As the parent-company’s Creative Director, I was brought in to build on Gibson Street Bar's existing holiday programming and transform it into something far more ambitious — a fully immersive, month-long Halloween activation designed to drive immediate foot traffic and cut through the noise of Austin's crowded fall event season.

The result was a complete transformation of the venue, equal parts vintage sideshow, gritty dive bar chaos, and theatrical escape. Every detail was considered: a 2,400 square foot space expansion, three additional bars, a custom cocktail menu, live music and nightly programming, with branded touchpoints woven throughout. Managing multiple vendors and stakeholders across fabrication, design and operations, I led the concept end-to-end to ensure the experience felt cohesive and fully realized from the moment guests walked in.

The activation was a resounding success, generating an 120% increase in revenue the first year, 5.5M+ digital and social impressions, extensive local media coverage and nightly lines out the door, establishing the activation as one of Austin's must-visit Halloween destinations.