Alicia Richardson is the co-founder and managing partner of Crowd Access, the first independent measurement company creating a standard for experiential marketing. With 18 years of experience across advertising, media, sales, and measurement, Alicia has held roles at Undertone, OpenSlate, DoubleVerify, and Essence Ventures, where she helped lead sales across a powerful portfolio including Essence, Beautycon, Refinery29, and Afropunk. Today, through Crowd Access, she is helping bring clarity, accountability, and common language to an industry that has long relied on applause, attendance, and glossy recap reports instead of true performance measurement.

This episode we discuss:

• Alicia’s path from advertising and media measurement to building Crowd Access.
• Why experiential marketing has outgrown the language it borrowed from digital.
• The problem with measuring live events through attendance, applause, and surface-level engagement.
• Why brands need to define what success looks like before an activation is built.
• How Crowd Access is creating the first independent measurement standard for experiential marketing.
• The role of the Experiential Power Index, or EPI, in evaluating events and sponsorship opportunities.
• Why transparency, common language, and real-time measurement are critical to the future of the industry.
• How experiential teams can move from post-event “autopsy reports” to actionable insights while an event is still happening.
• Why agencies are often unfairly tasked with proving ROI without the right tools or shared metrics.
• How better measurement can help brands justify larger experiential budgets to CMOs, CFOs, and leadership teams.

Follow Alicia and Crowd Access at:
https://www.crowdaccess.co/
https://www.instagram.com/crowdaccess/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

In this episode, Mark Testa explores why the renewed excitement around live events is both an opportunity and a challenge for brands. Budgets are coming back, audiences are gathering again, and the energy around experiential marketing is real—but popularity alone does not make an event effective. In this SoloCast, Mark breaks down six key considerations every event marketer should keep in mind when investing in live experiences, from defining clear objectives to designing moments that create lasting impact.

This episode we discuss:

• Why the current momentum around events does not automatically translate into meaningful results.
• The importance of starting with clear objectives before investing budget, time, or creative energy.
• How audience alignment can make or break an event’s effectiveness.
• Why every dollar needs a strategic purpose—and how to avoid spending driven by ego or pressure.
• The difference between building a setup and designing a true brand experience.
• How live events should connect to a larger marketing strategy before, during, and after the moment.
• Why content, amplification, and follow-up are essential to extending the life of an event.
• How brands can think beyond attendance numbers and measure deeper forms of success.
• The role of emotion, relevance, and human connection in creating experiences that resonate.
• What event marketers should consider now as live experiences become a larger part of the marketing mix.

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

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Erica Boeke is the founder and creator of XP Land, a platform dedicated to connecting, elevating, and defining the experiential industry. With a background spanning journalism and brand strategy at Condé Nast and Fast Company, Erica has built some of the most influential experience-driven platforms, including the Fast Company Innovation Festival, Wired Store, and Teen Vogue Summit. She sits at the intersection of strategy, creativity, and community, helping shape how brands use experiences as a core business driver—not just an add-on.

This episode we discuss:

• Erica’s path from journalism to building some of the industry’s most influential experience platforms.
• Why experiential is no longer an “add-on” but the most powerful marketing channel today.
• The shift from events as media support to standalone revenue-driving businesses.
• The importance of community, fandom, and shared experiences in building brand loyalty.
• The lack of connection, measurement, and structure in the experiential industry and how XP Land aims to solve it.
• Why agencies need to get honest about their specialties instead of trying to “do everything.”
• How collaboration not competition is the key to unlocking bigger opportunities across the ecosystem.
• The role of experiential in a world saturated with AI-generated content—and why real experiences are the new source of truth.

Follow Erica at:

https://www.instagram.com/xpland/

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Lash Fary is the founder of Distinctive Assets and the visionary behind celebrity gifting as a global marketing platform. Known as the “Gift Guru,” Lash has spent decades creating high-impact brand moments tied to the biggest stages in entertainment — from the Grammys to the Emmys and beyond. By transforming product placement into a cultural strategy, he has redefined how brands connect with talent, media, and audiences at scale.

This episode we discuss:

• Lash’s path to building and defining the celebrity gifting industry.
• How gifting became a strategic marketing channel, not just a perk.
• What brands often get wrong when trying to connect with celebrities.
• The importance of timing, curation, and cultural relevance in brand placement.
• How to create moments that generate real visibility and lasting impact.

Follow Lash at:

https://www.instagram.com/swagassets/

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

The Experiential Exchange is a special speaker series within Creating the Perfect Experience, designed for marketing professionals building experiential programs and brand activations. Each session brings together industry leaders, strategists, creative directors, producers, and brand innovators, for practical insights, real-world lessons, and behind-the-scenes perspectives on what it takes to deliver meaningful live experiences.

A trusted leader in business development and experiential strategy, Staci Hallmon has spent over two decades helping brands build innovative live event platforms that drive connection and growth. As founder of SHB Enterprises, she has led revenue-generating programs for Fortune 500 companies, media brands, and nonprofits, with leadership roles at Endeavor | IMG | On Location and BET Networks, alongside a deep commitment to community impact through Project Morry.

Adrianne Mellen, Owner and Lead Planner of Propeller US, began her career in publishing at Vogue and Real Simple before launching her event planning business in 2009. Today, she leads a purpose-driven company empowering women and recently expanded into bespoke experiences at New York Fashion Week.

With more than 25 years in the industry, Mark Testa is a leader in experiential design and production and the Founder and Creative Director of Mark Stephen Experiential Agency. His work spans global activations and large-scale cultural moments, including Essence Festival of Culture and Beautycon, grounded in curiosity, empathy, and innovation.

This episode we discuss:

• Staci, Adrianne, and Mark reflect on the career pivots and early creative roots that shaped their paths in experiential production.
• The importance of building experiences with intention—where audience connection, brand purpose, and community impact align.
• Adrianne shares how her background in publishing informed her approach to planning bespoke, high-touch events, including her newest work at New York Fashion Week.
• Mark and Staci unpack what it takes to scale major cultural moments, from sponsorship strategy to long-term brand partnerships.
• A candid conversation on leadership in live events—trust, collaboration, and knowing when to say “no” in order to protect the work.
• Advice for emerging professionals: stay curious, embrace feedback, and remain open to starting over as you grow.
• The value of mentorship, active listening, and building strong creative teams rooted in honesty and shared standards.

Thanks for tuning in. Check us out at:

https://www.markstephenagency.com/podcast

https://www.instagram.com/markstephenagency/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Yvonne McNair is a veteran event producer and behind-the-scenes leader shaping high-stakes live experiences across entertainment and culture. As Founder and Executive Producer of Captivate Productions, she brings over 20 years of experience navigating complex productions, high-pressure environments, and the realities that live behind the curtain. A two-time Emmy-nominated producer, Yvonne is known for her operational rigor, calm leadership, and ability to carry ambitious visions through uncertainty with integrity.

This episode we discuss:

• Yvonne’s path into live production and the moments that shaped her leadership style.
• What really goes into producing large-scale cultural events beyond the creative vision.
• Why learning when to say no is critical to risk management and long-term sustainability.
• Navigating financial exposure, stakeholder pressure, and public scrutiny.
• The emotional labor of leadership in experiential production and how to recover after setbacks.

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Allie Galloway is a global event leader shaping how major brands show up in culture. As Senior Director of Global Events at Yahoo, she oversees the strategy and execution behind high-impact brand moments—from Cannes Lions to international tentpoles—bringing together storytelling, innovation, and operational precision. With experience across agencies and in-house teams, Allie is known for transforming complex ideas into experiences that resonate, scale, and deliver real business value.

This episode we discuss:

• Allie’s path from agency life to leading global events—and the skills that shaped her approach to creativity and leadership.
• How she designs standout brand activations in competitive environments like Cannes Lions.
• Building alignment inside large organizations and communicating the why behind experiential decisions.
• Navigating pressure, expectations, and the emotional labor of producing high-stakes events.
• What makes agency–client partnerships work: trust, transparency, and shared clarity.
• Lessons from producing international events and managing teams across cultures and time zones.
• Why understanding human behavior is the foundation of great experiential design.
• The future of brand experiences: personalization, community-building, and moments that extend beyond the event.
• Mark and Allie’s reflections on burnout, boundaries, and sustaining creativity in a demanding industry.
• The daily habits and leadership practices Allie uses to stay grounded and inspired.

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

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Stephen Seidel is a multi-hyphenate creative redefining how brands, leaders, and communities connect. A former engineer turned actor and storyteller, he blends precision, empathy, and strategy to build platforms where purpose meets performance. As founder of his namesake agency and coaching practice, he’s partnered with Fortune 500s, startups, and cultural innovators—from Coca-Cola and Allergan to Clutch Coffee Bar and SeedLegals—bridging culture, commerce, and impact through authentic storytelling. A speaker, author, and men’s mental health advocate, he co-founded Gents Journey, hosts the hit podcast Wolves Among Us, and brings generosity, grit, and humor to every room—a Philly-raised #GirlDad who believes great leadership starts with listening.

This episode we discuss:

• Steven’s journey from engineer to actor to agency founder — and how each phase shaped his approach to leadership and storytelling.
• How growing up as a “people pleaser” led him to understand the power of connection — and what it means to recover from that tendency while still caring deeply about clients.
• The importance of setting clear boundaries in creative and service-driven industries to protect both integrity and outcomes.
• Why “connection is currency,” and how meaningful relationships drive business, creativity, and fulfillment.
• How Steven blends left-brain strategy with right-brain creativity to help brands and leaders tell authentic stories.
• Lessons from coaching CEOs and founders on vulnerability, alignment, and leading with purpose.
• The creation of The Gents Journey — a community helping men reconnect with themselves, their families, and their purpose through shared stories.
• Mark and Steven’s candid reflections on anxiety, resilience, and redefining success beyond constant hustle.
• Daily habits and frameworks — like “Eat Your Morning PIES” — to build focus, gratitude, and balance as a creative leader.

Thanks for tuning in. Check us out at:

https://www.instagram.com/markstephenagency/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/