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Cumulus East Coast Tour 2024
role.
Senior Producer
date.
Fall, 2024
location.
New York, New Jersey, Massachusetts, Connecticut, Rhode Island
I led the production of a 10-week mobile tour for Cumulus, an emerging cold-coffee brand launching its first home machine. I produced two premium, complementary footprints that activated 37 times in 21 locations: a converted Airstream trailer outfitted with power, internet, and refrigeration capable of serving up to 10,000 cups per stop, and a converted Sprinter van housing a fully functional indoor/outdoor coffee cart for versatile activations.
My responsibilities included managing two fabrication teams through the build process, hiring and overseeing tour staff, scouting and securing activation locations, coordinating offsite cold storage and product deliveries, and managing the full project budget from development through execution. The tour introduced the brand to more than 19,000 people, extended reach to 2.5 million prospective consumers, and successfully drove brand awareness while generating strong demand for the Cumulus experience.
