I'm Juana Guichardo, founder and executive producer at GEM Event Services, a New York-based firm specializing in large-scale brand activations, sponsorship-driven events, and multi-stakeholder productions.
I’m Juana Guichardo, founder and executive producer at GEM Event Services, a New York-based firm specializing in large-scale brand activations, sponsorship-driven events, and multi-stakeholder productions.
I lead cross-functional teams to bring complex, high-visibility experiences from concept to delivery, aligning brand, partner, and audience objectives. My work spans corporate, nonprofit, and lifestyle sectors, with a focus on immersive sponsor integrations and memorable VIP experiences for audiences of 10,000+.
Objective:
Leverage AARP New York annual roster of event sponsorship opportunities across different event types (or verticals) and create and manage fun and interactive activation experiences
Solution:
GEM Event Services served as the go-to activation agency for AARP New York on more than a dozen events with end to end management services.
Results:
13 Events Executed
652K Total Impressions
15K Total AARP New York Premiums Distributed
2K Total Photos Taken
Challenge:
Oversee and streamline all President Suite high profile VIP guest requests to ensure a seamless, white-glove client experience throughout the US Open 2019 season. Oversee and streamline all Presidential Suite and Player’s Lounge high profile VIP guest requests to ensure a seamless, white-glove client experience throughout the two weeks US Open season.
Solution:
GEM Event Services worked closely with the President’s Suite and Player’s Lounge registration team to manage a seamless check-in/check-out process for all VIP’s (United States Tennis Association members, athletes, celebrities, and special guests) and expedite over 150 requests during the US Open 2019 season including assistance with the Grand Slam title winner celebratory experience. We administered services provided to guests and ensured the availability of personalized services.
Results:
11 Days
150 Requests Expedited
2 Grand Slam Title Winners VIP Experiences Executed
250 Interactions With VIP Guests
Challenge:
Serve as the central liaison between corporate partners and GLAAD’s internal teams, ensuring all sponsor integrations aligned with partner objectives while maintaining the integrity of the GLAAD brand.
Solution:
Strategically integrated corporate sponsors across all GLAAD Media Awards touchpoints, including on-site experiential activations, print, digital, social, red carpet, and mainstage programming.
Collaborated closely with corporate sponsors, their agencies, the event venue, and production teams to conceptualize and execute custom, high-impact activations aligned with each partner’s goals.
Oversaw event photography to capture key sponsor moments and guest interactions, and led the development of post-event reporting, translating activations into measurable results, including delivered benefits and KPI performance.
Results:
16 Events Executed on East and West Coasts
13 Custom Sponsor Activations Executed
2,388 Guests Interacted with Corporate Sponsors
7.5 Billion Media Impressions Generated
1.3 Million Social Media Reach
Objective:
Bring Vaseline’s NEW Shimmers product launch to life at Essence Festival of Culture through a high-impact, on-site experiential activation that drives product discovery, consumer engagement, and brand visibility within a highly trafficked convention center environment.
Solution:
GEM Event Services led the end-to-end production of Vaseline’s presence at Essence Festival, serving as Executive Producer across concept development, creative execution, and on-site operations.
We partnered with the client to shape the overall vision and consumer experience, translating brand objectives into a visually compelling, high-impact activation.
Working with fabrication partners, we oversaw the design development and buildout of the booth environment, ensuring alignment with creative direction while optimizing for consumer flow and engagement.
On-site, we managed a three-day, high-volume consumer experience, overseeing staff and operations to ensure seamless execution and a consistent, elevated brand interaction.
Results:
6,100+ Consumers Engaged Over Three-Day Activation
30,000+ Products and Premium Giveaways Distributed
High-volume booth traffic with optimized guest flow and minimal wait times
Increased product trial and hands-on engagement through interactive experiences
Delivered a visually impactful environment that drove social sharing and on-site buzz
Generated strong brand visibility and momentum around the Vaseline Shimmers launch
Challenge:
Oversee and execute a multi-day, high-volume programming series during Miami Art Week that delivers a seamless, elevated member and VIP experience. Manage complex, concurrent activations across multiple formats including live music, panel discussions, branded partner events, and curated dining, while maintaining Soho House’s distinct brand standards and white-glove hospitality. Ensure operational consistency, guest flow, and programming excellence across 10 consecutive days of high-traffic activity.
Solution:
GEM Event Services led end-to-end production and execution of Soho House Miami Art Week, overseeing all programming, logistics, and hospitality operations across a 10-day schedule.
We directed the daily integration of live performances, DJ sets, artist talks, wellness activations, and branded partner events, ensuring seamless transitions and a cohesive guest experience across all touchpoints.
Working cross-functionally with Soho House internal teams, talent, and partners, we managed scheduling, talent logistics, and on-site execution while upholding the brand’s creative vision and elevated standards.
From large-scale tent programming to intimate, curated experiences, every detail was thoughtfully executed to deliver a consistent, high-touch experience for members, VIPs, and invited guests.
Contributed to the expansion of multicultural advertising partnerships, integrating brands across iHeartRadio’s radio stations, on-air talent, live events, and digital platforms. Supported the development of culturally relevant campaigns designed to authentically connect brands with diverse audiences.
Founder of a New York-based event production and management firm delivering high-impact live and virtual experiences for leading brands and organizations. Oversees strategy, partner integration, production, and execution from concept through delivery. Leads cross-functional teams, vendor partners, and client stakeholders to deliver complex, multi-day activations and VIP experiences for audiences of 10,000+. Manages end-to-end production across corporate, nonprofit, and lifestyle sectors, ensuring alignment with brand objectives, timelines, and budgets. Oversees sponsor and media partner integrations, translating brand goals into immersive, consumer-facing experiences.
Developed integrated mobile, social, and content-driven advertising solutions through managed and SaaS platforms, including a multicultural millennial network. Grew mobile advertising network by 30% YoY, generating $1.5MM in revenue across multiple industry verticals. Led strategy and execution of a multi-year mobile and social campaign for The Home Depot’s Retool Your School initiative, delivering 1.4B+ earned impressions and 11,000%+ budget amplification. Secured preferred supplier diversity vendor status with Fortune 500 brands including Apple, CVS, Macy’s, Procter & Gamble, and Ford.
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