THE ALL-STAR FLIP

Written By Tony B

KENNY SMITH + EMPIRE | THE ALL-STAR FLIP

ROLE: EXECUTIVE CREATIVE + EXPERIENCE DIRECTOR

MISSION

During NBA All-Star Weekend in San Francisco, Kenny Smith had a bold vision: flip a museum into a dual-purpose immersive experience — a celebrity charity poker tournament that transitioned fluidly into a high-energy nightlife event. The charge: curate a concert experience that celebrated Bay Area sound and culture, integrate premium sponsor activations without compromising the space, and deliver an effortless, high-touch experience for celebrity VIPs and guests — all within a venue filled with immovable exhibits, and under 24 hours to transform it into the the marquee event for the biggest weekend in pro basketball.

APPROACH

Orchestrating the full event, my focus was on the flow — creating an immersive experience blending luxury, music, and entertainment paired with a cause, under one roof. I shaped the space so guests felt like they were part of a single story, moving from one energy to the next. By directing the transition from the luxe poker tournament into the nightlife experience seamlessly— and ensuring the integration of high-profile performances and premium brand activations — I reinforced Kenny Smith’s event as the undisputed marquee celebration of NBA All-Star Weekend.

EXECUTION

  • Engineered a dramatic 24-hour flip of a public museum into dual spaces: a luxe charity poker tournament and a high-energy nightlife experience.

  • Partnered with EMPIRE to program performances by Too $hort, 2 Chainz, and Larry June, centering Bay Area sound and culture.

  • Crafted premium sponsor activations for NBA2K, Patrón, Saratoga Water, Resorts World, and Bentley, while hosting VIPs including Charles Barkley, Shaboozey, and San Francisco Mayor Daniel Lurie — all seamlessly tied into the night’s flow.

IMPACT

  • Delivered a capacity crowd of 1,600+ VIPs and guests — reaffirming its status as NBA All-Star Weekend’s most exclusive ticket.

  • Generated 2.4M+ video views + 300K engagements across social media channels.

  • Raised $1M for education reform, cementing the event as both a cultural and philanthropic win

Tony B
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