Superblue
At the height of the COVID-19 pandemic—in an ambitious attempt to redefine the art economy—we built Superblue from the ground up.
Services
GLOBAL BRAND LAUNCH •
ON-SALE & OPENING CAMPAIGN •
TICKETING & PRICING MODEL •
GLOBAL BRAND LAUNCH • ON-SALE & OPENING CAMPAIGN • TICKETING & PRICING MODEL •
The Concept
Superblue was presented as a groundbreaking enterprise dedicated to producing, presenting, and pushing boundaries of experiential art.
Its Promise
Superblue’s founders pitched us, the press, and the public on a promise predicated on a new business model.
Its premise? To pay artists upfront so they could create experimental work, to later pay them a cut of the ticket sale profits, to expand public access to the arts, and to create a more equitable art economy.
The Challenge
Superblue wasn’t just an art space—it was a new business model that had to be designed, stress-tested, and launched from the ground up. It required a team that could think fast, build faster, and make high-stakes decisions without a playbook ackled the challenge of turning an ambitious concept into a scalable, revenue-generating operation.
How do you design a ticketing and pricing model that balances accessibility with profitability? Forecast attendance, manage inventory, and develop a strategy that supports long-term sustainability? How do you launch a global brand while building the operational frameworks necessary for daily execution and future scaleability?
The Solution
With a small but relentless core team, we tackled the challenge of turning an ambitious concept into a scalable, revenue-generating operation. While leadership set the vision, it was on us to ensure that ticketing, pricing, marketing, and visitor operations worked together in real-time—without breaking under pressure.
Built the ticketing & pricing model → Structured tiered and timed ticketing to optimize revenue and visitor flow.
Designed revenue forecasts & demand models → Created financial projections to guide decision-making in an untested market.
Drove paid media strategy & built marketing operations infrastructure → Ensured sustained demand and long-term audience engagement.
Led all marketing operations → Owned paid media, email marketing, website content, audience development, and reporting systems.
Created standardized reporting & operational structures → Ensured financial and operational sustainability.
Served as the key problem solver for ticketing & visitor operations → Because when something broke, I had to fix it—fast.
The Work
At Superblue, I built the tiered & timed-ticketing structure, pricing strategy, inventory, forecasts & projections in alignment with leadership’s revenue goals, as well as attendee, visitor services, & onsite event ops strategies, training, & implementation. Much has changed, but the original tiering & pricing structure is still intact.
Combining strategic vision with pragmatic implementation, I created sustainable, scalable, and impactful frameworks.
From brand identity to omni-channel advertising campaign to user-generated content strategy to hack audience development—brick-by-brick we transformed an idea into something tangible.
Selected Press
"Superblue feels right for this moment. It heralds the arrival of the post-pandemic era—a time in which we could all use a salve for the past year of disconnection."—Ryan Waddoups, Surface Magazine
"Superblue feels right for this moment. It heralds the arrival of the post-pandemic era—a time in which we could all use a salve for the past year of disconnection."—Ryan Waddoups, Surface Magazine
"Superblue is at the forefront of how we experience immersive art. The artists inaugurating it offer a glimpse into a new world and a completely new experience."—Mollie Dent-Brocklehurst, The Art Newspaper
"Superblue is at the forefront of how we experience immersive art. The artists inaugurating it offer a glimpse into a new world and a completely new experience."—Mollie Dent-Brocklehurst, The Art Newspaper
"At Superblue, the barrier between the viewer and the art work has evaporated."—Arthur Lubow, the New York Times
"At Superblue, the barrier between the viewer and the art work has evaporated."—Arthur Lubow, the New York Times
