WHEN A HOBBY BECAME PART OF THE SHOW
Some of the most meaningful opportunities in my career have started with a simple creative outlet.
While working at the Vine Showroom at del Lago Resort & Casino, I was given the opportunity to design custom posters for nationally touring artists performing at the venue. At first, I viewed each poster as a chance to sharpen my skills and experiment with new creative approaches. As the series grew, however, I began to realize these pieces represented something much bigger than promotional artwork.
Each show required a different perspective. No two artists shared the same identity, energy, or audience, which meant every design had to tell its own story. My goal was never to create a poster that simply looked good it was to create something fans would genuinely want to keep long after the lights came up.
Those posters quickly became part of the guest experience. They were featured in VIP packages, giveaways, and special promotions, transforming from marketing materials into limited-edition keepsakes. Having made over 100 posters and watching guests react to receiving a poster, having it signed, or taking it home as a reminder of an unforgettable night showed me how thoughtful design can create value far beyond its original purpose.
The project also gave me something I never expected: the opportunity to build relationships with the artists themselves. Meeting performers from across every genre, collaborating with their teams, and ensuring each piece represented them authentically taught me the importance of communication, professionalism, and trust. Every interaction reinforced that successful creative work isn't just about execution. It's about listening, collaborating, and delivering on a shared vision.
Looking back, these experiences reshaped how I think about design. Creativity isn't simply about making something visually appealing; it's about creating moments people remember. Whether it's a poster, a children's book, or a piece of clothing, the goal is the same: to create something that resonates with people and leaves a lasting impression.
This project remains one of the clearest examples of how a personal passion evolved into meaningful work. What began as a creative hobby became a way to enhance live entertainment, strengthen relationships, and contribute to experiences that fans could take home with them. It's a reminder that the most impactful design doesn't end when it's printed it lives on in the memories people attach to it.
