Fandom Unpacked
Fandom Unpacked
Podcast Description
Fandom has long been the heartbeat of in-person sports, music, and entertainment experiences, with modern fans organizing and sharing their love (or despair) across hundreds of different platforms. Fandom Unpacked is a 30-minute ask-me-anything style series where we aim to understand the power of modern fandom by engaging with some of the brightest minds in sports and entertainment. We pose a series of questions to our guests to gain insight into the shape of fandom in their industry, inviting our audience to join in on the fun by participating in our bi-monthly livestreams. Register at https://situationlive.com/fan.
Podcast Insights
Content Themes
The show delves into several themes surrounding fandom, including community building in sports and entertainment, authentic fan engagement, and emotional storytelling, with episodes featuring discussions on immersive experiences like fandom at sea, the evolution of PBS as a trusted media brand, and the passionate commitment of local sports teams.
Come inside the minds of the world’s greatest leaders of live experience brands with the Fandom Unpacked podcast series. Featuring conversations with the leaders on the front lines of brands who shape our culture, join us as we dive into the powers and forces that drive audience connection, loyalty, and lasting fandom.
Hosted by Damian Bazadona (Situation), Peter Yagecic (A Mind at Work Consulting), and Maureen Andersen (INTIX).
Fandom Unpacked is powered by Situation – the world’s leading marketing agency for live experience brands.
Merchandise can feel like a simple souvenir until you realize it’s doing three jobs at once: capturing the emotional high of a live event, extending the brand into everyday life, and quietly selling the next ticket. We sit down with Michael Rego, CEO of The Araca Group and a longtime Broadway producer, to unpack what makes live event merchandising actually work, from the first creative conversation to the final moment at the merch stand. Along the way, we swap real examples from Wicked, The Outsiders, and immersive experiences where the “exit through the gift shop” moment is part of the design.
We get tactical about the merchandise development process: discovery calls that align producers, marketers, and IP holders, then wide brainstorming designed to keep products authentic rather than logo-first “promo merch.” Michael shares how different fan bases buy differently across Broadway, concerts, exhibitions, and family shows, why staples like magnets and mugs still matter, and how innovative formats like blind box collectibles can surprise even seasoned teams.
We also connect merchandising to ticketing, CRM, and the full customer journey. Pre-show offers, post-show follow-ups, and smart email or text reminders keep the conversation going for fans who don’t want to stand in line. And for long-running productions, we dig into the biggest refresh trap: making what you personally like instead of what your audience wants, plus simple ways to listen, test, and stay current as trends change faster than ever. We close by looking ahead at personalization, limited drops, and brand collaborations that help fans curate a more personal live experience.
If this helped you rethink fan engagement and live experience marketing, subscribe to Fandom Unpacked, share the episode with a colleague, and leave a rating and review so more people can find the show.
Recorded Thursday, April 16th, 2026
Hosts: Damian Bazadona, CEO & Founder, Situation & Maureen Andersen, President & CEO, INTIX
Guest: Michael Rego, CEO, The Araca Group
Producer: Peter Yagecic, Founder, A Mind at Work Consulting
https://situationinteractive.com
https://intix.org
https://amindatworkconsulting.com
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