Produced the MLS All-Star Week in Los Angeles, Minneapolis, Washington, D.C., and Columbus, OH.
While the main objective was to deliver exposure for commercial partners and increase attendance to grow our fan base, I also implemented several paid events/experiences to increase revenue and secured over $1M in government funding to offset the expense and maximize profit.
BET Experience at L.A. Live
Led cross-functional team to develop marketing, programming, and creative strategy to achieve sold-out, four-day fan festival at L.A. Live and Los Angeles Convention Center. 150,000 attendees delivered and exceeded $4M in ticket sales. Event became a model for other Viacom networks’ live fan festivals (e.g., Nickelodeon Kids’ Choice Sports, Comedy Central’s Colossal Clusterfest).
Nickelodeon Cruises
Led cross-departmental team to launch IP licensing partnership with major cruise lines. Nickelodeon Family Cruise model was replicated by other Viacom networks (i.e., VH1 Best Cruise Ever in 2011).
Developed “Kids Sail Free” discount pricing promotion to drive Nickelodeon cruise reservations at the height of the economic downturn / swine flu epidemic. Cruise lines have adapted the promotion to drive reservations for shoulder season.