PROJECT MANAGER
AGENCY: SOFAR SOUNDS // PARTNER: HYATT CENTRIC
Context: The Hyatt Centric experience is about putting guests at the heart of the action to help them discover a destination. One of the most definitive ways to access the heart and soul of a destination is through music. From jazz in New Orleans, to J-pop in Tokyo to tango in Montevideo, Hyatt Centric strives to connect guests to the local music experience – both inside and outside the hotel – as a way to fully discover that location. Sofar Sounds reimagines the live event experience through curated, secret performances in more than 80 countries and over 420 cities around the world, so they were the perfect partner for Hyatt Centric’s new music program.
This robust partnership featured 8 unique live music experiences in 4 cities around the world: Chicago, New York City, Montevideo and Madrid. Attendees snacked on bar bites and custom cocktails while enjoying stripped-down performances from high-profile talent, like Lennon Stella and Fernando Cabrera, and emerging talent such as Sammy Rae and Astro Samurai. In addition to the live events, the partnership campaign also featured 20+ custom curated Spotify playlists, global distribution of co-branded print materials in Hyatt Centric hotels, a billboard placement in addition to digital and social promotion, press support, and a content catalogue of over 35 performance and recap videos plus photography.
My role: As Project Manager, I led an international production team in all matters of promotional asset development, talent curation, staffing, content creation and distribution, marketing comms and scheduling, budgeting and finance, engagement tracking, and reporting. As Hyatt Centric’s main point of contact, I led the weekly project status updates for all key stakeholders internal and external. Following a successful campaign, Hyatt Centric expanded their partnership with Sofar Sounds in 2019, to 12 shows in as many cities around the globe. You can check for updates on this next round of Sofar x Hyatt Centric events at our co-branded campaign landing page here.
