PCMA Convening Leaders Opening Reception welcomed more than 5,000 event professionals to San Francisco for the kickoff of the industry’s premier annual conference.

As Creative Director, I was challenged to create an opening experience for an audience that designs events for a living, professionals who had, in the client’s words, “seen it all.” The objective was to celebrate San Francisco in a way that felt authentic rather than expected while encouraging exploration, surprise, and meaningful interaction throughout the evening.

The result was The Urban Hike, a 125,000-square-foot immersive journey through seven Bay Area neighborhoods, each interpreted through a local’s perspective. I led the creative strategy, spatial storytelling, and attendee journey, layering regional food and beverage, live entertainment, immersive environments, and unexpected moments into a seamless experience that rewarded curiosity and discovery. Every neighborhood offered a distinct identity while contributing to a larger narrative that kept guests moving, exploring, and connecting throughout the night.

The experience transformed a convention center into one of the city’s most memorable destinations, earning eight industry awards, including three BizBash Awards and an International Stevie Award for creative excellence.