Production Value Matters: The Business Event Podcast

You Can’t Buy Culture: Why Brand Experiences Need to Be Earned with Brook Jay of All Terrain

Jul 8, 2025

In this engaging conversation, Brook Jay, CEO and Founder of All Terrain, dives into the transformative world of experiential marketing. She discusses how authentic brand experiences can’t be bought but must be earned. Brook shares insights on designing activations that align with business goals, measuring Return on Experience (ROE), and the crucial link between cultural integration and brand success. With striking examples, including a Las Vegas casino case, she illustrates how smart experience design can redefine engagement strategies.

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INSIGHT

Brands Win By Earning Culture

Brands win when they become part of culture rather than buying moments or ads.
Experiential earns that position by creating impact, not by throwing parties.

INSIGHT

Measure Return On Experience

All Terrain measures 'ROE' — return on experience — by mapping engagements to sales and CRM actions.
They build tracking into activations using QR codes and incentives to follow consumers to point of sale.

ANECDOTE

In-Flight Promo Drove Casino Traffic

All Terrain created the Cosmopolitan In-Flight Experience by gifting promo packs on United flights to Vegas.
The program drove 70,000 visits in weeks, paid for itself in six months, and created a new onboard media channel.

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Experiential marketing isn’t a line item. It’s a strategic driver of culture, commerce, and community. In this episode of Production Value Matters, Matthew Byrne sits down with Brook Jay, a pioneer in the experiential space and founder of All Terrain, to unpack how top brands are rethinking the power of real-world connections.

Brook shares how her agency has evolved to connect digital, social, and IRL touchpoints while proving measurable ROI (and ROE). From a casino floor problem in Las Vegas to creating a never-before-seen airline activation, Brook tells the story of how deep consumer insight and smart experience design changed everything for a client—and reset the bar for the entire category.

If you’ve ever had to convince a stakeholder that experiential “works,” this is your new go-to episode.

What You’ll Learn:

Why experiential marketing deserves a seat at the strategy table, not just the event plan
How to design activations that align directly with business goals and KPIs
What “Return on Experience (ROE)” means and how to measure it effectively
How one in-flight activation helped transform foot traffic into casino revenue
Why brands must earn their way into culture through authenticity and micro-communities
The metrics that matter most when building for long-term customer value
How to treat every event as a content engine with lasting impact
What production teams can do to become trusted creative and strategic collaborators

About the Guest:

Brook Jay is the CEO and Founder of All Terrain, the first female-led full-service experiential marketing agency in the U.S. Over the last 25+ years, she’s created iconic, results-driven experiences for brands like PepsiCo, Nike, Airbnb, and Ferrari. She’s a disruptor, mentor, and advocate for women, entrepreneurs, and animal welfare—and a relentless champion of making experiential more strategic, measurable, and human.