Mastering the Art of Event Production

Marianna Albano started her professional career in Chicago with various hospitality groups. When it was time to step up to the big leagues, she decided to move to Las Vegas and started working as a marketing coordinator at Wynn in 2017. Since then, Albano has moved up the ladder to become the director of marketing. Her tasks in this role encompass strategy, creativity, and execution. From yearly brand campaigns to three-day music festivals, she has been involved in everything from how event artwork looks to how DJ booth designs are built. Recently, her position has focused on in-venue event design and execution, partnership facilitation, and special projects. This position holds a ton of responsibility for the business in terms of brand visibility both locally and outside the market (domestic and international), as well as capturing and retaining that market share.

Recognizing Albano’s visionary leadership and marketing excellence in driving business success, this exclusive interview delves into Albano’s invaluable insights into how events can vividly paint a brand's picture in the market.

Could you share your experiences and role in one of the major projects you were recently involved with?

One of the largest projects I have overseen recently was this past February during Super Bowl Weekend. Wynn Nightlife partnered with Flipper's Roller Boogie Palace for their Big Game After Party in Las Vegas, hosted by Dr. Dre and Snoop Dogg. As the executive producer, I was responsible for overseeing all the moving parts to bring the event's vision to life. My team and I collaborated with several companies to obtain permits that allowed us to shut down one lane of Las Vegas Blvd so we could crane in two full low-rider vehicles to sit on display in the side pools. The event also turned the middle swimming pool into a roller-skating rink. My team and I had to work through insane logistics to turn the venue over in less than 24 hours and get this built. There were new challenges in this event, and it was quite exciting to work through them!

‘Adaptability’ is everything. The Las Vegas landscape is always changing and evolving, whether on a longer timeline or in the heat of the moment. Being able to fully diagnose a situation, identify any issues or concerns, and suggest or implement immediate solutions is essential. In live events, there's no button to pause or redo—you have only one opportunity to get it right. I think everyone is afraid of making mistakes, but those mistakes are how you learn and grow. Success hinges on being detail-oriented and organized, as you’re often juggling multiple projects or events at once. And the last piece to note here is that communication is key.

What advice or recommendations would you extend to professionals looking to get into similar roles as yours?

In addition to academic courses, take as many gigs as you can! During my time in Chicago, I volunteered with a friend's experiential company, observing how he organized large-scale events in nightclubs, hotels, and on the Chicago shoreline. I also spent one summer with C3 at Lollapalooza, an amazing firsthand experience in the live event world. I made it a point to engage in any activity that would broaden my understanding of different facets of the event industry.

Marketing is ‘ALWAYS’ changing, but the fundamentals will remain the same. It is very important to live and breathe this business so you don't skip a beat. Social media is a great tool to stay current—not only in mastering the platform but also in following trending and viral content as well. The event business is interesting. It's tough to get a job with only a degree because employers generally want to see candidates with experience as well.

In a nutshell, firsthand experience is extremely important and that can’t simply be taught.