Speakers + Tours Announced: Designing the Power of Fandom at 2026 SEGD Branded Environments

As VP, Brand Design – Look of Games / Executive Design Director for the LA28 Olympic and Paralympic Games, Ric Edwards is shaping how the world will see—and feel—Los Angeles in 2028.

Drawing from a career that spans BMW, Nike, Oakley, Tiffany & Co., Verizon, and more, Ric will explore how fandom, civic pride, and cultural resonance are intentionally designed into experiences meant for a global audience. His work reframes branding not as messaging, but as emotional infrastructure—designed for insiders, aspirants, and first-time believers alike. Ric will be moderated by Nu Goteh, SEGD Board Member, designer, strategist, and educator, and Founder of ROOM FOR MAGIC and Co-Founder of Deem Journal. Together, they will examine how large-scale experiences can honor community, culture, and future possibility—without losing their human core.

Rather than debating whether in-person experience still matters, this panel focuses on how it wins—and how to design for that advantage.

The Future of Fandom: Why IRL Still Wins in a Digital World brings together four essential perspectives:

• Dr. Paul J. Zak, Founder of Immersion Neuroscience, on emotional response, memory formation, and belonging
• Todd Humphrey, Founder of Highmark Sports Group and former founding executive of the Seattle Kraken, on scaling fan experience and long-term engagement
• Kate Francis, Senior Project Manager & Designer at Elevate Creative, on translating design intent into built environments at arena scale
• Jonny Greco, CEO (Chief Energy Officer) of SHINE ENTERTAINMENT, on storytelling, culture, and creating “forever memories” for fans

Together, they’ll offer a practical framework for designing IRL environments that create shared memory, emotional attachment, and enduring loyalty.

In Designing for Belief, Brad Jones, VP of Design at Jack Porter, Inc., explores a simple truth: the environments that matter most don’t explain—they convince.

Through case studies including Dude Perfect HQ and major collegiate and professional sports environments, Brad examines how shared history, future ambition, and emotional storytelling transform fans from observers into participants—and why belief consistently outperforms explanation.

Francisco Besa, Principal and Design Director for Brand Activation at Populous, will share insights from his work designing FIFA Fan Festival™ experiences, including Kansas City’s role as a 2026 host city.

His presentation explores how large-scale fan environments can be welcoming, accessible, and emotionally resonant—designed not just for lifelong fans, but for those discovering the sport for the first time.

One of the event’s defining moments will be an exclusive behind-the-scenes tour of Crypto.com Arena, one of the world’s most active sports and entertainment venues.

Led by the design team from Forty Nine Degrees, the tour will unpack how environmental design and spatial storytelling elevate private suites, premium selling environments, and food and beverage experiences—revealing how venues evolve to create new product offerings, differentiated experiences, and deeper brand connection.

Explore BMO Stadium, home to Major League Soccer’s LAFC and Angel City FC, through a full-access tour led by the design team.

This guided experience offers a closer look at the stadium’s design and fan-focused features, including key hospitality areas and premium spaces. Participants will hear behind-the-scenes insights into the venue’s development and explore how BMO Stadium enhances the overall fan experience—showing how architecture, branding, and atmosphere work together to create memorable match-day moments at one of Los Angeles’s most important soccer destinations.