Situation has an impressive body of work spanning 20+ years in the Broadway and Arts & Culture industries. Our reputation as an award winning agency for Broadway shows, regional theatre, museums, opera, and classic arts is well-known. But one of the largest parts of our business is our sports, attractions, and live events vertical. We’ve worked on a Super Bowl, a few major observation decks, and with major New York City sports teams and arenas — just to scratch the surface.

We have a dedicated team for our sports, attractions, and live events business. This vertical has been working hard day in and day out for several years to galvanize sports fans, reach tourists, and do some really innovative work to get people off of their couches and into arenas. So I wanted to sit down with the newest member of our sports, attractions, and live events team: Account Group Director Jeff Miele. We discussed how AI, the Olympics, and ticket buyers’ need for flexibility post-pandemic is impacting the sports, attractions and live events space.

I hope you enjoy our conversation, I know I did.

Damian Bazadona (DB): Alright, Jeff, let’s start with your background in the live entertainment industry. What experiences have you had that made you want to get into this business? Was there a particular moment or event that inspired you?

Jeff Miele (JM): I was fortunate to grow up in a family that valued the arts and live experiences. From a young age, I was exposed to theater, classic films, and various live events. My grandfather, in particular, loved bringing people to their first shows, always saying, “Hang on to your seat. You’re in for the ride of your life.” 

These experiences sparked my interest in how productions come together, especially the people working behind the scenes.

DB: That sounds like an incredible foundation. Now that you’re working in the industry, what has surprised you the most? Any misconceptions you’ve encountered?

JM: The biggest surprise is how small and interconnected the industry is. Everyone knows each other, and it’s fascinating how many people have worked together across different shows and events. The live entertainment community is close-knit, which I didn’t fully realize until I was part of it.

DB: What are some of the commonalities you’re noticing among our clients, especially in the context of live events?

JM: One thing that stands out right now is the amount of competition in the live entertainment industry. The market is crowded with exceptional live experiences, so word of mouth is more important than ever. In our roles, we need to break through the noise to make an impact. For example, the Empire State Building, which was just named the number one attraction in the world by TripAdvisor, continually enhances its experience to stand out among significant competition. It’s about creating memorable moments that go beyond just being an observation deck. In June they literally wrapped the entire spire of the building with a massive dragon to promote “House of the Dragon.” That, with added temporary exhibits, added a huge layer of excitement for visitors.

DB: Flexibility seems to be a crucial trend post-pandemic. How are you seeing this play out in the live events we work on?

JM: Absolutely. Flexibility has become key, especially with packages that allow people to pick and choose their experiences. Whether it’s sporting events with flexible ticket options, or attractions offering timed entries, adapting to the needs and preferences of the audience is essential. Even dealing with changes like weather or schedule adjustments requires a flexible approach. There’s also a growing trend in offering insurance options for these experiences, which adds another layer of adaptability.

DB: You do a significant amount of work in sports, and it’s a particularly exciting time to work in sports marketing, with the 2024 Paris Olympics starting this week. How do you feel the Olympics fuel the live entertainment industry and sports fandom?

JM: The Olympics fuel the live events industry and sports fandom as a unifying cultural event with global audience engagement. As sports marketers, the games give us access to a large, passionate audience across multiple platforms. Viewership of the Olympics, further pushed by ongoing changes in how people watch sports on TV, can really impact our advertising opportunities as well.  This allows us to leverage specific targeting opportunities, optimize and tailor messaging around specific events, and continuously engage with sports fans during a time when the love of sports is palpable. The Olympic Games are an opportunity to leverage the excitement and passion so many people feel when watching athleticism and expose those folks to other big moments in sports and entertainment. 

DB: Let’s talk about AI. How is AI influencing our campaigns and client strategies in live events?

JM: AI is becoming more integrated into our strategies, helping improve efficiency and personalization. For instance, we can use AI to enhance the booking process and provide more personalized interactions with chatbots. However, there’s still some trepidation among clients about fully embracing AI, as it can’t replace the human element in our work. But the potential benefits, like live translations at events, can significantly enhance the overall experience and make them more inclusive. AI tools are also helping us better understand and target our audience, ensuring we meet them where they are with tailored messaging.

DB: How are our clients feeling about the current state of New York City, given the various challenges like inflation and crime?

JM: Our clients are definitely keeping a close eye on the perception of the city. But there’s a strong belief in New York City’s resilience and its status as a cultural epicenter. The city’s legacy and historical significance remain strong, and there’s a focus on making creative and personal connections with audiences to stand out. Additionally, there’s a lot of optimism about the future with events like the World Cup coming to the city, which promises to bring significant economic and cultural benefits.

DB: If you were to explain to your three-year-old son about the importance of live events, what would you say?

JM: I would emphasize that live events and experiences challenge your perceptions, teach you about yourself and the world, and show you different perspectives. Experiencing these events with diverse groups of people creates unique, communal experiences that you can’t get from TV or movies. Live events have a way of pulling unexpected emotions out of you and connecting you with others in a profound way. I think about moments where I’ve been moved to tears not just by the performance, but by the collective excitement and emotion of the audience around me. These experiences are irreplaceable.

DB: Rapid fire question: if you had one word to describe the future of live entertainment, what would it be?

JM: The future of live entertainment is expansive. We’re seeing a significant diversity in the types of events being offered, and there’s a willingness to take risks and create unique experiences. People are looking for things they haven’t experienced before, which is driving innovation in the industry. The challenge is to continue pushing boundaries and finding new ways to connect with audiences on a personal level.

DB: Thank you, Jeff. This has been a great conversation, and we’re excited to have you on the team.