BUILD: CASE STUDY
The Velvet Lounge
Zero-to-one Product Development
The Velvet Lounge is a multi-use experiential platform I conceived and launched to expand Circle Theatre’s programming, deepen audience engagement, and create new revenue opportunities.
THE OPPORTUNITY
Immersive. Community-driven. Revenue generating.
Circle Theatre had strong vision and engaged audience, but there was untapped value outside of the performances themselves. I envisioned The Velvet Lounge as a place where patrons and artists could gather, connect, and stay awhile, while also creating a flexible home for smaller and more experimental work.
By integrating a full bar and lounge experience into the existing performance calendar, the concept increased the value of every visit: encouraging patrons to arrive earlier, linger longer, build stronger relationships with the organization, and generate new earned revenue from activity that was already happening.
THE APPROACH
From idea to experience.
I defined the concept, value proposition, and programming model for The Velvet Lounge, then led the cross-functional team through planning, launch, and it’s ongoing evolution.
01
Identified the opportunity
02
Defined the vision and value proposition
03
Built the programming model and experience
04
Launched and marketed the platform
05
Iterated based on audience feedback and opportunities
THE IMPACT
1000+
Audience engagement in the first year
Expanded
Circle’s programming capacity & community presence
New
Streams of revenue opportunities realized
Stronger
Audience relationships and brand visibility
“The Velvet Lounge has become a space where creativity feels both elevated and accessible.”
- Audience Member
WHAT THE WORK DEMONSTRATES
Turning vision into real-world impact.
The Velvet Lounge is an example of how I identify unmet needs, built new offerings from the ground up, and bring together creative, operational, marketing, and financial strategy to create experiences that deliver meaningful value for audiences, communities, and the business.
Creative Direction
Marketing Campaigns
Events
