Get to know Justin Simpson. Founder of Eyes Up | Boutique AV.
Get to know Justin Simpson. Founder of Eyes Up | Boutique AV.
Get to know Justin Simpson. Founder of Eyes Up | Boutique AV.
Meet the Founder: Justin Simpson
Meet the Founder: Justin Simpson
Meet the Founder: Justin Simpson
Eyes Up was built on the belief that small events deserve the same depth of care, creativity, and polish as the largest stages in the world. At the heart of that philosophy is Justin Simpson, a marketer, motorsports executive, and survivor whose career has always been about creating meaningful connections. His story is not just about AV production — it’s about resilience, community, and the power of doing ordinary things in extraordinary ways.
Eyes Up was built on the belief that small events deserve the same depth of care, creativity, and polish as the largest stages in the world. At the heart of that philosophy is Justin Simpson, a marketer, motorsports executive, and survivor whose career has always been about creating meaningful connections. His story is not just about AV production — it’s about resilience, community, and the power of doing ordinary things in extraordinary ways.
Eyes Up was built on the belief that small events deserve the same depth of care, creativity, and polish as the largest stages in the world. At the heart of that philosophy is Justin Simpson, a marketer, motorsports executive, and survivor whose career has always been about creating meaningful connections. His story is not just about AV production — it’s about resilience, community, and the power of doing ordinary things in extraordinary ways.
From Bend to the Big Leagues
From Bend to the Big Leagues
From Bend to the Big Leagues
Justin’s story begins in Bend, Oregon, where weekends were spent wrenching on cars and discovering the thrill of racing. By his teens, he had built a ’65 Mustang, learned to assemble V8 engines, and was racing on oval tracks, chasing the dream of becoming a professional driver. This combination of grit and passion eventually launched him into a career in motorsports, where he quickly made a name for himself — first behind the wheel, then as an expert in shaping brand experiences around the sport and leading the teams that made them possible.
Over the next decade, Justin’s career took him across the globe. At Ferrari North America, he oversaw the Americas' motorsports programs, including the Corso Pilota driving experience, the North American Ferrari Challenge, and GT racing activities in IMSA and WEC. At Microsoft, he managed the global Forza Racing Championship, producing live esports competitions across North and South America and Europe, with broadcasts that reached millions worldwide. Later, as CEO of DirtFish, a rally driving school in Seattle, he transformed the organization into a global brand by launching DirtFish Media, growing to a community of more than one million rally fans, and providing independent worldwide coverage of the sport.
By any measure, Justin is a recognized leader in experiential marketing. Whether it’s an intimate gathering of executives or a global championship hosting 10,000 attendees, he has shaped communities, told stories, and created moments that leave a lasting impact.
Justin’s story begins in Bend, Oregon, where weekends were spent wrenching on cars and discovering the thrill of racing. By his teens, he had built a ’65 Mustang, learned to assemble V8 engines, and was racing on oval tracks, chasing the dream of becoming a professional driver. This combination of grit and passion eventually launched him into a career in motorsports, where he quickly made a name for himself — first behind the wheel, then as an expert in shaping brand experiences around the sport and leading the teams that made them possible.
Over the next decade, Justin’s career took him across the globe. At Ferrari North America, he oversaw the Americas' motorsports programs, including the Corso Pilota driving experience, the North American Ferrari Challenge, and GT racing activities in IMSA and WEC. At Microsoft, he managed the global Forza Racing Championship, producing live esports competitions across North and South America and Europe, with broadcasts that reached millions worldwide. Later, as CEO of DirtFish, a rally driving school in Seattle, he transformed the organization into a global brand by launching DirtFish Media, growing to a community of more than one million rally fans, and providing independent worldwide coverage of the sport.
By any measure, Justin is a recognized leader in experiential marketing. Whether it’s an intimate gathering of executives or a global championship hosting 10,000 attendees, he has shaped communities, told stories, and created moments that leave a lasting impact.
Justin’s story begins in Bend, Oregon, where weekends were spent wrenching on cars and discovering the thrill of racing. By his teens, he had built a ’65 Mustang, learned to assemble V8 engines, and was racing on oval tracks, chasing the dream of becoming a professional driver. This combination of grit and passion eventually launched him into a career in motorsports, where he quickly made a name for himself — first behind the wheel, then as an expert in shaping brand experiences around the sport and leading the teams that made them possible.
Over the next decade, Justin’s career took him across the globe. At Ferrari North America, he oversaw the Americas' motorsports programs, including the Corso Pilota driving experience, the North American Ferrari Challenge, and GT racing activities in IMSA and WEC. At Microsoft, he managed the global Forza Racing Championship, producing live esports competitions across North and South America and Europe, with broadcasts that reached millions worldwide. Later, as CEO of DirtFish, a rally driving school in Seattle, he transformed the organization into a global brand by launching DirtFish Media, growing to a community of more than one million rally fans, and providing independent worldwide coverage of the sport.
By any measure, Justin is a recognized leader in experiential marketing. Whether it’s an intimate gathering of executives or a global championship hosting 10,000 attendees, he has shaped communities, told stories, and created moments that leave a lasting impact.
The Power of Emotion
The Power of Emotion
The Power of Emotion
Justin’s philosophy on marketing crystallized early: emotion is the connective tissue between people and brands. Whether it’s a billboard, a YouTube ad, or a live racing experience, what matters most is how it makes someone feel.
“Engagement marketing is all marketing. If you’re not focused on the emotional connection between your client’s audience and their brand, you’ve already failed.”
For Justin, elevating the details is at the core of every Eyes Up event — from tech run-throughs that put panelists at ease, to microphones tuned for clarity, to redundancy built into every link of the tech chain for reliability. He considers the flow of the room — where guests mingle, present, and engage — to maximize connection. Equipment and cabling are kept out of sight so the space feels welcoming, not cluttered. Justin and the Eyes Up team partner with organizers of all experience levels, offering support beyond AV services. It’s a boutique experience tailored to each client and event. Those choices, done well, turn intimate gatherings into memorable experiences and lifelong advocates.
Justin’s philosophy on marketing crystallized early: emotion is the connective tissue between people and brands. Whether it’s a billboard, a YouTube ad, or a live racing experience, what matters most is how it makes someone feel.
“Engagement marketing is all marketing. If you’re not focused on the emotional connection between your client’s audience and their brand, you’ve already failed.”
For Justin, elevating the details is at the core of every Eyes Up event — from tech run-throughs that put panelists at ease, to microphones tuned for clarity, to redundancy built into every link of the tech chain for reliability. He considers the flow of the room — where guests mingle, present, and engage — to maximize connection. Equipment and cabling are kept out of sight so the space feels welcoming, not cluttered. Justin and the Eyes Up team partner with organizers of all experience levels, offering support beyond AV services. It’s a boutique experience tailored to each client and event. Those choices, done well, turn intimate gatherings into memorable experiences and lifelong advocates.
Justin’s philosophy on marketing crystallized early: emotion is the connective tissue between people and brands. Whether it’s a billboard, a YouTube ad, or a live racing experience, what matters most is how it makes someone feel.
“Engagement marketing is all marketing. If you’re not focused on the emotional connection between your client’s audience and their brand, you’ve already failed.”
For Justin, elevating the details is at the core of every Eyes Up event — from tech run-throughs that put panelists at ease, to microphones tuned for clarity, to redundancy built into every link of the tech chain for reliability. He considers the flow of the room — where guests mingle, present, and engage — to maximize connection. Equipment and cabling are kept out of sight so the space feels welcoming, not cluttered. Justin and the Eyes Up team partner with organizers of all experience levels, offering support beyond AV services. It’s a boutique experience tailored to each client and event. Those choices, done well, turn intimate gatherings into memorable experiences and lifelong advocates.
Resilience and Perspective
Resilience and Perspective
Resilience and Perspective
Life has tested Justin’s philosophy in more personal ways, too. He faced life-threatening cancer at the young age of 16. This forced him to deeply understand his situation for survival, to evaluate what mattered most, and put all his energy and focus there. After 200 hours of chemotherapy treatment and multiple major surgeries, he doubled down on positivity, purpose, and giving 100% to everything he does in life. He has now been cancer-free for more than 20 years.
This resilience also carries into his leadership style. To Justin, the most memorable programs weren’t the ones that went perfectly, but the ones where teams pulled together to overcome setbacks. Camaraderie, adaptability, and collective grit mattered as much as flawless execution. That human side of marketing — connection through shared challenges — is now a guiding principle that shapes Eyes Up.
Life has tested Justin’s philosophy in more personal ways, too. He faced life-threatening cancer at the young age of 16. This forced him to deeply understand his situation for survival, to evaluate what mattered most, and put all his energy and focus there. After 200 hours of chemotherapy treatment and multiple major surgeries, he doubled down on positivity, purpose, and giving 100% to everything he does in life. He has now been cancer-free for more than 20 years.
This resilience also carries into his leadership style. To Justin, the most memorable programs weren’t the ones that went perfectly, but the ones where teams pulled together to overcome setbacks. Camaraderie, adaptability, and collective grit mattered as much as flawless execution. That human side of marketing — connection through shared challenges — is now a guiding principle that shapes Eyes Up.
Life has tested Justin’s philosophy in more personal ways, too. He faced life-threatening cancer at the young age of 16. This forced him to deeply understand his situation for survival, to evaluate what mattered most, and put all his energy and focus there. After 200 hours of chemotherapy treatment and multiple major surgeries, he doubled down on positivity, purpose, and giving 100% to everything he does in life. He has now been cancer-free for more than 20 years.
This resilience also carries into his leadership style. To Justin, the most memorable programs weren’t the ones that went perfectly, but the ones where teams pulled together to overcome setbacks. Camaraderie, adaptability, and collective grit mattered as much as flawless execution. That human side of marketing — connection through shared challenges — is now a guiding principle that shapes Eyes Up.
Eyes Up: Boutique AV for Small Events
Eyes Up: Boutique AV for Small Events
Eyes Up: Boutique AV for Small Events
After years of global stages, Justin saw a gap closer to home. In San Francisco, small events — the panels, fireside chats, leadership off-sites, intimate summits — often lacked the support and intentionality of larger productions. Yet these were the very moments where connection mattered most.
Eyes Up was born to fill that gap. Inspired by the philosophy of boutique hotels, Justin built a Boutique AV experience around intentional design, personalized care, and principal-led execution. His approach to AV is never cookie-cutter. Instead, he curates every detail to fit the scale and soul of the event — whether it’s multi-camera capture for a fireside chat, livestreaming for a product launch, or soundscapes that make a small room feel cinematic.
“Small doesn’t mean less. It means more focus, more intimacy, more connection. It's where real community happens.”
After years of global stages, Justin saw a gap closer to home. In San Francisco, small events — the panels, fireside chats, leadership off-sites, intimate summits — often lacked the support and intentionality of larger productions. Yet these were the very moments where connection mattered most.
Eyes Up was born to fill that gap. Inspired by the philosophy of boutique hotels, Justin built a Boutique AV experience around intentional design, personalized care, and principal-led execution. His approach to AV is never cookie-cutter. Instead, he curates every detail to fit the scale and soul of the event — whether it’s multi-camera capture for a fireside chat, livestreaming for a product launch, or soundscapes that make a small room feel cinematic.
“Small doesn’t mean less. It means more focus, more intimacy, more connection. It's where real community happens.”
After years of global stages, Justin saw a gap closer to home. In San Francisco, small events — the panels, fireside chats, leadership off-sites, intimate summits — often lacked the support and intentionality of larger productions. Yet these were the very moments where connection mattered most.
Eyes Up was born to fill that gap. Inspired by the philosophy of boutique hotels, Justin built a Boutique AV experience around intentional design, personalized care, and principal-led execution. His approach to AV is never cookie-cutter. Instead, he curates every detail to fit the scale and soul of the event — whether it’s multi-camera capture for a fireside chat, livestreaming for a product launch, or soundscapes that make a small room feel cinematic.
“Small doesn’t mean less. It means more focus, more intimacy, more connection. It's where real community happens.”
Building Community Through Events
Building Community Through Events
Building Community Through Events
For Justin, small events aren’t just about production — they’re about growth. In today’s world, where companies fight for attention in crowded digital spaces, the real leverage often comes from creating advocates through in-person community building.
“A well-crafted small event does more than leave an impression; it forges relationships, sparks conversations, and generates momentum that can help a company scale.”
That belief sits at the heart of Eyes Up’s value: helping companies in San Francisco harness the power of intimate gatherings to grow audiences and communities.
For Justin, small events aren’t just about production — they’re about growth. In today’s world, where companies fight for attention in crowded digital spaces, the real leverage often comes from creating advocates through in-person community building.
“A well-crafted small event does more than leave an impression; it forges relationships, sparks conversations, and generates momentum that can help a company scale.”
That belief sits at the heart of Eyes Up’s value: helping companies in San Francisco harness the power of intimate gatherings to grow audiences and communities.
For Justin, small events aren’t just about production — they’re about growth. In today’s world, where companies fight for attention in crowded digital spaces, the real leverage often comes from creating advocates through in-person community building.
“A well-crafted small event does more than leave an impression; it forges relationships, sparks conversations, and generates momentum that can help a company scale.”
That belief sits at the heart of Eyes Up’s value: helping companies in San Francisco harness the power of intimate gatherings to grow audiences and communities.
Looking Forward
Looking Forward
Looking Forward
From race tracks to boardrooms, Justin's journey has been defined by a simple truth: human connection is the real engine of growth. Eyes Up is his way of bringing that truth to life in San Francisco, ensuring that even the smallest events get the personalized attention they deserve and feel extraordinary.
“We’re not your traditional AV company. At Eyes Up, we’re community builders who give personal attention to every small event. We act as a support system for our clients, using physical spaces to curate genuine human connections. And that, more than anything, is what transforms moments into movements.”
From race tracks to boardrooms, Justin's journey has been defined by a simple truth: human connection is the real engine of growth. Eyes Up is his way of bringing that truth to life in San Francisco, ensuring that even the smallest events get the personalized attention they deserve and feel extraordinary.
“We’re not your traditional AV company. At Eyes Up, we’re community builders who give personal attention to every small event. We act as a support system for our clients, using physical spaces to curate genuine human connections. And that, more than anything, is what transforms moments into movements.”
From race tracks to boardrooms, Justin's journey has been defined by a simple truth: human connection is the real engine of growth. Eyes Up is his way of bringing that truth to life in San Francisco, ensuring that even the smallest events get the personalized attention they deserve and feel extraordinary.
“We’re not your traditional AV company. At Eyes Up, we’re community builders who give personal attention to every small event. We act as a support system for our clients, using physical spaces to curate genuine human connections. And that, more than anything, is what transforms moments into movements.”
Planning a small event in San Francisco? Let’s make it unforgettable.
Planning a small event in San Francisco? Let’s make it unforgettable.
Let’s work together to create unforgettable experiences for your clients.
Let’s work together to create unforgettable experiences for your clients.
Planning a small event in San Francisco? Let’s make it unforgettable.
Let’s work together to create unforgettable experiences for your clients.
Let’s co-create an unforgettable event!
Hear how real clients turned their vision into unforgettable events with Eyes Up.
Let’s co-create an unforgettable event!
Hear how real clients turned their vision into unforgettable events with Eyes Up.
Let’s co-create an unforgettable event!
Hear how real clients turned their vision into unforgettable events with Eyes Up.