Joe Lucchese

Executive Vice President at Groundswell Experiential

From his early days producing concerts and large-scale events at UNLV to spearheading global tours and programs with iconic brands and artists including Blackberry, U2, Best Buy, Black Eyed Peas, The Police, Z-Trip, and Camel, Joe Lucchese has built his career around creating powerful connections between brands, culture, and people.

In 2012, Joe co-founded Pro-Ject, a relationship architecture agency specializing in experiential marketing. Under his leadership, the agency delivered innovative programs that set new industry standards and ultimately attracted acquisition by Groundswell Experiential in 2020. Over the past decade, Joe and his team have earned multiple awards for best-in-class experiential programs for brands such as Anheuser-Busch and SONOS.

As Executive Vice President at Groundswell Experiential, Joe leads strategy, operations, and growth for the agency’s experiential marketing and entertainment platforms. He is the driving force behind delivering bold creative work and measurable results that elevate brands and inspire audiences.

Joe oversees client partnerships, sponsorship development, team leadership, and execution of complex live events, ensuring every project blends visionary ideas with flawless delivery. By collaborating across disciplines, he builds immersive brand experiences that captivate audiences, spark meaningful engagement, and generate measurable business impact.

Focused on innovation, excellence, and lasting impressions, Joe turns ambitious ideas into unforgettable realities.