Dare to Change: Directing a Wonderland of Transformation

When I was asked to create an immersive experience for the “Dare to Change” Summit, I was excited. This was a gathering of over 100 general managers from a luxury hospitality brand, visionaries in their own right, so the experience was designed to challenge, inspire, and immerse them in a story that made the message of transformation impossible to ignore.

The concept I created was bold: I was asked to take the classic tale of Alice in Wonderland and reimagine it through the lens of the hospitality world. What resulted was a seamless blend of immersive theatre, storytelling, and reality, crafted to remind every GM that embracing change is the key to thriving in our industry, thus

"THE GM IN WONDERLAND: The immersive musical" was born.

 Regina Hartwell reporting to duty

From the moment they arrived, attendees stepped into the story, with weird and disruptive texts in the group chats, and oddly late arrivals. Every detail was intentional from the subtle cues in the welcome materials to Alice herself, a quirky "marketing manager" from one of the properties; this was a planted actor I scripted to embody curiosity and a whole lot of chaos.

Throughout the day, Alice drifted through the space like an enigma, nibbling on snacks during breaks, sipping coffee by the pool during key meetings, and hinting about a “white rabbit” only she could see. It was playful, lighthearted, but also designed to plant the first seeds of transformation: that change starts with curiosity, Alice.

But the real star was Regina Hartwell, raving about her all-female director team. A general manager who was hired by the CEO due to a close relationship she had with him, she was hired as the GM for a brand new ultra-lux property, so she was the center of attention and the talk of the town. Secretly, Regina Hartwell was also a planted actor; a character I created to embody the resistance to change a polished, old-school GM who believed in doing things “the way they’ve always been done.”

The tension between Alice and Regina became a thread throughout the workshops, sparking whispers and laughter as the GMs didn't realize that something much bigger was building beneath the surface.

By evening on the closing weekend, the ballroom had been completely transformed into a topsy-turvy Wonderland-inspired hotel. Lights, sound, and décor worked together to create the feeling of stepping into a dream familiar enough to ground them, but surreal enough to transport them.

Then came the moment of pure theatre: the White Rabbit played the HR director burst into the room in a flurry, shouting that “the review” was about to begin. Attendees were ushered into the main ballroom, now unrecognizable, where the immersive narrative took over.

At the heart of this final act sat Regina on a throne in the center of the room, now revealed as the Queen of Hearts, presiding over a dramatic and humorous “trial.” The story came alive through the characters here to prosecute Regina.

The Mad Hatter, a chaotic Food & Beverage Director cabaret star whose antics reflected the pressure of running high-demand operations. The Cheshire Cat, a sultry and seductive embodiment of the unpredictable nature of guest expectations. Madam Caterpillar represents every typical complaining VIP guest and their constant tension between operations. And of course, Alice, the marketing material girl. "What's going on here? This story is supposed to be about me."

Every song, every beat, and every interaction had been directed to mirror real-world challenges GMs face, packaged in a way that was theatrical, engaging, and unforgettable.

As the night built toward its finale, the narrative shifted from playful chaos to an inspiring resolution: that change isn’t something to fear, but something to embrace. The experience closed with a powerful musical number, where the GMs, now part of the story themselves, were reminded that the most successful leaders are those who adapt, innovate, and evolve.

Directing “Dare to Change” was about more than creating a spectacle. It was about merging the world of immersive theatre with the precision of high-level corporate strategy, and telling a story that resonated long after the final curtain call.

This wasn’t just an event; it was a living, breathing narrative where every moment was curated to leave an impression: from the subtle humor of Alice’s quirks to the grandeur of the Queen’s review. And by the end of it, the GMs didn’t just attend a summit—they lived through a transformation.