Building a business around the shared experience of football

The
Match House

I conceived and co-founded The Match House, a World Cup viewing and cultural destination in Atlanta. As Managing Director, I led the venture from concept through launch and operations, connecting brand, hospitality, programming and commercial strategy.

AT A GLANCE

Role: Co-founder & Managing Director
Location: Atlanta, GA
Activation: 39 days during the 2026 World Cup
Focus: Venture creation, experience design and business operations

  • High-priced stadium tickets put the World Cup out of reach for many fans. The opportunity was to create an accessible place to experience the tournament together, with the atmosphere and hospitality to make it a destination.

    The challenge was building both the guest experience and the business required to deliver it.

  • Combine the collective energy of matchday with thoughtful interiors, curated music, food and drinks.

    The hypothesis was that people would come for the football and value the environment enough to stay, spend and return. The commercial model combined attendance with food and beverage, reserved seating, group bookings and sponsorship opportunities.

  • I led the business vision, brand positioning and experience strategy, translating the concept into a live operation.

    My responsibilities spanned design direction, partner management, sponsor outreach, programming, contracts, ticketing and daily operations. I worked with creative, finance and hospitality partners to connect the guest experience with commercial requirements.

  • We transformed The Carlyle Venue into a shared matchday environment with large-scale viewing, lounge seating, bars and VIP areas.

    Brand, interiors, music and service worked together to create a consistent atmosphere. The guiding principle was simple: protect the experience while making it welcoming and accessible.

  • Ticketing evolved during the activation, including free entry with RSVP and paid reserved-seating options. The operating challenge extended beyond attracting attention to converting interest into attendance and spending.

    I sharpened the focus on curated hospitality and communal energy, carrying those priorities into planning for a future, modular version of The Match House.

01 / The outcome

Reported traction during the activation included:

  • 5,500 RSVPs

  • 196 average daily attendees, with a peak of 450

  • $51,000 in food and beverage revenue

  • $9,000 in VIP and reserved-seating sales

  • 20 group-sales and 10 corporate inquiries

These results established an audience and initial revenue while exposing the work still needed to build a repeatable business.

02 / what this demonstrates

The Match House shows my ability to take an idea from concept to market and stay accountable for its performance. I connected brand strategy, experience design, partnerships, programming and operations, making creative decisions with direct commercial consequences.

Leading the activation required aligning partners, managing resources and adapting to customer behavior. I distinguished interest from attendance, attendance from spending, and a memorable experience from a repeatable business, protecting what made The Match House distinctive while refining how we attracted and served guests.

This work reflects how I lead: define a clear vision, build the capabilities to deliver it, learn from results and use evidence to guide the next decision.