Someone has to hold it all together.
Independent senior event production for leadership conferences, brand events and live productions, from first brief to last guest.
What I Bring
Most events don't go wrong on stage. They go wrong in the distance between what the client intended and what finally happens in the room, as the brief passes from one supplier to the next.
I close that distance. I stay personally involved, keep the whole picture in view and bring together only the specialists each project needs. You keep the message, the leadership and the approvals; I keep the production, and only bring back the decisions that genuinely need you.
One producer, personally accountable, from first brief to last guest.
My Story
I learned event production from the inside.
For almost fifteen years at Starwood Hotels & Resorts, I produced conferences, brand summits and international events, including a 2,300-attendee global conference in San Diego and Le Méridien brand summits in Doha, Rome, Lisbon and Shanghai. I wasn't the supplier receiving a brief; I was the one accountable for the result in front of my own leadership.
In 2016, I set up The Alternative to bring that perspective to companies and agencies: a producer who understands what an event means for the organisation behind it, and produces it accordingly.
Intention first
Every project starts with one page: what the event must achieve for your organisation and your leadership. Every decision is tested against it.
Filtered, not forwarded
Problems that belong to production are solved before they reach you. Real decisions arrive with clear options and consequences.
Received, not processed
Arrival, timing, transitions and service get the same discipline as the run of show, in every sector. Guests feel expected, not managed.
Selected Experiences
Belmond
Roeland Vos, whom I had worked for at Starwood, brought me back when he took the helm at Belmond, now an LVMH maison: four consecutive global conferences followed (2016–2023), then OnAir!, a virtual platform created when travel stopped during Covid.
Auberge Collection
A recurring brand activation at ILTM Cannes, now in its third edition.
Agencies
Senior production inside agency teams, often discreetly, including white label.
Key Strengths & Expertise
One senior producer. You work with me directly, from first brief to last guest.
The client's perspective. Years on the client side mean I understand approvals, leadership expectations and internal stakes.
Live production. Technical direction, show calling and speaker flow, held under pressure.
A hospitality mindset, in every sector. The attention to guests I learned in hospitality, applied to conferences and brand events of all kinds.
Services
Typical scope: intention and scoping, venue and destination, budget, stage and technical direction, show calling, speaker flow, participant experience and partner coordination.
Leadership conferences and executive meetings
Conferences and leadership meetings where your executives are on stage, produced around the message they need to deliver.
Brand events and activations
Launches, brand gatherings and trade-week activations, designed so guests feel expected rather than managed.
Live production and show calling
Technical direction, run of show, speaker flow and show calling, held calmly when things change.
Production support for agencies, including white label
A senior producer inside your team for a specific project, discreetly and under your name if needed.
Before you brief anyone
The Intention Brief: twelve questions on one page, to settle before your agency, producer or venue sees a brief. Free, and yours to keep.