The Ultimate Experience

Challenging the Creatives Who’ve Done It All

When I was tapped to design a welcome reception for 5,000 seasoned event professionals—the ones who’ve seen it all, built it all, and dream in budgets, floorplans, and breakout flows—I knew I had to bring more than just sparkle. This wasn’t just another kick-off event; it was a creative gauntlet, and I was all in.

“This group has done everything,” they told me. Challenge accepted.

Instead of chasing spectacle, I went inward—back to the streets of San Francisco, a city I once called home. From fog-kissed mornings in the Mission to golden hours in Pacific Heights, I had lived the city not as a tourist, but as a local. That personal lens became the foundation for an immersive concept I called the Urban Hike—a journey through San Francisco’s soul, block by block, neighborhood by neighborhood.

In partnership with SF Travel for PCMA Convening Leaders, we transformed Pier 48 into a living, breathing map of San Francisco’s most beloved districts. Each zone pulsed with personality—the rhythm of the Castro, the culinary buzz of Chinatown, the soul of Haight-Ashbury —all stitched together into a seamless experience that felt both spontaneous and intentional. This wasn’t a venue; it was a canvas.

I served as the creative lead for the entire reception—from the thematic vision and attendee journey to the floorplan that mimicked the winding flow of city streets. I carefully curated interactive experiences, partnered with local chefs and vendors to reflect the flavor and feel of each neighborhood, and collaborated with our lighting designer to create ambience that shifted with each step.

Working closely with our producer, technical director, and graphics team, we orchestrated a full sensory experience: graffiti walls that came alive, hidden speakeasies tucked into alleyway-inspired corners, and live entertainment that mirrored the city’s artistic heartbeat.

And just when guests thought they’d seen it all—we added an element of surprise and serendipity: pop-up performances and activations that appeared and disappeared in the blink of an eye. An LGBT+ drum line here, a live opera singing drag queen performance there, or a spontaneous 40 foot LED dragon dancing in Chinatown. If you caught it, you earned the moment. If not? Better keep moving.

The result was more than a party—it was a creative love letter to San Francisco and a deeply personal, career-defining experience. One that resonated with an audience of creators, strategists, and dreamers who don’t just attend events—they build them.

Awards followed—a Bronze Stevie, a BizBash Best Event Style Award, and the BizBash People’s Choice Award—but the true win was watching a crowd of 5,000 pros rediscover the magic of a city through fresh eyes. And that? That’s what I live to create.