ticketing operations and strategized with our ticketing partners to analyze data to make informed decisions on marketing, pricing strategy, and operational decisions.

With knowledge of the creative process and operational functions, I was invited to project manage and co-produce our Halloween activation by hiring and managing fabricators, contractors, and scenic artists according to budget, timeline, and operational feasibility.

After several extensions of our “pop-up” timeline, our lease term ended and I relocated to Los Angeles with our CEO/Creative Director and Head of Production to develop, produce, and operate Elsewhere at the Madcap Motel, an immersive experience on a larger and more technical scale.

Producer & Music Supervisor

Project Summary
I applied my music production background and managed industry relationships to compose music for advertising campaigns. In collaboration with music supervisors, creative directors, and brand strategists, I executed multichannel creative briefs for Fortune 500 brands including:

Chevrolet, Lincoln, Adidas, Walmart, Macy's, Heineken, Marriott, Coca-Cola, and Exxon Mobil

Co-Founder & Music Producer

Project Summary
SAVOY was an electronic-rock trio known for merging the aesthetic and musicianship of a classic rock show with the synthetic power of dance music. Over a 10-year career as independent artists, the group produced and performed 6 major bodies and played on some of the world’s most impactful stages including EDC, Spring Awakening at Soldier Field, Lollapalooza, Ultra Miami, Jazz Fest, SXSW, Electric Forest, and Red Rocks Amphitheater.

Impact
• Earned +25M Spotify streams and +$7M ticket sales
• 6 national tours including 2 exclusive Live Nation tours
• Original composition, “DIY,” licensed for GoPro advertisement in Super Bowl
• Featured on Billboard Magazine, Yahoo News, and Dancing Astronaut

My Role
As a self-directed creative with an entrepreneurial spirit, I developed the musical group SAVOY from a dorm room idea into an internationally touring act.

In close collaboration with my two musical partners, I wrote, produced, engineered, and performed compositions through a technical creative process utilizing analog instruments and modern production technologies. In addition to performing, I managed touring operations by overseeing budgets, staffing, logistics, and agency negotiations and secured strategic partnerships with Budweiser, Curb, and GoPro to fund independent tours.

I am grateful to have had the opportunity to experience a collaborative creative process and an entrepreneurial journey that scaled to genuinely connect with loyal listeners from around the world.