What Theatre Can Teach Events—And Vice Versa: Translating Process and Perspective Across Theatre and Events

Session details:

Live theatre and events may share the word “live,” but they unfold in parallel worlds—solving similar problems through different cadences, cultures, and decision making processes.

In this session, Luke Ricca—founder of what iF we Productions—draws from his experience managing Broadway shows, international tours, and high-profile brand activations to explore how each industry can learn from the other.

You’ll get a behind-the-scenes look at how the structure and pace of theatrical production sharpen event workflows—and how the urgency and adaptability of event work can bring fresh perspective to the world of theatre. From compressed timelines and shifting creative direction to safety, scenic execution, and stakeholder communication, this session unpacks the overlaps, contrasts, and takeaways that can help you deliver stronger, calmer work—whatever kind of stage you’re working on.

Whether you're a TD, PM, designer, or creative lead, you’ll walk away with practical insights for producing across boundaries and thriving in high-pressure environments.