Product designer

Challenge

Miva Day wasn’t born out of a business plan, it was born out of experience. After my brain injury, I leaned on music and creative outlets to heal. My countless years as a DJ I’ve heard numerous of impactful stories from many spaces: musicians, artists, plumbers, nurses, receptionists, baristas, you name it. All these communities had one thing in common: they all resonated with someone who was courage enough to tell their story, someone who had a voice. No one is ever really alone. We just need to have to correct tools to make the best step forward.

But there was a problem. Mental health awareness events often felt disconnected. I’d been to many: resource fairs, therapy walks, seminars. The message was always important, but the delivery was stiff, cringy, almost like an intervention. Young people avoided them because they were too formal and i completely see why, while adults skipped them because they didn’t feel connected. Even those who needed didn’t find it engaging enough to attend.

Our research showed that nearly 1 in 5 U.S. adults face anxiety disorders, and 34% of young adults (18-25) struggle with mental health. Yet, only 40% seek help. The stigma was the silent barrier.

I saw that the communities most impacted, were rarely present at traditional mental health events. We needed something different.

My solution? Make mental health approachable. Make it fun. Make it feel like a celebration rather than an intervention.

Animation Storyboard

Stage & Green Room Design

Radio VSL Placement

APPROACH

The approach for Miva Day was centered on creating an event that felt less like a fundraiser and more like a community celebration with a meaningful purpose. Key elements included:

• Location is everything. Recognizing the importance of location, successful partnerships were established with Village 360 and Backroad Vines, securing a dynamic space that could accommodate the diverse elements of the festival. Detailed event mapping was undertaken to optimize flow and engagement across the two event days (separating the car show for a focused experience).
• Authentic & Inclusive Event Design: The visual identity (flyers, color palettes), artist rollout videos, and even event bracelets were meticulously designed to generate excitement and hint at the event’s purpose without being overtly didactic. The goal was to create a “Live Nation”-esque feel, emphasizing professionalism and attention to detail.
• Artist and Attendee Experience: Significant attention was paid to artist hospitality (creating a welcoming green room) and attendee comfort and safety (shuttle services for accessibility, designated rest areas, water stations, and robust security and EMS planning).
• The event map was meticulously designed to provide a smooth user experience. We split the event into two days:
  • Day 1: Live music and arts. Two main areas—one featuring live bands (jazz, reggae, R&B, indie rock, spoken word), and the other showcasing solo acts (hip-hop, renowned DJs, reggaeton). Attendees had the option to walk through the grapevines or take some of the Shuttles we had in place, including a sponsored Tesla Model 3 and a mini train, ensured accessibility.
  • Day 2: A car show in the Backroad Vines area, with a DJ playing open-format music in the main area of the facility where the award cermony would take place in the conclusion of the event.
• Curating Diversity: The focus was on booking musicians across various genres with positive messages, aligning with the “Music Speaks Volumes” ethos of Miva Collective. The inclusion of show cars celebrated a unique artistic expression and fostered community within that subculture. Live painting and food vendors added further layers of engagement and appeal.
• Operational Planning: Meticulous planning encompassed essential logistical elements, including booking extra facilities (porta potties, handwashing stations), waste management, and establishing clear terms and conditions for both ticket holders and vendors to ensure a safe and functional environment.
• Community Partnerships: A proactive outreach strategy resulted in securing sponsorships from over a dozen prominent local and regional businesses (O’Reilly’s, North Bay Health Hospital, Fox 40 News, etc.), demonstrating strong community buy-in. Collaborations with local mental health, youth advancement, and wellness organizations ensured resource availability and volunteer support.
• Public Relations: Leveraging previous media connections, a strategic effort was made to secure press coverage, resulting in a live feature on Sacramento’s Fox 40 News, as well as interest from local newspapers, significantly raising awareness and excitement for the event.
• Mental health wasn’t forced on anyone. We had discreet support booths, resources from local wellness organizations, and volunteers trained to provide support without pressure.

outcome

Despite after the intense discussions with the venue, health experts, and my team, I made the toughest call of my career: the unforeseen postponement due to a severe heatwave just ten days prior to the scheduled event. All the efforts in planning and execution yielded significant achievements:

Before our official launch, Miva Day gained media attention. I was invited to Fox 40 News in Sacramento to talk about Miva Collective’s mission, and local newspapers like the Daily Republic wanted to cover our story.

Sponsors like O’Reilly’s, North Bay Health, Les Schwab Tires, Trader Joe’s, Home Depot, Marriott, and others joined in. More businesses reached out, wanting to be part of something positive.

Collaboration with numerous local mental health, youth advancement, and wellness organizations built a strong network for resource sharing and volunteer support.

The news appearances and marketing efforts created palpable anticipation within the Solano County community for the inaugural Miva Day event.

The decision wasn’t easy. Contracts were set, artists were booked, and tickets were selling. But my mission was to create a safe space, and I couldn’t put people at risk. Our sponsors understood, and many supportted us for the next event.

But this isn’t the end of the story. We’re using everything we learned to re-launch Miva Day at an even better venue. It’s not just an event, it’s a movement, and it’s only just beginning.

Sacramento’s Studio Live Fox40 News Feature

Reels/Tiktok/Shorts

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