Quick Snapshot

• Industry: Technology Conference Experiential Design

• Location: Seattle, WA

• Role: Experiential design, activation strategy & sponsor alignment

• Scope: Exhibit hall strategy → activations → attendee journey → sponsorship integration

• Outcome: Ongoing Engagement

The Opportunity

A well-established conference with strong attendance—but limited growth.

Key challenges:

• Engagement concentrated in sessions, not across the full experience

• Exhibit hall lacked a clear center of gravity

• Sponsorship opportunities were transactional, not integrated

• Attendee experience & revenue strategy operated separately

My Role

Rethink how the experience, environment & revenue model work together:

• Designed exhibit hall strategy and spatial experience

• Developed activation concepts tied to attendee engagement

• Created frameworks to better align sponsorship with experience

• Helped shape the overall attendee journey across the event

The Insight

Most events separate:

• experience

• sponsorship

• revenue

But attendees don’t experience them separately.

The opportunity wasn’t to add more.
It was to connect what already exists.

The Approach

Shifted the event from disconnected elements → integrated system

• Designed a central hub to anchor the exhibit hall

• Created activations that drive movement and interaction

• Aligned sponsor opportunities with meaningful attendee moments

• Structured the experience across the full event timeline

• Exhibit hall zoning and flow strategy

• Activation concepts (AI, wellness, interactive experiences)

• Sponsorship-aligned experience design

• Environmental direction for key spaces

The Outcome

• The work is focused on:

  • Increasing engagement across the full event experience

  • Strengthening alignment between sponsors and attendee value

  • Creating a more scalable model for future growth

This isn’t about adding more to an event—it’s about making the entire system work together.

What Made It Work

• System-level thinking across experience, revenue, and operations

• Alignment between attendee behavior and sponsor objectives

• Intentional design of flow, not just individual touchpoints

• Simplicity over complexity in execution

Events don’t grow because they get bigger—they grow because they get more connected.