LEVITY ENTERTAINMENT GROUP | THE JOSE THEATER

I produced and managed a number of noteworthy events at the Jose theater. The filming of PK Subban’s All- Star Special, with NBC Sports and Glassman Media, tops the list.

Levity Entertainment Group is a comedy entertainment vertical based in LA. They’re one of the largest comedic booking agencies in the country and also produce and create film, TV and movies. They own and operate 7 venues around the country under the Improv brand, 3 under the name Levity Live and operate 3 additional venues under the Copper Blues name— for the quick math, that’s 13 venues/concepts nationwide. 

During my time with Levity, I worked closely with the National Director of Event Sales and created systems, SOPs and forms to support the department with improvements in selling, marketing, booking, managing, and budgeting event production in the 13 venues.

THE PRODUCT
A stunning historical theater, built in 1904, in downtown San Jose. Immediately, as you walk in, you notice a warm glow and ambiance that permeates the space, a kind of ambiance steeped in history, the kind of je ne sais quoi only reserved for old entertainment buildings like the legendary Fillmore Theater in SF and the Fox Theater in Oakland, a certain something that you can’t quite put your finger on. Yes, it’s a little shabby, a little rough around the edges. Savvy real-estate agents and clever second-hand sellers would call it “well loved”. Nevertheless, it’s a feeling that lends authenticity and a tried and true warmth to every event held there. The feeling is only augmented by the legendary talent that has graced the stage, giving the space an aura of greatness. Equipped with vaulted and ornately gilded ceilings, a large curtained stage, high-tech AV, a full kitchen, event staff and event management, the venue ticked-off all the boxes corporate event planners were looking for in one neat package.

MARKETING & SALES
With LEG, I increased venue and event sales year over year by expanding the market reach of the venue. By developing different use-cases, I increased the awareness of ways in which the venue could be utilized to tap into previously underdeveloped markets. My networking savvy and ability to spot key partnership opportunities supported these efforts.

Prior to me coming on board, the space had been primarily marketed and sold as a standup comedy venue, however, revenues were abysmal on weekdays. We needed a revenue stream to fill the space when people would not traditionally enjoy comedy. As a seasoned event professional, I went to work leveraging my event production contacts in the Bay Area. I expanded knowledge of the ways in which clientele could utilize the venue: to host presentations, filming events, galas, art displays, private entertainment events, product launches and theater performances. I achieved this by hosting and partnering on events with built-in large audiences. We utilized these events to showcase the space in its various iterations. These events were also utilized to capture future marketing content - photos, videos and testimonials that showcased the new and exciting ways in which the space could be used. I developed completely new marketing content and strategy, distinct from the previously developed marketing materials that only displayed the space as a standup comedy venue. Alongside the National Director of Sales and Marketing, I put together various different email, promotional and social media campaigns to showcase this new content.

The profit margins from utilizing the space as an end to end event venue were 5 times that of the revenue from utilizing the space for standup comedy. I created spreadsheets and revenue trackers to show this in great detail. In addition, the amount of people wanting to spend top dollar on a comedy experience were limited; the amount of clientele looking to spend on various event venues was much more expansive. My ingenuity and ability to think outside the box, to creatively envision the space, and share that vision, in ways that no one else ever had, along with my stellar networking and strategic partnership savvy, served me well and contributed to the year over year increase in sales and market awareness for the Jose Theater.

EVENT MANAGEMENT & PRODUCTION
During my time with Levity, I was not only devoted to expanding sales and marketing for the venue, but I also managed, from end to end, the events that we hosted there.

Because we were a full service venue that featured AV, talent booking, food and beverage and event management, I often sculpted and concepted all of the event logistics and planning. With custom spreadsheets and newly created event operations SOPs that I created, I managed design, outside vendor rentals, all event staff, coordinated unique AV needs, and managed food and beverage planning.