Amy Blackman

Amy Blackman is a Thinking Partner at Spiro, a global experiential marketing agency. With over 20 years of experience in the creative media-tech and entertainment industries, she brings a unique perspective to her role, integrating strategic insights with an academic approach to community and brand engagement.

Background and Education

• Location: Long Beach, California.
• Education: Blackman holds a master's degree in cultural anthropology and an MBA from Georgetown University. Her academic background informs her innovative strategies in event participation and community building.12

Professional Experience

Prior to her current role at Spiro, Blackman managed musicians for two decades. This experience in the entertainment sector has shaped her understanding of audience engagement and community dynamics. At Spiro, she emphasizes the importance of creating not just events but thriving communities that extend beyond the event space.13

Key Contributions

Blackman is known for developing the concept of "Beyond the Room," which focuses on maintaining engagement and community interactions after events. She advocates for a shift in mindset from traditional event planning to community design, highlighting the need for mutual engagement and shared culture among attendees.12

Her work involves:

• Discovery: Understanding audience motivations deeply.
• Mapping: Designing spaces that facilitate meaningful interactions.
• Community-Building: Creating content and programming that resonate with participants.
• Community Growth: Finding ways for attendees to continue conversations beyond events.14

Blackman's insights are pivotal in navigating the changing landscape of brand experiences, especially in a post-pandemic world where audience needs have evolved significantly.23