About Steve
Steve is the head of Branding & Distribution for PassmoreLab, a 3D Production & 2D to 3D Conversion Studio in San Diego, California. Steve’s handles title distribution, brandwork, marketing, PR, social networks, events and alliance marketing. Current titles include science/nature doc adventures “MicroWorlds”, “The Extreme Nature of Bats”, “Physics of Surfing”, animated shorts “Holy Moly”, as well as 3D features, including the marketing around the World Premiere of “Night of the Living Dead, Now in 3D!”, the newly restored and converted original 1968 zombie classic, which took place at the Hollywood Forever Cemetery as a part of the 5th Annual Johnny Ramone Tribute on Oct 3, 2009.
He was most recently VP of Marketing & Branding for Ripley Entertainment, Inc., the owners of the venerable Ripley’s Believe It or Not! brand, where he led international brand development, consumer marketing strategy, and creative services. Steve supervised the brand launch of the $130 million Great Wolf Lodge Indoor Waterpark Resort in Niagara Falls (owned by Ripley’s), and built “Ripley’s Believe It or Not! Shockingly TRUE Stories” new TV, mobile, and broadband series. Steve engineered the television co-production deal with Insight Productions in Toronto, announced a representation deal with William Morris Agency, led the 3D conversion of priceless archived Ripley’s vault footage, spearheaded new openings in Times Square and Piccadilly Circus and produced all television creative since 2005.
Steve also crafted the multi-platform, award-winning “Proudly Freaking Out Families” marketing campaign, built the online brand strategy, won two International Marketing Excellence Awards at IAAPA’s Brass Ring Awards in 2008, won first place in the Ontario Tourism Awards for best online strategy in 2007, and had his work recognized by Advertising Age magazine, Marketing magazine, and by international brand futurist Martin Lindstrom, while working for President Bob Masterson.
Prior to Ripley’s, Steve was the Senior Director of Worldwide Marketing for Hard Rock Cafe International, the high-profile consumer brand with annual sales of $350 million, with 115 units in 40 countries. Steve supervised the company’s brand management & development, creative services, new unit & brand extension openings, marketing, and public relations strategies; created Hard Rock’s Live Music Series, launched “Little Steven’s Underground Garage” syndicated radio show with host Little Steven Van Zandt (E Street Band, The Sopranos), and supervised film & television product placement. Steve also traveled the world extensively with the likes of Tommy, Nikki, Ozzy, Slash, Duff, Eddie, Diamond Dave, Sammy, and Mick, while working for CEO Pete Beaudrault.
Earlier in his career, Steve held positions at House of Blues, and The Walt Disney Company. Steve holds a bachelor’s degree in marketing from Stetson University, and completed the IAAPA Institute for Executive Education from The Wharton School at the University of Pennsylvania.
