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# In The Trenches With Gideon Amelkin of Groot Hospitality
- URL: https://www.hypebot.com/in-the-trenches-with-gideon-amelkin-of-groot-hospitality/
- Published: 2026-09-09T16:03:05.000Z
- Updated: 2026-09-09T18:56:10.000Z
- Description: Gideon Amelkin is Director of Brand Partnerships and Activations at Groot Hospitality, the operators of Miami's legendary LIV Nightclub and more.
- Author: Bruce Houghton
- Tags: In The Trenches, Groot Hospitality, Gideon Amelkin, LIV, live music business, live music marketing, Interviews, #coverstory

> *"(We) are always open to collaborating on new ideas, which makes the job easier."*

*This interview with *Gideon Amelkin* of *Groot Hospitality* is part of Hypebot’s*[***In The Trenches***](https://www.hypebot.com/tag/in-the-trenches/) *series sponsored by venue, festival and promoter marketing solution* [***Bandsintown PRO***](https://www.bandsintown.pro/?ref=hypebot.com)*. The series features the unsung heroes who make live music happen.*

![Gideon Amelkin of Groot Hospitality ](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/2026/09/Gideon-1-1.png)

***Gideon Amelkin**

**Hypebot: Please introduce yourself.**

Gideon: "I'm **Gideon Amelkin**, Director of Brand Partnerships and Activations at [**Groot Hospitality**](https://groothospitality.com/?ref=hypebot.com) in Miami. I've been with the company several years, previously as Head of Marketing, before moving over to build out the partnerships side. I still work closely with the current head of marketing and the operations team day to day."

**H: Tell us about your organization and its venues.**

G: "Groot Hospitality operates premium venues across **Miami** and **Las Vegas**, including **LIV Nightclub, Papi Steak, Komodo, Gekkō,** and **Casadonna**. All high energy, celebration driven rooms, with LIV booking the biggest artists in the world every weekend."

**H: What does your typical workday look like?**

G: "In the office by nine, working through outreach, relationship building, and marketing execution for active partnerships. Evenings and weekends are spent on site at whatever we have activating."

![](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/2026/09/006-1-1-1.jpg)

**H: What 'go to' tools, strategies and platforms do you use to market shows?**

G: "AI research tools, **Canva** and **Photoshop** for creative, [**monday.com**](http://monday.com/?ref=hypebot.com)for project management, plus a range of automations."

**H: What newer marketing tools, strategies and outlets show the most promise?**

G: "The most promising ones are built in house. Autonomous chatbots handling inbound and outbound lead outreach, and automated campaigns driving upsells and incremental revenue."

**H: Name a particular show or campaign that you were involved in where you felt you had the most impact and why?**

G: "Our **DraftKings** World Cup activation, watch parties across every Miami match. A national brand tied to a local moment, and genuinely fun to execute."

**H: What do you wish more artists and their teams would do differently that would make your job easier and help sell more tickets?**

G: "Honestly, we're lucky here. Artists at LIV know us and are always open to collaborating on new ideas, which makes the job easier."

**H: Where can we find you and on socials?**

G: "Instagram and TikTok: @GideonAmelkin"

---

***+Read more:*** [**"In The Trenches:* Spotlighting the unsung heroes strengthening live music"*](https://www.hypebot.com/tag/in-the-trenches/)

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