All Terrain

“Leadership is not about being in charge. It is about taking care of those in your charge.” – Simon Sinek #WomensHistoryMonth, we recognize the women who are shaping the future of the events, design, and business industries. Leadership comes in many forms—innovation, inclusion, and impact—and these incredible women embody it across their fields: ? Brook Jay| Transforming experiential marketing through cutting-edge engagement strategies. ? Sophia Lin Kanno, CITP | Designing immersive experiences that bring brands and visions to life. ? Bonnie Ott - Smith | Orchestrating world-class events with expertise and precision. ? ? Erica Taylor Haskins | Elevating brands through experiential storytelling. ? Julie Haferkamp| Bringing seamless execution to large-scale productions. Though their industries vary, their shared dedication to creating meaningful, impactful experiences ties them together—and ties directly into the mission of MPI. Their work reinforces that event professionals are not just planners but strategists, creators, and change-makers. Who are the women inspiring you in events, business, and beyond? Tag them and celebrate their contributions!

Last week, I attended Modern Exotic Fashion Wedding Fete 2025 presented by Modern Luxury Weddings and Mira Couture?at the Four Seasons Hotels and Resorts Chicago. I went to cheer on my friend Aga Rhodes- Make Up Artist, who created such flawless beauty on the models and support other incredible talents like Juan José Herrera and Collin Pierson.?Mira Couture?and Kehoe Designs wowed everyone with an exotic, jungle-themed fashion wonderland. It means so much to me to support the local Chicago fashion and design community. My biggest takeaway is that these events are inspirational goldmines for anyone in marketing, creative, or experience design. Runways are one of the places where cultural trends are born. You’re getting a front-row seat to the future of design, music, movies, and pop culture.?If you’re looking for creative inspiration attend a fashion show! FSChicago Hermione de Paula Georges Hobeika BlackOak Technical Productions Casa Del Sol Tequila Select Model Chicago BELLOSOUND

Mass marketing is dead. Why? Because people aren’t here for your generic, one-size-fits-all ads anymore. They want to see themselves in your brand. Especially with AI automated everything on the rise. Blasting the masses isn’t enough.?People are over it. Show up where it counts: niche meetups, local running clubs, fashion shows, city block parties.... or that tight-knit Reddit group everyone is talking about. Then bring exclusive drops, experiences or content that speak to those tight-knit crews. That’s how you win. It may sound counterintuitive but when you focus on connecting with smaller audiences on a deep level, you actually reach more people... A tight-knit tribe that feels seen will spread your brand organically. It’s simple, people vibe with communities, not campaigns. If you’re not where they already hang out, you’re invisible. The future is about REAL connection, not automated marketing. Show up where it matters! #TribeOverAds

Here's a short clip of the out-of-this-world Saint Patty's Day VIP party we threw with The HEINEKEN Company and Arc Music Festival aboard a massive ship as Chicago's river turned bright green! Activations like this are so powerful. We blended the excitement of the river being dyed green with the authentic vibes of the underground electronic music scene, thanks to DJ Kettama and Greg Corner. The result? An experience nobody saw coming. Thousands of cheering faces lined bridges and parade routes, captivated by the spectacle. Influencers couldn't help but share the magic. And on the ship itself? Pure wonder. I've rarely seen that many genuine smiles and people dancing without a care in the world. If you were there or caught a glimpse, you know exactly what I mean: Saint Patty's Day and Heineken are forever linked. Moments like these are why we do what we do. Auris Presents All Terrain

The Power of Experience: How Heineken Silver Owned St. Patrick’s Day In today’s marketing landscape,?the most powerful brand moments aren’t just seen—they’re felt. Success comes from understanding your audience, showing up in the most?relevant and authentic ways, providing value, and letting?them?tell the story. For?St. Patrick’s Day in Chicago, Heineken Silver did just that. Partnering with?Arc Music Festival, we created an unexpected, once-in-a-lifetime moment—one that wasn’t just witnessed but?experienced. With?DJ Kettama?(fresh off a sold-out show at Radius Chicago) dropping beats on the river, Heineken Silver became the?most talked-about brand of the day, tapping into?Gen Z’s love for EDM and unforgettable experiences. Thousands entered for a chance to be on board, but only?150 lucky fans?made it onto the boat. Yet, the impact reached far beyond the water. From?the bridges to the pubs, to the social feeds, this moment was amplified by the people who lived it—because the best stories aren’t just told by brands, they’re?shared by the audience. That’s the power of experiential marketing. #ExperientialMarketing #HeinekenSilver #StPatricksDay #ArcMusicFestival #BrandExperience #AllTerrainCollective The HEINEKEN Company Auris Presents Greg Corner All Terrain

Get ready for an epic St. Patrick's Day surprise! We’re cooking up something wild as the river glows green. Stay tuned for more details ??

People don't just want to watch anymore... they want to help create the story. And honestly...who can blame them? Have you heard of the Ikea Effect? People value things more when they help build them. ?It’s not just about cool furniture...it’s about human psychology. The same goes for brand experiences. When audiences help shape a campaign, product, or event, their connection skyrockets. They are doing more than interacting with a brand...they’re emotionally invested on a deep level. Generative AI is fueling this movement on a mass scale. We’re in a time where anyone can be a creator. People can generate music, design t-shirts, customize sneakers, even insert themselves into movies. This isn’t a novelty. It's a fundamental shift in how audiences engage with content. Give them a say, and they'll stick around. That’s what we’re focusing on with our activations...using gen AI to let people create shirts, posters, or anything that ties them closer to the brand. Brands that ignore this shift? They’ll struggle to stay relevant. Think about it... If audiences can create their own music and content...why would they settle for a static, one-size-fits-all experience? The future isn’t just about telling a story anymore...it’s about creating the space for audiences to tell their own.

Your Brand’s Biggest Asset in the Next 5 Years? Being Human. ?? I cannot stress this enough: Real-world, human connection will be your brands most powerful advantage in marketing. The influencer in this video? Not a person. That voiceover? AI-generated. Wild isn't it? Right now, everyone is racing toward AI automated everything: chat bots, virtual influencers, ai sales cold calling... And yet, here’s the problem: None of it feels real. People see through it. And the more automated digital noise we drown in, the more we crave something real and genuine, face-to-face, in-the-moment connection. The brands that win in the next five years? They won’t be the ones automating everything. They’ll be the ones using AI to enhance human connection and creativity, not replace it. This is why I’m more passionate about experiential marketing than ever. Because in a world where automation isolates us, real-world experiences bring people together. Live events. Building communities. Parties. Human connection. Inspiring others. Because when everything else is artificial, human interaction becomes the ultimate brand differentiator. So let me ask you ....What’s your brand doing to stay real?

So proud of all the work that went into this activation!

I’m so proud we teamed up with James Hardie this year to put climate change at the heart of their activation. At a conference where every booth is battling for attention, the ones people actually remember are those that stand for something more. After 25 years in this industry, I've learned that it’s not about the flashiness of your marketing. No one cares. It’s about telling stories that resonate. In this case, stories of climate resilience, sustainability done right, and homes that protect people when everything else fails. Because if your marketing doesn’t make people feel something, you’re missing the mark. Brands need to step away from the "hard sell" and step into a purpose that truly matters. That's when people start paying attention. With wildfires and extreme weather on the rise, focusing on something so urgent and real felt more important than ever ...and it’s been amazing to see how deeply it connects.