"(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 series sponsored by venue, festival and promoter marketing solution Bandsintown PRO. The series features the unsung heroes who make live music happen.
Hypebot: Please introduce yourself.
Gideon: "I'm Gideon Amelkin, Director of Brand Partnerships and Activations at Groot Hospitality 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."
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 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"
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