A woman giving a presentation on stage at a conference, with a slide projected behind her and audience members seated facing the stage. Large illuminated letters spelling 'FNL' are on the side of the stage.

R.S.P. Fall Experience Case Study

Photo Credit: Storrie Halina-Madsen

This high-energy women’s networking event brought together 140 bold, driven women for a day designed to break routines, spark confidence, and push comfort zones in the best way.

Event Details

Inspired by late-night energy and unapologetic 90s throwback vibes, the experience blended humor, bold statements, and unexpected moments that encouraged guests to ask for what they want and step into what’s next. The result was an immersive, elevated atmosphere where challenging the status quo felt fun, empowering, and just the right amount of rebellious.

Event Type: Women’s Networking Event

Location: Surly Brewing  - Minneapolis, MN

Date:  November 2025

People standing around a table with name tags, engaging in conversation at an indoor event with wooden walls.

Photo Credit: Storrie Halina-Madsen

My Role

  • Directed event flow and guest experience strategy, overseeing signage, décor placement, and wayfinding to guide 140 attendees smoothly through a multi-space venue.

  • Planned and executed check-in operations, including name tag systems and VIP identification, coordinating directly with the VIP concierge to ensure seamless arrivals and clear next steps.

  • Managed on-site logistics and transitions, including flipping the check-in area into a branded exit experience during intermission while maintaining uninterrupted event flow.

  • Served as the central point of contact for volunteers and lead voices, assigning roles, overseeing setup tasks, and managing timelines so the client could remain focused on hosting, performing, and networking.

  • Led on-site operations and team care, ensuring décor readiness, photo-ready timing, volunteer breaks, and overall execution from arrival through event close.

Women seated in an audience at a conference, with colorful vertical curtains in the background.

Photo Credit: Storrie Halina-Madsen

This event involved coordinating multiple moving parts at once—including check-in, giveaways, performers, speakers, volunteers, catering, A/V, and venue logistics—within a loud, open-concept space. Guests needed clear direction before entering the theater while navigating welcome tables, décor, and activations without disrupting pre-show flow.

Managing VIP speakers and guiding 140 attendees through intermission and post-show transitions required precise timing, communication, and crowd flow strategy to keep the experience high-energy but seamless.

The Challenge

Execution and Strategy

I was hired to lead event direction and logistics, partnering closely with the client during pre-event planning, read-throughs, and volunteer meetings to align expectations, flow, and execution strategy. From a guest-experience lens, I mapped logistics to maximize engagement and ROI—ensuring arrivals, transitions, seating, intermissions, and exits felt intuitive, elevated, and worth returning for.

Leading up to event day, I communicated directly with all volunteers and lead voices, clarifying roles, responsibilities, and timelines so setups were completed efficiently and the space was photo-ready one hour prior to guest arrival. On-site, I managed logistics, decisions, and team coordination so the client could stay focused on hosting, VIP engagement, and delivering the bold, high-energy experience she envisioned.

Group of women attending a social event in a modern indoor venue with string lights overhead.
Multiple white coffee mugs filled with candy, decorated with colorful ribbons and clear plastic wrapping, placed on a dark surface.

Photo Credit: Storrie Halina-Madsen

The event flow was executed seamlessly, guiding guests through check-in, name tags, and arrivals with ease and clarity. All setups were completed and photo-ready one hour prior to event start, allowing the experience to unfold smoothly from the moment guests entered the space.

The final result fully delivered on the creative vision—high-energy, unapologetic, and infused with bold 90s throwback vibes that set the tone for connection, confidence, and fun.

The Outcome

  • Audience of women watching a presentation or performance in a conference hall with colorful stage curtains in the background.

    Photo Credit: Storrie Halina-Madsen

  • Pink ceramic mugs with colorful listings: 'POWER', 'PROGRESS', 'PIVOT', and 'PLAY' in red, blue, green, and brown text, tied with multicolored curly ribbons, on a dark surface with more mugs in the background.

    Photo Credit: Storrie Halina-Madsen

  • A woman taking a photo with her phone at a pride event, with a large illuminated letter 'E' and colorful rainbow curtains in the background.

    Photo Credit: Storrie Halina-Madsen

  • People lined up at a registration or check-in area inside a modern building with wood-paneled walls and a sign reading 'Scheid Hall'.

    Photo Credit: Storrie Halina-Madsen

  • A group of women gathered in a dimly lit indoor space with string lights overhead, listening to a woman speaking into a microphone. Some are standing around tall tables, while others stand near a wooden bar area, with a sign indicating restrooms nearby.

    Photo Credit: Storrie Halina-Madsen

  • A speaker presenting on stage at a conference, with a large screen behind her and decorative illuminated letters 'FN' on the side, in a dimly lit auditorium filled with seated audience members.

    Photo Credit: Storrie Halina-Madsen

  • People at a registration table engaged in conversation at an indoor event, with a wood-paneled wall in the background.

    Photo Credit: Storrie Halina-Madsen

Vendor Partners

Photo: Storrie Halina-Madsen | Venue + Catering: Surly Brewing Company