Event Horizon

In our Event Horizon series we often explore how venues become characters in a story. Few stories are as captivating or as terrifying as Terror Vault. Each autumn since 2018 the historic San Francisco Mint transforms into a cinematic fright fest where live theatre and...

After transforming Pier 80 into Facebook’s ultimate holiday party venue, NPU recognized the terminal’s untapped event potential. NPU didn't see a 60-acre industrial site; we saw a blank canvas capable of hosting something on a much larger cultural scale. With that...

In our Event Horizon series, we highlight the forces shaping the future of live experiences. Today’s issue is all about a tool you can’t see but feel everywhere you go: artificial intelligence. A broad and sometimes intimidating topic, but when used correctly, it can...

Setting the Tone When Facebook wanted its biggest holiday party to-date, a cookie-cutter space wasn’t even an option. Instead, they went way outside the box and (with NPU's help) chose Pier 80, a massive cargo terminal on San Francisco’s waterfront, and trusted NPU to...

In-Person Is Back. And It’s Bigger Than Ever. After a strange few years of Zoom fatigue and empty office chairs, the Bay Area is buzzing again. Streets are packed. Offices are full. And corporate events? They are more than just back, they’re booming. What’s fueling...

Powered by Partnership, Designed for Joy What started in 2022 as a single, immersive pop-up in Golden Gate Park has evolved into a beloved seasonal tradition that transforms the Golden Mile into a buzzing hub of energy, creativity, and connection. Whale’s Tail,...

When the World Went Dark The COVID lockdown was a time of great uncertainty for the event industry. For over a year, theaters sat empty, concert halls fell silent, and the pulse of live entertainment slowed to a halt. The shutdown didn’t just pause events—it reshaped...

Introduction For Super Bowl 50 weekend in 2016, Non Plus Ultra (NPU) turned San Francisco’s historic Pier 70 shipyard into the city’s most talked-about party. Over three nights, more than 30,000 fans, VIPs, and celebrities packed this 140,000 sq. ft. industrial space....

Introduction Balloon Museum’s EmotionAir has rapidly become one of San Francisco's most talked-about experiences, attracting visitors looking for more than just passive art displays. EmotionAir is built around emotional engagement, interactivity, and the...

Introduction In today’s competitive landscape, planning a successful event isn’t just about creativity — it’s about strategy. And strategy starts and ends with data. Whether you're organizing a high-profile product launch or an intimate fundraising gala, leveraging...