Crew Events Q&A

Behind The Crew

Throughout our careers, we have worked with hundreds of different vendors. And through the years, some of those vendors have become not only our tried and true partners but part of our family and our crew. One of those vendors is CEO of Fresh Wata, Tricia Costello, who was recently named one of BizBash’s Top 500 Event Professionals.

Tricia grew up in Leawood, Kansas with a five sisters and one very lucky brother. After graduating from the University of Kansas and landing an event gig out in Vegas, she packed up her things and made the move to Sin City. Fast forward almost 20 years, she’s now running a wildly successful event production company with her sister, Kay, that produces over 500 events a year. And even though she’s a Kansas Jayhawk (Go Gators & Tigers!), we’ve always had a blast with Tricia producing events together at SXSW, the Latin GRAMMY Awards, and CES, just to name a few.  

Recently, we had a conversation with Tricia to learn more about her and her Fresh Wata world.

Sam: Ok, let’s jump in. First up: tell us about the moment you knew you wanted to be in events?  

Tricia: It was when I was in Palm Springs for a Sprint event; it was the first time I saw my ideas come to life. From there, I was just helping out wherever I could - not really producing entire events but just taking small pieces of them. I remember helping out at the Academy Awards - I was starstruck and just thought it was the coolest thing. It was the first time I received a credential, which was pretty cool.  

Pauli: Oh, definitely. Credentials are like mini trophies for us - we don’t always get a lot of thanks or recognition, so being able to take home your credential feels good.  It’s like earning your stripes. Do you still have any of your old credentials?  

Tricia: Yes, one from the first sporting event we did in Arizona. I kept it because it was the first time everything at the event was produced by my team. The artwork, print - it was all ours, so it felt special to me.  

Pauli: Now, Sam and I know bits and pieces of the answer to this question, but would love to hear from you the story behind Fresh Wata, the name and your mascot, the astronaut?

Tricia: Fresh Wata came from my love for the beach and the water. I was coming back from vacation and honestly, was at a sushi restaurant trying to come up with a name, and the freshwater eel gave me the idea. 

Sam: Oh, love that! And what about the astronaut logo?

Tricia: That was Anthony, one of our designers. The astronaut represents our “out of this world” ideas. I let him be creative and help keep the brand modern and fresh.

Sam: And wasn’t there once an octopus logo?

Tricia: That’s our rental company’s brand - that was Anthony’s idea too. And it’s funny because an octopus doesn’t live in freshwater. (Laughs)

Sam: What’s it like running a business with your sister, Kay?

Tricia:  Kay was always obsessed with me. She was always kissing me and taking me around. We were always super close and would always sleep in the same bed. When I was in college, she would fly me to LA to help with her events. I had no idea what I was doing, but I just jumped in. We trust each other completely and can say anything to one another, just blurt things out - it doesn’t matter. We’ve always maintained a good work relationship. We have our own rules and our own accounts.

Sam: You mentioned you have a good work relationship. Is it different than your sibling relationship? Are you able to turn work on and off when you’re together?

Tricia: Yes, we for sure turn it off at Thanksgiving dinner or other family events. We try to keep work and personal separate.  But we have our codes - like we’ll be looking at each other from across the table if something comes up. We try not to mix work with family and to enjoy our family time.  

Pauli: And Kay is in LA, right?  

Tricia: Kansas actually! She spends a lot of time in LA though, and I think she’ll move to LA soon. She still has kids graduating college and high school.

Sam: How many children does she have?

Tricia: She has four kids. She has a small one still at home, in high school.

Sam: Oh wow, 4 kids: she is superwoman.

Tricia: Yea, definitely.

Pauli: Ok, next up: how do you come up with new ideas: is it by meditating, grabbing a buddy and going for a run?

Tricia: All of those things. By being around other people, going to festivals, rollerblading, chilling out to music, skydiving. You have to be in a good mood and a happy state of mind. Not having hard deadlines to work towards helps too - being able to go to a concert, have a few drinks and then come back with some great ideas.

Sam: Skydiving?! How often do you do that to get inspired?

Tricia: (Laughs) Well, I actually have only gone once… this past weekend. It was incredible. I went with a cirque du soleil friend who asked me to go the night before.

Pauli: How fun!  And would you do it again?

Tricia: I don’t think I need to do it again. (Laughs)

Pauli: Let me rephrase, would you do it again with Crew?

Tricia: Definitely.

Sam: What’s your current favorite event trend - whether it’s something you and your team are obsessing over or a widely known industry trend?

Tricia: I have two.

We’ve been trying to be more planet positive by reducing our carbon footprint - not only reducing it, but reducing it by double and making it like the event never happened.  We’re actually doing this at our News Years event - and we’re letting guests know that by attending and buying a ticket they are helping reduce the carbon footprint.

Pauli: Yes, I agree that being planet positive should be part of everyone’s goals! Do you think this will become a trend in the event industry?

Tricia: I think so. Big corporations want to make an impact, and it also has PR value. It adds a story for them that they are giving back to the environment.

The second trend is AR (augmented reality) - I’ve been pushing AR for 10 years and and we’re just starting to see it a little more. It is always cut from budgets first, though. It’s still expensive, but I think we’ll start to see the costs lower and see it more and more at events. I just love AR.  

Pauli: AR is really cool, we always look for opportunities to incorporate it into our events.

And on the flip side, what is an event trend that you’re glad is gone?

Tricia: Logos everywhere! We used to slap logos on everything - you two have always been good about placing your logo in smart ways - but people would slap there logos on anything and everything from napkins, walls, aprons, tables, EVERYTHING. It’s now much more about experiencing the brand and message. It’s about hitting the 5 senses and adding emotion and experience into an event. We are creating full-circle designs for event environments which gives us so much more space to be creative with a logo. 

Sam: Tell us about the coolest activation you and your team have done in 2018? 

Tricia: We did a levitating vending machine that was really cool. Attendees could telepathically make the arm levitate using a remote camera. It was a cool trick - people were all over it.

And then, most recently, we did a 90x70 trade show booth for Sprint. It was the first booth when you walked onto the floor at the LA convention center for the World Congress Show.

Sprint put a lot of trust in us. It was the biggest booth they had ever done, and it was tricked out with products from Nokia and Ericsson, electric bikes, and a living wall. It was for the launch of 5G and it went over really well. It was a really big buildout, a 2-week process. The reviews from everyone were great - the clients, executives, and everyone in between were thrilled. It really stood out, and I was super proud of the booth and the team.

fresh wata event exhibit company.jpg

Pauli: How have you seen events change over the 20+ years you’ve been in the industry?

Tricia: Everything is about the experience and technology now. It used to only be about tablecloths and centerpieces. Now there are just so many different activities out there. People want custom dining tables, we’re using products to build wheaties boxes to make a chandelier. It’s now all about who’s going to top the next event and how to cut through the clutter.

Pauli: You mentioned custom dining tables. Would you agree that there are no “off the shelf” events anymore and that everyone wants something custom?

Tricia: Yeah. But it’s a good thing. There were way too many beach parties. And do you know how many white parties we did!? Like the Puff Daddy white party? (Laughs)

Sam: (Laughs) Totally. Remember that terrible white pleather lounge furniture?

Tricia: But you know, everything does come back around; now it’s like… “can you make this polyester tablecloth work?” We just did a slinky wall. 

Sam: Love a good slinky wall!

Moving on… have you ever had an event or situation go horribly wrong? And if so, how did you handle it?

Tricia: Yes… We did a beautiful event at the Fairmont in Arizona, in Scottsdale.  It was a beautiful day and we were outside putting the finishing touches on an event that was a 2-full day set up.  There was a really elaborate 20 foot tree. And then, out of the blue… it started hailing golf ball sized chunks of ice. This wasn’t a small storm - there was major damage to cars, the property, our setup. We had to move inside, and were working fast to decide what pieces we could move. It was all hands on deck. Next thing I knew, there were about 30 golf carts with hotel employees coming out to help us bring all the key elements up to the restaurant. We got it all done in two hours. We didn’t take the 20 foot tree, but we took what we could, like the lanterns and the boxwood. It was all about safety; there were GIANT golf balls. It was erie and fun at the same time. It was cool seeing how everyone worked together in a mad rush.

Pauli: That’s insane. And everything worked out?!

Tricia: Yes, for the most part. We couldn’t help some items, but we worked together - that team was incredible and our clients understood. … There was also a fire at my first event.

Sam: Oh boy, what happened?

Tricia: Yea, it was ameature. I was maybe 18… or 20?  I didn’t know not to call the fire department. My sister was like “why did you call them?” You obviously don’t want a fire truck parked outside your event when your guests arrive. And the fire was out before they even got there, but I didn’t know. 

Sam: (Laughs) Ok, so you lived and learned. 

Tricia: Yeah, definitely.

Pauli: What are 3 words your team would use to describe you?

Tricia: I had to ask the team about this one. They said: energetic, creative and ambitions.

Sam: And what words would you use to describe yourself?

Tricia: Oh man, Sam! That’s tough… I’ll just go with the same three; I like them.

Sam: For sure, I think those words embody you perfectly.

Sam: If you were on a deserted island, what three items would you take with you? 

Tricia: A loved one, a companion - because I have to have someone to talk to! Can’t not talk to anyone. Probably a kayak so I could get around. And maybe something I could get water with? Does that sound right? 

Pauli: Sounds right to me! A loved one is a great first answer…

Tricia: Yea, I don’t really know how to use any survival tools… and I haven’t watched enough Naked & Alive to know what to do, so I’d just wing it.

Sam: (Laughs) Oh, me neither.

Pauli: How do you celebrate your event wins?

Tricia: Probably in similar ways you do! By getting drinks or dinner with the team, reminiscing the next day in the office, laughing a lot! And then relaxing with family… and definitely a lot of high-fives! What about you?

Sam: Depends on how physically straining the job is, but we like to go to the spa. And yes, cocktails are a must.

Sam: Ok, last question. Can you leave us with your favorite piece of advice you’ve received?

Tricia:  Yes, I can. It’s actually something I think about a lot, that I learned early on. I met someone for lunch at the Soho House once, and he told me to focus on strategic partnerships when building a business. I go back to that a lot. Similar to what we are doing with you guys right now.

Pauli: That’s great advice. We love our partnership with Fresh Wata.

Sam: Well thank you Tricia for your time today. This was super informative but also a lot of fun.

Tricia: Absolutely - thank you! I’m so excited for Crew and for the future. I can’t wait to make great events together!

Pauli: Yes, let’s do it!

A trip down memory lane. Check out our previous event executions with Fresh Wata below.


First up, meet one of our founders, Samantha Weinglass or as her friends like to call her, Sami Rae. She tells all via a casual convo over milkshakes and french fries with her co-founder and partner in crime, Pauli.

P: What is one of the funniest moments you can remember onsite at an event?
S: Honestly, there are so many! One that sticks out to me right now is when my boss and I were checking an executive's hotel room prior to his arrival (we always made sure the room was freshly made, the tv and lights worked, the amenity we sent him was there with the personalized card from us, etc.), and unbeknownst to us, he had arrived 4 hours earlier than expected. We were still in the room when we heard the door unlock and saw him enter. Luckily, we were in the bedroom and not the living room where the door opened up into...and LUCKILY he was in a suite that had its own kitchen with a back door for hotel staff to come in and out. I remember doing somersaults, rolling over the bed, and doing a high jump to the door to get out of there as fast as humanly possible. The HARDEST thing I had to do was swallow my laughter and not make a sound during those 10 seconds - that by the way, seemed like an ETERNITY. We were hysterical.

P: That’s hilarious! What about your most mortifying event experience?
S: I have about a million. The one that I don’t think I will ever live down was at an executive offsite at the Ritz Carlton in Naples, Fl. On the second day of the offsite, we had set up activities for everyone; some went to the spa, the beach, some played tennis, and others played golf. My responsibilities that day was to oversee golf - make sure all the foursomes got out ok, set out directional signage and gifts along the course, ensure the photographer knew what holes to get shots from. My only other responsibility that day (outside of my golf duties) was to make it back to our team’s production office for our staff meeting at like 4 o’clock. The golf clubhouse gave me a golf cart to drive around the course in order to do everything I needed to. I was driving around making my stops and all was going great; I felt super cool, like I owned the place! [laughs] And then, all of sudden, I guess I made a wrong turn and found myself stopped at a red light! I said to myself “why the f*** am I stopped at a red light in a golf cart?” Somehow I had made my way off the course and onto the HIGHWAY. And to top it off, I looked to my right while stopped at this light and (passed the life size care next to me) I see my CEO at the time on the green, HYSTERICAL laughing at me with his foursome, I’m sure wondering why the hell I was on the highway. With my beyond sweaty palms, beat red face, and still completely disoriented, I somehow made it back to the clubhouse to return the cart. I ran back to the hotel and stormed into the staff meeting. I was 30-minutes late to the meeting because of my “joy” ride - MORTIFIED. Everyone was asking me where I had been out of concern. It was a mistake telling them because to this day, it’s their favorite story to tell about me over drinks for a good laugh. Luckily, I can laugh with them now.  
P: [Laughs] I really do love this story, never gets old. Although I wasn’t there for this, I find myself telling it like I was there.

P: You just had your second baby - beautiful Ellyot Drew. How are you managing with two under two?
S: Lol. Depends on the day, honestly. Today happens to be a good day! It’s extremely hard and exhausting having a newborn; nonetheless a newborn and a “Ty” who is only 19 months. I hear it gets easier after the first 6 months, so just 1 more month to go!! It’s certainly been a challenge finding the balance between work and family life too - I am fortunate enough to have a great nanny and an extremely supportive husband, and my family is close by to help too. So just taking it one day at a time and reminding myself I’m not superwoman and that’s okay. Ugh, now I’m all choked up!

P: On a lighter note, CREW EVENTS - what made you take the plunge and leave your corporate job to start your own business? Asides wanting to work with me everyday, of course. [Laughs]  
S: At the risk of repeating myself, my new family of four. I have always wanted to go out on my own, but I guess one big change led to another. It gave me the drive and lit the fire under my ass to finally do it. Also, my BFF (wink wink) asked me to go into business with her!

P: Any regrets in your career?
S: Not one. Each step of the way was part of the journey. I have been so fortunate in my career to work with and learn from some of the best in the business, co-workers and vendors alike. The past 11 years have been incredible and have led me here - nothing bad about that!

P: What inspires you?
S: The world around me - NYC. It’s window displays, street art, store displays, its crazy style. Our ‘idea of the week’ sessions we have every week too! Bizbash, instagram of course, my crazy son. Everything inspires me - as long as I am in the mood to be inspired. Lol.

P: What are some of the coolest places your work and events have taken you?
S: We went to Scotland for a client golf event with AOL, which was pretty cool. We did a European roadshow which I loved too. Doing events at Cannes was always pretty unbelievable. And honestly, here in NYC. I know it’s home, but to me, it’s the best city in the world. And it has some of the most unique event spaces, the most talented and creative vendors, and the fact that it’s the city that never sleeps is really quite fitting for me right now (thank you Ellyot and the 4 month sleep regression).

P: Piece of advice for anyone starting out in this crazy world of events that we love and hold so dear?
S: There are so many more opportunities now in events than even 10 years ago when I was starting out. Events and experiential marketing are where it’s at now. So don’t let anyone tell you event planning or event management isn’t a real job. It is, and it’s probably one of the hardest jobs out there - iIt takes a whole lot of skill, it takes passion, and it takes a certain kind of (type A) personality. So if you think you have it, GO FOR IT.

P: What do you do on your spare time, between running after your kiddos and creating FOMO-inducing events?
S: [Laughs] I don’t have much spare time these days, BUT I have started running again, in the morning, before the kids wake up. I missed it! I’d love to run the NY and Chicago marathons again one day… and I’ve heard the Big Sur Marathon is unreal. So running for sure.. I love the beach, lounging by the pool, and my husband and I love to make pizza and sushi.  

P: Okay last question, but maybe the most important one: favorite food?
S: I have a few that I literally cannot choose between...but they all serve their own purpose. Fro Yo with rainbow sprinkles, soft pretzels, chicken parm, and sour gummy watermelon.... Ohhh, and this peanut butter milkshake from Shake Shack which is life. [Laughs]

Check us out on Instagram @CrewEventsNY to follow our #FOMOInducingEvents.