What are the key operational challenges in organizing large-scale LEGO® fan events across multiple cities?

Organizing large-scale LEGO® fan events across multiple cities comes with a range of operational challenges. Each location brings its own logistical complexities, including securing suitable venues, navigating local regulations, and managing varying operational standards. One of the biggest hurdles is coordination—ensuring that artists, staff, and materials arrive on time and are fully prepared, especially when many travel from across the country. Building and managing a dependable on-site support team in each city is essential to delivering a smooth experience. Additionally, marketing must be tailored to resonate with local audiences while still reflecting the unified BrickUniverse brand. Despite these challenges, maintaining a consistent, high-quality experience across all events remains a top priority, requiring careful planning, adaptability, and a dedicated team effort.

How does the event support and showcase local LEGO® hobbyists and artists?

BrickUniverse places a strong emphasis on celebrating and supporting local LEGO® hobbyists and artists at every event. By offering free display space—something unique among fan expos—the event creates an inclusive platform for local builders to showcase their creations alongside nationally recognized LEGO® artists. These displays range from intricate models to large collaborative builds, offering attendees a diverse and inspiring visual experience. Interactive zones also allow hobbyists to engage directly with visitors, encouraging dialogue and creativity. This approach not only honours community talent but also inspires younger attendees to explore their own interests in design, engineering, and artistic expression. By removing participation barriers and promoting local voices, BrickUniverse fosters a grassroots creative movement that continues to grow city by city.

What marketing strategies have been most effective in attracting attendees to BrickUniverse events?

One of the most effective marketing strategies for BrickUniverse has been storytelling—bringing to life the passion and creativity behind each featured artist and LEGO® build. Through targeted digital advertising, engaging social media content, and influencer collaborations, the event shares compelling narratives that resonate with both families and fans. Local press coverage and partnerships with community organizations—such as schools, radio stations, and small businesses—help amplify the message regionally. These grassroots efforts build trust and excitement ahead of each event. However, the most powerful driver remains word-of-mouth; attendees often leave inspired and eager to share their experience, fuelling a loyal and growing fan base in every city BrickUniverse visits.

What is the process for vendors and exhibitors to participate in BrickUniverse events?

BrickUniverse maintains a streamlined online application process for both vendors and exhibitors, making it easy for interested participants to get involved. Exhibitors, including local LEGO® hobbyists and artists, can apply directly through the website to showcase their creations. For vendors, while BrickUniverse values long-standing relationships with returning partners, the team is always open to welcoming new, creative businesses that align with the event’s spirit and bring unique offerings to the table. Once accepted, participants receive detailed guidelines and support materials to ensure a smooth, well-prepared experience. To enhance visibility and boost sales potential, BrickUniverse intentionally limits the number of vendors at each event—creating a focused and high-impact marketplace environment for all involved.

How does the team structure support the planning and execution of events across various locations?

BrickUniverse is powered by a small, passionate team that thrives on flexibility, collaboration, and problem-solving. Despite the lean structure, the team manages every detail of planning and execution with precision—often months in advance. For each city, the core team is supported by local crews, artist coordinators, marketing staff, and logistics managers who help bring the event to life on the ground. Clear communication and adaptability are central to the process, ensuring that everyone remains aligned and responsive to challenges as they arise. This team culture—rooted in shared passion and dedication—has been instrumental in consistently delivering high-quality, engaging experiences across all BrickUniverse locations.

To know more about Angela Beights and BrickUniverse please visit https://www.brickuniverseusa.com/