Glow Night Market

THE CHALLENGE
Carson’s cultural diversity is reflected in its neighborhoods, food traditions, local businesses, and creative communities. Yet many city events remain difficult to discover, focus on a single cultural audience, or offer limited opportunities for people to browse, participate, and connect.

As Carson prepares for increased global visibility as an LA28 Venue City, the challenge was to create a recurring experience that could celebrate the city’s cultures, expand opportunities for local businesses and talent, and build lasting community value beyond the Games.

THE AUDIENCE
GLOW NIGHT MARKET was designed for Community Market Enthusiasts, including Carson residents, families, young adults, and culturally curious visitors seeking meaningful experiences centered on food, entertainment, discovery, and connection.

Research showed that 85% of participants preferred an integrated experience combining food, music, vendors, entertainment, and digital play while 92% valued supporting local businesses. Local vendors, performers, artists, and entrepreneurs also needed a visible and accessible platform for reaching new audiences.

THE SOLUTION
GLOW NIGHT MARKET was developed as a recurring cultural marketplace that brings food, live performance, local retail, interactive play, and community gathering into one connected experience.

Competitive analysis, journey mapping, audience research, and ecosystem planning informed the performance stage, Pokémon GO Zone, Carson first vendor and talent programs, affordable admission, community seating, and ADA conscious circulation. Success measures included local participation, attendance, dwell time, repeat visits, digital engagement, and vendor revenue.

THE CORE IDEA
"Taste the Culture Feel the Glow" expresses the belief that cultural discovery becomes more meaningful when people can experience it through food, music, movement, storytelling, and shared space.

The experience gives visitors the freedom to explore at their own pace while creating moments of collective energy throughout the night market. A luminous identity, expressive typography, layered patterns, and flexible applications extended the idea across signage, packaging, transit, digital touchpoints, and the physical event environment.

THE LEARNING
Human-centered research, audience segmentation, competitive positioning, systems mapping, spatial planning, and experience design translated a civic opportunity into a cohesive brand and event ecosystem.

The project strengthened my ability to connect community insight with brand strategy, accessibility, operations, revenue, and long-term growth. It also demonstrated how an event identity can become more than promotion by building cultural visibility, economic opportunity, belonging, and a repeatable platform for civic value.