In 2019 I joined the founder of a start-up live event agency with immense potential and an anchor client, Vans. I loved the idea of building a company from the ground up with great people, and while not everything went as planned, I loved every minute of the experience.
We had two primary goals: Our first priority was to help our clients incubate, build, and monetize successful live and virtual event businesses. Second, was to acquire existing event IP where our team’s experience could add substantial value and accelerate growth.
My Role: Like most entrepreneurial settings you wear a few hats, and this was no different. But my primary area of focus was on business development and strategy.
Results: We landed new clients such as Farah Merhi - founder of Inspire Me! Home Decor, Tony Hawk Inc, and Lionsgate Films. Pre-LOI phase to acquire existing properties that were poised for growth. And continued to support Vans in all facets of Vans Park Series planning, media strategy, and partnerships. We had built fantastic momentum over a short-period of time, however, the pandemic proved to be too large (and long) of a hurdle.
Client Work
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With a social audience of 7M+ and a strong home decor products business, Farah Merhi is a trusted interior design expert with a passionate audience.
IRL established a multi-year agreement where we would create and manage a new live events business vertical for Farah. In 2020, we built the framework and business plans for several virtual and club touring events that were slated to launch in 2020 & 2021.
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Tony Hawk is the most recognized action sports athlete in the world. IRL engaged with Tony to help realize his goal of placing vert skateboarding at the forefront of the sport and ultimately on the Olympic stage.
In 2020, we co-created a new property, Vert Alert, a platform and contest to showcase vert skateboarding in a completely new format slated to launch later that summer. With the on-going pandemic we pivoted to developing a broadcast social content platform. Vert Alert ultimately launched in Salt Lake City in the summer of 2021.
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IRL worked with Vans for over 5 years on the development and management of Vans Park Series to drive Vans’ global skate leadership position.
We supported Vans’ global marketing team on strategic partnerships, media rights, sponsorships, and event strategy.