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Reimagining Internal Engagement for a New Era of Flight

United Airlines BACKSTAGE Experience

United Airlines BACKSTAGE Experience

Key services:

  • Full-service event strategy, design, production, and management
  • Venue Sourcing and raw space transformation
  • Enviromental and Scenic Design
  • Mainstage and breakout room build out
  • AV Integration
  • Hospitality Management
  • Unified brand identity development
  • Signage and Digital Asset design
  • Consistent, scalable weekly event execution

The Challenge

United Airlines set out to create a bold and unprecedented event that would reach the heart of its service identity: the flight attendant workforce. With more than 25,000 flight attendants dispersed across the globe, United needed a way to unite, inform, and inspire its most visible brand ambassadors. The goal was not just to share the company’s future strategy, but to rebuild a deep sense of engagement, pride, and alignment with United’s customer service mission.

The challenge was immense. LSAV POWERHOUSE was tasked with designing and executing an immersive, scalable, and sustainable experience capable of welcoming 750 attendees per week over 35 consecutive weeks—all within a venue that didn’t yet exist. We were tasked with finding a suitable event space, but no traditional space could accommodate the rigorous schedule. LSAV set out to find a location that we could rent, build-out, and customize to meet the long list of requirements that included size, location, access, parking, and power. Once the space was identified and under contract the race was on.

In just a few months, the team needed to source, design and convert a raw 120,000 sq. ft. warehouse into a fully operational, branded event venue. Beyond physical build-out, the mission was to overcome conventional limitations of corporate training, developing an experience that would be transformative and emotionally resonant.

The Process

In close partnership with United Airlines, LSAV POWERHOUSE delivered a full-service solution that spanned strategy, design, production, and management. The first step was securing and developing a large warehouse to serve as a blank canvas. From there, LSAV transformed the space into a purposefully-built venue featuring an 800-seat mainstage, eight breakout rooms, reception and meal areas, an interactive resource marketplace, and a dedicated technology lounge.

Every area was crafted to promote interaction, reflection, and hands-on learning. LSAV led all facets of the experience, from environmental design and audio-visual integration to catering, transportation, registration, staffing and security. The venue was not only immersive—it was operationally resilient. Week after week, the space welcomed a new group of flight attendants with production consistency and white-glove hospitality.
To ensure a holistic experience, LSAV also developed a unified brand identity for BACKSTAGE, aligning every touchpoint—from signage to registration to digital assets—with United’s tone and vision. Show calling, content delivery, and run-of-show management were handled with the same precision and care one might expect from a global product launch. BACKSTAGE was less of a corporate training and more of a cultural reset.

The Results

The impact of the BACKSTAGE experience was both immediate and long-lasting. United reported a double-digit improvement in flight attendant engagement scores—a clear indicator that the program achieved its goal of rebuilding connection and morale across a decentralized workforce. Feedback from passengers also reflected this transformation, with measurable increases in perceptions of flight attendant friendliness, visibility, and communication.
Perhaps most importantly, the event instilled a renewed sense of ownership and pride among flight attendants. By immersing employees in United’s future vision and doing so through a carefully designed and emotionally engaging format, BACKSTAGE redefined what airline training could look like. It wasn’t just a meeting—it was a movement.

Through ambitious planning, creative problem-solving, and deep collaboration, LSAV POWERHOUSE helped United Airlines turn a logistical challenge into a landmark internal brand experience—one that reshaped how tens of thousands of employees connect with their company and their purpose.

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