Alegria is the embodiment of playful energy, igniting unique and unforgettable experiences for all who join us
Have big ideas but unsure how to execute? Let us help
Alegria works with creators to conceptualise, develop and deliver your unique events and festivals, adding a depth and playfulness that will leave your audience transformed
We work across borders, cultures and communities to bring the world together and unite through a shared love of music and dance
In parallel, Alegria Worldwide is our destination creative retreat for artists, producers and filmmakers from all over the world to come together and create immersive content that transcends borders, all with one aim: To bring a little joy to the world
Bringing Joy to Every Festival Experience
Music festivals should be more than just events - they should be celebrations that leave a lasting impact and inspire joy around the globe
We work with boutique and mid-size festivals that are ready for a new chapter - one that’s profitable, sustainable, and creatively fulfilling
We don’t do cookie-cutter strategies. We meet each event where it’s at, and co-create a pathway forward
Whether you need to revive your momentum, rethink your business model, or get clarity on what’s blocking growth - we’re here to reignite
You’ve Built Something Real
The brand is strong. The vision is clear. The vibe is right.
But the ticket sales aren’t where they should be
The numbers don’t match the energy
And you’re feeling the pressure to make it work financially, logistically, emotionally
Let’s change that
STRATEGY
WORK YOUR BRAND
Whether you are looking to expand globally or just streamline your local operations, together we will develop your strategy to put the kind of depth into your events will make the world stand up and notice
Decades of experience working with some of the worlds biggest festival brands means I can help you unlock the higher realms of possibility for your company to create a more meaningful experience for your brand, and with it a more meaningful experience for your audience
It will be big, and it will be bold. Unapologetically so. Let's make something special.
MENTORSHIP
WORK WITH US 1:1
Be adventurous, be curious, have fun. That's the manifesto
Want your shows to stand out on the world stage? The advice I share comes from real, practical experience and combined with intuitive guidance I help you level up your own vibe and, consequently, your events
How high can we take it? Only the journey will reveal that, but I promise you this: it won’t be boring.
PLAY
WORK TOGETHER
The real magic happens when creative minds come together
I’m always excited to collaborate with other creators who are passionate to realise their ideas, and most importantly, like to do things a little different
I'm open to all ideas, big or small, and if you're looking to bounce ideas, experiment, or explore collaboration then reach out and say hi!
Let's create something unforgettable. Together.
It’s Time to Reignite
Alegria is for you if:
• Your events are doing fine but feel you could be doing better
• Want to refresh your momentum, both commercially and creatively
• You feel maybe something’s off but can’t pinpoint it - marketing? timing? ticketing? team? energy?
• You’re ready to grow with integrity, clarity, and flow
• You care about more than just numbers, but you want those to rise too
What We’ll Do:
• Deep Diagnosis: We look at what’s really holding things back - from audience alignment to pricing, marketing, ops and team structure
• Alignment Reset: We co-design a roadmap to revive ticket sales, reconnect with your audience, and scale with soul
• Execution Support: Depending on your needs, we can advise, help implement, or plug into your team as hands-on support
Results You Can Expect:
• A clear, realistic path to growth
• More creative joy, less back-end chaos
• A deeper sense of confidence in your next chapter
• Operational tweaks that free up capacity
• Renewed energy across your team
• A festival that runs smoother, sells better, and feels better to produce
How It Works:
• We start with a 60-90 minute discovery session
• Then we complete a full deep diagnosis over 1–2 weeks
• You’ll receive a strategic roadmap + the option for ongoing support
Ready to Get Back in Flow?
Let’s talk. No pressure, just a real conversation about your festival and where you want to take it. Reach out for a free vibe check.
Connect
TURN REALITY INTO DREAMS
SAM HAY
All I’ve ever known is music. Since I was 16, I have been running live music events and over the decades became a key player in shaping New Zealand’s modern music festival landscape, including my festival Rhythm & Alps - a flagship music festival of NZ and long considered to be a ‘rite of passage’ for young kiwis to experience
Over the decades I’ve hosted thousands of music artists over hundreds of unique shows and venues, and left in the wake hundreds of thousands of happy, smiling attendees who came to experience something special
I now work with some of the biggest festival brands in the world, helping develop their unique strategy and execution, and most importantly helping infuse that magic into their events and turn reality into dreams
In 2023, Alegria Worldwide was launched. A creative retreat for artists, producers and filmmakers from all over the world to come together and create immersive content that transcends borders, all with one aim: To bring a little joy to the world
