Excitement is Building for SEGD Sports + Entertainment in Las Vegas!

Prepare yourselves for an extraordinary convergence of the brightest stars in the sports and entertainment universe at the SEGD Sports + Entertainment event, happening in Las Vegas in just one month. This is not just an event; it’s a once-in-a-lifetime opportunity to mingle with the maestros, learn from the legends, and experience the extraordinary.

Exclusive Tours

SEGD is excited to offer two free tour opportunities on Friday, April 12. Join us at Meow Wolf Omega Mart, sponsored by Comet by Stratus, or at Allegiant Stadium for your chance to get a behind-the-scenes look at these local projects. Be sure to add the tour of your choice as an “Add On” when you register! And if you have already registered for SEGD Sports + Entertainment, check out the “2024 SEGD Sports + Entertainment – Participant Information” email that landed in your inbox on Tuesday, March 13 to select your tour.

Featured Panel

In a special session dedicated to showcasing the pinnacle of entertainment and stadium experiences, we bring you an exclusive panel on the development of the Raiders Stadium Experience entitled, “Beyond Game Day: Designing Unforgettable Fan Experiences that Transform.” Designed by the visionary minds at BRC Imagination Arts, this segment offers a rare glimpse into the innovative approaches and creative executions that have set new standards in the industry.

The average stadium is filled with more excitement and emotion on an average Saturday afternoon than most brands generate over a lifetime. And yet, the average fan experience conveys almost none of the passion that comes from loving the home team. More than any other engagement mechanism, stadium tours and experiences can build advocacy, foster community, and grow revenue. In this panel, we explore the strategy, technology, hospitality, and theater that go into creating an unforgettable fan experience and why a simple walk into the new Las Vegas Raiders’ locker room is moving visitors to tears.  

Brad Phinney
Chief Experience Officer at The Raiders 

Brad Phinney, is entering his 21st season with the Raiders holding leadership positions that have included oversight of content and production. Hired first by Al Davis, Brad has spent the past decade working closely with Mark Davis to shape the look and feel of the team’s in-stadium presentation and video and broadcast programming across several platforms.  Prior to his role as Chief Experience Officer, Brad held various positions within Silver and Black Productions, the production arm for the Raiders.  To date, Silver and Black Productions has earned 15 regional Emmy Awards.

Brad Shelton
Vice President Creative and Story at BRC Imagination Arts 

Brad specializes in turning client visions into extraordinary experiences across music, sports, food, and more. With a rich background in practical project development, Brad has led the creation of entertainment resorts and notable experiences worldwide, including Las Vegas Raiders Allegiant Stadium Tours, TOURS @ Climate Pledge Arena, The Selig Experience at Miller Park and Dreamworks Animation Park. A respected speaker and thought leader, he has contributed his expertise to prestigious conferences globally. Before BRC, Brad’s diverse career spanned roles from professor to film executive.

Edward Hodge
Vice President of Creative and Innovation at BRC Imagination Arts 

Edward brings award-winning innovation to the forefront of sports, museum, and entertainment projects globally. With two decades of experience, he’s a maestro of themed entertainment, attraction development, and visual storytelling, specializing in integrated systems, illusions, projection mapping, and special effects. His work has elevated experiences at the Rock and Roll Hall of Fame & Museum, the Museum of the Bible, NASA’s Kennedy Space Center, the Milwaukee Brewers, and the World of Coca-Cola. Edward’s ingenuity has transformed brand destinations, guest tours, and over 60 theme park shows across the country into captivating narratives and immersive environments.

Maya Guice
Marketing Director at BRC Imagination Arts 

Maya Guice has a unique set of skills that qualify her for one of the most challenging tasks at BRC: telling the story of a company that tells the stories of some of the most renowned brands and cultural institutions in the world. As Marketing Director, Maya oversees all brand and marketing related activities including content, PR, events, awards, strategic partnerships, and social media. Maya also produces and hosts ‘Masters of Storytelling,’ BRC’s podcast featuring interviews with storytellers from across the creative spectrum. 

A Los Angeles native, Maya spent many years in Europe, where she fell into a niche building brand and growth strategies for global creative agencies. Maya received an M.B.A. from the Drucker School of Management at Claremont Graduate University, where she now serves as Vice-Chair on the school’s Advisory Board of Directors. Maya danced professionally for over 18 years, the highlight of which was an experience touring Africa as a cultural Ambassador with the U.S. Department of State.

Featured Speakers

Mark Shunock
Host, Ring Announcer, and Philanthropist

Mark Shunock, known as the “Mayor of Las Vegas,” is celebrated for his transformative leadership in sports, entertainment, and philanthropy within the Las Vegas community. A former Canadian Hockey League member, Mark transitioned to entertainment, starring in Broadway hits like “The Lion King” and “Rock of Ages” in Las Vegas. As the host for the Vegas Golden Knights and the Las Vegas Raiders, he’s been instrumental in elevating the city’s sports scene, including serving as VP of Entertainment for the Golden Knights’ 2023 Stanley Cup Championship season.

Beyond entertainment, Mark’s philanthropic efforts have made a significant impact. He founded Mondays Dark, a variety show that has raised over $2 million for over 180 local organizations, ensuring every penny benefits Las Vegas. In 2017, he opened The Space, a community-driven arts complex, further cementing his commitment to the city’s cultural and charitable landscape.

Jonny Greco
CEO of Shine Entertainment

 Jonny Greco is a renowned figure in sports and entertainment, celebrated for his storytelling prowess and innovative fan engagement strategies. As CEO of SHINE ENTERTAINMENT, Greco excels in content creation, character development, and live experiences, leaving lasting impressions for global brands. 

His career spans roles with the Florida Marlins, Columbus Blue Jackets, Cleveland Cavaliers, WWE, Vegas Golden Knights, and Seattle Kraken, among others. Beyond team contributions, Greco has significantly impacted major events like the Winter Olympics and NBA All-Star Weekend. He’s a sought-after consultant for leagues, podcasts, and global events, sharing his expertise in storytelling and experience creation with the NFL, NBA, MLB, NHL, and more, driving culture and building memorable experiences across the sports world.

Join Us in Las Vegas

With just one month to go before the event, it’s time to gear up for an event filled with innovation, inspiration, and networking opportunities. This is your chance to immerse yourself in the latest trends, strategies, and innovations at the intersection of sports and entertainment. Whether you’re seeking knowledge, networking, or the sheer thrill of being in the presence of industry giants, SEGD Sports + Entertainment is your destination.

Act now to secure your place among the innovators and influencers shaping the future of sports and entertainment. Las Vegas is calling – are you ready to step into the spotlight?

About SEGD

We are designers of experiences connecting people to place. SEGD is a multidisciplinary community collectively shaping the future of experience design. We are a thought leader and an amplifier in the practice of experience design. Learn more at segd.org.