In this episode, theme park designer Ariel Ruiz shares her expertise in experiential design. The conversation reveals how Ariel’s background creating immersive rides translates to nonprofit events, where she approaches spaces as storytelling opportunities rather than mere venues. She explains that effective experiences are built around a clear narrative foundation, with every design choice—from lighting and color to sound and scent—supporting that core story. The hosts and Ruiz discuss how fundraising events naturally unfold as a series of "scenes," each with distinct emotional intentions that guide guests through a transformative journey. Throughout the discussion, Ruiz emphasizes the importance of empathizing with guests who may be unfamiliar with an organization's work, designing spaces that intuitively communicate mission and purpose without explicit instruction. This conversation offers fundraisers a fresh perspective on event design that moves beyond aesthetic concerns to create memorable experiences that meaningfully connect donors to their cause.

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This Episode Brought to You by:

Swaim Strategies: https://swaimstrategies.com

Utilizing over 20 years of nonprofit event strategy and production expertise, Swaim Strategies coaches and teaches organizations how to increase the impact of their fundraising events.

The AV Department: https://theavdept.com/

As a full-service event AV and video production partner, The AV Department’s technical event production and media content generation provide you with a range of experience and talent from a partner who wants to know you and work together year after year.

Greater Giving: https://go.greatergiving.com

Speakers

Samantha Swaim

LinkedIn: https://www.linkedin.com/in/samantha-swaim-a28a9a4/

Instagram (Swaim Strategies): https://www.instagram.com/swaimstrategies/

Kristin Steele

LinkedIn: https://www.linkedin.com/in/kristin-steele777/

Instagram (Swaim Strategies): https://www.instagram.com/swaimstrategies/

Ariel Ruiz

LinkedIn: https://www.linkedin.com/in/arielruizkreadiv/

Instagram:https://www.instagram.com/arielruiz.kreadiv/

Resources

Book Consulting Time with Sam and Kristin: https://swaimstrategies.com/solutions/#consulting

Learn More About Elevate and the Elevate Conference for Your Fundraising Events: https://swaimstrategies.com/elevate-conference/

Planning a Successful Major Donor Event: https://swaimstrategies.com/solutions/#book

Connect with The AV Department: https://theavdept.com/

Connect with Swaim Strategies: https://swaimstrategies.com

Ariel Ruiz on YouTube: https://www.youtube.com/@arielruiz.kreadiv

Create Meaning Through Story Podcast Episode with Kristin Steele: https://www.youtube.com/watch?v=R-dH3zSAup0Synced Heartbeats at the Theatre: https://www.theguardian.com/stage/2020/feb/18/live-shows-get-your-heart-racing-scientists-prove-it

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