Culture Curators is our series spotlighting the people inside Marco who make extraordinary team experiences happen.
The Person Behind the Experiences
When companies come to Marco to plan their offsite, they're usually thinking about logistics: hotel rooms, meeting space, flights, budgets. But the thing that transforms a functional offsite into one that people talk about for years? That's where Ali Brown comes in.
As Marco's Special Events & Partnerships Manager, Ali is the person who turns "we want to do something memorable" into an experience that actually is. Based in New York, she works with companies to design every element of their team gatherings — from the welcome moment when people walk through the door to the activity that becomes the story everyone tells on Monday morning.
The Art of the Bespoke
"There's no template for a great experience," Ali says. "Two companies might both want a 'team dinner' — but what that means for a 15-person startup celebrating their first year is completely different from what it means for a 200-person company reuniting their remote teams."
Ali's approach starts with listening. Before she opens a single vendor catalog, she wants to understand:
- What's the team dynamic? Are people meeting for the first time, or is this a group that's been together for years?
- What's the unspoken goal? Sometimes the stated goal is "team building" but the real goal is healing after a tough quarter, or integrating a newly acquired team.
- What would surprise them? The best experiences are the ones people didn't know they wanted.
"I had a client once who said they wanted a 'standard team dinner.' We ended up doing a private chef experience in a loft space where teams competed to create courses inspired by their company values. They still talk about it two years later."
What Makes a Team Experience Land
After designing hundreds of events in 2024 and 2025, Ali has developed an instinct for what works and what doesn't. A few of her principles:
Participation Should Be Organic, Not Forced
"The moment you say 'everyone has to participate,' you've lost half the room. The best experiences create an environment where people want to jump in because it looks fun — not because they're told to."
Vulnerability Beats Competition
"Competitive activities are great for energy, but the deepest connections come from shared vulnerability. A cooking class where everyone's equally bad at making ravioli creates more bonding than a trivia contest with a trophy."
The Details Are the Experience
"I obsess over moments that most people would consider minor. The music playing when people arrive. The welcome note in each hotel room. The specific wine served at dinner that ties into the destination's story. These aren't extras — they're what make people feel like someone thought about them."
Favorite Experiences She's Designed
When pressed for highlights, Ali lights up:
- A sunset sail in San Francisco where a fintech company held their quarterly reflection on the water, watching the Golden Gate Bridge while sharing personal wins and challenges
- A private art studio session in Nashville where teams created a collaborative mural that now hangs in the company's headquarters
- A farm-to-table experience in Napa Valley where executives picked ingredients in the morning and a James Beard-nominated chef cooked them for dinner
- A desert stargazing experience in Arizona paired with a facilitated conversation about company vision — "Where are we going?" under literal stars
The Culture Connection
"At Marco, we talk about culture a lot — and not in the ping-pong-table-and-free-snacks way," Ali says. "Real culture is built in the moments when people are together with intention. My job is to design those moments so they're meaningful, not just fun."
She points out that the companies with the strongest cultures aren't the ones with the biggest event budgets. They're the ones that invest in bringing people together consistently — and thoughtfully.
"I've seen a $5,000 campfire dinner build more trust than a $50,000 gala. It's not about the spend. It's about whether people feel seen, surprised, and connected."
What She Looks For in a Partner Venue
Ali evaluates venues differently than most event planners. Her checklist goes beyond capacity and AV capabilities:
- "Does it have a story?" — Venues with character spark conversation. Generic hotel ballrooms don't.
- "Can I create flow?" — She looks for natural transitions between spaces: reception area, dinner space, lounge, outdoor area.
- "Will people explore?" — The best venues have corners, gardens, rooftops, and hidden spots where small groups naturally form.
- "Does the staff get it?" — Ali's biggest dealbreaker is venue staff that treats corporate groups like weddings. "The energy is completely different. I need a team that understands corporate culture events."
This lens is what makes Marco's venue network different. Every property in our 3,000+ network has been vetted not just for rooms and rates, but for the experience it enables.
Want Ali and the Marco team to design your next offsite? Take our retreat quiz to get started, or reach out directly. Whether you're planning a San Diego adventure retreat or a Nashville creative offsite, Marco handles the details so you can focus on your team.
Frequently Asked Questions
What does a Marco event planner actually do during an offsite?
Marco planners like Ali handle everything from venue sourcing and vendor coordination to designing the guest experience portal, managing attendee logistics, and ensuring on-the-ground execution runs smoothly. The goal is for the organizer to be fully present with their team instead of managing logistics.
How far in advance should we start planning a corporate offsite?
For groups of 20+ people, 8-12 weeks is ideal for full-service planning. This gives time to source the right venue, negotiate group rates, and curate activities that match your team's goals. Smaller groups (under 20) can sometimes come together in 4-6 weeks. In 2026, popular destinations book up fast — starting early gives you the best options.
What's the typical budget range for a Marco-planned offsite?
Budgets vary widely depending on destination, group size, and duration. Marco works with companies across the spectrum — from $500 per person for a focused 2-day working retreat to $2,000+ per person for a premium multi-day experience. Our negotiated group rates typically save 20-30% compared to booking hotels and activities directly.
Can Marco plan offsites for teams that have never met in person?
This is actually one of the most common scenarios we handle. For distributed teams meeting for the first time, Ali designs intentional icebreaking moments throughout the itinerary — not just one forced icebreaker, but a series of low-pressure touchpoints that build comfort and connection over the course of the retreat.