Manage the Event — Insights & Case Studies

Case Study: Reimagining Civic Engagement with a Late-Night Talk Show–Inspired Candidate Forum

Wed, 10 Dec 2025 14:04:09 GMT

How a fresh format transformed a traditional city council debate into an engaging community experience

In October, the Tampa Heights Civic Association hosted the District 5 City Council Runoff Candidate Forum —an event intentionally designed to break the mold of traditional political debates. Instead of rigid podiums and formal speeches, we created a late-night talk show–inspired experience that encouraged authenticity, conversation, and community connection.

The result was a forum that felt approachable, human, and refreshingly un-scripted—while still addressing meaningful issues that matter to Tampa residents.

The Challenge

Traditional candidate forums can feel repetitive, overly formal, or inaccessible to everyday voters. THCA wanted something that:

Encouraged real conversation
Showed the candidates’ personalities
Felt inviting and community-centered
Reached voters who might not normally attend political events
Elevated the tone of a tense runoff

We needed a format that brought energy and structure without losing substance.

The Solution: A Late-Night Talk Show–Inspired Format

I designed the event format to function like a hybrid between a talk show, a moderated conversation, and a civic forum. The concept included:

A more relaxed stage layout
Moderators seated with candidates instead of standing at podiums
Segment transitions similar to a talk show
Conversational pacing instead of rigid time boxes
A warm, inviting tone for both the audience and candidates

The goal was simple: create a space where serious issues could be discussed in a more human and accessible way.

Moderators

To bring the format to life, we incorporated a dynamic moderator panel:

Mitch Perry
Kari Goetz
Garrett Greco

Their blend of journalism, performance, and communication expertise created a natural conversational rhythm that supported the talk-show–style flow.

My Role in Making It Happen

I served as the producer/organizer behind the design, format, and execution of the in-person experience. My responsibilities included:

Developing the late-night talk show–inspired concept
Creating the event identity, tone, and visual branding
Designing the flyer and promotional materials
Building the full run of show
Structuring segments and pacing
Incorporating Taryn’s finalized questions into the script
Formatting moderator materials for on-stage use
Bringing in moderator Garrett Greco
Coordinating with the moderator team
Managing candidate flow the night of the event
Overseeing timing, transitions, and backstage communications
Directing stage layout, props, microphones, and audience experience
Ensuring the event felt fair, neutral, and community-driven

The livestream was produced by THCA’s technical team.

The Candidates

Thomas Scott & Naya Young

Both candidates participated fully in the conversational format, contributing to the event’s supportive and approachable tone.

The Outcome

The event exceeded expectations on every measure:

Strong community turnout

Residents from across Tampa Heights packed the room, creating a lively environment.

Positive feedback from attendees

Many described it as the most approachable, enjoyable forum they had attended.

Candidates expressed appreciation

The conversational structure allowed them to share more nuance, context, and personality.

Moderators praised the format

The talk-show style made it easier to guide a fluid, meaningful conversation.

Elevated civic engagement

The format helped reduce political tension and encourage accessibility—core goals for THCA.

A repeatable model

This event created a template for future forums that blend structure, substance, and creativity.

Conclusion

This forum demonstrated that civic engagement doesn’t have to feel intimidating or overly formal. With thoughtful design, strong visual identity, and a conversational structure, community organizations can host political events that bring people together instead of pushing them apart.

For me, this project brought together everything I love—creative direction, event production, operations, and community impact. It showcased what happens when you combine good design, intentional formatting, and a commitment to elevating civic dialogue.

Building a Scalable Operations System: How I Designed Michele & Group’s Airtable Infrastructure and Custom UI

Wed, 10 Dec 2025 13:44:33 GMT

Transforming national event staffing workflows with a fully custom Airtable ecosystem and a purpose-built interface

When you’re managing hundreds of brand activations across multiple states, operational clarity isn’t optional—it’s survival. Michele & Group needed a system that could keep up with high-volume staffing, real-time communication, compliance tracking, and national recap reporting.

So I built it.

I designed an end-to-end Airtable database that became the operational backbone of the entire agency. Once the database architecture was fully functional, I hired a developer to create the first version of a custom UI on top of it. Since launch, I’ve been the one continuously updating the interface, adding features, refining workflows, and shaping it into a true internal platform.

What started as a database is now a full operational system.

Why We Needed a Change

Before the rebuild, everything lived in spreadsheets, email threads, and documents that didn’t talk to each other. It created challenges like:

No unified system for booking, compliance, recaps, and program management
Hard-to-track changes across hundreds of events
Slow onboarding for new talent
Inconsistent recap formats depending on who was managing the program
Manual work that consumed hours each week

The agency needed structure, automation, and a better way to handle volume.
Airtable gave me the flexibility to build it from the ground up.

What I Built Inside Airtable

1. A Fully Structured Talent Database

I created a living system that tracks:

Talent compliance
Availability + conflict detection
Portfolio photos
Payment preferences
Skill categories and certifications
Past performance notes
Market/territory assignments

Every piece of information is connected automatically to bookings and recap workflows.

2. A Streamlined Booking Workflow

Inside Airtable, I built:

Automated booking templates
Status color-coding
A conflict checker specifically designed for our agency
Fields for SPINS links, recap links, maps, and client notes
Triggered reminders for talent communication
Custom fields for national program requirements

It dramatically reduced booking errors and sped up the process for the entire team.

3. Scalable Program Management

For large national activations, I built dashboards that show:

Staffing progress
Budget utilization
Sample quantities (if required by the client)
State-by-state breakdowns
Event-level deliverables
Recap completion status

This system supported programs as large as 240 same-day samplings and 176 events across 20 states in one weekend.

4. A Fully Automated Recap System

I created custom recap forms for each client, allowing:

Direct photo uploads
Automatic record creation and linking
Real-time aggregation of data
Automated follow-up reminders
Instant reporting dashboards

This eliminated the constant follow-up emails and made client reporting faster and more accurate.

The Custom UI: Designed With a Developer, Maintained by Me

Once the Airtable backend was built, I hired a developer to turn it into a clean, intuitive frontend.

The first version included:

Job filters
Talent profile viewer
Mobile-friendly layouts
Quick links
Booking details pages
Access-controlled views for team members

After launch, I took over ownership of the UI.
I continue to update:

Feature sets
Layout and navigation
Color coding and visual hierarchy
Fields surfaced in each view
New program-specific workflows
Airtable API connections
Quality-of-life improvements for bookers and assistants

The result is a true internal platform—not just a database—with usability tailored to how we work.

The Impact on Michele & Group

This system has made a measurable difference:

40–60% faster booking workflows
Significant reduction in double bookings
Consistent recap reports across all clients
Higher talent satisfaction because communication is clearer
Better client retention due to more professional delivery
Fewer missed details because everything lives in one place

And, importantly, the agency can now confidently take on high-volume programs without overwhelming the team.

Why This Project Matters

This wasn’t just software. It was an operational transformation.

I discovered that I love:

Building systems
Streamlining workflows
Designing user-friendly interfaces
Creating structure in fast-moving environments
Using technology to solve real-world problems

This project helped define the direction I want to grow in: operations, systems design, and organizational efficiency.

Closing Thoughts

Creating this Airtable ecosystem—and continuing to evolve the UI—has become one of my favorite professional accomplishments. It showcases the full range of my work: strategy, operations, design, automation, and problem-solving.

If your organization needs help building a similar system or rethinking how you manage operations, I’d love to talk.

Charity Polo Classic: Building a Signature Philanthropic Experience From the Ground Up

Tue, 09 Dec 2025 20:44:47 GMT

Foundational event development, branding, and production leadership (2011–2013)

Before launching Manage the Event, I had the opportunity to help build one of Tampa Bay’s most recognizable philanthropic events from its very first year: the Charity Polo Classic. Although I am no longer involved with the event today, the work completed during those early years remains one of the most formative and meaningful chapters in my event-production career.

When the Charity Polo Classic was founded in late 2011 by Chris Gannon and Patrick Moraites, the planning committee faced a challenge that would define the project: conceptualize, brand, and execute a major new charitable event in just three months. As a member of the inaugural team, I contributed to several of the core elements that helped shape the event’s identity and long-term success.

My work included:

Developing the original website and digital presence
Naming the event and establishing key brand positioning
Public Relations and media outreach
Leading production for the inaugural commercial
Collaborating on event flow, guest experience, and overall creative direction

Those foundational decisions helped establish a strong visual identity and guest experience that set the tone for future years. What made the Charity Polo Classic stand out wasn’t just the sport—it was the elevated atmosphere, storytelling, and purpose that surrounded it. The mission and vision created in those early stages captured exactly that:

Mission: Uniting communities through memorable polo experiences to raise funds and awareness for vital local causes.

Vision: To create an extraordinary polo experience that fosters community connection while generating essential support for nonprofit organizations across Tampa Bay.

Today, the Charity Polo Classic has grown into a beloved annual tradition that continues to raise significant funds for local charities. While Manage the Event is no longer affiliated with the production of the event, I’m proud to have played a role in its beginning—helping lay the creative, structural, and branding foundation that contributed to its long-term success.

Highlighting this project within Manage the Event reflects the depth of experience behind the company: large-scale event conceptualization, brand development, production leadership, and the ability to bring ambitious ideas to life under tight timelines. These early years helped shape my approach to experiential event management and continue to influence the work I do today.

How Woodford Reserve Elevated Derby at the Pier 2025: A Look Inside the Brown-Forman Sponsorship Experience

Tue, 09 Dec 2025 18:11:40 GMT

A behind-the-scenes look at premium guest engagement, brand storytelling, and top-tier hospitality at Tampa Bay’s most stylish Derby celebration.

Derby at the Pier 2025 was more than a Derby-themed celebration—it was a full-scale showcase of hospitality, community impact, and premium brand experiences. This year, Woodford Reserve and Brown-Forman delivered one of the most memorable activations on site, transforming the exclusive Jockey Club into an immersive tasting and VIP lounge that set the tone for the entire event.

A Derby Day on the Waterfront

Hosted at Spa Beach Park on the St. Pete Pier, the event drew more than 2,400 guests, including over 1,000 attendees inside the Jockey Club , seven VIP tables, and seven Millionaire Row cabanas. With sweeping waterfront views and an upscale Derby atmosphere, Derby at the Pier once again delivered as one of Tampa Bay’s standout spring events.

Beyond the celebration, the event also made a significant impact— $75,000 was donated to three local nonprofits: The Children’s Dream Fund, CASA, and Academy Prep.

Inside the Woodford Reserve Jockey Club Experience

The Woodford Reserve Jockey Club was the centerpiece of Brown-Forman’s sponsorship. Designed as a luxurious, all-inclusive lounge, the activation allowed guests to deeply engage with the brand through:

Elevated craft cocktails and premium sampling
Interactive tasting moments
Signature Woodford Reserve bar design and custom menus
A buzzworthy "step and repeat" photo moment
On-site education led by a professional Brand Ambassador

The environment blended elegance and excitement—giving guests a stylish, comfortable space to enjoy Derby Day traditions while immersing themselves fully in the world of Woodford Reserve.

A Spotlight in Local Media

The Jockey Club’s energy and the event’s overall draw captured the attention of local press and regional media outlets. Coverage included:

I Love the Burg highlighting the must-attend nature of the Derby celebration
WUSF featuring the event and its charitable impact
FOX 13 News showcasing the Derby experience live on air
A full digital photo gallery capturing the style, atmosphere, and community participation
This coverage amplified the event’s reach and reinforced Derby at the Pier as a signature, highly attended spring tradition.

Why the Sponsorship Stood Out

Brown-Forman’s presence didn’t just complement the event—it elevated it. The activation aligned perfectly with the Derby’s sophisticated aesthetic, offering guests a memorable brand experience that felt authentic, premium, and integrated.

The Woodford Reserve tasting moments became a natural gathering point for guests, driving engagement while reinforcing brand loyalty. The execution demonstrated how experiential strategy, design, and hospitality can come together to create something meaningful and memorable.

Looking Ahead

With its continued growth, strong community impact, and premium brand partnerships, Derby at the Pier is shaping up to be one of the region’s most anticipated annual events. The 2025 activation set a new bar for sponsor engagement—showing what’s possible when brands invest in immersive storytelling and elevated guest experiences.

Brown-Forman’s presence didn’t simply contribute to the event. It helped define it.

Case Study Spotlight: Proximo Tequilas Sampling Success at ABC Fine Wine & Spirits

Tue, 09 Dec 2025 17:07:39 GMT

How in-store education and strategic sampling drove trial, conversion, and deeper consumer understanding across Florida ABC locations.

In August 2025, I partnered with Proximo Spirits to execute a statewide sampling initiative for their tequila portfolio at ABC Fine Wine & Spirits. The goal of the program was to introduce shoppers to four distinct expressions—Jose Cuervo Devil’s Reserve, Gran Coramino Cristalino, Tradicional Silver, and Maestro Dobel Silver—while educating consumers on flavor profiles, tequila styles, and serving versatility.

Over the course of the activation, Brand Ambassadors engaged thousands of shoppers, poured hundreds of samples, and guided guests through side-by-side comparisons that helped them identify their preferred tequila style. By pairing product education with thoughtful placement inside the stores, we were able to convert meaningful shopper interest into strong sales and valuable insights for the brand.

One of the standout findings from this program was the clear performance leadership of Jose Cuervo Devil’s Reserve. Consumers consistently gravitated toward its smooth finish and premium feel, making it the top-selling SKU of the entire campaign. Gran Coramino Cristalino also demonstrated strong appeal among shoppers seeking a modern, silky tequila experience. Meanwhile, Tradicional Silver and Maestro Dobel Silver resonated with guests looking for cocktail-friendly options and clean, approachable profiles.

The sampling program didn’t just generate sales—it highlighted exactly what resonates with today’s tequila drinkers. Guests asked questions about production methods, flavor differences, cocktail applications, and even bottle availability. These interactions emphasized how valuable in-store education can be for premium spirits, especially when shoppers are faced with an expanding and increasingly complex tequila category.

The full case study breaks down performance results, consumer engagement trends, top-performing stores, and key recommendations for future activations. It provides a detailed, data-informed look at how sampling programs can influence purchase behavior and strengthen brand presence within a competitive retail environment.

�� View the full case study PDF here.

If you’re interested in learning how strategic in-store sampling can elevate your brand or help you better understand consumer preferences, I’d love to talk more about how these programs can support your goals.

Behind the Scenes: Proximo’s RTD Margarita Sampling Success at Total Wine

Tue, 09 Dec 2025 17:01:40 GMT

How strategic sampling across 118 events helped shoppers connect with Proximo’s RTD margarita portfolio.

In September 2025, I partnered with Proximo Spirits to execute a large-scale sampling program across Total Wine & More locations statewide. The goal was simple: introduce shoppers to Proximo’s growing lineup of ready-to-drink margaritas and drive meaningful trial during a key season for tailgates, gatherings, and at-home entertaining.

Over the course of 118 sampling events, our ambassadors connected with thousands of shoppers, poured nearly 4,000 samples, and helped customers discover new favorite flavors across both the 1800 and Jose Cuervo RTD portfolios. The result was a high-engagement program that not only lifted product awareness in-store, but also delivered strong conversion and valuable insights into consumer flavor preferences.

One standout takeaway was the clear divide in flavor performance. Traditional profiles like the 1800 Ultimate Margarita led in familiarity and conversion, while bolder, tropical expressions such as the Raspberry Colada captured shoppers’ curiosity and quickly became top sellers. These patterns reflect a broader consumer trend: people are seeking convenient, ready-to-pour cocktails that still feel premium and full-flavored.

Across the program, we also learned a great deal about how RTD flavors resonate differently with Total Wine guests. Some consumers gravitated toward classic lime-forward margaritas, while others leaned into sweeter options—yet overwhelmingly, shoppers appreciated having multiple flavors available for comparison. This type of real-time feedback is exactly why in-store sampling remains so valuable. It gives brands direct visibility into what customers enjoy most, what surprises them, and what prompts that final purchase decision.

The full case study breaks down the program’s performance in detail, including engagement metrics, flavor results, top-performing stores, and recommendations for strengthening future activations. For anyone working in brand marketing, retail strategy, or experiential programming, this report offers a clear look at how thoughtful sampling initiatives can influence shopper behavior and drive category growth.

�� View the full case study PDF here.

If you’re interested in seeing how sampling programs can support your brand’s goals—or want to talk about designing a more efficient, insight-driven activation—I’d love to connect.