How do you honor a brand's legacy while building an experience that genuinely moves people?

Montana Masback, co-founder and creative director of Tequila Town — a 25,000-square-foot immersive journey through the world of agave — has spent over two decades building environments that don't just look good, but help audiences feel something real. His work blends hospitality, design, and narrative to create spaces built for connection, not attention.

In this spotlight session, Montana shares how he navigated the creative and commercial tensions of large-scale brand collaboration — balancing client vision, cultural integrity, and guest experience — and what it really takes to build an immersive world that feels lived rather than simply observed. The conversation will be led by Tanya Bravo, Artistic Director of Juggerknot Theatre Company.