I’ve always kept a packed calendar. In my youth, balancing theater rehearsals, classes and a social life paved the way for early mornings and late nights as a theatrical press agent — my first Broadway job — shuttling between shoots, press previews and opening nights. The fast-paced world of my childhood primed me for a career built around juggling high-stakes responsibilities.
Now, as a brand partnerships and promotions manager, my job is to dream up and execute memorable, brand-building moments across Broadway and Off-Broadway. So my calendar is often packed with events. This past Halloween weekend, my mission was put to the test as I staffed happenings for three distinct shows: a trick-or-treat activation for “The Play That Goes Wrong,” an immersive industry party for “Operation Mincemeat” and a one-year milestone celebration for “Two Strangers (Carry a Cake Across New York).”
Pulling off three major rollouts in 48 hours required airtight preparation. In the weeks leading up to the holiday, I coordinated custom collateral, wrangled vendors, tracked logistics and outlined schedules with venue teams and theater management. When Saturday morning arrived, execution mode took over.
The weekend kicked off at New World Stages with “The Play That Goes Wrong.” To channel the comedy’s trademark mishaps, we bypassed traditional Halloween candy in favor of custom-branded candy canes labeled “Oops WRONG Holiday.” Set up alongside branded signage in front of the lobby step-and-repeat, the activation invited theatergoers to grab a sweet treat and post photos online. We brought out a second round of candy at intermission, turning theater staff into active participants alongside patrons. By the time cast members came out post-show to join the bit, the activation had generated a wave of genuine laughs and was a lighthearted stunt entirely faithful to the production’s DNA.
