Breakout Session / Thursday / June 2, 2022 / 3:00 PM

Brands That Entertain: If You Build It, They Will Come

One of the biggest challenges organizations face today is driving traffic and attention for the brand. If you can tell a creative and compelling story, in a physical or digital form — or a merger of the two — you will delight and engage your customers. We’ll hear from panelists whose brands built experiences that entertained as well as moved the needle.


Rachel Friedman | Founder & CEO | TENFOLD and TENSPACE
Rachel Friedman is Founder and CEO of TENFOLD and TENSPACE. TENFOLD is an award-winning strategy and creative firm that builds brands through the lens of culture - leveraging what makes them truly unique and special on the inside. The company’s designed solutions bring company culture to life through omni-channel activation in the physical, digital and experiential space. TENSPACE is a dedicated space that leverages TENFOLD’s design approach to create in-real-life experiences for online brands. TENSPACE features one brand at a time in an experiential ‘show’ for 2-months. This revolving brick-andmortar concept is a completely new shopping experience and acquisition platform that is changing the way consumers engage with DTC brands.
Stan Friedman | President | FRM Solutions
Stan Friedman is passionate about franchising. Past leadership positions include C-Level roles at: Blimpie International, Wing Zone, Maggie Moos and Tutor Doctor. For the past 10 years, Stan has been Partner/President of FRM Solutions, a CRM solution tailored exclusively toward franchising and the Principal Consultant of Sensible Franchising, a boutique franchise-centric consultancy. A tireless advocate for diversity in franchising, during the summer of 2008, Stan was invited by the White House to participate in the President’s Conference for Community Empowerment. Previously his creation of an Urban Expansion Initiative for Blimpie International, earned him their Innovation of the Year Award. In 2011 the (IFA) International Franchise Association honored Stan with their coveted Ronal E. Harrison Diversity Award, for his many years of dedication to the expansion of franchising through diversity.
Donna Westmoreland | COO | I.M.P.
Donna Westmoreland is the Chief Operating Officer of I.M.P., Inc., the Washington, DC company that operates the renowned 9:30 Club, The Anthem, Merriweather Post Pavilion and the Lincoln Theatre. An avid music fan and born event planner, Donna was drawn to the independent company post-college, quickly taking on production responsibilities, and subsequently becoming General Manager. She returned to I.M.P. as VP of Marketing after spearheading the marketing, nonprofit and sponsorship components of Sarah McLachlan’s Lilith Fair touring festival. Its groundbreaking, all-woman lineup played over 130 shows in three years at major North American venues including the Rose Bowl, Jones Beach and The Gorge in Washington State. In her roles at both I.M.P. and Lilith Fair, Donna has enjoyed opportunities to work with top performers, Fortune 100 executives and national and regional leaders.

Mike Kelly | Director of Business Development & Distribution Partnerships | AtmosphereTV
Mike Kelly is the Director of Business Development and Distribution Partnerships for AtmosphereTV. As one of the original 5 employees at Atmosphere, then known as CHIVE TV, Mike has helped to lead distribution of AtmosphereTV to over 20,000 businesses in 14 countries who run their service daily. Atmosphere now employs over 300 people between their HQ in Austin,TX as well as satellite offices in New York, Los Angeles, Chicago, and London to further nurture the rapid growth of their company.
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