Events built on stories, not just schedules.

THE WORK

Every project starts with a question: what do we want people to feel? Here's a look at how that question has shaped real events. These projects are a small sampling of events I've led and helped develop throughout my career and reflect how I think about creative event strategy.

Multiple scenes from what appears to be a community event or festival, including a trade show survival guide, a stage with a presentation at Park City with an audience, an outdoor area with a water bottle and a bag with a mountain logo, a colorful display box titled "Momentums of the Mountains," and a crowded outdoor dining area with red umbrellas.

PARK CITY, UTAH

Momentum in the Mountains

A national sales meeting built around the mountain experience from start to finish. Premier partners kicked things off with an exclusive offsite dinner before the full group arrived. Opening session energy carried into food trucks and yard games. Distributors and suppliers connected through one-on-one meetings and a tradeshow. The awards ceremony? People took the gondola to get there. A command center kept everyone dialed in with real-time daily info, like base camp at a summit. Every piece of merch matched the altitude.

A collage of scenes from a city event including a merchandise display with apparel, a table of hats, a large outdoor screen with "Crafting Success in Brew City," people enjoying food and drinks, a flower arrangement in a container with Brew City branding, and a Harley-Davidson building.

MILWAUKEE, WISCONSIN

Crafting Success in Brew City

A national sales meeting where the story and history of the city were woven through every touchpoint. A custom cream city brick logo set the tone. A pop-up merch shop gave people a choice in what they took home. The stage, the signage, the centerpieces all spoke the same language. The event continued at the Harley-Davidson Museum for an awards ceremony, then a night of food trucks and karaoke at the beer garden across from Fiserv Forum. 250 people showed up for an event and they left with an experience.

Most photography by Sarah Godfrey Photography.

Collage of photos from an outdoor event with a stage, a food and beverage area, a large display of black and white photographs and a grassy field with event banners.

BATTLE CREEK, NEBRASKA

30th Anniversary Celebration

A 30th anniversary celebration and national sales meeting held somewhere that actually meant something to the people in the room. We turned an empty section of the facilities seed warehouse into a full event center. Agronomists led plot tours in the fields right behind the building. A band played on a flatbed trailer for a Gravel Road Getdown. The merch told the 30-year story. No ballroom. No convention center. Just the real thing.

A photo collage from a Dairy Strong Conference, showing a conference area with booths, promotional items with Dairy Strong branding, a Wisconsin cheese display, a game with a Dairy Strong theme, a person speaking at a presentation, and conference banners with Dairy Strong and DBA logos.

MADISON, WISCONSIN

Dairy Strong Conference

A tradeshow and conference with activations that gave people a reason to stay on the floor. One booth was a full coffee shop where staff served coffee and sweet treats. Inside the coffee shop, a merch store. A charging station booth with lounge couches and high-tops where people could recharge their devices or just get off their feet. A yard game booth with cornhole and giant Jenga. The event was rebranded that year with a new logo, so the merch doubled as brand recognition for the new identity.

Multiple images of a golf course and a community event supporting dairy farming. Includes a scenic view of a golf course, a sign promoting moving dairy forward, volunteers preparing food, a person holding a branded cup, and a woman playing guitar at a dairy-themed event.

NEKOOSA, WISCONSIN

Dairy is My Jam Golf Outing

A golf outing with on-course activations at every turn. Fresh grilled cheese sandwiches on the fairway. Ice cream floats between holes. A DJ booth with a selfie frame and dairy-themed props that got people dancing and posing. Merch people could actually use throughout the day. The whole thing wrapped with an awards ceremony and cocktail hour. Nobody just played golf...they had an experience.

Colorful text reading 'elevate & celebrate' with the tagline 'powered by moments+merch' on a black background.