The Ultimate Experience

Challenging the Creatives Who’ve Done It All

When I was tasked with creating a welcome reception for 5,000 event designers—individuals who’ve seen it all—I saw it as the ultimate creative challenge. From the very first meeting, I was told, “this group has done everything,” which only motivated me to redefine what was possible. Drawing on my personal experience living in San Francisco, I developed the concept of the “Urban Hike,” inspired by the unique charm of exploring the city like a local. My goal wasn’t just to showcase the Bay Area but to immerse attendees in the city’s soul, highlighting its rich diversity and distinct neighborhoods.

Partnering with SF Travel for the annual PCMA Convening Leaders event, we brought San Francisco to life inside Pier 48. The “Urban Hike” transformed the venue into a vibrant journey through the city’s iconic neighborhoods, each thoughtfully curated with its own personality. Every detail, from food and drink to entertainment and decor, was designed to celebrate the Bay Area lifestyle and immerse attendees in its culture.

In my role, I led the charge in selecting the neighborhoods to feature, crafting the overall attendee experience and designing the floor plan. Each zone was meticulously planned, from curated F&B options to interactive activations, entertainment, seating, and games. I collaborated closely with our producer on sponsorship opportunities, partnered with our in-house lighting designer to create the perfect ambiance, and oversaw the graphics team to ensure every visual aligned with the concept. Working alongside our Technical Director and vendors, I brought every detail together, ensuring the event unfolded seamlessly.

One of the most exciting elements was spontaneity. We introduced pop-up moments and surprise activations that appeared randomly throughout the evening, delighting and engaging attendees. If you missed one, you missed it—making every experience feel uniquely special.

This project wasn’t just about creating an event; it was about designing a living, breathing experience that resonated deeply with a crowd of creators who craft magic for others. It became a career-defining moment for me—a true celebration of creativity, innovation, and connection.

The project also earned multiple awards, including a Bronze Stevie Award, a BizBash Best Event Style Award, and a BizBash People’s Choice Award, recognizing it as one of the most outstanding events of the year.