Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI), revealing the clever strategies that keep audiences coming back long after opening day. With over 20 years of marketing experience across entertainment, hospitality, and lifestyle, Andy’s unconventional career path is as intriguing as the illusions he now promotes. By building strong relationships with local groups and businesses, MOI positions itself as an important part of the community and extends its reach to audiences who might otherwise be outside its budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first, shareable experiences, inspiring user-generated content, and partnering with influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing, and lasting brand loyalty.