If you picture a truly memorable corporate gathering or experiential showcase, chances are you’re imagining more than fancy name badges and flawless PowerPoint slides. What sets apart the truly special gatherings from the generic ones? This is precisely the question at the heart of our latest conversation with Preeya Patel, an influential force in the world of immersive brand storytelling and experiential production.
Many organizers in the industry can trace their fascination with bringing people together to a childhood event. For Preeya Patel, this memory isn’t just vivid, it’s deeply personal and formative. Growing up in a Gujarati family with roots in South Asian dance, Preeya’s earliest recollection involves a massive annual Garba celebration at the Anaheim Convention Center. This wasn’t just any folksy gathering; it was a swirling sea of 10,000 dancers, animated by vibrant costumes and music, orchestrated largely by her own uncle. What makes this story stand out isn’t just the scale or the swirling colors. It’s the fact that her uncle, who didn’t “work in events” for a living, brought professional-level commitment and care to what was, for him, a passion project. Young Preeya had a front-row seat, not only as a participant, but as someone getting her first taste of what it means to coordinate moving pieces and create joy at scale. Only later did she realize how formative those behind-the-scenes lessons would become.
Like many creative professionals, Preeya’s initial career blueprint looked quite different. She originally set out on a pre-med trajectory before realizing her real excitement, and unique talent, lay elsewhere. Her transition began in college, fueled by a student-run dance competition. What started as a side project soon became a revelation: she thrived in environments that demanded creative problem-solving, real-time adaptability, and teamwork. Her first professional break came not with a paycheck, but with an unpaid internship at ATTCK Marketing. Here, she was immediately entrusted with memorable assignments, like styling costumes for a Four Loko float at Chicago Pride. Throwing herself into those challenges solidified her love for fast-paced environments that blend purpose, creativity, and logistical rigor.
What is it about immersive events that inspires Preeya to bring her best self forward? Her answer is unwavering: it’s all about authentic guest emotion. At the heart of her work is a desire to create moments of joy, curiosity, and surprise for attendees, regardless of whether they expect it. She distinguishes between traditional corporate approaches, often defined by logistical checklists, and the more holistic, guest-centered approach required in experiential work. “We work in a space where we’re looking to create an experience that emotes a feeling of joy or curiosity or surprise in our guests,” she explains. It’s not enough for things to run on schedule; the challenge is to ensure that each attendee walks away feeling changed in a positive, memorable way.
So how does one design these transformative experiences? For Preeya, it always begins with a shift in perspective. “My go-to is putting myself in the guest’s shoes,” she shares. The process is almost meditative: she closes her eyes and imagines the journey from arrival to exit, noting every sensory detail- the visuals, sounds, even the flow of foot traffic. This approach is about more than just empathy. It’s about anticipating moments that can delight and moments that could frustrate. By continually placing herself in the position of a newcomer, she’s able to spot pitfalls before they happen and craft moments that genuinely resonate.
Rarely, if ever, does a grand creative vision spring to life without adaptation. One of Preeya’s standout skills is translating her clients’ most ambitious dreams into feasible, impactful realities. Her solution? Building the right team for every element. She resists the temptation to say “no” outright to creative proposals, preferring instead to engage with expert collaborators across staging, lighting, fabrication, and more. “I succeed by bringing all the right people to the mix,” she asserts. Preeya views her role not as a sole architect, but as an orchestra conductor, ensuring that each specialist’s skills enhance the whole. It’s a philosophy that has enabled her to deliver breakthrough experiences for brands like Xbox, Disney, Harley Davidson, DreamWorks, and many more.
While the design and visuals often receive the spotlight, Preeya is quick to point out the hidden gears that make or break an event. One of the most crucial factors? The frontline staff, the brand ambassadors and guest-facing personnel who serve as the event’s “face” to attendees. Training and aligning these team members with the core spirit of the gathering is, she argues, just as important as the technical elements. “Any one disgruntled brand ambassador interaction… a person’s walking away having a horrible experience,” she says. No matter how breathtaking an activation might look, a single negative personal interaction can overshadow everything else.
Ask attendees what impressed them most at a well-organized gathering and they might mention the decor, the entertainment, or the catering. What they probably won’t mention, but definitely felt, was the careful thought put into spatial planning. How are spaces laid out? Are the pathways inviting, do lines flow smoothly, does the crowd feel energized but not cramped? Preeya likens this to the handiwork of an architect: when done well, it simply “feels right,” and guests might not even notice the effortless ease with which they move through the venue. But when done poorly, those same guests might feel crowded, lost, or overwhelmed.
Amidst a career’s worth of jaw-dropping productions, one project holds a special place in Preeya’s memory: The Trolls Experience in partnership with Feld Entertainment and DreamWorks.Transforming a three-story New York building into a tactile wonderland for children and parents alike, this pop-up required a harmonious blend of creativity, technical fabrication, safety, and operational endurance. Over a marathon 45-day installation, her team designed, built, and refined every element, from custom scenic décor to interactive tech. When the doors opened and children giggled their way through the themed rooms, Preeya saw her vision become reality: an immersive playground engineered for awe, joy, and discovery.
Her final advice for planners and producers? Pay relentless attention to how each decision shapes the guest’s journey. Bring together people whose expertise complements your own. And never lose sight of why you began: to create gathering places that people remember not just for what happened, but for how they felt. Whether you’re producing intimate gatherings or large-scale marvels, the lessons shared here offer a blueprint for raising the bar- from “just another program” to something truly transformational.
Interested in connecting with Preeya or learning more about her consultancy, PreeProduction Events? Visit her online or reach out via LinkedIn. Surround yourself with inspiring storytellers and watch your own event experiences reach new heights.