Avi Izaguirre · Experiential Events Portfolio

Cisco hospitality pool deck transformation

Cisco at Rio 2016: a ship transformed at sea

About me

Experiential marketing leader with 15+ years delivering end-to-end brand experiences across travel, automotive, sports and technology, on both the agency side (GMR Marketing, BeCore) and the brand side (Delta Air Lines, DocuSign). From Olympic hospitality and Ferrari VIP programs to full-lifecycle launch campaigns and global conferences, I build and lead teams from concept to load-out, including directing a team of 6 direct reports, with budgets up to $10M.

15+years producing events

$10Mlargest program budget

$8.2Brevenue from premium & loyalty business

$1.3Mnew sponsorship secured

6direct reports

What I bring to the table

Experience strategy

Concept development · Guest journey · Brand storytelling · Programming

Creative production

Creative direction · Spatial design · Content · Fabrication · Show production

Event operations

Budget · Vendors · Logistics · Staffing · Run of show · Onsite execution

Business & partnerships

Sponsorship · Sales enablement · Executive hospitality · Partner management

Leadership

Agencies · Cross-functional teams · Clients · Executives · Global vendors

You bring the vision.
I build the experience your guests will never forget.

Business impact

Experiences that drive business

$8.2Brevenue from premium & loyalty businessDelta One Lounge launches and Amex card member experiences driving Delta's top revenue stream

$1.3Msponsorship securedThe Points Guy Awards, offsetting event costs

$10Mlargest program budgetCisco Olympic hospitality program budget

I build experiences that don't stop at the guest experience. They create connection, generate demand, strengthen brands and support business goals.

Scale

6 direct reports → 1,500 conference attendees → 2,622 employees → 75 classic Ferraris → Olympic hospitality → $10M productions

Brands

Brands I've partnered with

Experience

Agency side and brand side

2023–Present

Delta Air LinesBrand Experience Marketing Manager

Launched Delta One Lounges at JFK, LAX, Boston and Seattle; leads SkyMiles Experiences and partner activations.

2022–2023

BeCoreSenior Director of Account Management

Led experiential programs for The Points Guy, Amazon Music, Nike and Alaska Airlines.

2021–2022

Publicis SapientSenior Digital Marketing Manager & Integrated Producer

Launch campaigns, social content and influencer activations for Mercedes-Benz USA.

2019–2020

DocuSignSenior Strategic Event Marketing Manager

Customer conferences, sponsorships, field events and events-in-a-box toolkits.

2012–2019

GMR Marketing / SportsMarkSenior Account Manager; Creative Event Producer

Ferrari North America hospitality; Olympics, World Cup and Super Bowl programs for brands like Visa, NFL, adidas and Chevron.

2009–2011

SixthmanHospitality & Guest Service Manager

Cruise-ship music festivals on full charters with Royal Caribbean and Norwegian.

Cvent · Salesforce · VectorWorks · CAD · Adobe Creative Suite · Microsoft Office · G Suite · English (fluent), Spanish (intermediate) · B.A. Communication, Berry College

Selected work

Seven experiences at a glance

Looking for something specific? Pick a format.

Or by brand

Brand LaunchDelta One Lounge LaunchesDelta Air Lines · 2023–2025

Olympic HospitalityCisco at the Rio 2016 OlympicsCisco · 2016

VIP HospitalityCasa Ferrari at Pebble BeachFerrari · 2015–2018

F1 & Motorsport HospitalityFerrari Challenge North AmericaFerrari North America · 2018

Award Show & SponsorshipThe Points Guy Awards 2022The Points Guy · 2022

Conference & ExpoDocuSign MomentumDocuSign · 2019–2020

Lunch & Learn SeriesDocuSign Lunch & Learn SeriesDocuSign · 2019

01 · The challenge

Delta had never launched a Delta One Lounge, and the new lounges had to compete with ultra-premium lifestyle brands, not other airlines.

02 · The idea

Treat each launch like a luxury brand debut: a full-lifecycle campaign building to an opening night that let guests live the Delta One experience.

03 · My role

Led full-lifecycle launch marketing for Delta One Lounges, bringing a white-glove hospitality mindset shaped by prior Ferrari brand experience to a premium airline environment.
Owned integrated launch planning across email, social, partnerships, and video, including nine media and brand partnerships, from Vogue and Architectural Digest to Missoni and Union Square Events, and end-to-end video production with Winnie Harlow.
Served as the central lead across Creative, internal stakeholders, Legal, agency partners, and executive leadership, developing executive presentations and aligning teams around launch strategy, messaging, and brand standards.
Produced the JFK, LAX, BOS, and SEA Delta One Lounge openings end to end, leading agency teams across planning, creative, content, production, and onsite execution to deliver elevated, cohesive launches across four markets.

What I owned

Integrated launch strategy
Creative + content production
Executive stakeholder management
Agency leadership
Four-market onsite execution

Launch partners

Partner / channel	Role in the launch
Vogue + Winnie Harlow	Celebrity + fashion + branded video
Architectural Digest	Design/luxury storytelling
Condé Nast Traveler	Travel authority + exclusive first look
Forbes	Luxury/business + food/drink storytelling
Travel + Leisure	Travel/lifestyle + LAX/BOS first looks
CNBC	Business + mainstream reach
Missoni	Luxury fashion + physical lounge design
Union Square Events / Danny Meyer	NYC culinary credibility
Grown Alchemist	Wellness/luxury credibility

04 · The experience

JFK: custom Delta One key and invitation

05 · The production

Launch strategy and roadmap
Email and social planning
Nine media and brand partnerships
Video production with Winnie Harlow
Executive presentations
Agency leadership across four markets
Opening nights at JFK, LAX, BOS and SEA

06 · The impact

4lounges launched

$8.2Brevenue from premium & loyalty business

3Bpress impressions

600+guests at the JFK opening

Four Delta One Lounges launched, with 3B press impressions from the JFK opening.

In partnership with Team Epiphany, Delta Corporate Communications and the Delta Sky Club team

Next projectCisco at the Rio 2016 Olympics →

01 · The challenge

Cisco, an official sponsor of the Rio 2016 Olympic Games, needed a premium home for its customers and executives, but Rio was short on luxury hotel rooms.

02 · The idea

Charter a cruise ship and rebuild it at sea into a private, fully branded Cisco hotel, so guests lived inside the brand for the entire Games.

03 · My role

Led end-to-end production of a $10M international hospitality program, transforming a cruise ship into an exclusive Cisco-branded experience and executive hospitality venue for Cisco customers and the USA Basketball team during the Olympics.
Directed a global production team and international vendor network, including hiring and managing a London-based production crew, leading European site visits, and overseeing all design, build, logistics, and brand standards.
Orchestrated the complex ship transformation in just 14 days, coordinating port cranes in Lisbon to load an entire fleet of production trailers before rebuilding, reupholstering, rebranding, and restyling the ship's interiors into a cohesive Cisco-branded environment.
Created an executive hospitality experience where Cisco hosted customers and senior leaders for relationship building, sales engagement, dining, and entertainment throughout the month-long Olympic program.
Managed Olympic programming and high-profile brand moments, including onsite activities and the official trophy display in partnership with the International Olympic Committee (IOC).
Oversaw the full lifecycle of the program, from international production and ship build-out through live operations, guest experiences, and final breakdown and return to Lisbon, while managing relationships with the cruise line, port authority, clients, and global partners.

What I owned

Creative + production leadership
$10M program budget
Global vendor network
14-day ship transformation
Guest experience + onsite operations

04 · The experience

05 · The production

European site visits and measurements
London-based production crew
Port crane load-in at Lisbon
14-day rebuild at sea
Reupholstery, branding and artwork
Breakdown and return to Lisbon

06 · The impact

$10Mprogram budget

14 daysto transform the ship

1 monthof hospitality

Lisbon → Riointernational build

100% guest approval, with USA Basketball's teams on board and coverage in USA TODAY.

Read: Inside USA Basketball's Rio Olympics cruise (USA TODAY For The Win) ↗

Produced with GMR Marketing · Photos © GMR Marketing and my own

Next projectCasa Ferrari at Pebble Beach →

01 · The challenge

Ferrari wanted a hospitality home at Pebble Beach that felt less like a corporate event and more like stepping into the Ferrari world.

02 · The idea

Recreate Enzo Ferrari's home in Italy as an intimate hospitality house, with the cars on the lawn as the centerpiece.

03 · My role

Launched the inaugural Casa Ferrari House at the Pebble Beach Concours d'Elegance, leading the program for five years and bringing the client vision to life through an immersive recreation of Enzo Ferrari's home in Italy. The experience evolved into an annual Ferrari program that continues today.
Developed the Ferrari Hospitality Brand Guide to establish standards across uniforms, catering, staffing, and overall guest-facing expectations for hospitality events.
Led end-to-end event production and operations, including site sourcing and hotel contracting, vehicle logistics and delivery, graphic installation, furniture removal, overnight room flips, and full-site builds and transitions.
Managed a five-day hospitality house spanning guest management, dinners, vehicle reveals, entertainment, security, staff accommodations, and daily onsite operations.
Managed strategic partners and stakeholders, including Hublot, Veuve Clicquot, and the Pebble Beach team, ensuring a seamless and elevated guest experience.

What I owned

Program launch
Experience design
Production + operations
Luxury hospitality
Partner management
White Glove Brand Book

04 · The experience

The Pit Stop: a vintage gas station reimagined

Classic Ferraris on the Pebble Beach lawn

Classic Ferraris on the road at Pebble Beach

Casa Ferrari today: the program continues

05 · The production

Site sourcing and hotel contracting
The Pit Stop: a vintage gas station reimagined
Vehicle logistics for 75 classic Ferraris
Graphic installation
Overnight room flips
Dinners, reveals and entertainment
Partner integrations with Hublot and Veuve Clicquot
Ferrari Hospitality Brand Guide

06 · The impact

5 yearsleading the program

75classic Ferraris

5 daysof programming

Casa Ferrari became an annual Ferrari program that continues today.

Pebble Beach Concours: Casa Ferrari returns to Pebble Beach ↗

Produced with GMR Marketing · Photos © GMR Marketing

Next projectFerrari Challenge North America →

01 · The challenge

Ferrari Challenge drivers are Ferrari owners, so every race weekend is the brand's most personal client experience.

02 · The idea

Build a weekend arc that feels like a members' club: casual Friday barbecue, white-tie Saturday gala and Sunday race day, with something for the whole family.

03 · My role

Led end-to-end hospitality operations across Ferrari Challenge and Formula 1 race weekends throughout the U.S. and Canada, contracting venues and directing GMR operations crews onsite to deliver premium guest experiences at each track.
Built and managed full-service hospitality compounds, overseeing tents, flooring, florals, F&B, signage, AV, entertainment, and all onsite infrastructure from build through breakdown.
Designed and managed the full weekend guest experience, from casual Friday barbecues to white-tie Saturday dinner galas and Sunday race-day hospitality. Sourced private chefs for each track and developed a dedicated culinary program for kids.
Served as the primary client and guest experience lead, managing communications, guest lists, ticket distribution, and onsite needs across every race weekend. Led the F1 Montreal Hospitality House and oversaw end-to-end guest access and ticketing.
Managed sponsor relationships and onsite integrations, overseeing placement, branding, logistics, and fulfillment to ensure partner activations were seamlessly integrated into the hospitality environment.

What I owned

Hospitality operations leadership
Compound builds + infrastructure
Guest experience design
Sponsor integration
Client relationship lead

04 · The experience

F1 Montreal: aerialist before the Pista unveil

05 · The production

Track contracting across the U.S. and Canada
GMR operations crews on site
Hospitality compounds: tents, flooring, AV
Private chefs at every track
Kids' culinary program
Sponsor integrations
F1 Montreal Hospitality House

06 · The impact

6race weekends

344driver entries

103junior chefs in the kids' program

Six race weekends, 344 driver entries and one consistent white-glove standard at every track.

Produced with GMR Marketing · Photos © GMR Marketing

Next projectThe Points Guy Awards 2022 →

01 · The challenge

TPG brought the concept and a tight budget for its first in-person awards show in two years.

02 · The idea

Fund the vision with partners: a tiered sponsorship program that brought brands into the experience, not just onto the signage.

03 · My role

Led the client relationship as Senior Director and managed a team of six event planners, overseeing the strategy, production, and execution of a complex, multi-functional event.
Developed and sold the sponsorship strategy, creating the prospectus and tiered packages that secured $1.3M in sponsorship revenue to offset event costs. Managed sponsor relationships from sale through fulfillment, including footprint design, logistics, branding, and onsite execution.
Owned venue strategy and contracting, while leading five cross-functional teams across F&B, AV, Production, Partnerships, and Creative to bring the experience to life.
Directed end-to-end production, overseeing the production team, load-in and load-out, vendor coordination, onsite operations, and the full guest journey to ensure a seamless, high-touch experience from arrival through departure.

What I owned

Client leadership
Sponsorship strategy + sales
Venue strategy
Production leadership
Team of six planners

04 · The experience

05 · The production

Sponsorship prospectus and tiers
Venue strategy and contracting at Terminal 5
Six event planners, five cross-functional teams
Three-level venue plan
Load-in and load-out
Guest journey from arrival to after party

06 · The impact

$1.3Msponsorship secured

Recordattendance and revenue

1.8Bpress impressions

6direct reports

Record attendance and revenue, $1.3M in sponsorship and 1.8B press impressions.

Next projectDocuSign Momentum →

01 · The challenge

Customers needed to understand the new DocuSign Agreement Cloud, not just hear about it.

02 · The idea

Make the product tangible: interactive touchpoints, an end-to-end customer journey and tailored moments for niche audiences.

03 · My role

Concepted and developed an immersive, in-person experience that brought the DocuSign product ecosystem to life through interactive touchpoints. Aligned cross-functional product teams and designed the end-to-end customer journey to make the platform tangible, intuitive, and engaging.
Led creative development and event execution from concept through onsite delivery, partnering with an agency to establish the brand look and feel, managing creative approvals and budget, and creating tailored experiences for niche audiences, including transforming a ballroom into a laser tag arena for developer audiences.
Owned sponsorship strategy and fulfillment, developing the sponsorship prospectus, selling sponsorship packages, and managing partner deliverables. Oversaw the full guest experience and event operations, including F&B and hotel banquet orders, transportation, registration, event website, and pre-event communications.

What I owned

Experience design
Product storytelling
Sponsorship program
Guest operations

04 · The experience

Google Cloud × The Wilderness Society on stage

DocuSign and Salesforce on the main stage

05 · The production

Agency creative and brand look
Product team alignment
Ballroom turned laser tag arena for developers
Sponsorship prospectus and fulfillment
F&B and banquet orders
Transportation and registration
Event website and pre-event communications

06 · The impact

1,500participants

94%attendee satisfaction

95%likely to recommend

94% attendee satisfaction and 95% likely to recommend DocuSign.

Next projectDocuSign Lunch & Learn Series →

01 · The challenge

Sales needed a repeatable way to meet customers in their own markets and move deals forward.

02 · The idea

An Events in a Box program: a playbook and shipped kits so sales teams could run polished, on-brand events on their own.

03 · My role

Built and scaled a turnkey “Events in a Box” program that enabled sales teams to independently execute polished, on-brand events across 12 cities. Developed the full event playbook and shipped ready-to-deploy kits with signage, name tags, parking information, session content, and event materials, while managing venue sourcing, AV production, F&B, and industry-specific programming in each market.
Partnered closely with sales to align events to business objectives and established Salesforce tracking to connect every attendee and engagement to pipeline, creating a repeatable event model that could scale across markets while maintaining a consistent brand and guest experience.

What I owned

Program design
Event-in-a-box system
Venue sourcing
Sales partnership
Pipeline reporting

04 · The experience

[Add a venue or registration photo]

05 · The production

Event playbook
Shipped kits: signage, name tags, parking info
Venue sourcing in 12 cities
AV and F&B
Industry-specific content
Salesforce attendee tracking

06 · The impact

$2.41Mpipeline touched

23events in six weeks

12cities

$2.41M in pipeline from 23 events in six weeks.

Next projectDelta One Lounge Launches →

More work

Range beyond the headliners

DocuSign Holiday Parties

DocuSign · Holiday parties

Produced two themed holiday celebrations for 2,622 employees across Seattle and San Francisco, one week apart. Led end-to-end event operations and production in partnership with the agency team, ensuring seamless execution across both markets.

Comcast Trade Show

Comcast · Trade show

Led exhibit planning and production for Comcast, overseeing floor plan development, budget management, design execution, and union-house logistics to deliver a seamless, on-brand experience.

Warriors Photo Booth

Golden State Warriors · Fan activation

Concepted and produced a custom, social-ready photo booth experience, designed and fabricated to engage fans, encourage social sharing, and create a memorable brand interaction.

Be The Light Tour

Insight Global · BeCore · Mobile tour

Led the development and execution of a mobile career center, bringing career workshops and one-on-one consultations directly into local communities. Translated the client vision into the floor plan and guest experience while overseeing onsite logistics, staffing, and day-to-day operations.

Avi
Izaguirre

Experience strategy

Creative production

Event operations

Business & partnerships

Leadership

Experiences that drive business

Brands I've partnered with

Agency side and brand side

Seven experiences at a glance

Delta One Lounges

What I owned

Launch partners

Cisco × Rio 2016

What I owned

Casa Ferrari × Pebble Beach

What I owned

Ferrari Challenge North America

What I owned

The Points Guy Awards 2022

What I owned

DocuSign Momentum

What I owned

DocuSign Lunch & Learn Series

What I owned

Range beyond the headliners

DocuSign Holiday Parties

Comcast Trade Show

Warriors Photo Booth

Be The Light Tour