When Madison Square Garden Company broke ground on what would become the world's most technologically advanced entertainment venue, Freya crafted an inaugural experience that captured the visionary spirit of the project. Working from a literal blank canvas—an empty Las Vegas lot—she designed a celebration that would honor the magnitude of this entertainment industry milestone while setting the tone for everything to follow.

Freya (for Madison Square Garden Company) orchestrated a meticulously planned groundbreaking ceremony that brought together key stakeholders, city officials, media, and industry leaders. From VIP hospitality and executive coordination to media management and ceremonial logistics, every element was designed to reflect the innovation and ambition of the Sphere project. She managed complex stakeholder requirements while ensuring the event captured the excitement of launching what would become a landmark entertainment destination.

AREAS OF EXPERTISE Ceremonial event production · Stakeholder coordination · Media management · Executive hospitality · Ground-up event design · Municipal relations