Crypto.com Arena

Who: Crypto.com Arena, originally known as Staples Center, is a multi-purpose arena located in downtown Los Angeles. It opened in 1999 and is owned and operated by Anschutz Entertainment Group (AEG). The arena is home to the NBA’s Los Angeles Lakers and Clippers, the NHL’s Los Angeles Kings, and the WNBA’s Los Angeles Sparks. In 2021, it was renamed Crypto.com Arena after a naming rights deal with the cryptocurrency platform Crypto.com. The venue also hosts concerts, award shows, and major sporting events.

What: As a Digital Marketing Specialist at Crypto.com Arena, I am responsible for overseeing and executing social media strategies, content creation, and digital campaigns. My role involves managing the online presence for Crypto.com Arena, LA Live, and Peacock Theatre. This includes engaging with fans, promoting events, and driving brand awareness across various social platforms. I collaborate with internal teams to develop and implement innovative strategies to enhance audience interaction, ensuring consistency with the venue’s brand voice while tracking and analyzing performance metrics to optimize future campaigns.

Instagram

What I did: At Crypto.com Arena, I led the arena’s first-ever influencer suite initiative during Tyler, the Creator’s six-night run. With no existing blueprint in place, I spearheaded the entire process from concept to execution. This included building curated invitation lists, cold-dm'ing and emailing influencers, liaising with talent representatives and agents, and coordinating with our internal teams to secure and design a 24-person premium suite. I was able to get the suite fully comped through our Premium team for one night and took the lead on transforming it into a branded experience, wrapping the suite and decking it out in Tyler’s signature Chromakopia green aesthetic. I also collaborated with our team to ensure the suite was fully catered, creating a memorable and elevated experience that aligned with both the artist’s brand and the arena’s premium offerings.

Who I Worked With: To fill the suite, I connected with LA-based micro to mid-tier influencers in the music, lifestyle, and fashion space — including creators like Laura Lee (@larlarlee | 1.8M), Chris Klemens (@chrisklemens | 521K), and Lindsay Rae (@_lindsayrae | 25.4K). I prioritized authentic voices who were genuinely excited about Tyler’s music and the overall experience. On the day of, I facilitated check-ins, handled live communication, and helped build relationships to turn this one-night activation into long-term influencer partnerships. My efforts not only helped drive social content and fan engagement but also demonstrated how the arena can tap into organic influencer marketing to promote future events. This project required leadership, creativity, problem-solving, and hands-on collaboration, and it ultimately earned trust from my VP and our marketing leadership to pursue more opportunities like this in the future.