Baby Boomers and Gen Z have vastly different approaches to just about everything – and that holds true for every generation in between. A one-size-fits-all event simply won’t cut it. Gen Z values flexibility, wellness, and healthier food options while placing less emphasis on alcohol. Baby Boomers, on the other hand, appreciate clear communication and a well-structured event flow.
And that’s just considering age! Many other demographic factors should shape your event strategy.
At 3rd Level, we help brands create events that resonate with every attendee. We also support agencies in delivering deeper insights, better alignment, and greater success for their teams. Let’s make every event a win for everyone involved!
The circle of our logo is an enso, a form in Zen art, or Japanese ink painting, representing enlightenment, strength, elegance, and the universe. The mountains represent the 3rd level, which in many traditions is the highest attainable level.
These elements come together to as 3rd Level, Inc. Strength, enlightenment, elegance at the highest possible level. We came into being to address the growing need in events, and the agencies that produce these events, to meet audiences (and teams) where they are, creating events that address the needs of a variety of people, remaining flexible, yet retain value for attendee and deliver the key brand messages.
As the Founder and President of 3rd Level, Inc., Jeff has spent over 30 years in the world of corporate and live events. He got his start in New York, learning from the pioneers of the industry, before moving to Chicago, where he became VP of Production at a boutique agency. Eventually, he took the leap and launched his own agency.
In 2004, Jeff sold his stake in the agency and headed to Los Angeles, where he earned a master’s degree in psychology and began helping businesses grow and evolve. His work with emerging companies across the U.S. and Europe led many of them to transformational success and unprecedented growth. By 2015, Jeff joined GES Events as VP of Production. When the company rebranded as Spiro, he became Global SVP of Production, leading change management efforts, integrating teams worldwide, and ensuring seamless, best-in-class event experiences. Today, Jeff and 3rd Level focus on what he calls Person-Centered Events—creating experiences that truly connect with diverse audiences by addressing their unique needs.