LISTEN.

ADVOCATE.

BUILD.

Cultivating Community. Building Better Crowds.

GREAT COMMUNITIES ARE CULTIVATED

For more than 20 years, we’ve helped create the kinds of experiences that turn strangers into regulars, fans into friends, and events into traditions.

LAB Collective exists to help brands, events, artists, and organizations engage in ways that make people feel heard, valued, and connected.

MEET LEE & ALLENA

Together, we’ve worked across live events, venue operations, festival management, artist relations, talent buying, tour support, community engagement, customer experience, and small business ownership.

Having worked with fans, artists, vendors, venues, promoters, and event organizers, we understand the challenges and opportunities that exist at every stage of the audience journey. This broad perspective allows us to build stronger connections between brands, events, and the people who make them matter.

LAB Collective was built on the belief that every interaction matters.

This is the next chapter in our story.

Let's Chat

WHAT WE DO

LAB Collective helps brands, festivals, venues, and community-driven organizations create experiences people want to be part of.

Whether we’re supporting fans, managing premium guest programs, coordinating vendors, or helping brands better understand their audience, our focus is always the same:

Listen. Advocate. Build.

LISTEN.

We listen to fans, customers, guests, artists, and collaborators to understand what matters most.

Because meaningful relationships begin with understanding.

ADVOCATE.

We help brands see their experiences through the eyes of the people they serve.

Because every audience deserves an advocate.

BUILD.

We create experiences and environments that bring people together.

Because the best communities are cultivated, not manufactured.

WHY LAB Collective

We’ve spent years working across nearly every corner of live events and community-driven businesses.

Our experience includes festival operations, venue management, talent buying, artist relations, tour support, vendor coordination, customer experience, community management, hospitality, and audience engagement.

We’ve worked with fans, artists, vendors, promoters, venue operators, and event partners, giving us a unique perspective on what it takes to create experiences people genuinely want to be part of.

From intimate local gatherings to festivals welcoming thousands of attendees, we’ve seen communities from every angle: fan, artist, vendor, guest, and organizer.

We’ve answered customer service messages, managed online communities, coordinated vendors, supported premium ticket holders, helped artists reconnect with audiences, and contributed to experiences that have brought people together for years.

We understand that great experiences don’t happen by accident.

They happen when people feel heard.

HOW WE HELP

  • We help brands build stronger relationships with their audience through authentic engagement and thoughtful communication.

    Services:

    • Community management

    • Social media engagement

    • Customer service support

    • Fan advocacy

    • Audience feedback reports

  • Great communities need opportunities to connect in real life.

    We create and support experiences that strengthen relationships between brands and their audiences.

    Services include:

    • Welcome events
    • Pre-shows & afterparties
    • Fan meetups
    • Community experiences
    • Hospitality experiences
    • Local partnerships

  • We help identify opportunities to strengthen community, improve experiences, and create deeper audience connections.

    Services:

    • Fan experience audits
    • Community strategy
    • Audience insights
    • Customer journey reviews
    • Strategic recommendations

  • We support the people and processes that help events run smoothly.

    Services:

    • Vendor application management

    • Recruitment and onboarding

    • Vendor coordination and logistics

    • Sponsor activation support

    • Event logistics support

    • Festival operations support

    • Venue relations

    • Project management

  • Helping artists reconnect with their audience, navigate a return to live events, and create meaningful fan experiences.

    Services:

    • Reunion and comeback planning

    • Artist liason support

    • Fan communication strategy

    • Community engagement consulting

    • Industry support

IN THEIR WORDS

“After being away from the stage for so long, getting back at it felt overwhelming. Allena encouraged us to give our fans the reunion they wanted, helped us navigate the process, answered our questions along the way, and made the whole thing less intimidating. We wouldn’t be doing what we’re doing now without her motivating us.”

— Jessie "Danza" Freeland

Vocalist, The Tony Danza Tapdance Extravaganza

“Allena is a professional at creating community - it’s a true reflection of her personality and how much she cares. I’ve known her for years now through Furnace Fest Community and have attended several community events across the country she’s organized. I’ve seen firsthand how much she cares about the people that attend events she works on. She has a gift for bringing people together! She’s also been the mastermind behind countless proposals (including my own) at festivals and shows alike! She gives it her all and makes sure everyone feels like they’re heard and are a part of the community.”

— Kim Schragel

Furnace Fest Community Member

“I know from experience if Allena and Lee are involved with a festival, vendors and non-profits are treated incredibly and like family.”

— Rob Rushing

Co-Founder & Activation Specialist, Punk Rock Saves Lives

LET’S BUILD SOMETHING MEANINGFUL TOGETHER.

LAB Collective

Listen. Advocate. Build.

Cultivating Community. Building Better Crowds.

LET'S CHAT

BRANDS WE’VE SUPPORTED

Festivals - Venues - Artists - Brands - Nonprofits