It was one said that the Rock & Roll Hall of Fame museum in Cleveland embodies the very thing rock & roll was built to destroy - an inability to change. It housed some of the world’s most iconic assets, but in a very static way. When I started at the Rock Hall I set out to make a visitor’s experience just as personal and unique as their connection to the music itself.

I first worked with the tech and education teams on how to expand the reach of our interactive jam room exhibit, The Garage. Instead of being simply a live exhibit in which visitors could learn to play instruments, I helped build a tool that enabled users to customize and record their sessions via interactive monitors, take the taped sessions home and continue learning - as well as craft their very own band name and logo to then be applied to any gear in the museum.

However the most exciting element of this program was that it created a feedback loop for each individual, therefore opening a door for ongoing, two-way conversations with the museum. Now not only could the visitors take their jam sessions and gear home with them, those sessions then set-up a unique digital thumbprint that spurred customized content through our CRM, merch, exhibit recommendations - and eventually into the Rock Hall app.