Each engagement demanded sustained marketing leadership across launch, lifecycle, and reinvention, balancing brand consistency with audiences whose expectations evolve over years, not weeks. Led in-venue marketing, PR, and publicity for one of the most recognizable residency venues in the world, home to Celine Dion, Elton John, Rod Stewart, Shania Twain, Bette Midler, and Cher, creating the media moments that kept a fixed venue with a rotating cast of legendary talent in the national conversation.
Celine Dion’s Return: Relaunching a Residency Brand
After a three-year break from Las Vegas, Celine Dion returned to The Colosseum on March 15, 2011 with a new show, “Celine,” directed by Grammy Awards producer Ken Ehrlich. The relaunch wasn’t a new artist opening cold, it was re-establishing the venue’s signature act and its biggest brand under a new production, with all the media and marketing weight that comes with resetting expectations for a headliner who originally defined the building.
The second residency went on to run 424 performances. Combined with her original “A New Day...” residency, Celine Dion performed over 1,100 shows at The Colosseum across 16 years to more than 4.5 million fans, cementing the venue’s identity as the model other Strip residencies would follow.
Turning a Residency Opening Into a National Story
When Shania Twain opened her “Still the One” residency in November 2012, the arrival itself became the headline. Working with promoters and Las Vegas Metro Police, coordinated an entrance down the Las Vegas Strip: Twain arriving on horseback at the head of a 40-horse procession, escorted by 9 wranglers, shutting down the world-famous Las Vegas Strip for roughly 30 minutes while “Still the One” played from the fountains.
The event drew international press coverage, with dedicated pieces from People, USA Today, The Hollywood Reporter, and Rolling Stone, plus wire photography from Getty Images. Coverage: CBS News → · The Hollywood Reporter →
10th Anniversary: A Decade in Numbers
Led the multi-channel PR and marketing program marking The Colosseum’s 10th anniversary in 2013: an employee celebration, a commemorative logo and campaign, an AXS promotional partnership, international, national, and regional media promotions, and a media event built around Celine Dion’s 847th performance at the venue, attended by roughly 20 local and national press.
International Markets
Developed a strategic communications and destination marketing program targeting international markets, including Japan, China, and Europe, to grow international ticket sales and brand recognition for The Colosseum. Involved culturally-tailored campaigns and collaboration with the Las Vegas Convention and Visitors Authority and international destination marketing partners.
Integrated Marketing at Scale
Contributed to the integrated marketing mix behind residency ticket sales as part of the venue’s marketing team, spanning paid media, PR and publicity, promotions, and (at the time) some of the venue’s first dedicated digital and social efforts. The work ran alongside AEG’s sponsorship division, the Caesars Palace media team, outside agencies, hotel partners, and artist-specific publicists and label marketing teams.
VIP Experience & Talent Relationships
Worked directly with promoters to build VIP experience packages tied to residency shows, and used standing relationships with resident talent to create PR and promotional opportunities, meet-and-greets, exclusive access, and similar experiences, that supported ticket sales and VIP package sales. Fan sentiment on these activations ran strongly positive.