Insights

15 Years: Multiple Events with TD Ameritrade

Olga Losada, VP, Operations & Executive Producer, Proscenium · 2026-07-22

Each month, we’re celebrating 15 moments from the past 15 years that capture the magic, the challenges, and the unforgettable wins of the Proscenium journey.

This month, we’re taking a look at TD Ameritrade a client we partnered with across many different events, year over year.

One Client, Multiple Events

TD Ameritrade trusted us with more than one event per year: TD LINC, their flagship conference for financial advisors, plus their leadership and executive programs for very different (but equally important…) audiences.

Each event had a different budget level. The challenge was making sure the smaller shows felt just as ambitious as the big one.

Enter: The Green Couch

Olga Losada, our VP of Operations, found a way to turn that challenge into an opportunity.

TD Ameritrade had a well-known commercial featuring a green couch. So, it only seemed natural to build a set with the renowned couch for TD LINC, and then use it again across their other programs throughout the year.

Because the events served different audiences, it worked. Nobody saw the same set twice, but we only built it once!

We applied that thinking across the board. Scenic pieces designed for LINC were reimagined for the leadership events. Furniture was purchased instead of rented and stored at our AV vendor's warehouse between shows, then trucked to wherever the next event was.

And when assets reached the end of their useful life? We donated them to local theater groups.

From Keynote to Encores

Being thoughtful about production across the full year of events helped allow TD Ameritrade to bring in headline speakers like Viola Davis, Malcolm Gladwell, Condoleezza Rice, and Simon Sinek, and musical performers including Joan Jett, Weezer, Sheryl Crow, and Barenaked Ladies.

About the author

With a light touch, but ironclad organizational skills and production discipline, Olga keeps her teams on target and her clients highly satisfied. Olga’s passion is aligning flawless execution of the creative vision with budgetary guidelines to ensure that any program she works on brings business value to the client while simultaneously improving the life of the viewer.