When Live at the Eccles launched at the stunning Eccles Theater in downtown Salt Lake City, my goal wasn’t just to promote performances, it was to redefine the experience. Broadway-level theaters can feel formal and reserved so I repositioned the venue as energetic and welcoming - a place to drink, dance, laugh, bring the family and fully enjoy live entertainment. The brand was designed to live within the broader Eccles Theater identity system with a bold signature red introduced to clearly distinguish Live at the Eccles, a color that has remained consistent and recognizable for more than a decade. Since its inception, Live at the Eccles has presented  327 shows and over 525 performances.

Working hand-in-hand with the VP, Marketing, I executed a fully integrated acquisition campaign anchored in contesting to capture first-party data and build an owned audience. The launch combined a high-impact brand video, for which we secured approval from Tedeschi Trucks Band to film and use their music adding authenticity and emotional resonance to the creative. The launch combined paid social and search (including competitive targeting), print placements and in-venue activations across 11 performances. The campaign grew the email list to over 100K, drove a 47% lift in new website users, delivered 344K paid impressions, boosted engagement by 50% and increased Facebook video views by 300%. Traffic spikes aligned with show nights, demonstrating clear conversion from awareness to site visitation, all delivered on a sub-$12K budget.