We are experts in Ideation, Regulation, Sponsorship and Production.

Our team brings together years of learning from various industries, extensive experience in event production, and an intricate understanding of large scale event regulation in NYC and beyond.

We are creative, collaborative, results-driven and inherently flexible; allowing us to partner, or lead, any stage of the event cycle seamlessly and effectively.

We Envision, Execute, Engage, and Elevate.

We are AREA4

CORE TEAM MEMBERS:

RORY MCEVOY

RORY McEVOY

Co-FOUNDER

As the former Citywide Director of Special Events for the New York City Department of Parks and Recreation, Rory has an intricate understanding of New York’s regulatory environment and extensive experience in event production and management. In that position, Rory worked closely with all affiliated Parks groups, public private partnerships and BIDs. Over the course of his tenure he oversaw hundreds of commercial and large scale events annually including the ING NYC Marathon, Red Bull Snowscraper, Nautica Triathlon, numerous art installations, brand activations, festivals, and great lawn concerts.

Founding Vision Established – now AREA4 – in 2011 was the natural next step for Rory to take, allowing him to leverage his years of experience and large network, putting it in service of new clients and helping them to execute their events.

A NYC native, Rory attended The Bronx High School of Science and holds a B.S. in Biology from The State University of New York at Stony Brook.

GRÁINNE COEN

GRÁINNE COEN

Co-FOUNDER

As a principal and portfolio manager at Columbia Partners Investment Management, a multibillion dollar investment firm, Grainne intimately understands corporations, institutions and high-net worth clients. There, she managed hedge fund and US equity assets for funds of over $1 billion and raised well over $300 million during the course of her tenure. In this capacity, she analyzed and invested in publicly traded companies working daily with C-suite executives, senior management and industry experts.

Now, at AREA4, Grainne applies her industry knowledge and people management skills to business development and the realization of client visions, budgets and sponsorships opportunities.

A native of England, and longtime lover of New York, Gráinne holds a BSc Honors degree in Pure Mathematics from London Guildhall University.

AMANDA HENRY

AMANDA HENRY

CHIEF MARKETING OFFICER

As the CMO for The Retail Distribution Company Amanda was responsible for creating marketing strategies to drive ROI, and sales and market share growth. Using limited budgets and limitless thinking, Amanda injected new life into the company, consistently delivering better than expected results. With a keen grasp of brands and and an understanding of the importance of customer touchpoints, Amanda brought their branding and brand activations to a new level.

At AREA4, Amanda uses her background to inject a bit of brilliance into every project, considering where and  how it should live, and how to get maximum effect for minimum spend.

Amanda holds a BA Honors Degree in Marketing from the Dublin Business School.

STEVE GLUCK

STEVE GLUCK

CHIEF FINANCIAL OFFICER

In his role as President of Taft Instruments Inc., a California based startup with patented technologies in the industrial solar cleaning field, Steve was instrumental in advancing innovations in the clean energy field. The mix of management skills, technological savvy, and strategic and business acumen that allowed him to excel in that role also played a hand in earlier roles on Wall Street both as a Technical Strategist at Monness, Crespi, Hardt & Co. and as a Partner and Chief Investment Officer of Greene Street Partners.  

Now, Steve is bringing his years of experience, deep understanding of multiple verticals, and his dynamic mix of skills to Area4, making it work for our clients and providing strategic excellence and on-brand vision across the board.
Steve began his career at Dean Witter Reynolds Inc. after graduating from the University of California at Berkeley with a B.A. in Latin American Studies.

EMEKA PATRICK

EMEKA PATRICK

CREATIVE STRATEGIST

Across his career in advertising and branding Emeka has worked in various strategic or creative capacities across a wide variety of brands such as HSBC, Nike, Vitamin Water, Chevrolet, Crane, and BCG, just to name a few. In addition, he’s dabbled in tech, founding GoodToGoOut, a startup offering fast fashion advice, led the interior design and construction of a private property in Manhattan, and partnered with a small team of marketing professionals to offer branding, strategy, and creative services to others.

Much of these experiences have been fueled by a fascination with people and a deep love of storytelling, technology, and innovation. An entrepreneur at heart, Emeka continually seeks problems to solve and opportunities to be realized. At AREA4, he brings his full range of experience to bear, wearing a range of hats, consulting and working on strategy, writing, and concepting.

Emeka was born and raised in New York City, attended Stuyvesant High School, and finished his undergraduate studies at The University of Michigan. In 2016 he received a MPS in Branding from The School of Visual Arts.

LAURA LaVELLE

LAURA LaVELLE

INDEPENDENT GENERAL COUNSEL

Before joining AREA4, Laura was Senior Attorney for Hudson River Park Trust and previously Associate Counsel for the NYC Department for Parks & Recreation. Advising the Parks Commissioner and his staff on legal issues regarding parks and public spaces, she also worked extensively with nonprofit and other organizations in public/private partnerships. These roles provided experience negotiating contracts, and other complex agreements for special events as well as a deep grasp of the rules, regulations and legislation around NYC events, many of which she herself helped draft, review, or propose.

Laura puts her vast expertise to work for AREA4, unraveling impenetrable rules, regulations and legalese, making the impossible and the difficult look almost easy and effortless.  

Laura holds a B.A. in English from the University of Notre Dame. An M.A. in English and American Literature from Northwestern University and a J.D. Law from Columbia Law School.

MICHAEL FERRARE

MICHAEL FERRARE

CREATIVE DIRECTOR

Prior to AREA4 Michael was Creative and Brand Experience Director for Ogilvy & Mather and OgilvyOne Worldwide.

Charged with leading both Ogilvy and OgilvyOne’s 40+ clients, as well as the agency itself, into the future, Michael’s client roster boasted major brands such as Coke Zero, Tiffany & Co., IBM, Scrubbing Bubbles / SCJ, UPS, and Aetna Healthcare. Bringing more than just creative excellence to the table, throughout his career Michael has influenced and been influenced by some of the most well-known agencies, learning directly from legendary mentors and cutting his teeth on historic campaigns. At AREA4 he continues to deliver distinctive and award-winning work, earning media coverage from both the industry and popular media. Recently, the New York Times described his work for UNIQLO Clothing as having an “Offbeat, poetic style evocative of a manifesto”.

Michael attended The Rochester Institute of Technology, and has been a recipient of just about every prestigious award the advertising business offers, and has won top honors for his work in Jetta’s ‘Safe Happens’ campaign, Virgin Atlantic’s ‘Jetrosexual’, MINI Cooper’s ‘Counterfeit MINI Campaign, Method’s ‘Comeclean.com’, and the creation of UNIQLO Clothing’s ‘MADE FORALL’ and ‘LifeWear’, among others.

DEREK YADGAROFF

DEREK YADGAROFF

CHIEF TECHNICAL OFFICER

A tech evangelist and entrepreneur since founding netNerds, a mobile technical support business, during his college years, Derek brings AREA4 a strong history of real successes in the digital world. He’s gone from leading much of the Verizon, Nike, and NikeID work at R/GA, to directing software development, consulting for the United Nations, and eventually forming his own digital tech driven consultancy, I Believe Digital.  

Throughout all of the above, Derek has been a part of, and pivotal in, bringing technology to bear on the resolution of pain points, elevation of offerings, and satisfaction of customers and clients. Now he’s doing the same for AREA4, applying his rich background and digital know-how to the selection and creation of tech solutions.

Derek is born and raised in New York City and attended The Bronx High School of Science. He completed his undergraduate education at The University of Wisconsin, Madison, graduating in 2007 with a triple major in Science, Computer Science, and Art.

EMEKA PATRICK

EMEKA PATRICK

CREATIVE STRATEGIST

Across his career in advertising and branding Emeka has worked in various strategic or creative capacities across a wide variety of brands such as HSBC, Nike, Vitamin Water, Chevrolet, Crane, and BCG, just to name a few. In addition, he’s dabbled in tech, founding GoodToGoOut, a startup offering fast fashion advice, led the interior design and construction of a private property in Manhattan, and partnered with a small team of marketing professionals to offer branding, strategy, and creative services to others.

Much of these experiences have been fueled by a fascination with people and a deep love of storytelling, technology, and innovation. An entrepreneur at heart, Emeka continually seeks problems to solve and opportunities to be realized. At AREA4, he brings his full range of experience to bear, wearing a range of hats, consulting and working on strategy, writing, and concepting.

Emeka was born and raised in New York City, attended Stuyvesant High School, and finished his undergraduate studies at The University of Michigan. In 2016 he received a MPS in Branding from The School of Visual Arts.

LAURA LaVELLE

LAURA LaVELLE

INDEPENDENT GENERAL COUNSEL

Before joining AREA4, Laura was Senior Attorney for Hudson River Park Trust and previously Associate Counsel for the NYC Department for Parks & Recreation. Advising the Parks Commissioner and his staff on legal issues regarding parks and public spaces, she also worked extensively with nonprofit and other organizations in public/private partnerships. These roles provided experience negotiating contracts, and other complex agreements for special events as well as a deep grasp of the rules, regulations and legislation around NYC events, many of which she herself helped draft, review, or propose.

Laura puts her vast expertise to work for AREA4, unraveling impenetrable rules, regulations and legalese, making the impossible and the difficult look almost easy and effortless.  

Laura holds a B.A. in English from the University of Notre Dame. An M.A. in English and American Literature from Northwestern University and a J.D. Law from Columbia Law School.

MICHAEL FERRARE

MICHAEL FERRARE

CREATIVE DIRECTOR

Prior to AREA4 Michael was Creative and Brand Experience Director for Ogilvy & Mather and OgilvyOne Worldwide.

Charged with leading both Ogilvy and OgilvyOne’s 40+ clients, as well as the agency itself, into the future, Michael’s client roster boasted major brands such as Coke Zero, Tiffany & Co., IBM, Scrubbing Bubbles / SCJ, UPS, and Aetna Healthcare. Bringing more than just creative excellence to the table, throughout his career Michael has influenced and been influenced by some of the most well-known agencies, learning directly from legendary mentors and cutting his teeth on historic campaigns. At AREA4 he continues to deliver distinctive and award-winning work, earning media coverage from both the industry and popular media. Recently, the New York Times described his work for UNIQLO Clothing as having an “Offbeat, poetic style evocative of a manifesto”.

Michael attended The Rochester Institute of Technology, and has been a recipient of just about every prestigious award the advertising business offers, and has won top honors for his work in Jetta’s ‘Safe Happens’ campaign, Virgin Atlantic’s ‘Jetrosexual’, MINI Cooper’s ‘Counterfeit MINI Campaign, Method’s ‘Comeclean.com’, and the creation of UNIQLO Clothing’s ‘MADE FORALL’ and ‘LifeWear’, among others.

 

DEREK YADGAROFF

DEREK YADGAROFF

CHIEF TECHNICAL OFFICER

A tech evangelist and entrepreneur since founding netNerds, a mobile technical support business, during his college years, Derek brings AREA4 a strong history of real successes in the digital world. He’s gone from leading much of the Verizon, Nike, and NikeID work at R/GA, to directing software development, consulting for the United Nations, and eventually forming his own digital tech driven consultancy, I Believe Digital.  

Throughout all of the above, Derek has been a part of, and pivotal in, bringing technology to bear on the resolution of pain points, elevation of offerings, and satisfaction of customers and clients. Now he’s doing the same for AREA4, applying his rich background and digital know-how to the selection and creation of tech solutions.

Derek is born and raised in New York City and attended The Bronx High School of Science. He completed his undergraduate education at The University of Wisconsin, Madison, graduating in 2007 with a triple major in Science, Computer Science, and Art.