Photo: Courtesy of Jeff Consoletti
How he got his start: "I began my career in events over 18 years ago, at about the time when buzzwords like 'experiential' and 'activation' were just becoming a thing," Consoletti remembers.
At the time, he was working in the advertising industry and was tasked with field marketing for clients like NBC Universal, Paramount, Turner Classic Movies, Sprint, and Song Airlines.
"I would oversee consumer trade show experiences, activations at Comic-Con or upfronts, and big sales presentations at the studios, and was a rising young executive—until the economic downturn of 2008 when I was an easy target to let go," he says. "I’ve never been one to be sidelined and created an opportunity from that setback, immediately starting consulting."
He quickly began approaching clients he had worked with previously, which eventually lead to the birth of JJLA. "Now, 13 years later, JJLA is thriving, and I still have that 'roll up my sleeves' attitude to getting it done in hand with my team and my clients," he explains.
What innovation means to him: To Consoletti, innovation is about constantly evolving. "[Don't] be afraid of change, to adapt. Be nimble and flexible, and be open to expanding ideas to push the guest experience forward," he advises. "Events are constantly products that are 'in the now'—which can be a little tricky to navigate since, as producers, we all prefer to have months and months of adequate planning time. However, that brand-new trend or sudden attention-grabbing idea that pops up days before will call opens cannot be ignored."
Those sparks of imagination are where innovation happens, he adds. "I’m constantly searching for ways to enhance events, sometimes even once the doors are open. I walk our event spaces with an open mind searching for ways to constantly improve, evolve, and innovate further on the next show," he says.
How he stays inspired: "I try to consume as much as possible to fuel my inner inspiration tank. Whether dining at new restaurants, listening to New Music Friday on Spotify, keeping up on what colleagues in the industry are doing, or traveling to new spaces both near and far, I make time for creative pursuits as part of my work cycle that help me be a better leader and creator," Consoletti notes. "And martinis... martinis usually help inspire my next crazy napkin sketch every time!"
Career highlights: "Bringing Madonna and Grace Jones to NYC World Pride, on the 50th anniversary of Stonewall, continues to be one of the highlights of my work," he remembers. "It married the significance of a movement with a career highlight that significantly impacted me as a person."
More recently, Consoletti cites an experience he created last year for Fever and Netflix's Money Heist. "The opportunity to ... bring back a large-scale immersive experience on the tail of the pandemic, putting over 250 artists to work, made me so proud of the work we do in this industry." 
The immersive experience was modeled after the Spanish-speaking hit series Money Heist on Netflix, where “The Professor” heads a band of eight thieves looking to execute one of the most memorable crimes in history without getting caught. See more: Why Netflix Took a Theatrical Approach to Immerse Attendees for Its 'Money Heist' ExperiencePhoto: Courtesy of JJLA
His favorite thing about the event industry: "My colleagues throughout the industry," he says. "I mean this in earnest when I say I am so inspired by the creativity and thought leadership generated by powerhouses that I get to collaborate (or compete) with on an annual basis. I love how the pandemic really helped to tighten the bonds of this industry in ways that helped to cement its importance."
This feature is sponsored by Hubilo, a leading virtual and hybrid event platform built to drive engagement, with clients including Deloitte, Coca-Cola, Amazon Web Services, and more.
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