Event & Tour Manager Projects

My career began in the dynamic realms of brand activation and tour management, where I mastered the art of creating impactful, memorable experiences that resonate on a profound emotional and physical level.

George P. Johnson

Google Cloud @ Salesforce Dreamforce

The Ask:
Support the production and execution of Google Cloud's presence at Salesforce Dreamforce 2017—one of the largest technology conferences in the world—while ensuring the launch of a major strategic partnership between Google and Salesforce.

The Solution:
A highly collaborative cross-functional activation that brought to life Google Cloud's enterprise leadership and innovation across multiple venues at Dreamforce. From keynote sessions and a custom-built 20x20 booth to executive lounges, theater presentations, and VIP engagements, this activation was a multilayered showcase of the newly announced Google-Salesforce alliance.

My Involvement:
As an Event/Project Manager under George P. Johnson, I served as a production and logistics liaison between multiple GPJ offices and teams nationwide. I contributed to the successful build-out of the exhibit, provided ongoing timeline management, and ensured internal alignment with Google’s creative, branding, and budget requirements. I supported backend operations, meeting schedules, and inter-agency communications to ensure smooth event execution.

The Results:

Seamless execution of high-touch, multi-location activations supporting the Google Cloud + Salesforce partnership launch
Positive stakeholder feedback for clear communication, on-time delivery, and executional precision
Strengthened collaboration across Google Cloud’s internal teams and agency partners, ensuring event consistency and brand cohesion

Mosaic

The Ask:
Drive consumer engagement and sales for Starbucks' seasonal Pumpkin Spice and Fall Blend coffee products exclusively through Walmart retail locations.

The Solution:
Implemented the Starbucks "Feel the Warmth" mobile sampling tour across Walmart parking lots, strategically timed for maximum seasonal impact. The activation provided consumers with a festive, immersive coffee sampling experience, showcasing Starbucks' Fall product line and promoting direct in-store purchasing.

My Involvement:
As Tour Manager/Product Specialist, I oversaw full operational execution including set-up, event logistics, product display, consumer interactions, and inventory management. My responsibilities also encompassed coordinating staffing, training brand ambassadors on Starbucks product messaging, and managing on-site consumer education around Starbucks Rewards and Starbucks' ethical sourcing initiatives.

The Results:

Successfully drove immediate in-store sales lifts by strategically engaging shoppers with appealing and immersive sampling experiences.
Enhanced consumer education and brand loyalty through interactive product demonstrations and informed brand ambassador interactions.
Strengthened retail partnership by effectively aligning experiential strategy with Walmart’s shopper marketing goals.

Client
Starbucks

Year
2019

Emotional Theme: Cozy Moments & Seasonal Rituals

Emotion Conveyed: Nostalgia, warmth, gratitude

Havas

The Ask:
Successfully launch and drive consumer trial of Barilla’s new Ready Pasta through targeted experiential activations and retail stops.

The Solution:
Executed a dynamic, multi-city tour featuring "The Little Gem(elli)," a custom, sustainably-designed, electric-powered vehicle that brought authentic Italian sampling experiences to consumers at high-traffic events and retail locations including Austin Food & Wine Festival, Dallas, Houston, and San Antonio.

My Involvement:
As Tour Manager, I strategically oversaw all aspects of event logistics, operational execution, and team coordination. This included securing permits, managing on-site brand ambassadors, maintaining the branded sampling vehicle, inventory control, and ensuring seamless activation experiences at each location. I provided strategic input on scheduling to optimize consumer engagement and logistical efficiencies, managing high-visibility events and consumer interactions effectively.

The Results:

Engaged over 10,500 consumers, significantly increasing product awareness and trial through "wet" and "dry" sampling methods.
Generated overwhelmingly positive consumer feedback, noting high praise for convenience, quality, and brand affinity.
Enhanced brand visibility and successfully drove immediate retail impact (e.g., products selling out during activations).

Emotional Theme: Comfort & Simplicity

Emotion Conveyed: Relief, delight, trust

Client
Barilla

Year
2018

Switch / Anheuser Busch

The Ask:
Elevate brand visibility and consumer engagement nationwide through high-profile events leveraging the iconic Budweiser Clydesdales.

The Solution:
A mobile experiential tour showcasing the legendary Budweiser Clydesdales at major events including the Calgary Stampede, Red Bluff Round-Up, and professional baseball games in Chicago and St. Louis. The tour provided fans an authentic, memorable brand interaction while reinforcing Budweiser’s heritage and story.

My Involvement:
As the primary Emcee, I strategically represented the brand by narrating live activations to crowds often exceeding 100 attendees at once, engaging audiences through storytelling, historical insights, and interactive Q&A sessions. Additionally, I was heavily involved in logistical planning and routing of the national tour, ensuring effective coordination with Clydesdale handlers and the corporate team in St. Louis, and facilitating seamless event execution.

The Results:

Consistent high-level brand exposure and positive consumer sentiment at each event
Enhanced audience interaction through live storytelling and educational content
Strengthened Budweiser’s iconic brand positioning by directly connecting its storied history with meaningful consumer experiences

Client
Budweiser Clydesdales

Year
2017

Emotional Theme: Tradition & Awe

Emotion Conveyed: Nostalgia, pride, admiration

Double A Events

The Ask:
Drive awareness, user engagement, and immediate sales conversion for the HTC Vive Virtual Reality (VR) headset among technology enthusiasts, gamers, and tech industry professionals.

The Solution:
A nationwide experiential mobile tour showcasing HTC Vive's cutting-edge VR technology at major tech and gaming events including XGames Summer (Austin), E3 Electronics Expo (LA), DreamHack (Austin), and Disney’s “Best of” VR Expo (Burbank). The activation provided immersive VR demonstrations to strategically targeted consumer segments.

My Involvement:
As Tour Manager and Producer, I strategically managed the operational execution, experiential design, and team management for the tour. This included coordinating logistics, overseeing complex VR setups, leading detailed brand ambassador training, generating content for social media, and executing strategic networking to identify potential B2B opportunities. I also handled meticulous tracking of inventory and vehicle maintenance, managed the event budgets, and produced impactful sizzle videos to enhance consumer engagement.

The Results:

Successfully engaged thousands of qualified consumers and industry professionals, significantly driving product awareness and interest in the HTC Vive.
Directly contributed to sales conversions through strategic onsite demos and immediate purchasing incentives.
Expanded brand visibility and strengthened professional networks by engaging key influencers and decision-makers across events.

Client
HTC Vive

Year
2016

Emotional Theme: Wonder & Discovery

Emotion Conveyed: Amazement, curiosity, escapism