hi my name is Jessica Ressler and I’m an experiential and immersive creative
experiential and immersive creative
experiential and immersive creative director so what that means is that I
director so what that means is that I
director so what that means is that I constantly have to explain to people’s
constantly have to explain to people’s
constantly have to explain to people’s moms what I actually do but the best way
moms what I actually do but the best way
moms what I actually do but the best way for me to describe my job is that my
for me to describe my job is that my
for me to describe my job is that my living is predicated on coming up with
living is predicated on coming up with
living is predicated on coming up with new ideas in design and marketing that
new ideas in design and marketing that
new ideas in design and marketing that have never been done before my passion
have never been done before my passion
have never been done before my passion isn’t showing people how to look at
isn’t showing people how to look at
isn’t showing people how to look at something new through the lens of time
something new through the lens of time
something new through the lens of time and space and experience design and
and space and experience design and
and space and experience design and often when I’m super lucky I get to help
often when I’m super lucky I get to help
often when I’m super lucky I get to help work out larger issues like this one the
work out larger issues like this one the
work out larger issues like this one the music economy has completely shifted
music economy has completely shifted
music economy has completely shifted leaving musicians in a place where they
leaving musicians in a place where they
leaving musicians in a place where they have to figure out how to become their
have to figure out how to become their
have to figure out how to become their own art directors sustained life on tour
own art directors sustained life on tour
own art directors sustained life on tour and function as though there are many
and function as though there are many
and function as though there are many startups advertisers these guys are only
startups advertisers these guys are only
startups advertisers these guys are only marketing to about half the country or
marketing to about half the country or
marketing to about half the country or less right now because they are fixated
less right now because they are fixated
less right now because they are fixated on the major markets this doesn’t even
on the major markets this doesn’t even
on the major markets this doesn’t even necessarily make sense anymore in the
necessarily make sense anymore in the
necessarily make sense anymore in the digital world that we’re living in
digital world that we’re living in
digital world that we’re living in thriving towns need arts and culture
thriving towns need arts and culture
thriving towns need arts and culture design movements cool people cool things
design movements cool people cool things
design movements cool people cool things all of this stuff to continue to sustain
all of this stuff to continue to sustain
all of this stuff to continue to sustain and grow so we invented outpost and it’s
and grow so we invented outpost and it’s
and grow so we invented outpost and it’s never been done before
never been done before
never been done before and it addresses all of these things in
and it addresses all of these things in
and it addresses all of these things in one simple concept outpost is a
one simple concept outpost is a
one simple concept outpost is a sophisticated rest stop for musicians on
sophisticated rest stop for musicians on
sophisticated rest stop for musicians on tour think about it like the 7-eleven
tour think about it like the 7-eleven
tour think about it like the 7-eleven meets the Soho House in emerging towns
meets the Soho House in emerging towns
meets the Soho House in emerging towns all throughout the u.s. at outpost we
all throughout the u.s. at outpost we
all throughout the u.s. at outpost we invite artists to come into our brand
invite artists to come into our brand
invite artists to come into our brand supported store and take absolutely
supported store and take absolutely
supported store and take absolutely whatever they want for free we seriously
whatever they want for free we seriously
whatever they want for free we seriously tell them to go crazy and at times were
tell them to go crazy and at times were
tell them to go crazy and at times were like just act like you’re looting us get
like just act like you’re looting us get
like just act like you’re looting us get wild in there so you might ask yourself
wild in there so you might ask yourself
wild in there so you might ask yourself why is that important to this project
why is that important to this project
why is that important to this project well because we’re creating an
well because we’re creating an
well because we’re creating an experience and the experience of being
experience and the experience of being
experience and the experience of being treated like a boss is awesome and
treated like a boss is awesome and
treated like a boss is awesome and motivating so we thought a lot about
motivating so we thought a lot about
motivating so we thought a lot about what outposts needed to have to support
what outposts needed to have to support
what outposts needed to have to support musician related creativity so inside of
musician related creativity so inside of
musician related creativity so inside of each space artists can
each space artists can
each space artists can this lay down tracks relaxed hangout
this lay down tracks relaxed hangout
this lay down tracks relaxed hangout with awesome musicians and humans and
with awesome musicians and humans and
with awesome musicians and humans and also produce content we’ve spoken with
also produce content we’ve spoken with
also produce content we’ve spoken with tons of musicians and what we’ve really
tons of musicians and what we’ve really
tons of musicians and what we’ve really learned is that their life on tour is
learned is that their life on tour is
learned is that their life on tour is super fun but also really tough because
super fun but also really tough because
super fun but also really tough because in their words there is certain you
in their words there is certain you
in their words there is certain you just cannot do in a van or tour bus one
just cannot do in a van or tour bus one
just cannot do in a van or tour bus one of the things we often hear is feel like
of the things we often hear is feel like
of the things we often hear is feel like a human
a human
a human so that’s extreme and the other one is
so that’s extreme and the other one is
so that’s extreme and the other one is laundry outposts helps to thank
laundry outposts helps to thank
laundry outposts helps to thank passionate people for doing passionate
passionate people for doing passionate
passionate people for doing passionate things we are asking artists to take so
things we are asking artists to take so
things we are asking artists to take so that they can give because those that
that they can give because those that
that they can give because those that have been considered are the ones that
have been considered are the ones that
have been considered are the ones that give back we’re asking the most creative
give back we’re asking the most creative
give back we’re asking the most creative people to be part of the conversation
people to be part of the conversation
people to be part of the conversation between thriving towns and growing
between thriving towns and growing
between thriving towns and growing brands and we’ve committed ourselves to
brands and we’ve committed ourselves to
brands and we’ve committed ourselves to only working with the type of brands
only working with the type of brands
only working with the type of brands that support progress community and
that support progress community and
that support progress community and wellness there are businesses that focus
wellness there are businesses that focus
wellness there are businesses that focus on profit and there are businesses that
on profit and there are businesses that
on profit and there are businesses that focus on profit people and purpose and
focus on profit people and purpose and
focus on profit people and purpose and we want to align ourselves with those
we want to align ourselves with those
we want to align ourselves with those type of brands not just because we’re
type of brands not just because we’re
type of brands not just because we’re being altruistic but people vote with
being altruistic but people vote with
being altruistic but people vote with their dollars and we want to be a part
their dollars and we want to be a part
their dollars and we want to be a part of a culture that is creating meaningful
of a culture that is creating meaningful
of a culture that is creating meaningful influence especially because brands are
influence especially because brands are
influence especially because brands are some of the only philanthropist left for
some of the only philanthropist left for
some of the only philanthropist left for musicians today but it’s important that
musicians today but it’s important that
musicians today but it’s important that they understand the power and the
they understand the power and the
they understand the power and the responsibility of what that means what
responsibility of what that means what
responsibility of what that means what it doesn’t mean is forcing binds and
it doesn’t mean is forcing binds and
it doesn’t mean is forcing binds and forcing obligations what it does mean is
forcing obligations what it does mean is
forcing obligations what it does mean is coming up with reasons to speak about
coming up with reasons to speak about
coming up with reasons to speak about one another favorably and the same goes
one another favorably and the same goes
one another favorably and the same goes for our presence inside of each outpost
for our presence inside of each outpost
for our presence inside of each outpost city this is our outpost in El Paso
city this is our outpost in El Paso
city this is our outpost in El Paso Texas an outpost has been designed to be
Texas an outpost has been designed to be
Texas an outpost has been designed to be about placemaking so that we are part of
about placemaking so that we are part of
about placemaking so that we are part of a city and not tone-deaf out-of-towners
a city and not tone-deaf out-of-towners
a city and not tone-deaf out-of-towners we are taking our responsibilities of
we are taking our responsibilities of
we are taking our responsibilities of coming into a town and trying to develop
coming into a town and trying to develop
coming into a town and trying to develop a growing movement seriously so how are
a growing movement seriously so how are
a growing movement seriously so how are we doing since we’ve opened outpost in
we doing since we’ve opened outpost in
we doing since we’ve opened outpost in we’ve had a hundred and eighty-nine
we’ve had a hundred and eighty-nine
we’ve had a hundred and eighty-nine artists come through our locations we’ve
artists come through our locations we’ve
artists come through our locations we’ve saved them a hundred and sixty-three
saved them a hundred and sixty-three
saved them a hundred and sixty-three thousand dollars on touring supplies and
thousand dollars on touring supplies and
thousand dollars on touring supplies and amenities and they have shared their
amenities and they have shared their
amenities and they have shared their experience with 2.7 million fans and
experience with 2.7 million fans and
experience with 2.7 million fans and we’re scaling by the end of this year we
we’re scaling by the end of this year we
we’re scaling by the end of this year we are hoping to have eight hundred artists
are hoping to have eight hundred artists
are hoping to have eight hundred artists through our spots and next year we’re
through our spots and next year we’re
through our spots and next year we’re gearing up to have 3,000 artists and
gearing up to have 3,000 artists and
gearing up to have 3,000 artists and growing the benefit to the brands that
growing the benefit to the brands that
growing the benefit to the brands that we’re working with is not only that we
we’re working with is not only that we
we’re working with is not only that we are connecting them to the most
are connecting them to the most
are connecting them to the most awesomely talented content developers in
awesomely talented content developers in
awesomely talented content developers in the entire world but the authenticity of
the entire world but the authenticity of
the entire world but the authenticity of meeting those people at the most
meeting those people at the most
meeting those people at the most passionate point in their career we’re
passionate point in their career we’re
passionate point in their career we’re hitting artists at their upswing and
hitting artists at their upswing and
hitting artists at their upswing and we’re introducing to them to brands when
we’re introducing to them to brands when
we’re introducing to them to brands when it matters most when they really need it
it matters most when they really need it
it matters most when they really need it through this model we are proving that
through this model we are proving that
through this model we are proving that the side of the road is as good as the
the side of the road is as good as the
the side of the road is as good as the end emerging towns have the power to
end emerging towns have the power to
end emerging towns have the power to create the next Sunset Strip in 1969 or
create the next Sunset Strip in 1969 or
create the next Sunset Strip in 1969 or the next saint barks in the Bowery in
the next saint barks in the Bowery in
the next saint barks in the Bowery in the 1980s this kind of thing is not
the 1980s this kind of thing is not
the 1980s this kind of thing is not going to happen again in an LA or in New
going to happen again in an LA or in New
going to happen again in an LA or in New York City because those cities have the
York City because those cities have the
York City because those cities have the types of trajectories that have priced
types of trajectories that have priced
types of trajectories that have priced out experimental creativity I live in
out experimental creativity I live in
out experimental creativity I live in New York City and I often refer to it as
New York City and I often refer to it as
New York City and I often refer to it as living inside of the Museum of New York
living inside of the Museum of New York
living inside of the Museum of New York City you can tell the kind of culture
City you can tell the kind of culture
City you can tell the kind of culture that we used to have but what you’re
that we used to have but what you’re
that we used to have but what you’re gonna find is a lot more buffed out
gonna find is a lot more buffed out
gonna find is a lot more buffed out graffiti and a lot less artist lofts
graffiti and a lot less artist lofts
graffiti and a lot less artist lofts than there used to be so we are banking
than there used to be so we are banking
than there used to be so we are banking on the people that are making culture
on the people that are making culture
on the people that are making culture inside of an El Paso Texas or an Asbury
inside of an El Paso Texas or an Asbury
inside of an El Paso Texas or an Asbury Park New Jersey or in Asheville North
Park New Jersey or in Asheville North
Park New Jersey or in Asheville North Carolina to deliver to the world the
Carolina to deliver to the world the
Carolina to deliver to the world the next Jim Morrison or Patti Smith and as
next Jim Morrison or Patti Smith and as
next Jim Morrison or Patti Smith and as we open outposts across the nation our
we open outposts across the nation our
we open outposts across the nation our goal is to create a sisterhood effect
goal is to create a sisterhood effect
goal is to create a sisterhood effect among cities if our teams at outposts
among cities if our teams at outposts
among cities if our teams at outposts can provide a connectivity and provide
can provide a connectivity and provide
can provide a connectivity and provide familiarity through our string of
familiarity through our string of
familiarity through our string of resources and locations then we can make
resources and locations then we can make
resources and locations then we can make those distances and differences smaller
those distances and differences smaller
those distances and differences smaller each day we want to be part of a
each day we want to be part of a
each day we want to be part of a measurable effect
measurable effect
measurable effect creating hubs that produce progressive
creating hubs that produce progressive
creating hubs that produce progressive thinking we are creating a fan club for
thinking we are creating a fan club for
thinking we are creating a fan club for the futuristic because progress is the
the futuristic because progress is the
the futuristic because progress is the result of creativity thank you
result of creativity thank you
result of creativity thank you [Applause]
”
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