SAP Spend Connect Live
- User Conference
- Lead Agency
- End-to-End Production
SAP Spend Connect Live brought together roughly 2,000 of SAP's most important enterprise clients at The Venetian in Las Vegas for a multi-day program featuring a keynote anchored by three overlapping LED screens spanning nearly 140 feet wide. Proscenium served as lead production agency across strategy, creative, content, and live show execution.
- Audience
- B2B
- Attendance
- 2,000
- Location
- Las Vegas, NV
- Format
- In-Person
Services
- Strategy
- Creative
- Production
- Content
- Experiential
The Stakes on the Table
SAP came to us with a high-stakes ask: bring roughly 2,000 of their most important enterprise clients to Las Vegas and send them home with a clearer roadmap for how SAP's solutions could transform their businesses. The audience was senior and time-constrained, heads of supply chain, HR, and procurement looking to get more out of SAP's suite of services. As lead production agency, our charge was to coordinate a sprawling vendor ecosystem and transform the Venetian into an environment where education, innovation, and entertainment all reinforced one message: now is the time to bet big on yourself, and SAP will help you win.
Designing the House
Working in close partnership with SAP's brand team, we built a distinctive event identity through dimensional design and a custom style guide that carried across every touchpoint. The Venetian Ballroom became a strategically laid-out Marketplace floor, designed to optimize attendee navigation through SAP's offerings while giving sponsors meaningful visibility. We provided creative direction for placement and flow, then designed the branding to tie it all together into a cohesive experience rather than a trade-show grid.
The keynote was anchored by three overlapping LED screens spanning nearly 140 feet wide, creating an immersive backdrop for the custom on-screen content we designed.
The Main Stage
The keynote was anchored by three overlapping LED screens spanning nearly 140 feet wide, creating an immersive backdrop for the custom on-screen content we designed. Presentations leaned into the Vegas setting in ways that felt earned, including a memorable segment where SAP executive Etosha Thurman used a winning poker hand as a metaphor for five key themes of customer success. Featured customers including Uber and Kraft Heinz grounded the big ideas in real outcomes.
Beyond the Keynote
The experience extended well past the main stage. We made strategic use of the Venetian's new LED display technology throughout the foyer, including a 45-foot screen running daily animated calls-to-action, and carried the branding into breakout rooms, registration, photo moments, and sponsor recognition. Inclusion was built in rather than bolted on, with a dedicated tranquility lounge for all attendees, including neurodivergent guests, and closed captioning on the outer LED screens during keynotes.
Entertainment escalated through the week: looping artist Brian Fitzy at the welcome reception, DJ Kriscut energizing keynote walk-ins, mentalist Oz Pearlman headlining Brooklyn Bowl with a rocking finish from Patrick Sieben and the LVB, and Tony Award winner Leslie Odom, Jr. closing with a fireside chat and signature songs including "The Room Where It Happened."
Extending the Bet
The impact didn't end when the ballroom emptied. With an additional onsite video and editing team, we produced SAP Spend Connect Virtual, anchored by an hour-long highlight reel alongside executive interviews, customer insights, solution demonstrations, and best practices from successful SAP customers.
A Winning Hand
The response told the story. Attendees and partners flooded social media with reactions describing the event as powerful, bustling, well-run, and a great success, with SAP's Chief Revenue Officer posting that it might be the best #SAPSpendConnectLive yet. Industry coverage echoed it: Supply Chain Digital wrote that the event "produced a full house," and Procurement Magazine concluded it ended "with a hand worthy of winning any poker game." For a program built on betting big, that's a hand we're proud to have dealt.
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