What does it really mean to create an experience people remember? That question anchored NYWICI’s Beverly Wettenstein Women’s History Month program, which spotlighted the women shaping how we connect, engage, and experience the world around us. As part of The New York Experience: Inside Sports, Hospitality & Communications, the event brought together leaders to explore how storytelling, strategy, and real-time engagement can create something bigger than a moment. It can create connection. And for Marissa Shorenstein, Chief External Affairs Officer at Brooklyn Sports and Entertainment (BKSE), that connection starts with community.

In our conversation, Marissa didn’t start with strategy or metrics. She started with people. She described sports as one of the few spaces that can truly bring people together. In a world that often feels divided, fandom creates a shared experience, something collective, emotional, and unifying. At BKSE, that idea doesn’t live only inside Barclays Center. It extends far beyond it. From youth basketball programs reaching tens of thousands of kids across Brooklyn schools to initiatives like providing prom attire to hundreds of students or distributing thousands of meals during the holidays, BKSE is intentionally embedded in the community it serves. Fan engagement, as Marissa explained, isn’t just about what happens when someone walks into the arena; it’s about what happens before, after, and outside of it, and how a brand shows up in the everyday lives of its audience. BKSE’s approach is deeply rooted in Brooklyn, reflecting the culture, diversity, and energy of the community that defines it.

That same philosophy carries into how BKSE thinks about the fan experience. As Marissa shared, you’re not just coming to a game, you’re coming to an experience. From the moment someone enters Barclays Center, every touchpoint is intentional. Whether it’s curated hospitality spaces, themed nights that celebrate different communities, or interactive elements throughout the arena, the goal is to create something immersive and memorable, no matter where you’re sitting. Even the Brooklyn Market, which brings local, independent food vendors into the arena, reflects this approach, creating space for small businesses while giving fans a more authentic, local experience. As BKSE continues to

grow across sports, hospitality, and entertainment, the focus remains the same, creating a full, end-to-end experience that extends beyond a single moment.

While Marissa has built her career across politics, corporate communications, and now sports and entertainment, one thing has remained consistent, how she leads. Her approach is grounded in integrity, curiosity, and teamwork. She emphasized the importance of building teams of passionate, collaborative people who are willing to roll up their sleeves, regardless of title. Just as importantly, she spoke about ensuring alignment internally so that everyone understands the organization’s purpose and values. Strong storytelling, she noted, doesn’t just happen on the consumer side; it starts within the organization.

Mentorship and empowerment are also central to Marissa’s work. Through her involvement with organizations like Girls Who Code, she has remained committed to helping the next generation build confidence and access opportunities, particularly in spaces where women have historically been underrepresented. Her advice is direct: do the work, build your expertise, and show up with confidence. While she acknowledges the realities of working in male-dominated industries, her focus remains on professionalism, consistency, and long-term commitment to growth.

Those same ideas were reflected throughout NYWICI’s Women’s History Month event. Designed for communications professionals, students, and industry leaders, the program offered a behind-the-scenes look at how organizations craft storytelling, build audience connection, and create memorable experiences. From Marissa’s fireside chat to panels featuring leaders across sports, hospitality, and communications, attendees had the opportunity to gain insight into the strategies shaping today’s experience-driven landscape and connect with a powerful network of women across industries.

If there’s one takeaway from my conversation with Marissa, it’s that the most powerful experiences aren’t created for people; they’re created with them in mind and within the communities they reflect. That perspective not only defines her work at BKSE but also reflects the spirit of NYWICI, bringing women together to connect, create, and communicate in ways that move their industry forward.