Blair Russell is the Co-Founder and CEO of DIRT, an immersive entertainment company building a new commercial model for live experiences. At the intersection of storytelling, hospitality, and design, DIRT creates large-scale, audience-driven worlds where guests shape their own journey through the narrative.
Blair’s work centers on rethinking how live entertainment is created, financed, and sustained—moving beyond traditional theater toward scalable, repeatable experiences within the growing experience economy. Through DIRT, he is developing a vertically integrated model that brings together production, venue, operations, and guest experience under one roof.
Prior to founding DIRT, Blair worked across the U.S. and internationally in theater and immersive production, including work on a Tony Award–nominated production and the immersive Off-Broadway revival of Sweeney Todd. These experiences inform his approach to blending high-caliber storytelling with systems designed for long-term sustainability and broader audience reach.
