B-to-C Events

Like Mint Juleps and the Kentucky Derby, there’s only one drink tennis fans hanker for each year at the US Open: Grey Goose’s signature cocktail, the Honey Deuce. The beverage has become nearly as symbolic of the tennis tournament as the matches themselves, and this year marked the 15th anniversary of its debut. For Grey […]

Italian liqueur brand Amaro Montenegro is bringing international travel to consumers in America with a traveling pop-up bar experience, “Bar Monte,” that is targeting food and wine festivals across the country. The scaled-down sampling program is anchored in a tricked-out trailer pulled by a classic wood-paneled vintage Jeep Wagoneer. The tour launched in June at […]

After two virtual seasons, New York Fashion Week (NYFW) made a stylish return to an in-person format. The high-profile show, which ran Sept. 8-12, showcased 90-plus designers and, per usual, inspired a flurry of experiential activity. But it wasn’t quite business as usual. NYFW typically draws 230,000 people to the city, but amid the pandemic, […]

Brands seeking to activate at the Summer Olympic Games seemed to encounter more hurdles than a 100-meter race. First, organizers delayed the games by a year in deference to the COVID-19 pandemic (yet kept the name Tokyo 2020). Then they announced a ban on nearly all spectators. The result was a literal buzz kill. Longstanding […]

An estimated 385,000 attendees descended upon Chicago’s Grant Park for Lollapalooza, July 29 through Aug.1, kicking off a festival season that has thus far proved unlike any other. The festival instituted a number of precautions to mitigate the spread of the COVID-19 Delta variant, from the required proof of vaccination or, alternatively, a negative COVID […]