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For the past 20 years Chad Saunders has had a front row seat to the intersection of digital technology and the experience economy: hospitality, live events, restaurants, etc. - all in the entertainment capital of the world: Las Vegas.Early in his career, Saunders played a key role in opening the highest-grossing nightlife/daylife venue in the US on 6 separate occasions, which is an industry record. Eventually overseeing digital strategy for the world's largest nightlife group, spanning 62 venues worldwide and a sales and marketing team of over 100. This is where he cut his teeth and developed his signature "convergent" marketing framework, refining the principles and digital strategies he eventually used to launch his current agency, Tetraction.In the decade since, Tetraction has supported paid media, marketing technology and and overall digital strategy for the leaders of the experiential industry: the world's highest rated resort group, largest live music promoter, largest nightlife group, largest EDM promoter, world's highest attended tradeshow, largest festival cruise line, the fastest growing coffee chain and the fastest growing quick-serve restaurant in the US, the highest-grossing restaurant in the US, twice, the world's largest music publisher, largest drag show producer, largest hip hop festival, largest motorcycle rally/festival, both of the world's leading hotel packaging software platforms for live events, dozens of award winning festivals, regional leaders in hospitality and events, fine dining groups, interactive art exhibitions, artists and thought leaders as well as special events for many of the world's top brands: Amazon, Disney, Anheuser Busch, the list goes on...Few, if any, digital marketers today can claim such breadth within the experiential economy, nor the ability to synthesize learnings across verticals in such a principled and actionable way. Saunders has made that his life's work from an early age and has carefully curated a team/network of professionals who share his history and obsession with various forms of the experience economy.Today, the Tetraction team serves a roster of roughly three dozen clients, all industry leaders or high-potential brands within its experiential niche that tickle the team’s fascination. They stay small and selective, with a philosophy that bigger isn't better, better is better, and best is best -- and thus always willing to make room for best-in-class opportunities.
Converge Digital Strategy
View- Website:
- converge.digital
- Employees:
- 2
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Founder And CeoConverge Digital StrategyLas Vegas, Nv, Us
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Founder/CeoConverge Digital Strategy Nov 2013 - PresentLas Vegas, Nv, UsConverge is a boutique Digital Strategy firm that exclusively serves experiential business models.We are a small team of heavily seasoned executives from the hospitality, live events, and restaurant industries, united by a shared fascination of the ever-changing ways in which digital technologies intersect with real world experiences.Currently retained by Wynn Resorts, Live Nation, Insomniac Events, Sixthman (Norwegian Cruise Lines), Life is Beautiful Festival, Rolling Loud, Voss Events, Sony Music, Groot Hospitality, Jampack, Vibee, Jon Taffer and dozens more to manage various configurations of Digital Advertising & Marketing Technology for high-stakes performance.Due to the extremely collaborative nature of events, Converge works with hundreds of the biggest names in music/entertainment, the world's most recognizable brands, and the undisputed leaders in global hospitality. While we do not list them as clients out of respect for the primary organizations that retain our services, we are proud to serve so many brilliant artists & Fortune 500 companies by extension.Converge is NOT a full-service agency. We do not offer services where we are not best-in-class. We do not hire kids with little to no experience and sell you the mediocre output of their cheap labor at a 10x markup to pad our margins.When you work with Converge you get a seasoned industry pro on every call, helping you cut through the BS and win - because this is their craft and they’ve done it a hundred times before.We only work with clients we believe in, those who provide an experiential platform that allows us to leverage our passion and hard-won expertise to make an outsized impact on the industry we know and love. We’re not the right fit for 99% of businesses, and we'll be the first to let you know, but that’s only because we put all our energy into crafting a rare and incomparable x-factor for those we truly wish to serve. -
Consultant - Digital StrategyHakkasan Group Feb 2014 - Apr 2020Las Vegas, Nevada, UsIn 2014 I decided to start my own agency (Converge Digital) and transitioned from my full-time position with Hakkasan Group to a 40 hour per month retainer. HKG became one of Tetraction's first and longest running clients, until COVID shut down the industry in spring of 2020.During these 6 years I continued to advise the company on the same functions I oversaw as a full time employee, but invested more into teaching a new generation of young hospitality professionals to handle the day-to-day execution: My scope included Social Media, Digital Advertising, Marketing Technology, Analytics, Data Segmentation, CRM, Email Marketing, SMS Marketing, Website Design and Optimization, SEO, Local Search, Ticketing, as well as the development and implementation of a variety of training programs I pioneered over my time there focused on cultivating digital literacy and expertise among the company's thousands of employees. Relationships with new clients entered into during the COVID shutdown prohibited me from resuming services for HKG upon the reopening of Las Vegas and brought our decade long engagement to an end, but I will always love my HKG family and wish them all continued success. -
Executive Director Of Digital StrategyHakkasan Group Feb 2009 - Feb 2014Las Vegas, Nevada, UsAs the organization's lead digital exec I was responsible for driving the overall digital strategy for 62 venues worldwide (Dayclubs, Nightclubs, Restaurants, Bars and Lounges.)This included HKG's approach to social media, digital advertising, marketing technology, analytics/reporting, CRM, data segmentation, email/SMS marketing, website dev/design, SEO, content marketing, ticketing and lead generation optimization, influencer marketing, and fixing everyone’s computer/phone. 🙄Centralized all digital assets, processes, and strategies into an intelligent infrastructure that enabled systems to be easily replicated for each new venue. Our portfolio grew from 3 venues to 62 during my tenure.Lead an internal digital team of 5-10, as well as managed relationships with dozens of agencies, third-party vendors, and SaaS platforms.Played a key role in vendor/software selection and negotiation. Clearly defined use cases and expected value, then evaluated the fit of each solution's offering.Networked the company's digital strategy and data sharing initiatives, both internally across all 62 venues and externally with hundreds of partners: talent, resorts, sponsors, event promoters, media, etc. so that HKG got the most out of every partner and customer.Managed annual digital budget of $20M+, at both the corporate and individual venue level, balancing the cost of ad spend across various channels, software licenses, knowledge/training resources, and third-party agencies/services.Establish the right media mix for each venue, through constant testing and learning, so that each channel served a clear purpose and delivered appropriate KPIs such as ticket sales, VIP table leads, engagement and brand impressions in the most impactful yet cost-effective way.Developed and personally administered digital training and support for thousands of employees, most notably the digital development program undergone by 100s of VIP Marketing personnel (described in more detail below.)
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Director Of Vip MarketingHakkasan Group Jan 2009 - Oct 2012Las Vegas, Nevada, UsA fun fact about Vegas nightclubs (the good ones, anyway) is that bottle service accounts for 2/3rds of revenue on any given night. The VIP Marketing team brings in millions each weekend, making them the company’s most important asset.As Director of VIP Marketing I helped oversee the development and performance of that asset: a highly motivated commission-driven sales team of over 100 VIP Hosts servicing Hakkasan Group's most valuable clients and guests across 11 nightlife and daylife venues, and 20+ restaurants in the US, as well as 30+ international venues in Bali, Los Cabos, Europe and Asia.While I was one of several directors, my role was unique in that I was the only one focused on the DIGITAL development of this team.By this time I had used social media (and frankly, some pretty black-hat tools) to build a database of over 500K customers and become one of Vegas' top-performing hosts.I knew the internet was capable of tapping into exponentially more business than I could ever harness myself, and I recognized the force multiplier these skills would be for the org if cultivated in the entire team. So I designed a training program to develop the most digital-savvy sales team in hospitality history.Hosts were taught to use social media to build their own personal brand and network in authentic ways that suited their interests. That data was extracted and coded in a uniform way that built HKG's own CRM and targeting capabilities at the same time as the hosts. Each host was given tools and taught to engage their network with targeted email/SMS on a regular basis.To results we’re EXPLOSIVE. The program transformed the organization, gave Hakkasan Group a huge strategic moat and played an undeniable role in its rise to power.Few things make me smile more than seeing how these hosts have grown since and the stories they tell about how that course opened their eyes to the power of social media (long before most caught on) and helped them with later careers.
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Digital Marketing ManagerTao Group Feb 2007 - Nov 2008Las Vegas, Nevada, UsI look back on my time with TAO Group as a key transitory phase in my career, from the club to the office.Originally contracted as a third-party promoter to help launch their wildly successful Worship Thursdays, they soon convinced me to leave Hard Rock and accept the VIP Manager role at TAO Beach for its first season.TAO Beach was a hit, but when the summer ended I pitched the partners on a new role I had created for myself: “Online Marketing Manager.” I’m changing it to “Digital” here, because Online… LOLAs TAO Group's first "online” employee, I focused on the company's data collection, email, and SMS marketing programs, as well as helping their venues and employees navigate the emerging space of social media. Fortunately, I shared an office with the VP of Marketing making me privy to various strategies, media buys, and partnership opportunities at their outset. I saw which ones succeed and which did not. I got to see how the key executives thought, and spoke, and sold a vision. How vendors pitched their services and how the team evaluated them. I was a sponge. I got a crash course in restaurant marketing, sponsorships, corporate events, branding, etc. — opening my eyes to the needs of a hospitality business beyond filling a club. I started to see how the tactics I had pioneered to make an impact on the nightlife side, could make an impact in those other areas as well — and how few individuals had this kind of cross-domain expertise. This is when I started thinking about the shared principles of hospitality and events in a wider sense. While I was still required to host guests at the venues most nights, I began to prefer the quiet of the office and ability to focus on knowledge work. The explosion of social media and new marketing tools during that era were revealing opportunities to me that I had never considered before — ones I saw NOBODY was considering. I knew there was an edge to be exploited there and I wanted to put all my energy towards that. -
Promotions Manager/Vip HostHard Rock Hotel & Casino, Las Vegas Apr 2004 - Feb 2007Las Vegas, UsOh, Hard Rock Las Vegas in the mid-2000's - if you knew, you know. This is the moment Vegas finally woke up to the power entertainment had to draw a whole new generation of wealth and influence.Body English was the hottest nightclub in the country. Rehab gave birth to the entire concept of a Dayclub. The Hard Rock back then was basically a microcosm of experiences that inspired the highly-commoditized versions you find at every casino on The Strip today. But back then, it was all new.As Promotions Manager I lead a team of roughly a dozen promoters responsible for driving attendance to all Hard Rock's venues/events on a weekly basis, this included Body English Nightclub, Rehab Sundays at The Pool, the Friday Night Live Concert Series and a wide variety of special events.On a personal level: this is when/where I first became fascinated with the intersection of digital technology and the real world.Being something of a geek, I quickly identified an unfulfilled need on the technical side of business and created a role spearheading Hard Rock's data collection and Email/SMS marketing efforts as it pertained to nightlife/events and non-gaming clientele, building a database of over 250,000 customers during my three years there.I developed a schema for segmenting and rating guests in useful ways: locals v. tourists, guestlist v. table clients, desired guests v. less desirable.Big data, for big parties. Powered by Blackberries, Microsoft Excel and bulk email and SMS tools that today would probably break every privacy and telecom law in the book.But it worked, REALLY WORKED, and it gave me my first taste of what it feels like to fill a room with a ton of people you know and watch them have the time of their lives — to build a real network, to truly know a community.That was it. I knew I wanted to create experiences, in this candyland of a town, and I was fascinated with all the ways that technology could help me do that.Turns out there would be A LOT of them.
Chad Saunders Skills
Chad Saunders Education Details
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Unlv Lee Business SchoolPhilosophy
Frequently Asked Questions about Chad Saunders
What company does Chad Saunders work for?
Chad Saunders works for Converge Digital Strategy
What is Chad Saunders's role at the current company?
Chad Saunders's current role is Founder and CEO.
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What is Chad Saunders's direct phone number?
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What schools did Chad Saunders attend?
Chad Saunders attended Unlv Lee Business School.
What are some of Chad Saunders's interests?
Chad Saunders has interest in Writing, Newton, Insight, Planning, Sound, Dreaming, Waves, Event Sponsorship, Word Of Mouth, Evolution.
What skills is Chad Saunders known for?
Chad Saunders has skills like Social Media Marketing, Online Marketing, Social Networking, Email Marketing, Event Management, Marketing, Marketing Strategy, Digital Marketing, Social Media, Brand Development, Entertainment, Event Planning.
Who are Chad Saunders's colleagues?
Chad Saunders's colleagues are Barkat Ullah, Elizabeth Santiago, Bella Thomas.
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