Circuit of The Americas / X Games

As Director of Brand Management at Circuit of The Americas, I co-directed the creative development team with the Sr. Director of Marketing of ESPN, overseeing all local and national marketing efforts for X Games 2014-15.

X Games sign in an urban outdoor setting with tall buildings in the background.

Personal contacts within the Austin community lead to the development of the creative above. Working with a top creative agency in NYC, we conceptualized a vision of the X Games athletes taking over the city streets as though they grew up in the neighborhood. Intertwining local artists, skaters, bikers, shop owners, and friends of the scene, as our behind-the scenes extras gave us local street-cred.

I co-lead a team that was responsible for dozens of lead up activations throughout the central Texas region. This included experiential designs, such as building a replica of the X Games podium that could be placed at events to help build awareness and engage with the locals.

A mobile phone display showing an Instagram post featuring two roller derby athletes posing with X Games Austin signs. They are wearing helmets and sports attire, standing on a podium. The caption mentions hashtags like #xgamesaustin and #salbeingsal.
People gathered inside a tent labeled "Circuit of the Americas," viewing a race car with logos including Martini, Randstad, and Petrobras.
Crowd at X Games Austin event with large ramp, sunset in background.
Map of the X Games event in Austin, June 5-8, 2014, showing various locations like Moto X, Rally, Street, Park, Big Air, BMX Dirt, Galleria, Gaming Shack, and others, with entrances, walkways, and facilities marked.

Formula 1 Fan-Fest

Two performers on stage at Circuit of the Americas Fan Fest 2014. One is singing into a microphone, wearing a Philadelphia Phillies jersey, while the other is standing behind a DJ setup with a laptop. Stage lights and event banner in the background.

As Director of Brand Management at Circuit of The Americas, I lead all efforts in rebranding 'Fan Fest 2014' to feel more inclusive to the general public and not just for motorsports fans in town for the Formula1 race.

People gathered at an outdoor festival with "Fan Fest" signage, American flags, and picnic tables. Skyscrapers visible in background.

Fan Fest 2014 exceeded all attendance projections and was voted as the Best 'Free' Music Festival of the Year 2014 by The Austin Chronicle.

The VIP program I developed captured additional revenue from the more affluent F1 visitors in town.

The program included exclusive food and beverage, side stage access for the headlining artists, and a video arcade tent backstage.

Outdoor festival with people relaxing on grass, stage with performers, tents, and skyscrapers in the background.