Greg Lombardo is vice president and head of live experiences of Netflix. He joined the entertainment behemoth in 2019, bringing over 25 years of experience in entertainment to the role.
One person who nominated Lombardo said: “He singlehandedly has reimagined how studios approach IP in LBE. His strategy of testing and iterating on multiple experience types – from the immersive theater of Bridgerton to the immersive game play of Money Heist – has allowed him to really understand what works and what his audience wants. And his willingness to take risks and invent new formats – as he did with Stranger Things with the Mixed Tape area – is unparalleled.”
Prior to joining Netflix, Lombardo was CEO of OffShore Surf, a microdestination concept which offers an authentic deepwater breaking wave surf experience for a broad range of audiences.
Lombardo began his career as artistic director for the National Shakespeare Company, and written, produced and directed feature films and commercials, before moving into LBE.
Hi first LBE role was as creative director for BRC Imagination Arts, which he joined in 2008.
He told blooloop: “My location-based experience started with BRC Imagination Arts, a commercial production house in Burbank. I ran the brand group for them. This was a terrific learning experience, working on great branded entertainment projects.”
While with the firm, Lombardo worked with the US Department of State and 60 leading brands to present the USA Pavilion at Expo 2010 Shanghai.
Lombardo was appointed senior vice president, global location based entertainment at Fox Filmed Entertainment, where his projects included The Simpsons Springfield Lands at Universal Studios, the Avatar: Discover Pandora global exhibition, Ice Age: Live, and the Aliens: Descent VR attraction.
“I think everyone at Fox recognised that LBE was a unique animal. We were going to live with the results for a very long time. If we got it right, it would be a really powerful tool for both marketing and driving additional revenue,” he told blooloop.
“If we got it wrong, people would not forget.”