Delegate Profile


Job TitleCOO

Company NameArea 15 - Fisher Brothers


Dan Pelson serves as Chief Operating Officer for AREA15, the world’s first purpose-built 

experiential retail and entertainment complex debuting in 2020 in Las Vegas. 

As COO, Pelson provides the leadership, management and vision necessary to bring the immersive entertainment and retail complex to life on a global scale. Pelson is responsible for overseeing operations, construction, design, leasing, event marketing, brand partnerships, and new business development. 


Pelson brings more than 25 years of executive experience from companies such as Warner Music Group, Sony Music Entertainment and Sony Corporation of America. His career began at Sun Microsystems, where he was quick to recognize consumer potential of the internet leading him to many other entrepreneurial endeavors. He founded and then launched and eventually uPlayMe—an entertainment-based social networking app acquired by a major music label, ultimately leading to his career in the music industry. At Warner Music Group, Pelson served as the head of Global Consumer Marketing, and at Sony Music, he was the EVP of the Direct-to-Consumer division, responsible for global direct consumer sales for their repertoire of thousands of artist.

Pelson received his bachelor’s degree from Colgate University in political science and a master’s degree in business in administration from New York University. 



About Area 15 

AREA15 is the world’s first purpose-built experiential retail and entertainment complex debuting in 2020 in Las Vegas. Offering live events, immersive activations, art installations, ground-breaking technology, and a growing collection of dynamic destinations including Nomadic, Emporium, Dueling Axes, and anchor experience, Meow Wolf Las Vegas, the complex will attract locals and tourists of all ages seeking to make a connection in an ever-changing landscape of retail entertainment. AREA15 represents a joint venture between real estate development firm Fisher Brothers and creative agency Beneville Studios, both of New York.

Conference Sessions


    12-Nov-2019, 10:00 - 17:30, Hotel Martinez Cannes

    MAPIC launches a new sister event accelerating the integrtion of leisure in lifestyle destinations! The Leisure Day is a by invitation only event* REQUEST YOUR...

    • Language: English

    13-Nov-2019, 09:30 - 11:00, Verrière Grand Auditorium

    Gain insights into North American retail & real estate markets!   PART 1: SNAPSHOT USA - 09.30-10.15 Sponsored by: Brownrudnick   PART 2: SNAPSHOT CANADA -...

    • Language: English

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