Producing a bespoke music festival twice a year in the heart of Napa Valley

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Background

For seventeen years, Live In The Vineyard has been the only private music, food & wine event of its kind, pairing exclusive access to today’s hottest musicians with revered winemakers and world-renowned chefs over three days in Napa Valley, California. After the success of the original spring festival, it was expanded with the addition of an annual fall event: Live In The Vineyard Goes Country.

Designing the environmental elements, mood boards, wayfinding, signage, credentials, and marketing for an event halfway across the country requires a great amount of collaboration, flexibility, and research. Together with the Creative Director, marketing team, activations team, and Destination Events team, we make design decisions that tie the whole event experience together.

Among the most exciting parts of my role has been designing the gig posters for LITV and LITVGC. Under the direction of Creative Director Kyle Mitchell, I lean into conceptual ideas that emphasize the bespoke nature of the festivals with custom-illustrated posters and unique typography.

Above, you can see each poster created for LITV and LITVGC thus far. Concepts include a stamped leather effect, a mirrored bandana design, and a Greek-inspired Dionysian theme with a pop flare.

Venue Designs

LITV and LITVGC take place at wineries throughout Napa Valley, all of which have unique design aesthetics. A big part of planning the event includes reimagining these spaces to host dinners, receptions, and intimate concerts.

Mood board for Peju Winery, which features a pink tower with a copper roof and a massive stained glass window.

Mood board for Raymond Winery, which has an eccentric surrealist aesthetic.

Mood board for Carneros Winery, which feels like a country beach cottage.

Stage Designs

2024’s Live In The Vineyard Goes Country took place at multiple wineries with sweeping views of Napa Valley, so I created most of the stage designs with the intention of framing the natural beauty of the region.