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SUCCESSFUL MAKEOVERS Tricky times call for rethinking existing formats. These reimagined events boosted results by trying new marketing plans, locations, and formulas. IDS 10 The Interior Design Show, presented by Merchandise Mart Properties Inc., returned to its original home at the Metro Toronto Convention Centre after several years at the Direct Energy Centre. “It allows us to be part of the city again,” said show creator Shauna Levy, who credits the move with attracting greater numbers (attendance increased from 45,000 to 48,000) and a more astute audience. “We seemed to attract a more sophisticated, urban, design-savvy
visitor; media coverage was up; and our exhibitor re-sign rate was higher that it’s been for many years,” said Levy, who leveraged the show to launch the inaugural Toronto International Design Festival. Presented by Swiss watchmaker Rado and Audi, the citywide festival ran for four days, with 20 events taking place in venues like the Royal Ontario Museum and the Design Exchange. The Clios After Richard Beckman’s
new company, E5 Media, took ownership of the Clio Awards from the Nielsen Company, the former president of Condé Nast Media Group and executive producer of Fashion Rocks brought the advertising industry event back to New York and revamped the 51-year-old ceremony and conference. Consolidated into a two-day convention with two 75-minute award presentations, the 2010 Clio Awards saw a 50 percent increase in attendance, attracted big-name speakers—including
Los Angeles Marathon After a move from its traditional timing in March to May in 2009, the marathon reversed course to March 21. A new route, dubbed “Stadium to Sea,” was intended to show off the best of the city’s features—to locals as well as participants from around the world—on a sightseeing tour from Dodger Stadium through downtown, Hollywood, West Hollywood, and Beverly Hills and on to the Veterans Administration grounds and the finish line in Santa Monica. The marathon drew a capacity crowd of 25,000 registrants—the first time in the race’s 25-year history that it sold out and a 45 percent increase over 2009. Magic Twice a year, fashion industry players descend on Las Vegas for Advanstar’s Magic Marketplace family of shows. For the February 2010 run, the program launched dual campuses at the Las Vegas and the Mandalay Bay convention centers. Organizers billed it as the most significant format change in the show’s 77-year history, meant to add 50 percent more space and a more efficient organization for attendees and exhibitors. A new layout merchandised exhibitors into three distinct neighborhoods for easy
In the Spirit With serious bartenders focusing on mixology at cocktail bars across the country, classic cordials and signature drinks are as popular as ever.
In August, Hendrick’s Gin sponsored a bartender croquet tournament at Chicago’s Soldier Field, where guests sipped cocktails and flowery gin punch from teacups and hollowed-out cucumbers.
During the Fox Upfront in New York in May, bartenders served the “So Magical,” a mixture of rum, lime juice, and muddled mint poured over sour-apple cotton candy.
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During Super Bowl XLIV in Miami, Patrón Spirits Company set up a “muddle bar” at a GQ pool party, where bartenders taught guests how to make Patrón mojitos.
PHOTOS: GARY BEECHEY FOR BIZBASH (IDS), BEN GONZALES (HENDRICK’S), ANDRE MEIR (FOX UPFRONT), BIZBASH (PATRON)
Grammy-winning singer Pharrell Williams and Penny Baldwin, Yahoo’s senior vice president of integrated marketing and brand management—and built its profile in the media.