Fandom Unpacked

Summer travel season is here, but the trips we remember most are often less about where we go than who we experience them with.

In this ICYMI episode, Sixthman CEO Jeff Cuellar explains why passionate fans will rearrange their calendars, cross traditional demographic lines, and travel wherever it takes when an experience is built around something they love and a community that loves it with them.

Hear the full conversation with Jeff:...

Oncologists prescribing beaches, Broadway, and ballgames sounds unbelievable until you hear the why. We sit down with Jon Albert, founder of the Jack & Jill Late Stage Cancer Foundation, to talk about what families actually need when late-stage cancer enters the picture: time, relief, and a chance to feel like a family again.

Jon shares the story behind the foundation, rooted in the loss of his wife Jill to breast cancer...

As soccer supporters from around the world transform cities across North America with songs, traditions, and unforgettable displays of fandom, we're revisiting a conversation that helps explain how many of those lifelong passions begin.

In this ICYMI episode, Mike Lorenc (Clinical Assistant Professor of Sport Management at the University of Michigan and co-owner of AFC Ann Arbor) shares why the next generation of sports fans often d...

Monopoly has a reputation for turning friendly game nights into grudge matches, and Saw has a reputation for making people squirm. So what does it look like to build live, immersive experiences from those worlds and still leave guests feeling satisfied, included, and eager to come back?

We sit down with David Hutchinson, CEO of The Path Entertainment Group, to unpack how modern fandom changes when the audience gets real agen...

Game 4 of the NBA Finals is tonight. If you live even remotely close to New York, you're feeling the fandom.

It sent us back to a conversation with Bronwen O'Keefe, Head of Brand Marketing and Content at the Harlem Globetrotters — an organization that's been filling basketball arenas in this city for 100 years — on what it actually means to give every person in a room something to feel. This episode covers:

• what it lo...

Everybody recognizes the Harlem Globetrotters. The more interesting question is why people keep coming back, and why first-timers leave feeling like they just joined something. We talk with Bronwen O’Keefe, Head of Brand Marketing and Content, about the simplest strategy that is also the hardest to execute at scale: building fandom by making joy a two-way exchange between the team and the crowd.

Bronwen breaks down wha...

We break down how the Savannah Bananas build a fan experience by doing the exact opposite of “normal” and keeping everything anchored to entertainment. We hear from co-owner Emily Cole on the behind-the-scenes planning that turns a baseball stop into a fan-first trip people schedule a year in advance.

• The Savannah Bananas’ philosophy of rejecting normal to create standout sports entertainment 
• What ...

Staying home has never been easier, which makes the decision to go out more meaningful and more demanding. We sit down with Vincent Marini, President of Content and Production at Free Association Live and the executive producer behind Magic Mike Live, to unpack what it really takes to earn a live audience in 2026: not hype, not spectacle alone, but a designed emotional journey that makes people feel something and then tell their fr...

Tony nominations dropped last week, and if you work anywhere near Broadway, you felt it. But every year the same question comes up: how do you bring people who don't follow the industry closely into the moment?

That question sent us back to a conversation with Ruthie Fierberg from Broadway News, who made an argument we haven't stopped thinking about — that the Tonys are, functionally, Broadway's biggest concert, and that namin...

You know that feeling when you’re watching a live show and realize you’re working harder to understand what's going on than actually enjoying it? That’s the reality for a lot of international audiences when the story is being told in a language they don’t speak, and the “solution” has often been to keep snapping your eyes away from the stage. We wanted to understand which technologies could help ...

The New York Auto Show passing by our office triggers a sharp memory about how global fandom works when the main event is far away. We revisit Jonathan Linden’s thinking on the F1 Exhibition and how Drive to Survive helped turn drivers into people fans can truly follow.

• the challenge of accessing Grand Prix races as popularity rises and tickets cost more
• creating a live F1 Exhibition as a touring fan experience
• where the exh...

Merchandise can feel like a simple souvenir until you realize it’s doing three jobs at once: capturing the emotional high of a live event, extending the brand into everyday life, and quietly selling the next ticket. We sit down with Michael Rego, CEO of The Araca Group and a longtime Broadway producer, to unpack what makes live event merchandising actually work, from the first creative conversation to the final moment at the ...

If you've ever wondered what peak fandom actually looks like, this one's your answer. March Madness just wrapped, and watching those final moments — the upsets, the eruptions, the arenas turned into something electric — it felt like the right time to revisit one of the most resonant clips we've put out. Because what happens in college basketball doesn't stay there. It carries into the pros, into arenas across every spor...

New York City is one of the most famous “brands” on earth, yet selling a trip to NYC still comes down to the same hard question every marketer faces: how do you keep something iconic feeling personal, current, and worth the effort? We sit down with Nancy Mammana, Chief Marketing Officer at New York City Tourism + Conventions, to get inside the strategy behind promoting a city that never stops changing, and to understand...

A circus company that builds entire worlds does not stop at the stage. We're joined by Spiegelworld CMO Lindsay Sanna to unpack how immersive live entertainment becomes real fandom when every detail is intentional, from the moment you walk in to the last sip of a cocktail. We talk about what makes Spiegelworld experiences like Absinthe feel like true escapism, why intimate venues create a kind of connection that arenas cannot touch...

Ever wondered how a legendary stage keeps pace with a hundred different audiences at once? We sit down with Carnegie Hall’s Chief Marketing Officer, Sara Villagio, to explore how a 135-year-old institution stays agile, relevant, and deeply human while serving fans who arrive through classical subscriptions, education programs, global tours, and once-in-a-lifetime occasions. From a rebrand that landed quietly and confidently t...

Step onto the INTIX show floor with us in Las Vegas as we sit down with Amy Graca, Senior Vice President of Entertainment at Caesars Entertainment, to unpack how an ordinary ticket becomes an extraordinary night. Amy takes us inside a 50-venue footprint (over 20 on the Strip alone) where the “all-in-one” experience blends world-class shows, signature dining, and artist access into something fans can’t get anywhere...

What makes a show truly “worth it” when wallets feel tight and the pace of change won’t slow down? We sat down on the floor at INTIX to unpack new survey data from leaders across live entertainment and paired it with insights from 100,000+ patron responses. The result is a clear map of where price perception meets real value, how C‑suite and frontline teams see the same problem from different seats, and what it ta...

If you care about how fandom really grows, this year-end review is your field guide. We pulled threads from dozens of candid conversations across sports, Broadway, music, family entertainment, and venue operations to reveal seven clear themes that separate fleeting hype from durable community.

We start with growing audiences: the U.S. Open’s free Fan Week proves sampling converts, while the Formula 1 Exhibition shows h...