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Norwegian Cruise Line (NCL), a global cruise company, and Sixthman, the industry leader in festival-at-sea vacation experiences, have named Jeff Cuellar as the new Chief Executive Officer (CEO) of Sixthman, succeeding Anthony Diaz. The announcement follows Sixthman’s most successful year to date.
In his role as CEO, Cuellar, a 24-year veteran of the entertainment and hospitality industry, will steer Sixthman towards sustained growth, fostering diverse and exciting experiences while solidifying its position as the premier entertainment-based cruise provider.
David J Herrera, President of Norwegian Cruise Line, expressed gratitude to Anthony Diaz for his foundational work and welcomed Jeff Cuellar as the ideal leader to guide Sixthman into a promising future. Cuellar, who joined Sixthman in October 2021, previously held positions as Vice President of Partnerships and Vice President of Events, Marketing, and Community. His extensive background in event strategy, brand partnerships, community engagement, and event operations positions him well for his new role.
“I am honored and extremely humbled to have been given the opportunity to lead the passionate, hard-working, and talented team at Sixthman,” said Jeff Cuellar. He highlighted the exceptional work done by the team in delivering outstanding festivals at sea, offering guests unique fan-to-artist experiences that go beyond traditional vacations.
In 2023, Sixthman achieved its most successful year, hosting 18 unique events that welcomed nearly 45,000 guests and over 490 artists across 85 days at sea, spanning three continents, eight countries, and five ships. Notable events included the global electronic music festival, EDSea, aboard Norwegian Joy, marking its largest onboard event ever.
Jeff Cuellar’s impact was instrumental in Sixthman’s success in 2023, as he led strategies to strengthen artist relationships and introduce innovative festival concepts across music, sports, comedy, film, TV, and more. Anthony Diaz, the outgoing CEO, will continue to contribute as a special advisor to the company until June 2024.
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