Design what people remember — and what they do next.
Josh connects campaign strategy, ticketing, creative, live experience, hospitality, content and measurement so the public-facing moment is supported by a complete operating system.
The event begins before arrival and continues after departure.
Expectation, purchase, preparation, access, service, participation, memory and follow-up are one continuous experience. The brand is judged across the entire sequence.
Experiences should be designed for what people remember and measured by what they do next.
Joshua Mason · Experience operating principle
Campaign and event systems across categories.
Here’s To · Victory Is Ours · Back Home Again · Brick by Brick
Campaign platforms connected the club’s identity to the city, supporters, ticket demand and match-day behavior. Creative was built to support a commercial objective while strengthening the meaning of belonging to the club.
Attendance and engagement growth, record business performance and league recognition
Four clubs, three markets and one demand curve
Managed the marketing intelligence across Manchester United, West Ham United, Everton and AFC Bournemouth events at MetLife Stadium, Soldier Field and Mercedes-Benz Stadium.
142,639 tickets · $15.94M face value · 9.2K registrations
Build a premium experience around a new action-sports property
Supported guest experience, hospitality, VIP, volunteer and onsite planning for an emerging global competition platform where operating clarity and white-glove service had to grow together.
Repeatable experience standards, credentialing improvements and stronger operational handoffs
Education became an experience platform
Programs such as Behind the Barrel and large-scale showcases used education, storytelling, hospitality and product discovery to create participation rather than passive sampling.
Repeatable programming with value for consumers, trade partners and brands
What sits behind the visible moment.
Audience + objective
Define who the experience is for, the behavior it should change and the commercial or relational value it must create.
End-to-end experience
Map discovery, purchase, preparation, arrival, participation, service recovery, departure and follow-up.
Roles + readiness
Translate the concept into owners, dependencies, run-of-show, training, signage, credentials, SLAs and contingency plans.
One campaign system
Align paid, owned, earned, partner, ticketing and onsite content around a recognizable platform.
Useful digital layers
Apps, wallets, QR, push, maps, loyalty and data capture should remove friction or deepen participation.
Behavior after exposure
Track conversion, attendance, scan rate, participation, satisfaction, retention, referral and revenue.
Campaign and experience leadership.
- Integrated campaign planning and launch calendars
- Ticketing on-sale and demand-generation strategy
- Guest, fan, VIP and hospitality journey design
- Volunteer, ambassador and frontline training
- Run-of-show, readiness and experience standards
- Content, media, audio and onsite storytelling
- Partner activation and sponsored experience design
- Mobile wallet, push, QR and app journey planning
- Post-event reporting and experience improvement
- Cross-functional event operating models
Build the memory and the operating system together.
The best experience work feels effortless to the guest because the complexity has already been resolved behind the scenes.