ORLANDO, FLA.—Los Angeles-based full-service event production company Gladiator Productions embodies the ancient Roman warrior it’s named after. And since its foundation in 2019, Gladiator Productions has grown its portfolio and rolodex to include the likes of Fenty Beauty, MAC Cosmetics, Olipop, Ouai—and now—Havaianas.
Gladiator worked with the flip-flop brand on Havaianas Spring Break, an event that fittingly took place at Disney Springs, the shopping and dining entertainment district of Walt Disney World in Orlando, Fla., from April 20-24. And according to Seth Dolan, the founder and chief creative officer of Gladiator Productions, the purpose of the five-day fest was to simply “celebrate the season with something authentically them.”
And “few realize that Havaianas is made in Brazil and began in the beach and surf [that’s] prominent there,” Dolan said, adding that the brand makes the sandals the way they always have—”by hand, from 100% rubber, and with their patented rice pattern that lets you not slip when wet.” He and his team took the message and ran.
The destination? A flip-flop-shaped sandbox filled with kinetic sand; a branded, surfboard-backed photo moment; opportunities to paint boards alongside artisans that were later displayed in Havaianas’ storefront; plus neon signage, a “surf shack” selling Havaianas merchandise; and rainbow lighting that illuminated the park’s palms. 
Rainbow underlighting illuminated palm trees and wowed the more than 65,000 guests who attended the event from April 20-24.Photo: Courtesy of Gladiator Productions
Dolan said a flip-flop-shaped sandbox was a must so "guests could feel connected to the beach."Photo: Courtesy of Gladiator Productions
Activations spanned the 4,000-square-foot, multilevel, “mini amphitheater”-style venue, and welcomed more than 65,000 guests over the course of five days. Dolan said the goal was for the guest experience “to allow self-exploration,” which was easy to execute considering Havaianas is “such an inclusive brand [with] this free-spirited vibe.”
And we know you’re wondering: How was Gladiator Productions able to land such a big-time client? For planners looking to level up their contact list, look no further because we asked Dolan point blank. Keep reading for an inside scoop…
Gladiator Productions constructed a “surf shack,” which sold Havaianas merchandise and featured fun neon signage.Photo: Courtesy of Gladiator Productions
What advice would you give someone just entering the events industry and looking to build up their client roster?
I know people say this a lot, but honestly, be yourself. I know I have tried to fit into molds for other people in my past, and it never worked. The more you showcase your authentic self, the more the right clients will align with you.
What about for an industry veteran; how can they take their rolodex to the next level?
I think it’s important to not be shy about showcasing what you do. When you have success, be proud of it, and share it on your social handles, across all platforms. Someone may be looking for something similar to what you created, and they may be your next client.
How does working with bigger-name clients change your creative strategy?
For us at Gladiator, it doesn’t really. We have clients who are big, major names, and we have clients who are smaller and emerging. We approach each of them with the same philosophy. We also follow a super clear, four-step production process with everything we do. I think the biggest thing is that a higher-stakes client is going to have a stronger point of view creatively and likely more direction, so be ready to receive that and incorporate [that] into your proposed designs and strategy.
A lineup of bands and DJs performed live in front of a branded backdrop donning "spring break," the event's theme.Photo: Courtesy of Gladiator Productions
On-site artisans spent hours hand painting branded surfboards that would later be displayed in Havaianas' Disney Springs retail location.Photo: Courtesy of Gladiator Productions
Does “bigger client” always mean “bigger budget?”
No, I would say definitely not. I think budgets are always in flux across the board, and I never expect a bigger budget based on who the call comes from.
And to manage expectations when it comes to budget, have transparency. Especially right now, we are in such—I’m so sick of using this—unprecedented times. But it’s true—gas is so high, which affects trucking. Trucking affects materials. Materials affect your building time and labor. It’s all connected. So it’s harder than ever to pull off impossible tricks; but the more transparent you are about what the realities are of the design and production, the more any client is usually super understanding.
What is the key to booking multiple jobs with the same client?
It’s about deliverables and consistency. You have to have the goods and show up. When you do, you hopefully cultivate a longer-term relationship.
Is there anything event professionals should be wary of when working with big-name clients?
Just make sure your infrastructure is in place. If you can’t back up what you are offering, it’s going to impact your client.
Many impressive sand sculptures were crafted using kinetic sand (which Dolan said was used because it made less of a mess) throughout the five-day event.Photo: Courtesy of Gladiator Productions
This interview has been edited and condensed.
