House of Yes & House of X
Raby Creative directed marketing and digital event production for two cirque-inspired New York nightclubs: House of Yes and House of X. With a bustling event schedule, each club hosts 6-10 weekly events, drawing in crowds of 600-800 patrons per night.
Role: Associate Marketing Director (maternity contract)
Experiential Marketing, Event Production, Booking, Digital Promotions, Signage, Box Office
Entry poster designed by House of Yes.
Event Branding and Campaign Design
Marketing Director (contract)
For nearly six months, I took the helm of marketing duties for all ticketed events, stepping into the role of Marketing Director during a maternity leave. This comprehensive responsibility spanned directing project management workflows, spearheading the design process by establishing brand architecture for new venue identity, developing theme parties and experiences, crafting event branding and copy, coordinating with co-producers, devising social and content strategies for paid ads and social media. orchestrating targeted email marketing campaigns, and refining the new venue brand identities.
I began by identifying the most popular events and supplementing those gaps with experiences to that merged the top grossing event themes and demographics. The top two emerging themes were Bourgeois Burners and BIPOC Aristocracy. The events team and I collaborated on developing themed parties that catered to both demographics but amplifying the upper-elite values with virtuous themes like sustainability, black empowerment, ability-awareness, and trans-awareness.
We designed show flows and brand moments that activated audience engagement with immersive narrative through-lines. A little-person dressed like an oversized sperms hands you a red thread at the door, speaks about consent, and guides you to follow the thread through the birthing canal onto the dance floor. A glamorous bearded mer-person swims in a tub full of agricultural lubricants and offers hand massages. A giant taxidermy shark vomits aerialists to Italian poetry overdubbed to global house. Show-folk moved through the crowd inviting guests to film and tag House of X in their socials with a scratch-off business card. These “moments” made the brand and guests naturally built the socials making it easier to compile paid media videos with content published by guests.
Amidst this multifaceted role, an exciting opportunity emerged to shape the branding and marketing strategy for Earth Love Fest 2022, a transformative eco-festival dedicated to promoting sustainability. Situated in the vibrant neighborhood of Bushwick, Brooklyn, this street festival attracted nearly 6,800 attendees despite having only six weeks for promotion and a modest hosting footprint. Through innovative tactics and strategic planning, we successfully positioned Earth Love Fest as a beacon of environmental consciousness, fostering community engagement and awareness on a local and global scale.
Impact
This role also involved extensive project management, coordination with event co-producers, overseeing box office management, and developing captivating event themes. Within a mere two months of commencing this project, I achieved remarkable growth, expanding the House of X mailing list from 2,000 subscribers to an impressive 14,600 subscribers. I streamlined the CRM system, implementing optimized affinity tagging and enhancing event SEO. Moreover, we established a robust paid ad strategy and production process, resulting in consistent increases in event attendance throughout my contract duration. Additionally, I provided comprehensive training to our creative team in design production best practices, optimizing workflows and enhancing efficiency.
