2024 SEGD Sports + Entertainment

Event Details

Explore the Intersection of Design, Sports, and Entertainment

Join us for an exhilarating exploration at the 2024 SEGD Sports + Entertainment, a unique two-day event dedicated to the art and design of brand activations within the dynamic world of sports and entertainment, made possible by our Presenting Sponsor Daktronics.

Our aim is to create a vibrant and dynamic platform that offers a fresh design perspective on brand and experiential activations in sports and entertainment venues. We are committed to empowering industry experts, creative professionals, and enthusiasts alike. Our focus is on unveiling innovative approaches and sharing best practices that foster collaboration and knowledge exchange.

This year's two-day event, set against the backdrop of impressive facilities at Circa Las Vegas, will be a melting pot of ideas and strategies, featuring:

Keynote Speakers: Hear from renowned industry leaders and thinkers.
Expert-Led Panels: Engage with panels discussing cutting-edge tactics and trends.
Networking Opportunities: Connect with like-minded professionals and forge new collaborations.
World-Class Venue Tours: Get exclusive access and insights into leading venues.

In an exciting new development, we are offering a limited number of reduced-priced tickets for an immersive experience at the new Sphere Las Vegas. You can purchase your reduced-price tickets for the Sphere Experience alongside your event registration.

We're not just hosting an event; we're nurturing a community where the brightest minds in sports and entertainment design converge. Our goal is to inspire, equip, and mobilize attendees with the tools and insights necessary to create unforgettable experiences and strengthen the bond between brands and their audiences.

Join us at the 2024 SEGD Sports + Entertainment on April 10-11, where creativity meets strategy in the exhilarating world of sports and entertainment.

The event officially ends on April 11th, but stick around until Friday, April 12th to take advantage of FREE, event-related tours! Join us at Meow Wolf Omega Mart, sponsored by Comet by Stratus, or sign up for the waitlist of the Allegiant Stadium tour, sponsored by Dimensional Innovations, for your chance to get a behind-the-scenes look at these local projects. Be sure to add the tour of your choice as an "Add On" when you register.

The venue for the 2024 SEGD Sports + Entertainment event is the Circa Resort! The SEGD discounted guest room rate is no longer available, but you can still contact the hotel directly online to check availability for your stay or call 702.247.2258. There are also many nearby hotels and other options in the area if rooms at the Circa Resort are unavailable.

Agenda

April 10, 2024
April 11, 2024
April 12, 2024

April 10, 2024

Main Schedule

8:00 AM - 9:00 AM

Registration / Networking Breakfast

9:00 AM - 9:15 AM

Welcome

• Cybelle Jones, CEO of SEGD
• Steve Bayer, Special Projects Director at Daktronics

Cybelle Jones

Steve Bayer

9:15 AM - 9:25 AM

Intro to Sports + Entertainment

Event Co-Chairs:
• Kris Helmick, Associate Principal at Arcadis
• Corey Mintz, Associate Principal at Populous
• Darlene Van Uden, Vice President, Design Strategy at Elevate Ventures

Kris Helmick

Corey Mintz

Darlene Van Uden

9:25 AM - 10:05 AM

Redefining Las Vegas as the Vanguard of Sports and Entertainment and Innovation

• Aaron Berger, Executive Director, The Neon Museum Las Vegas
• Drew Dicostanzo, Director of Sales and Marketing at Meow Wolf Omega Mart
• Mark Shunock, Actor, Athlete, Multifaceted Host, Ring Announcer, and Philanthropist

Aaron Berger

Mark Shunock

Drew DiCostanzo

10:05 AM - 10:15 AM

Q&A

10:15 AM - 10:45 AM

Networking Break

10:45 AM - 11:45 AM

The Art of Crafting World-Class Experiences with Entertainment and Retail Districts

• Nate Cherry, Urban Designer and Strategist at CityDesignLab
• Brian Earley, Vice President and General Manager at Patriot Place & NPP Development
• Mike McCarthy, Vice President of DCL (Moderator)
• Derek O'Hara, Managing Director at Canopy
• Amy Pratt, Director of Real Estate at Dallas Cowboys & Blue Star Land
• Michelle Stevenson, Principal and Regional Practice Director of Sports and Entertainment at HKS

Nate Cherry

Brian Earley

Mike McCarthy

Derek O'Hara

Amy Pratt

Michelle Stevenson

11:45 AM - 12:00 PM

Q&A / Morning Wrap-Up

12:00 PM - 1:30 PM

Lunch

1:30 PM - 2:10 PM

Activating the Sport Experience Beyond Game Day - The Raiders Stadium

• Maya Guice, Marketing Director at BRC Imagination Arts
• Edward Hodge, Vice President of Creative and Innovation at BRC Imagination Arts
• Brad Phinney, Chief Experience Officer at The Raiders
• Brad Shelton, Vice President of Creative and Story at BRC Imagination Arts

Maya Guice

Edward Hodge

Brad Phinney

Brad Shelton

2:10 PM - 2:35 PM

Next-Gen Engagement: Revolutionizing Recruitment Through Brand-Activated Spaces

Peter Beck, Executive Vice President at 49 Degrees

Peter Beck

2:35 PM - 3:00 PM

Narratives Unleashed: Amplifying Place and Story in Brand Sponsorship and Activation

Kelly Holton, Senior Principal and Brand Activation Director at Populous

Kelly Holton

3:00 PM - 3:15 PM

Q&A

3:15 PM - 3:45 PM

Networking Break

3:45 PM - 4:15 PM

Flexible Foundations: Mastering Venue Adaptability for Diverse Sports Events

Brian Murphy, Executive Vice President at Elevate Ventures

Brian Murphy

4:15 PM - 4:45 PM

The Next Frontier of Digital Media: Intersection of Design, Revenue & Experience

• Claudia Calderon, Chief Marketing Officer at the LA Clippers
• Ariana Rae Diverio, Co-Founder and Managing Partner at B. Partners
• Sébastien Tessier, Lead Creative Director at Moment Factory

Claudia Calderon

Ariana Rae Diverio

Sébastien Tessier

4:45 PM - 4:55 PM

Q&A

4:55 PM - 5:00 PM

Day 1 Closing Remarks

Cybelle Jones, CEO of SEGD

Cybelle Jones

5:30 PM - 7:30 PM

Opening Night Party Sponsored by Daktronics

Held at Circa Resort and Casino.

Speakers

Kris Helmick

Associate Principal at Arcadis

Corey Mintz

Associate Principal at Populous (Activate Studio)

Darlene Van Uden

Vice President, Design Strategy at Elevate

Cybelle Jones

CEO of SEGD

Mia Abigail Baxter

Principal at metgal art advisory

Steve Bayer

Special Projects Director of Daktronics

Peter Beck

Executive Vice President at Forty Nine Degrees

Aaron Berger

Executive Director of The Neon Museum Las Vegas

Claudia Calderon

Chief Marketing Officer at LA Clippers

Cheryl Catterall

Independent Creative Technologist and Producer

Nate Cherry

Urban Designer + Strategist at CityDesignLab

Drew DiCostanzo

Director of Marketing, Sales & Communications at Meow Wolf Omega Mart

Ariana Rae Diverio

Co-founder and Managing Partner of B. Partners

Brian Earley

Vice President & General Manager at Patriot Place, NPP Development

Josh Gallagher

Managing Director of G&A

Jonny Greco

CEO of Shine Entertainment

Maya Guice

Marketing Director of BRC Imagination Arts

Edward Hodge

Vice President of Creative and Innovation at BRC Imagination Arts

Kelly Holton

Senior Principal, Brand Activation Director of Populous (Activate Studio)

Nasya Kamrat

Chief Experience Officer

Mike Kress

Co-Founder and Chief Architect of Generator Studio

Ashley Loch

Creative Director of Dimensional Innovations

Jeff Lund

General Manager at Meow Wolf Omega Mart

Mike McCarthy

VP at DCL (Design Communications Ltd.)

Brian Murphy

Executive Vice President at Elevate

Derek O'Hara

Managing Director of Canopy

Brad Phinney

Chief Experience Officer at The Raiders

Amy Pratt

Director of Real Estate at Dallas Cowboys & Blue Star Land

Stephanie Riggs

EVP of Creative & Innovation

Brad Shelton

Vice President of Creative and Story at BRC Imagination Arts

Mark Shunock

Multifaceted Host, Ring Announcer, and Philanthropist

Michelle Stevenson

Senior Project Architect and Principal at HKS

Amedea Tassinari

Creative Director of Angel City FC

Sébastien Tessier

Creative Director of Moment Factory

Ryan Whitacre

Director of Design at Legends Project Development

Ronnie Younts

Principal and Creative Director of Younts Design

Amanda Zaitchik

New York Design Management Co-Leader at Gensler

Kris Helmick was the SEGD Chapter Chair Liaison and has served on the SEGD Board since 2017. He was previously the Chapter Co-Chair for the Los Angeles Chapter.

Kris Helmick is an Associate Vice President of Environmental Graphics at Arcadis U.S., Inc., based in Los Angeles, California. His studio focuses on wayfinding, placemaking, signage, and environmental graphics projects. He directs environmental graphic design services for retail centers, branded environments, healthcare, senior living, transportation, and mixed-use developments both domestic and internationally.

Prior to joining CRTKL, Kris Helmick was a Senior Designer at Two Twelve (New York City) and a Designer/ Project Coordinator at Hunt Design (Pasadena, CA). Some of his previous work includes:

LAX Terminal 1
Los Angeles International Airport
Santa Barbara Citywide Wayfinding
Signage for over 10 National Park Service sites, Including the National Mall, Jefferson National Monument, the National Parks of New York Harbor and the Statue of Liberty.
Park Signage Master Plans for Orange County Parks and the City of Santa Barbara
Motiongate Theme Park Dubai
MGM Grand Springfield
Port Imperial City Wayfinding, Weehawken, NJ
220 Central Park South Residential, Manhattan, NY
The Walt Disney Company
Texas Children‚Äôs Hospital
San Diego Zoo Safari Park
The Walt Disney Company
Santa Clara Family Justice Center, San Jose, CA
Pasadena Humane Society
Orange Coast Community College Digital Wayfinding
Oregon Zoo Wayfinding Digital Media Integration

Kris Helmick is a graduate of Woodbury University and holds a BFA in graphic design.

Corey Mintz has over 18 years of experience specializing in complex wayfinding projects. Throughout his career, Corey has established himself as a leading expert in the field, demonstrating an exceptional ability to create effective and visually appealing signage solutions that enhance the user experience and improved navigability through diverse environments. Corey has successfully completed high-profile projects for clients ranging from larger scale Sports Stadiums to the world’s largest cruise ships. His expertise extends across all stages of the design process, from initial research and analysis to concept development, schematic design, design development, fabrication oversight and implementation. His exceptional communication and collaboration skills enable him to be a valued partner with architects, engineers and fabricators to ensure signage solutions that integrate harmoniously with overall environments meeting project specific goals and objectives. With each new project, he strives to inspire and elevate the way people connect with the built environment.

His recent experience includes signage, wayfinding and experiential graphics for BMO Stadium (LAFC), Q2 Stadium (Austin FC), Moody Center, Simmons Bank Liberty Stadium, SoFi Stadium, CitiField, MetLife Stadium, St.David's Performance Center, Royal Caribbean Quantum & Oasis Ship Fleet, JP Morgan Innovation Workplace, City National Bank.

Darlene van Uden is Design Director at Infinite Scale. She joined as a Senior Designer in 2012 after spending several years at Two Twelve in New York. She has been fortunate enough to work on a wide range of project types and scales which include urban wayfinding programs for the cities of Charlotte, North Carolina and Richmond, Virginia, a comprehensive signage and donor recognition system for the David H. Koch Theater at Lincoln Center and the Botanical Research Institute of Texas in Fort Worth, and a series of projects for the New York Mets, including the refresh of Shea Stadium and comprehensive system for their new home, Citi Field, that encompassed the site, stadium, team store, and the iconic Jackie Robinson Rotunda.

As a member of the Infinite Scale team, she has worked to improve the fan experience for the Buffalo Bills and Denver Broncos. Darlene van Uden is currently working on a comprehensive system for the largest renovation in collegiate sports, the redevelopment of Kyle Field at Texas A&M University in College Station, Texas. The field of experiential design allows Darlene van Uden to combine her interests in the built environment and storytelling to create systems that are integrated into their surroundings to elevate the user‚Äôs experience.

As an active listener, Darlene strives to help the client distill their specific needs, traditions, and goals into a powerful system that represents their core values and communicates the essence of their brand to their fans, alumni, owners, and employees.

Darlene van Uden studies architecture at the University of Oregon and received a Bachelor of Architecture degree in 1995.

Infusing over two decades of design excellence into her role as CEO of SEGD, Cybelle Jones is not just a leader but a passionate advocate for the transformative power of experience design. Firmly grounded in the conviction that design has the capability to engender positive change, Cybelle drives her multidisciplinary community to create experiences that intimately connect people with places.

As the helm of SEGD, a non-profit member organization, Cybelle champions education, innovation, and design excellence. She works tirelessly to inspire the design of more equitable, sustainable, and user-centric environments, reflecting her belief in the pivotal role design plays in shaping our world.

Before taking the reins at SEGD, Cybelle etched a notable career as Principal of G&A. Her 25+ year tenure saw her lead several acclaimed design projects, including the National WWII Museum, the International Spy Museum, and the U.S. Olympic and Paralympic Museum. These high-profile undertakings not only attest to her design prowess but also her ability to infuse creativity with strategic insights.

Cybelle’s influence extends beyond SEGD. As a thought leader, she has addressed audiences at prestigious forums like AAM, the V&A, FIT, AIGA, and MuseumNext. Her active involvement on various boards sees her push the boundaries of experience design, contributing to the evolution of the profession.

Driven by passion, guided by experience, and committed to innovation, Cybelle Jones is a beacon in the realm of design, illuminating the path to a more user-centric, equitable, and sustainable future.

Mia Baxter, a visionary leader in the art consulting industry, has been shaping trends and redefining spaces through her innovative approach to art for nearly two decades. Dedicated to educating designers about the value of art within commercial environments, she strives to develop long-term relationships between clients and artists, fostering a community of collaboration and creativity. Her mission is twofold: to curate intentional collections that resonate deeply with clients and to provide a platform for artist growth, nurturing talent and innovation within the industry. Taking the reins of metgal in 2010, Mia reinvented the company with her vision, instilling a culture rooted in meaningful connections, operational efficiency, and unwavering commitment to excellence. Under her leadership, metgal has achieved remarkable growth, boasting over $20M in direct artist sales and attracting a distinguished clientele including industry giants like Google, Whole Foods, and Oak View Group. With her steadfast passion for art and its intersection with bespoke design, Mia ensures every space serves as a canvas for brand and cultural narratives to unfold.

Steve Bayer is a member of the 2023 SEGD Board of Directors. He rejoined the Board in 2019, having previously served on the SEGD Board from 2011-2016.

Steve Bayer has been actively involved in and has led Daktronics’ partnership with SEGD since. During that span, he’s forged unique relationships with creative designers, technology integrators, and fabrication partners that push the boundaries of the perception of what digital media can be in the built environment. Partnerships that simply wouldn’t have been possible without SEGD. In addition, Steve has been instrumental in establishing Daktronics as an annual SEGD Industry Partner.

As a Special Projects Director for Daktronics, Steve regularly collaborates with architects and designers throughout the United States to bring their designs to life in unique and inspiring digital environments. He has been with Daktronics since 2001.

With 20-plus years of experience in museum leadership, nonprofit fundraising, and community engagement, Aaron Berger joined The Neon Museum in Las Vegas in July 2021 as executive director.

Since then, Aaron and his leadership team have emphasized learning opportunities through guided tours in Spanish and English that provide the history of Las Vegas, architectural voices, and even pop culture movies. The K-12 program offers curriculum-based lessons in STEAM, Social Justice, and Industry. In an effort to expand accessibility to education, the Museum has launched an initiative with Title 1 schools to receive free tours, lesson plans, and bus accommodations and SNAP/EBT cardholders receiving free or dramatically reduced admission to the Museum’s offerings. Further, the Museum has launched Duck Duck Shed, a celebration of Las Vegas Architecture, Design + Culture that welcomed over 3000 attendees in its first year alone.

Under Aaron’s leadership, The Neon Museum has enjoyed regional, national, and international media attention through print, web, podcast and television. The Neon Museum was recognized alongside The Metropolitan, The Getty, and the Smithsonian as one of the top 27 museums in America by Travel + Leisure and USA Today awarded “The Best Pop Culture Museum.” Museum leadership has become the authority on arts & culture and architecture in Las Vegas by the National Trust for Historic Preservation, Travel Weekly, The Times, Forbes, and more.

Claudia Calderon is the Chief Marketing Officer of the LA Clippers and leads global marketing strategy and operations for the NBA team, its G League affiliate the Ontario Clippers, and Intuit Dome, the team’s new arena opening in Inglewood in August 2024. Calderon oversees marketing, consumer insights, retail operations and merchandise, communications, community programming, and content, as well as the creative and game entertainment teams for the organization. She was instrumental in the launch of ClipperVision, the team’s award-winning direct-to-consumer, over-the-top streaming platform.

Calderon has 19 years of experience working with international brands and joined the Clippers in 2022 after 18 years at PepsiCo. As the Chief Marketing Officer/Vice President, Marketing, West Division, Beverages North America at PepsiCo, Calderon was responsible for marketing operations across 13 states and led brand strategy and sports property relationships. In her time there, Calderon worked across the Foods and Beverages divisions in the United States and Canada and influenced the agenda behind brands including Pepsi, Lays, Doritos, Aquafina, Cheetos, 7UP, Tropicana, Gatorade, and Mountain Dew.

Born in Mexico, Calderon lives in Los Angeles and is fluent in English and Spanish. Her work has been recognized with numerous awards for branding, marketing campaigns, and digital and social content.

Calderon graduated from Western University with a degree in Business. Outside of the office, she enjoys live events and musical theatre, traveling, her dogs, and working out.

Over her 30-year professional career, Cheryl has specialized in heading up multidisciplinary teams to deliver high-impact storytelling experiences. Her early academic and professional years as an architect and her post-graduate training and practice in performance design have led her to explore how technology and space are used to impart emotion, narrative and knowledge. In the last ten years, her work through her own studio, bluespace, and with Moment Factory, where she was Creative Director, has focussed on Placetelling and how user engagement is key to bringing meaning to the public realm; using digital media as a responsive architecture in order to express its evolving nature.

She has led the creation of a variety of permanent and temporary installations in both private, institutional and corporate settings, working with such clients as the Cirque du Soleil, Crédit Suisse, Air Canada, the Oakview Group, the National Arts’ Centre (Canada), and the Cree and Innu communities of Northern Quebec.

A die-hard athlete and sports fan, she has played elite-level hockey, scholastic waterpolo and flag football, and has participated in three national Ultimate Frisbee championships. Her current obsession is following the NCAA Frozen Four women’s hockey championships.

Nate is a nationally recognized urban designer and planner. His work focusses on urban development at the nexus of human behavior, strategy, and design. He has worked with numerous sports teams on masterplans that promote fan experience, innovation, and civic life. He speaks regularly at national conferences, and is author of several award-winning books and numerous articles on planning and urban design. He regularly teaches at the University of Southern California.

His notable projects include L. A. Sports and Entertainment District (LA LIVE!), Several Las Vegas Sports Campus Studies (NFL, MLB, MLS), CityPlace Santa Clara Community Plan (next to the 49ers' LEVI's Stadium), Orlando Sports + Entertainment District Masterplan (NBA Magic and MLS Orlando City), Anaheim Angels ""Big A"" Masterplan Modification Study, Tennessee Titans Riverfront Redevelopment Study, Cleveland Browns Stadium Masterplan, Halawa Station Area Masterplan (includes Aloha Stadium), and Manchester City Football Innovation District.

Drew DiCostanzo, Director of Marketing, Sales & Communications for Meow Wolf’s Omega Mart in Las Vegas, NV, melds more than two decades of live entertainment expertise with the uniquely immersive world of what Fast Company has aptly called the "punk-rock Island of Misfit Toys." At the heart of AREA15, Omega Mart stands as a beacon of artistic and experiential innovation.

Having earned a BFA from the University of Cincinnati, College-Conservatory of Music, his academic journey wasn't just about acquiring a degree — it was about enriching a vibrant career in the variety arts that had already begun to flourish. Drew’s early fascination with sleight-of-hand and stage magic not only complemented his theatrical studies but also propelled him into a diverse array of performance opportunities. From bending the minds of diners in restaurants to captivating audiences in theme parks like King’s Island (where a fateful meeting with his future wife, a talented dancer, occurred), Drew's path was anything but ordinary.

The neon desert soon beckoned, offering him the stage at venues like Caesars Magical Empire, where his magic truly came to life. The next chapter took him and his wife across the seas, crafting and performing original shows on prestigious cruise lines including Holland America and Disney Cruise Line. However, as family life began, Drew transitioned from the spotlight to behind the scenes, managing, directing, and producing entertainment, most notably the show PIN UP at the Stratosphere Casino & Tower, which enjoyed a successful four-year run.

And then he joined the circus… Cirque du Soleil Entertainment Group that is, where his unique blend of creativity, marketing prowess, and sales strategy revitalized the marketing for their Resident Shows Division across major cities. His tenure included impactful work with the iconic Blue Man Group, spanning productions from Chicago to New York City.

Nearly four years ago, he embarked on his current adventure with Meow Wolf, spearheading the launch of Omega Mart. Under his guidance, his team has introduced millions to “America’s Most Exceptional Grocery Store,” employing innovative marketing and communications strategies that have set a new standard across the Meow Wolf multiverse.

In essence, Drew DiCostanzo’s career is a testament to the inspiring power of blending artistic passion with strategic marketing acumen, making the fantastical realms of entertainment accessible and engaging to a wide audience. And, if you're wondering, he can still pull a rabbit out of a hat – but these days, he prefers to conjure unforgettable experiences for his guests.

Ariana Rae Diverio is the Co-founder and Managing Partner of B. Partners, a female founded commercial strategy firm specializing in revenue generation and brand monetization in the sports and entertainment industries. B. Partners has a client roster that includes groundbreaking properties and brands from Inglewood, CA to Long Island, NY. Born and raised in LA by her single Puerto Rican mother, Ariana started her career in media and advertising at 19 years old and over the next decade+, she became one of the industries youngest executives and co-founded EMI Strategies prior to B. Partners where she worked with clients such as the Los Angeles Football Club and Oak View Group.

Leading her firm, Ariana pioneered new media assets and commercial strategies in sports and entertainment, leveraging the brand power of sports properties to curate first-of-their-kind digital out-of-home (OOH) programs that have generated hundreds of millions in revenue for her clients and created unparalleled exposure and engagement methods for her client’s partners and their fans. Also specializing in government relations and public affairs, Ariana developed the first modern day OOH programs in multiple cities across Southern California. She holds degrees from Loyola Marymount University and UCLA School of Law.

Ariana and her husband Jon, along with their mini labradoodle Frasier, still call LA home and are looking forward to welcoming their first child in February 2024.

Brian Earley is Vice President and General Manager of NPP Development, one of The Kraft Group Companies where he oversees all aspects for the commercial development and operations for Patriot Place, New England’s premier mixed use lifestyle destination. Patriot Place is a 1.3 million square foot retail, dining and entertainment complex located in Foxborough, MA adjacent to Gillette Stadium, home of the New England Patriots and New England Revolution.
Prior to joining The Kraft Group, Brian was Vice President of Operations with BJ’s Wholesale Club where he led the growth of several retail operating units including the development of BJ’s Gas, a multi-state retail fuel station program which delivered annual revenues in excess of $2 billion dollars. Brian also oversaw the implementation and rollout of BJs.com, the wholesale club’s ecommerce online sales platform

Brian held a number of senior leadership positions in the energy sector before joining BJ’s Wholesale Club including numerous roles with Gulf Oil and Global Petroleum.

Brian serves as an executive faculty member and academic advisor for the Dean College School of Business and also serves on the board of directors of the Hockomock Area YMCA and is a trustee of Milford Regional Medical Center, where he serves as vice chairman.

Brian received his Bachelor of Science in Economics and Mathematics from Fairfield University.

Josh possesses over decade's worth of experience in visual and communication design. That knowledge and flexibility enables him to draw upon a varied background to grow and lead cross-disciplinary project teams. Having worked in large scale signage and wayfinding, information design and packaging before transitioning into designing for a digital experiential focus, Josh brings a myriad of creative problem solving skills to the table for clients and partners. He is confident in his ability to cultivate strong client relationships and foster a thriving ecosystem of collaborative interdisciplinary design. Josh contributes to driving the levels of experience innovation at G&A through refining a high level of craft, structuring creative narratives and focusing on brand and audience equity.

Previous clients include: The Pro Football Hall of Fame, Cleveland Museum of Natural History, The International Spy Museum, Google, Johnson & Johnson, The Capitol Visitors Center, Sazerac Co., GRAMMY Recording Academy, The Medicines Company, National Public Radio, and many others.

Greco is an enthusiastic, multi award-winning storyteller in the field of sports & entertainment. Through his content creation, character development and live experiences, Greco has championed fan engagement moments that have created forever memories all over the world for world class brands. Jonny is the CEO “Chief Energy Officer” of the creative agency his partner and he founded, SHINE ENTERTAINMENT.

Greco started his passion for innovative productions using his mom and dad’s video camera as a child and following Film School at Full Sail University, launched his career with the Florida Marlins, Columbus Blue Jackets, Cleveland Cavaliers, World Wrestling Entertainment, Vegas Golden Knights, The World’s Most Famous Arena: Madison Square Garden for the New York Knicks and New York Rangers and most recently the Seattle Kraken. In addition, Greco has enthusiastically contributed on various productions including multiple Winter Olympics, Major League Baseball, One Championship, NFL Pro Football Hall Of Fame Enshrinement week, and NBA All-Star Weekend.

Greco has presented and consulted with many leagues, podcasts and global events (New York Times, NPR, NFL, NBA, MLB, NHL, ECHL, National Finals Rodeo, National Sports Forum, Calgary Stampede, Full Sail University) on creating a culture for storytelling and building memorable experiences.

Maya Guice has a unique set of skills that qualify her for one of the most challenging tasks at BRC: telling the story of a company that tells the stories of some of the most renowned brands and cultural institutions in the world. As Marketing Director, Maya oversees all brand and marketing related activities including content, PR, events, awards, strategic partnerships, and social media. Maya also produces and hosts ‘Masters of Storytelling,’ BRC’s podcast featuring interviews with storytellers from across the creative spectrum.

A Los Angeles native, Maya spent many years in Europe, where she fell into a niche building brand and growth strategies for global creative agencies. Maya received an M.B.A. from the Drucker School of Management at Claremont Graduate University, where she now serves as Vice-Chair on the school’s Advisory Board of Directors. Maya danced professionally for over 18 years, the highlight of which was an experience touring Africa as a cultural Ambassador with the U.S. Department of State.

Edward Hodge is Vice President Creative and Innovation at BRC Imagination Arts where he brings his award-winning ingenuity and innovation to some of the largest brand, cultural and entertainment projects around the world. For over two decades, he’s worked as a creative designer in the themed entertainment industry, attraction development, projection design, R&D, illusion design, concept development, company startups, on-air events, and interactive corporate theater. Edward specializes in storytelling using integrated systems, illusions, projection mapping, special effects, and visual wizardry.

Edward’s clients include Absolut Home Åhus, Rock and Roll Hall of Fame & Museum, the Museum of the Bible, NASA’s Kennedy Space Center, The Ford Motor Company, the Milwaukee Brewers, Ryman Auditorium, World of Coca-Cola, the Savannah College of Art & Design, and Great Wolf Resorts.

Edward earned a BFA in Theater from the University of Cincinnati College-Conservatory of Music, and has used his diverse theater skills in projects that include brand destinations, guest tours, permanent attractions, corporate entertainment, trade show interactive, trade show experiences, interactive tours, and over 60 theme park shows across the country.

Kelly Holton’s design process is influenced by the philosophy that every detail, no matter how big or small, has the power to communicate a brand’s unique story and build connections with visitors. To create a successful wayfinding system, Kelly observes and analyzes, looking to the authenticity that already exists in a place, uncovering its unique qualities, identifying the potential for connectivity. Her approach to wayfinding and branded environments is driven by an understanding of human behavior and a desire to enhance experiences for fans, students, athletes, staff and visitors throughout the entire user journey. It is the glue which connects a destination, communicating both information and identity, while seamlessly integrating it into the environment.

Kelly excels at managing a complex hierarchy of naming rights, sponsors and local and corporate brands to drive exposure, engagement and achieve financial goals through visual means. Kelly has helped some of the world’s top brands and venues tell their stories including, T-Mobile, Amazon, Climate Pledge Arena and Wrigley Field.

Kelly also played an integral role in the rebranding of Texas A&M’s Bright Football Training Complex, enhancing the student-athlete and recruiting experience, utilizing a dynamic blend of storytelling, interior design and technology. Her creative and visionary work has garnered acclaim in publications such as the New York Times, Sports Business Journal, How Design and ESPN.

Nasya Kamrat has been creating experiences that span traditional, interactive, experiential and digital media for over 20 years. Always torn between being “too business-minded” and “too creative”, Nasya found her niche as a creative strategist and futurist, spending her time diving deep into complex brand challenges. After a decade of leading Faculty, an experience design and content agency, she exited at the end of 2023 and is building a new experiential venture with Stephanie Riggs that brings together culture, communities, and brands.

Nasya is passionate about innovative storytelling, always searching for unique opportunities to create an authentic experience that people can connect with, whether it’s in real life or online (or the unique, ethereal space between them). She is drawn to non-linear narrative multimedia experiences that capture the imagination, bring humans together and provide a holistic storytelling journey.

Nasya is dedicated to empowering women and people of color in business, and helped launch Komuna, a co-op agency model that offers seasoned c-suite leadership and access to a cross-disciplinary network of women, BIPOC, and LGBTQ+ independent marketing agencies from around the world. Nasya volunteers as a mentor for PDX Women in Tech and PIE Incubator Experiment, is a co-founder the World Experience Organization and supports multiple startups and established brands as an innovation advisor.

As Co-founder and Chief Architect for the Kansas City-based architectural and interior design firm Generator Studio, Mike Kress owes his continued success to consistent delivery of thoughtful design.

With attention to creative vision, detail, and budget, his leadership on multiple sports and hospitality projects has been efficacious. No matter the client, Mike is often engaged in topics well beyond the built environment, solving issues and creating long-term value through design. The process of working with key stakeholders to identify, curate and catalogue critical criteria to draw out important and actionable data from his clients to create tailored design solutions is what he does best.

Since the inception of Generator Studio in 2009, the office has remained dedicated to being active in a variety of project types, including sports facilities, restaurants, hotels, and live music venues. Generator has been fortunate to work with numerous major sports brands, including multiple NHL, NFL, and MLS franchises, and hospitality brands like Live Nation and Margaritaville.

Most recently, Mike was Partner in Charge of the Kansas City Current’s Training Facility and their matchday home, CPKC Stadium.

Jeff Lund, General Manager of Meow Wolf Omega Mart in Las Vegas, NV, brings more than 25 years experience in the events and live entertainment space to the worlds of what Fast Company calls the “...punk-rock Island of Misfit Toys” that is Meow Wolf’s Omega Mart at AREA15.

With an Aeronautics/Aviation/Aerospace Science and Technology degree from University of North Dakota in hand, Lund’s path seemed pretty clear. But then… once he started his aviation career, he realized his passion for managing and executing live events diving in, without parachute, to the world’s largest business jet marketplace event.

Lund’s high energy leadership and forward-thinking management skill lead him to a different sort of high-flying endeavor. He honed his F&B, ticketing and showroom operation skill during his tenure at Cirque du Soleil’s “O” at the renowned Bellagio. Transitioning to another Cirque production, Mystère, his dedication, focus and drive allowed him to cement his place within the organization where he was soon tapped to manage their touring production, TOTEM. Thriving under pressure, he was able to deliver successful global operations for 130 technicians, artists and staff across 26 cities in Europe, North America, New Zealand and Australia.

This large-scale touring and resident entertainment operations experience brought him to Carnival Cruise line, where he drove both entertainment and ship revenue while tailoring the entertainment programs with a focus on guest flow taking a once 14th-ranked ship to number two in the cruise giant’s fleet. Back on dry land, Lund managed a troop of high-functioning degenerates, insiders, outsiders and iconoclasts for entertainment innovator Spiegelworld and served as Tour Manager for Netflix’ “The Stranger Things: Experience.”

But, now. Now it’s time for this innovative humanoid to bring his uncommon experience launching new experiences, value-added programs and products and delivering world-class guest experiences for shows with revenues of $56+ million annually to bear for one of Las Vegas’ most talked about immersive art experiences: Meow Wolf’s Omega Mart. Since his arrival, Lund has introduced efficiencies, new VIP and souvenir ticket offerings, enhanced collabs with AREA15 and other attractions and helped streamline and troubleshoot tech challenges and guest experience at the 52,000 sf immersive, interactive art exhibit.

Hailing from Fargo, ND, and after calling the Las Vegas Valley home for years, he now finds desert winters far more agreeable.

Mike McCarthy is the 2023 SEGD Treasurer/Secretary and a member of the 2023 SEGD Board.

Mike McCarthy is Vice President at Design Communications Ltd. (DCL), an internationally recognized custom manufacturer of architectural specialty products. He received a dual degree from the University of Massachusetts Dartmouth, where he double majored in Mechanical Engineering and Visual Art. Mike joined DCL in 1999 as a member of the engineering department. He now directly oversees DCL’s Boston and New York offices.

Outside work, Mike’s focus is working with students and aspiring professionals. Mike McCarthy volunteers as a mentor and judge at MassChallenge, a startup-friendly accelerator and competition that supports early-stage entrepreneurs globally. He is also a mentor at the Boston Private Industry Council and Youthdesign, groups that provide summer jobs to city high school students with a concentration on design and artistic endeavors. He is very involved in his local community as a coach of youth sports.

Design Communications Ltd., an internationally recognized custom manufacturer of architectural specialty products, has locations in Boston, New York and Orlando. Their clients are designers and developers involved in large scale new construction and renovations of shopping malls, sports stadiums, movie theaters, hospitals, universities and a variety of other projects. Design Communications Ltd engineer and custom fabricate their product in their Boston and Orlando facilities where they also specialize in themed environments. Design Communications Ltd. enjoy international recognition for quality and the ability to undertake complex and innovative project designs.

As a leader of the Events practice area inside Elevate Creative, Brian brings over 25 years of history in the creation of events and experiences –first within the tradeshow and corporate events space and, for the vast majority of this time, in sport.

Having studied Fine Arts Sculpture and Architecture, then leading both design/build studios and brand consultancies, Brian’s multi-disciplinary background contributes to a unique vision that combines hands-on understanding with conceptually strong and commercially savvy solutions.

As a part of Infinite Scale and now Elevate, Brian and team have supported the presentation and fan experiences for over 100 major events. From an early formation in the Winter Olympic Games and the NFL’s Super Bowl to now having touched nearly every major league and sport in North America, enriching how audiences feel and what stakeholders gain through sport’s most special events has been a driving force. Doing this work with a team that is incredibly bright, creative, intentional and ever-engaged in learning is where Brian gains the most energy.

Recent and year over year events have included College Football Playoff’s National Championship, all NHL tentpole events, MLB World Baseball Classic and All-Star Weekend, The US Open, F1 Miami and US Grand Prix races, NASCAR Chicago Street Race and others.

Amy Pratt is the Director of Real Estate for Blue Star Land, a Dallas Cowboys/Jerry Jones Entity. She is responsible for commercial real estate where she oversees the development, leasing, and marketing of The Star District, located on the 90-acre campus of the world headquarters of the Dallas Cowboys in Frisco, Texas. Recently, her role has expanded to include additional commercial and entertainment developments under Blue Star Land across North Texas.

Prior to her career in real estate, Amy was the Vice President of Events and Tours for Legends; a sports, entertainment, and media company. During her tenure, Amy was involved in the development and launch of The Star (Dallas Cowboys World Headquarters). In addition, she was also responsible for curating and implementing the private events and tour business for 30 Legends properties including AT&T Stadium, Mercedes Benz Stadium, Levi's Stadium, the Rose Bowl, and One World Observatory.
Also, within her time at Legends, Amy served as the Director of Sales at AT&T Stadium. She curated the stadium private event and tour business bringing in an average of $25million in revenue each year, breaking industry records.

Amy’s career in sports began as a sales consultant for the Dallas Cowboys and in group sales and sponsorship for the Arizona Coyotes Hockey Club.

Amy was a scholar athlete (Volleyball) and graduate of the University of South Carolina.

Former Disney Imagineer and Refinery29/Vice Media Experiential Creative Director, Stephanie Riggs has bridged narrative, immersive, and interactive technology for over 25 years through ground-breaking projects across theatre, theme park, film, experiential, VR and AR, leading the VRAR Association to hail her as “truly the renaissance woman of the immersive era”. A serial entrepreneur, she is a co-Founder of the World Experience Organization, Women in Experience, 5th Wall Forum, Odeon Theatrical and Ink & Paint and is joining Nasya Kamrat to build a new experiential venture that brings together culture, community, and brands.

Stephanie’s collaborations have pushed the boundaries of technology and story across media companies such as Instagram and Google as well as start-ups, non-profits, and academia. Passionate about inspiring diverse, interdisciplinary teams, Stephanie frequently mentors and speaks around the world (TedX, SXSW, SIGGRAPH, Stereopsia, Media Tech Hub, BBC).

At Refinery29, she created and delivered multi-million dollar activations with clients such as Netflix, Amazon Prime, Amazon Fashion, Hulu, NBC, CBS, Reebok, Bonobos and Intuit. As a creative technologist, her XR accomplishments include setting world records, producing the first feature film in VR on the DK2, an invitation to film President Barack Obama in 360 VR, published research papers, and premieres around the world at festivals and conferences including Tribeca, SIGGRAPH, Stereopsia and Future of Storytelling. An international keynote speaker, she is the author of the acclaimed book “The End of Storytelling” (Chose as a Top 25 AR Books of All Time and Best Mixed Reality Books of All Time) and director and producer of award-winning films.

She led research at Yale University’s Blended Reality Lab, Carnegie Mellon’s Entertainment Technology Center, and contributed to NYU’s Future Reality Lab and ITP programs. She earned simultaneous degrees from Carnegie Mellon University’s School of Drama (Directing) and School of Computer Science (Human-Computer Interaction), and is a member of Phi Beta Kappa and an Andrew Carnegie Society Scholar.

Brad Shelton is Vice President Creative and Story at BRC Imagination Arts, where he transforms the aspirations of clients into exceptional projects. An expert at practical, hands-on project development, Brad has overseen the development of entire entertainment resorts and acclaimed guest experiences spanning the worlds of music, sports, food, entertainment, architecture, and more. He has served as a writer and Creative Director on projects in the United States and throughout Europe, Asia, and the Middle East.

Some of Brad’s most notable projects include Las Vegas Raiders Allegiant Stadium Tours, TOURS @ Climate Pledge Arena, The Selig Experience at Miller Park, “Soul of Nashville” at the Ryman Auditorium, The Grand Ole Opry Backstage Tour, “Bernstein’s Answer” at Ravinia Festival, and Dreamworks Animation Park.

Recognized as a thought leader at the intersection of storytelling and human experience design, Brad has been featured as a speaker and workshop leader at events such as SXSW, the World Experience Organization, the National Sports Forum, SATE (Storytelling, Architecture, Technology, Entertainment) Europe, The Future of Storytelling Conference, the Vision XS Experience Conference, Entertainment Experience Evolution, and RECON Latin America. Prior to joining BRC, he worked as a professor, writer, museum docent, waiter, paralegal, and film executive. Brad has also directed and produced theatrical productions in Arezzo, Italy and Cairo, Egypt, with the Lincoln Center Directors Lab in New York City, and award-winning productions in Chicago, New York City, North Carolina, and Los Angeles.

A native of Sault Ste. Marie, Ontario Canada, Mark is a former member of the Canadian Hockey League. He spent almost 10 years living in New York City performing on Americas premiere stages. Mark earned a Helen Hayes Nomination for Best Supporting Actor for his role as Timon in DISNEY’S THE LION KING. He recently starred in the Broadway Hit ROCK OF AGES at the Venetian/Palazzo in Las Vegas and as the MC is the sexy smash MAGIC MIKE LIVE at The Hard Rock Hotel and Casino. He has worked with The Vegas Golden Knights since day one as host and served as VP of Entertainment during the 2023 Stanley Cup Championship Season. Mark worked as host for the Las Vegas Raiders of the NFL for two seasons. He currently serves as host and ring announcer for Top Rank Boxing on ESPN and continues to host for The Vegas Golden Knights.

He is the creator of MONDAYS DARK, Vegas’ premiere variety show for a cause. The $20 variety show for a cause has become one of the hottest tickets in town and the list of charities waiting to partner with Mondays Dark continues to grow. To date, Mondays Dark has raised over 2 Million Dollars, partnered with over 180 local organizations, and every penny has stayed here in Las Vegas.

In January 2017, Shunock opened The Space. Vegas’ first Community Driven, Charity Based Arts Complex. The Space consists of a state of the art raw performance/event space, black box theatre, recording studio, and a piano bar/lobby. In its first year of operation, The Space has hosted over 150 events, featuring Tony Winners, Emmy Winners, and Rock and Roll Hall of Famers.

Mondays Dark has been named “Best of the City” from Vegas Seven and “Best of Vegas” from Las Vegas Weekly. In addition, Shunock received the 2014 Angel Award for Cultural Advocate/ Entertainer of the Year and recently won Best Philanthropist from “Best of Las Vegas” and the
Las Vegas Review Journal. He also received The Impact Award from the Association of Fundraising Professionals Las Vegas Chapter for Mondays Dark. Follow @markshunock

Michelle Stevenson is a Senior Project Architect and Principal at HKS. She balances her devotion for current sports trends and amenities with research and cutting-edge technology. Michelle believes that being deeply invested in design from concept to completion produces the best holistic experience for clients, fans, athletes, and their communities.

Michelle was a key player in the development of SoFi Stadium and Entertainment District at Hollywood Park. She participated in the design and execution of SoFi Stadium, YouTube Theater and Cosm. Currently, she is working on a number of large-scale projects, including major renovations to AT&T Stadium. Beyond her mission to create destination environments for her clients, as a past collegiate athlete Michelle is passionate about bringing women’s professional and collegiate sports to a broader audience.

Amedea Tassinari is the Creative Director for Angel City FC, L.A.’s professional women’s soccer team. She helped to build the brand from the ground up, and currently leads the design team and the club’s brand and creative efforts.

Before joining the club as Creative Director, she was selected to design Angel City FC’s crest and brand identity. At launch the crest garnered widespread positive global coverage, resulting in 178M in reach, $1.6M+ in Media Value, and 6.28% audience growth rate.
Previously Amedea was a freelance designer & creative director, working with brands to build a design system and tell their story.

Amedea believes in the power of sports and design to drive social change, and is passionate about shaping a future of equality for women in sports.

As Creative Director, Sebastien is responsible for guiding his team and maintaining the artistic integrity of every project he works on. Sebastien ensures that all projects are built on a solid strategic foundation and are developed to provide simple, effective, and relevant results. His experience in entertainment and marketing has been honored with over twenty notable awards.

Curious by nature, Sebastien always strives to create the next "new thing," drawing from everything he takes in. He developed a critical eye and visual storytelling techniques early in his career as an Art Director, working on multiple national campaigns for high-end clients.

With a keen insight into what resonates with audiences and triggers emotion, he takes the necessary steps to produce work that is impactful, enchanting, and visually appealing.

Sebastien has overseen the creation of a variety of projects including large-scale projection-mapping shows, interactive activations, and multimedia experiences for clients including Sky City, Chinese Theater, Sony Music/Michael Jackson, Okada Manila, Barneys, Lumières Festival Hong Kong, Missouri Botanical Garden, Opus 1, EY, C2 International, and Universal Studios.

Ronnie Younts is the managing Principal & Creative Director at Younts Design, Inc. From concept direction to final product, Ronnie oversees every aspect of the studio’s work. A 1994 graduate of the Maryland Institute College of Art; over the past 30 years he has developed his expertise in the field of Environmental Graphic Design. He has personally shaped this company into one of the countries best design firms. From large directional systems to individual iconic signs, Ronnie understands every aspect of a successful project. In addition to directing the design of large scale environmental graphics for major projects including Fenway Park, Dodgers Stadium and Baltimore’s Harbor East, he has extensive experience designing branding, wayfinding and print materials for clients in a variety of industries. His main role is overseeing the day-to-day design work of Younts Design and to ensure a consistency of great design and happy clients.

Amanda specializes in experiences at the intersection of brand, digital, and interior design. A certified interior designer with a background in exhibit design and content development, she excels in leading multi-disciplinary teams to execute complex projects and ultimately deliver cohesive, integrated experiences. She has completed projects including the Jackie Robinson Museum, the Green Bay Packers Hall of Fame, the American Kennel Club Museum of the Dog, and the Center for Civil and Human Rights. She is also Gensler’s New York Design Management Co-Leader.

Amanda holds a BA in studio art from Williams College and an MS in interior design from Pratt Institute. She teaches an environmental psychology graduate course at the New York School of Interior Design. She has presented at the Environmental Design Research Association’s annual conference, and her research has been published in Design Principles & Practices and The International Journal of Design in Society. Her work has been featured in publications including Interior Design, The New York Times, and Metropolis, and has won numerous awards, including the Interior Design Best of Year and NYCxDesign.

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April 10, 2024

April 11, 2024

April 12, 2024

April 10, 2024

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April 11, 2024

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April 12, 2024

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Speakers

Kris Helmick

Corey Mintz

Darlene Van Uden

Cybelle Jones

Mia Abigail Baxter

Steve Bayer

Peter Beck

Aaron Berger

Claudia Calderon

Cheryl Catterall

Nate Cherry

Drew DiCostanzo

Ariana Rae Diverio

Brian Earley

Josh Gallagher

Jonny Greco

Maya Guice

Edward Hodge

Kelly Holton

Nasya Kamrat

Mike Kress

Ashley Loch

Jeff Lund

Mike McCarthy

Brian Murphy

Derek O'Hara

Brad Phinney

Amy Pratt

Stephanie Riggs

Brad Shelton

Mark Shunock

Michelle Stevenson

Amedea Tassinari

Sébastien Tessier

Ryan Whitacre

Ronnie Younts

Amanda Zaitchik

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