We are always willing to utilize corny stock photography to make a point! But seriously…can you relate to this?
Call us BEFORE you start planning your next experiential marketing event. Whether it’s for a pop-up store, mobile marketing tour, product launch, sampling or anything in between, we can help!
hello@eventpermits.com
By Kate Bunster
Director of Marketing and Communications
For those of us in the event industry, the word “hyperlocal” has been hard to ignore. With any buzzword, it’s important for us as event marketers to understand how we can leverage it to maximize your clients next activation.
So what does hyperlocal mean? As defined on Wikipedia, “hyperlocal” is defined as “information oriented around a well-defined community with its primary focus directed toward the concerns of the population in that community.”
When it comes to event marketing, the term hyperlocal comes into play when trying to appeal to a certain population within a very particular location. The elements of the event could be custom based on the location or even the beliefs of the community. For example, if a brand uses locally sourced ingredients for its sampling event. This type of marketing is custom and makes the consumer feel more emotionally connected to the product than say, something that is mass manufactured in a big box store.
As we have learned over the past couple of years, more and more consumers are wanting to hear authentic messages that hit directly home for them. Instead of broader messaging, more targeted contextual advertising is not only
If you are interested in planning a hyperlocal campaign, you may be thinking, “where do I even start?” This is where it could be extremely beneficial to team up with an event partner (like us!) that knows the ins and outs of each market. Whether you need assistance with location scouting and permitting or production help, we would love to work with you on your next hyperlocal event!
Have an idea you would like to discuss? Email hello@eventpermits.com and let’s chat!
By Kate Bunster,
Director of Marketing and Communications
It’s no secret that tiny homes have been a rising in popularity over the past couple of years and as a result, have also become a trend in experiential events.
We’ve seen major brands like NESTEA, SPAM, Google and Statefarm embrace the tiny house craze and most recently, Walmart’s mattress and bedding brand, Allswell has jumped on the bandwagon.
On Thursday, February 7th, the Allswell Tiny Home Tour made its debut in NYC’s Union Square, allowing passersby to tour the inside of the home and purchase merchandise to be shipped directly to them. The tiny home features a living room, bedroom, bathroom and kitchenette for consumers to draw inspiration from.
The brand describes the tour as “a cross-country journey in which we’ll demonstrate our passion – to make good sleep accessible to all.”
New York is just the first stop on the Allswell Tiny Home tour. It will soon make its way to Philadelphia, Nashville, Portland, Hoboken, San Francisco and more! #AllswellTinyHome
For more information on the Allswell Tiny House Tour check out:
https://allswellhome.com/pages/tiny-home
https://www.refinery29.com/en-us/2019/02/223772/allswell-luxury-tiny-home
To shop allswell chick here: www.allswellhome.com/
By Kate Bunster,
Director of Marketing and Communications
It’s that time of year again! This Sunday, the Patriots and the Rams will face off for Super Bowl LIII in Atlanta. And while your household may become divided over what team it’s rooting for, the one thing most of us can agree on is that no party is complete without some great food!
In an effort to make your game-day menu easier, our team has compiled a list of our favorite recipes that are guaranteed crowd pleasers! What are your go-to game day dishes?
1.GEORGE DURAN’S CRUNCHY HERBED GUACAMOLE
INGREDIENTS
INSTRUCTIONS
2. HOT HAM AND CHEESE SLIDERS
INGREDIENTS
FOR THE GLAZE
INSTRUCTIONS
via Lil Luna
3. Bacon Beer Cheese Dip
INGREDIENTS
INSTRUCTIONS
In a greased 3-qt. slow cooker or stovetop pot, combine cream cheese, sour cream, mustard and garlic powder until smooth. Stir in beer, cheese and all but 2 tablespoons bacon. Cook, covered, on low, stirring occasionally, until heated through or 3-4 hours in slow cooker.
Stir in heavy cream or in last 30 minutes if using a slow cooker. Top with onion and remaining bacon. Serve with soft pretzel bites.
via Taste of Home
4. Slow Cooker Buffalo Ranch Wings
INGREDIENTS
INSTRUCTIONS
#TheBigGame #MercedezBenzStadium
This past weekend, we helped Timberland place a life-size replica of their iconic boot on the Santa Monica Pier. The 13-foot boot grabbed the attention of passersby, serving as the perfect selfie opportunity for social media; and attracted customers to their Third Street location.
Inside the Timberland store, shoppers were given the opportunity to pledge to live a greener life by reducing their carbon footprint.
The Santa Monica activation piggybacked off of a new environmental campaign that Timberland rolled out earlier this Fall, “Born in the Woods, Raised in the City.”
The campaign included multiple activations throughout the New York City market including a pop-up park in the Flatiron District, a Fifth Avenue concept store and an urban greening project in East Harlem.
#NatureNeedsHeros #TimberlandBoots #Timberland #EarthKeepersUnite #TimberlandNYC
By Kate BunsterThough it may be hard to believe, the end of another year is upon us! Often symbolizing new beginnings, the new year also serves as a time of reflection for many people. Here at EventPermits™, our team is going into New Year’s Eve feeling extremely grateful for the amazing projects we have worked on. We’ve compiled a list of some of our favourite experiential activations throughout the years and are looking forward to continuing to “Permit the Impossible” in 2019.
Love was definitely in the air throughout Nivea’s Garden Of Love, a holiday pop-up which activated in Times Square on Valentine’s Day. Inside the garden, lovebirds had the opportunity to have their photo taken on a swinging love seat with Lisa Rinna or Chrisette Michele and win prizes from an interactive wishing well. The images were then pushed directly to a nearby digital screen and sent directly to their mobile phones for easy social sharing! #TouchAndBeTouched
Famously known for his mind-boggling stunts, David Blaine knows how to keep people on the edge of their seats. When we were approached by our client to work on this project for Target’s 3 Day Black Friday Sale, we knew it would be one to remember! The stunt consisted of Blaine entering a spinning gyroscope, which he was challenged to escape – 52 hours without food, water or sleep. If he was to complete the challenge, Target agreed to a shopping spree for 100 families in need to shop at their Jersey City store with Blaine leading the way. Of course, he succeeded.
Working with our client, we helped kick off the new season of Shameless with this iconic ice Sculpture in Chicago. The sculpture consisted of more than 18,000 pounds of ice and served as the perfect backdrop for social media selfies!
On New Year’s Eve, we helped Scrubbing Bubbles kick off their “Let’s Bubble” campaign. Consumers had the opportunity to nominate locations throughout the country that they felt needed some “bubble love.” Using our proprietary Street-to-Screen™ technology, those nominations were projected on the digital screens in Times Square for all to see. #Let’sBubble
On June 13th, we helped Marshall’s install a 30-foot by 30-foot wall in NYC’s Flatiron District. Secured to the wall were Father’s Day gifts, which included luggage, a bike, cookware, a kayak and more. When passersby approached the wall, they were asked to tell their best “dad joke.” Then, they could select from the displayed merchandise, which was retrieved by a certified climber. #MarshallsSurprise.
By Jennifer Respondi, PartnerThey say a picture is worth a thousand words and in the world of permitting, nothing is more evident than this.
We’ve worked with countless agencies and brands on their permitting requests across the country and regardless of program specs, footprint, location or scale – pricing is ALWAYS one of the questions that come up. “Why is permitting so expensive? I can see online that a curb-lane permit is only $25 so why are you charging so much money?” Oy!
The first thing I want to say about this is Google is NOT a permit expert! The same can be said when “Dr. Google” will diagnose you with a terminal illness when Googling about your headache, that late nights with an international client, too much caffeine and lack of sleep probably gave you. Anyone with ‘mad’ Google skills can find what they believe to be the perfect permit online for their activation in Dallas, DC or Miami Beach so why doesn’t this approach work? The 5 reasons below may shed some light on this:
By working with a professional team who knows how to cut through the red tape and obtain everything you need to have a LEGAL event, you will provide your client with a successful and spectacular event. Plus- just think of all the extra zzzzz’s you can get by not worrying about whether or not you’ll get shut down or worse, get bad PR for the client you’ve been working with for months.
By, April McCarty-Caggiano CVS treated Bostonians to free coffee and hot cocoa on a brisk day at Government Center last week to celebrate the launch of the CVS Carepass, their new membership program. The Carepass service provides delivery perks, discounts and $10 monthly to members to spend in-store.
Dressed in branded, signature CVS red gear, brand ambassadors invited consumers to learn about the benefits of enrolling in their new Carepass program. Those who signed up onsite were entered into random drawings throughout the day to win CVS gift cards in varying amounts.
The CVS Carepass program costs $5 a month or $48 annually and gives members round the clock access to their pharmacist hotline, complimentary medication delivery and discounts on all CVS brand products, according to the Boston Business Journal.
The tour will continue throughout the fall and winter, hitting various markets to promote the new program.
#cvscarepass #freedelivery #extrabucks #carepass
To read more about the CVS Carepass program, please click here.
The annual NYC Holiday Permitting Embargo will commence on Thursday, November 15, 2018, and run through Wednesday, January 2, 2019, from 6:00 a.m. to 11:59 p.m.
During this embargo period, all roadway, sidewalk, and DOT Plaza activities will be restricted, and no permits will be issued or honored by The City of New York, in the confines of the multiple and various embargoed areas.
Any permits issued prior to the date of this notice, for execution during this embargo period may be suspended for the period noted above, at the discretion of the Mayor’s Office and NYPD.
Photo by www.GroupPhotos.com © All Rights Reserved
In certain situations, it may be possible to be granted a “Special Use Waiver.” Requests for such waivers should only be requested and submitted for “critical reasons” for a specific project. There is a mandatory Waiver Review Filing Fee, which is required to be paid prior to a waiver being granted, or reviewed.
Prior to this embargo period, all necessary measures must be taken so that all roadways and sidewalks are in proper condition to allow for the expeditious and safe movement of vehicular, bicycle and pedestrian traffic.
Please note that this embargo applies to NYC DOT and NYC special event permits.
Still hoping to activate your event in NYC during the upcoming holiday period? We can help!
If you or your client are looking for large footprint, with a high visibility location where your experiential marketing event will not be affected by the holiday permit embargo, (including in the Times Square area), you’ve come to the right place. But, space, dates and locations are severely limited.
To reserve a great location in NYC for the holidays, please contact us immediately at: team@eventpermits.com.
When it was announced that everyone’s favorite judge was going to receive a Star on the Hollywood Walk of Fame, NBC wanted to show their love for Simon Cowell at the ceremony.
We were tasked with staging a digital double-decker bus featuring Cowell and the message, “Congratulations on your well-deserved Star on the Hollywood Walk Of Fame! From Your NBC Family.” The digital bus display served as a backdrop to the dedication and treated the audience to a great view from above.
The event had several of Cowell’s celebrity friends in attendance including Kelly Clarkson, Heidi Klum, Louis Tomlinson, Adam Lambert, Howie Mandel, Mel B and many more.
Under normal circumstances, getting permission to do anything during a Star Ceremony wouldn’t be possible, but not for our team. EventPermits has spent 30 years building the necessary relationships that allow us to make the “impossible”…POSSIBLE.
Bring us your tall orders, and let’s make magic together!
To read more coverage on Simon Cowell’s star ceremony click here.
Thousands of people ride Philadelphia’s SEPTA Market-Frankford Line each day, but it isn’t every day that they are rewarded with a free pair of sneakers.
On July 20th, PUMA re-launched their classic GV Special sneaker with a unique activation in Philadelphia. PUMA Bloodlines honored Philadelphia’s unique rhythm and energy!
Riders checked in at the 30th Street Station to start the experience and those who hit all four stops received a pair of PUMA GV Specials at a branded block party in Franklin Square. The activation included four unique “Puma Stops” along the SEPTA train line, each location with its own entertainment for riders and block party attendees to enjoy.
Stations included 30th Street, 15th Street, 13th Street and 5th Street, ending near Franklin Square Park. At each station stop, participants were given a voucher. If they collected all of them, they received a VIP Puma Event Pass at the last stop for their free pair of Pumas at Franklin Square Park!
Artist Sierato was at the park, custom painting shoes that were part of a raffle. Sierato creates some of the most unique and socially viral artwork for your feet.
Food was provided by Center City Pretzel Co., Sonny’s Famous Steaks and John’s Water Ice. Music and entertainment included DJ Cosmic Kev, Matthew Law, Rapper Freeway, Yis “NoseGo” Goodwin, Recohavoc, Grande Marshall, bucket drummers, and more!
The event attracted participants of all ages and earned an exceptional amount of social media buzz, especially on Instagram where the hashtags #pumabloodlines #pumabloodlinesphilly were used by attendees.
By, Kate BunsterWhether you’re a chronic procrastinator or have a Dad that seems to just “have it all,” it’s never a good feeling to be scrambling last-minute for a Father’s Day gift. This year, Marshalls came to the rescue, proving that it’s never too late to find the perfect gift.
On June 13th, we helped the discount retailer install a 30-foot by 30-foot wall in NYC’s Flatiron District. Secured to the wall were Father’s Day gifts, which included luggage, a bike, cookware, a kayak and more. When passersby approached the wall, they were asked to tell their best “dad joke.” Then, they could select from the displayed merchandise, which was retrieved by a certified climber.
When our client, City Eventions, came to us with this exciting project, we rolled up our sleeves and got to work. We wanted to secure the perfect location that would attract the right crowd and increase brand awareness.
Working with our client, we decided on the Flatiron District as the ideal spot for Marshalls to hold this event. Aside from being a tourist spot, Flatiron is home to many restaurants and large businesses. A great location to find that on-the-go consumer!
The Marshalls Father’s Day wall drew a huge crowd and earned a significant amount of social media buzz, using the hashtag #MarshallsSurprise. Even musician Kevin Jonas stopped by to pick out a gift for his dad! Stars- they really are just like us!
To view more coverage from the event visit:
http://creativity-online.com/work/marshalls-giant-fathers-day-wall/54788
http://www.thedrum.com/creative-works/project/leo-burnett-marshalls-fathers-day-billboard
#EventPermits #NYCBuildingDeptPermits #NYCPlazaPermits #FlatironDistrict #EventProfs
By, Tommy Hennigan – ContributorWhen you think about some of the most impressive pop-up store activations, what comes to mind? For me, I can’t help but think about the Friends 20th Anniversary Central Perk Coffee Shop in SoHo, NYC.
When Warner Brothers wanted to celebrate the 20th anniversary of NBC’s “must see TV” line-up, they looked to our longtime experiential agency client, Source Marketing. Our friends at Source immediately turned to our experienced team to handle all of the permitting and security components.
The month-long activation drew in a line of eager coffee drinkers that stretched out over three city blocks each day. Fans came from near and far to sip on the Central Perk Roast blend from Eight O’Clock Coffee. In collaboration with Warner Brothers, Eight O’Clock also sponsored the pop-up.
Upon entering the Central Perk “experience,” there were tons of social media and photo opportunities. The interior included a working coffee bar, the cast wardrobe, props from the show, and of course, the famous orange couch.
In addition, the merchandise counter offered memorabilia for purchase from the show, including bags of the special Central Perk Roast blend.
Special events were held at the Central Perk shop throughout the month-long activation. Highlights included musical performances by The Rembrandts (Friends theme song artists), as well as Grammy-winning artist Colbie Caillat. In addition, a special guest appearance was made by James Michael Tyler (Gunther from Friends).
The in-store music playing in the Central Perk pop-up included all of the greatest hits from the classic TV series, including Phoebe’s very own “Smelly Cat!”
All in all, Warner Brothers estimated that the hard work from our client, Source Marketing, was responsible for over 1.6 billion earned media impressions!
To read more about this activation click here.
Some of our other pop-up store execution highlights and links:
Last week, my team and I headed to the Event Marketer Summit in San Francisco. Since it was my first time in the city, my teammates served as my official tour guides throughout the duration of our visit. I had absolutely no shame in snapping pictures of all the “touristy” stuff!
One morning, we ventured out before heading to our morning session and stumbled upon the Kylie Cosmetics pop-up store on Grant and O’Farrell. The exterior was a two-toned peachy pink and white. Above the entrance read the words, “KYLIE” and “05/18/18,” which was the launch date of the pop-up.
I’M SO EXCITED! Coming for you San Francisco! The Kylie Pop Up opens this Friday 10am at 21 Grant Ave. See you then 😉 I have some special things for you guys exclusive to the store! pic.twitter.com/7DC3sQsGBJ
— Kylie Jenner (@KylieJenner) May 15, 2018
Even though it was still four days out from opening day, it was already creating a ton of buzz. Fans stopped by the storefront to take pictures and get a first look at what the beloved celebrity cosmetics brand had in store for them – no pun intended. The EventPermits™ team was able to catch an exclusive first look at the pop-up before it opened its doors to the public.
The pop-up created so much buzz before launch, that fans began lining up two days before the event. Because of this, many of the streets surrounding the activation footprint were shut down. This probably had something to do with that fact that Kylie posted on social media that she would be dropping by to meet with fans and there would be “some special things” exclusive to the store. As a result of all the excitement surrounding the event, it was reported that the Kylie Cosmetics pop-up event drew in over 2,000 to the Union Square area!
Were you in the San Francisco area for all the Kylie madness?
By Kate Bunster, Director of Marketing and CommunicationsThis past week, some of the world’s greatest minds in marketing gathered in San Francisco for EventMarketer’s Experiential Marketing Summit. The week was packed with informative presentations from Samsung, Amazon, Mondelēz, Lyft and many more. Our team was incredibly inspired by the energy and insight that surrounded the event and are excited to share some of our key takeaways.
As technology and social behaviors continue to transform, so does the way that we– as marketers– communicate with our audiences. These changes are materialized in the trends we see each year in experiential. Here are five of those trends that were prevalent throughout this year’s Event Marketer conference:
Now, more than ever, customers are craving to have total control over their experiences as consumers. Because of this, brands are putting the power back in their hands during activations, creating unique experiences that occur on their terms. A good example of this is when, earlier this year, Citibank put a huge ball pit in the middle of Times Square. Attendees who jumped into the ball pit were able to interact with their “JOYTM,” which instead of money, distributed prizes. In a world where consumers don’t always have a say in the information and messages that are being thrown at them, this is extremely impactful.
2. Cause Marketing
Yes, our goal as marketer’s is to make money, but what if you could make money AND do something good? Cause marketing turns good into action. When we feel good, our consumers feel good; when we make our consumers feel good, the chances of brand loyalty and recognition is greater.
A perfect example of this is State Farm’s, “Here to Help “campaign, which activated during Bonnaroo. Event-goers took refuge in the insurance company’s 32-foot by 32-foot air-conditioned structure, which gave out useful items such as sunscreen, toothpaste, and bandanas. Statefarm encouraged the use of the hashtag #heretohelp, sticking to their company message and spreading it way beyond the activation footprint.
3. Learned Experiences
Simply put, brands are now making event attendees work harder for a reward. In order for them to get X, they must first do Y. Though this may seem somewhat demanding of the customer, brands are executing this in a way that is engaging, attractive, and hard to ignore. These learned experiences add a valuable (and not to mention, shareable) layer to the consumer experience. Watch how Kit Kat Brazil used their “Virtual Staring Contest Vending Machine” to bring this trend to life.
4. Tradable Experiences
People absolutely love free stuff…until they have too much. A free hat here, an energy bar sample there– they’re all great. But when attendees begin to become inundated with event swag, not only does your brand risk getting lost in the rest of the “pile”, but event-goers also become disinterested. This is why Hershey’s created a “Swag Exchange” at SXSW, which created a ton of buzz for the relaunch of their Take 5 candy bar.
5. DIY – Maker Moments
Much like learned experiences, maker moments call for a special type brand interaction, in an even more hands-on way. With “Maker Moments”, consumers are asked to create something for your brand. This trend is genius, as it causes attendees to slow down and take the time to soak in your message, especially when you are activating in fast-paced markets, such as NYC. This trend was seen at Coachella, where guests could customize shoes in the Popsugar Cabana Club with DSW. In a culture where DIY is becoming the new norm, this approach is a no-brainer.
Instagram.com/dsw
Though these are just some of the upcoming trends in experiential, there are a ton more out there that will continue to evolve from year-to-year. Which of these trends are you most excited about acting upon?
In honor of Breast Cancer Awareness Month, Advocate Health Care installed a 16′ Breast Cancer Support Bra on Chicago’s Tribune Plaza.
Coupled with HY Connect in Chicago, Advocate Health Care was able to bring this Breast Cancer Awareness project to life. Their goal was to draw attention to the importance of self-checks, in addition to regular mammograms for women; it is vital for early detection and preventative care.
The Breast Cancer Support Bra is part of Advocate Health Care’s annual campaign, #StoriesOfTheGirls.
EventPermits assisted in the location scouting and legal presentation of the Breast Cancer Support Bra. Additionally, we worked with the City of Chicago to turn the skyline lights from white to pink throughout the month of October for the “Light the Way to Find a Cure” campaign. This was the second consecutive year for this portion of the activation.
Advocate Health Breast Cancer survivors stood together with one another beside the sculpture on the day of the event. They shared their stories and the importance of breast cancer awareness through early detection, self-checks, mammograms and treatment options. Participants were given pink carnations to show their support, along with pink lip balm from EOS.
The 15,000-pound bra provided an eye-catching photo opportunity for passersby. Besides being an interesting social media photo, the Bra Statue contributed to a much greater cause. After all, for every photo posted with the tag #SupportYourGirls on Instagram & Twitter, Advocate Health Care donated $1 to the American Cancer Society.
The event was broadcast on local news stations such as WGN-TV, ABC 7, Fox 32, and CBS 2 in Chicago.
Read more about the activation here:
http://www.chicagotribune.com/news/ct-bra-sculpture-pioneer-court-20141001-story.html
http://www.fox32chicago.com/mornings/advocate-health-care-raises-breast-cancer-awareness-in-big-way
By Jen Respondi – ContributorIn honor of National Caramel Day (April 5th), EventPermits worked together with Agency H5, in conjunction with Hasbro and Werther’s Candy, to create a life-sized version of the board game, Candy Land!
Agency H5 in Chicago was tagged by Werther’s to bring this magical land of caramel dreams to life. The activation featured:
-Werther’s Woods
-Caramel Crème Lagoon, where guests were able to ‘fish’ for a bag of Werther’s
-Caramel Popcorn Mountain, which offered samples of caramel popcorn
The Werther’s version of this timeless board game brought both young and old to have fun together. Participants were able to choose from oversized cards, which determined their path on the board. The game ended at Caramel Castle.
A special guest appearance was made by ‘Extra’ and ‘Saved by the Bell’ star, Mario Lopez. The actor fished for caramel candy with his kids and posed for some pictures along the way.
Working with the City of Santa Monica, EventPermits helped turn a small piece of the Pier into a truly sweet experience. Our team assisted in providing the location scouting, permitting and legal presentation of the activation.
The event was broadcast on local news stations such as ABC, FOX, CBS, and SMDP in Santa Monica. Agency H5 used the hashtag #WerthersXCandyLand to engage users on social media.
For those who were not able to attend in person, you can download the online version of the game and have some fun! https://caramelday.com/
Read more about the activation here:
http://abc7.com/society/life-sized-candy-land-pops-up-on-the-santa-monica-pier-/3305184/
http://www.fox5ny.com/news/life-sized-candy-land-opens-on-santa-monica-pier
http://smdp.com/werthers-original-creates-life-size-candy-land-game-at-the-pier/165388
By, April McCarty-CaggianoProject Background
EventPermits recently assisted Booking.com with a mobile marketing campaign to promote the debut of it’s new category, “Book The US List.” Their newly launched website update features the most unique places to stay in each of the 50 states and Washington, DC.
Travelers, from around the globe, entered a contest on the booking.com website where they were able to choose from one of three once-in-a-lifetime locations to spend a night. These unique locations included: The Empire State Building in New York City, American Airlines Arena in Miami, Florida or the Ultimate Nick Jonas Tour Bus in Los Angeles, California.
How We Made it Happen
Booking.com wanted the final venue or location of the Ultimate Nick Jonas Tour Bus to be as exclusive as the opportunity itself. The bus needed a picture-perfect LA backdrop. They approached EventPermits to help secure the iconic Hollywood Sign.
Press was able to witness the exciting announcement of the winner’s special opportunity on the morning of March 8th, where they received worldwide media attention along with social media buzz for the activation.
Though it was not the exact tour bus Jonas takes on the road, the singer played a large role in the design. He even included some of his favorite things within the tour bus, in order to provide the most authentic fan experience as possible.
In addition to the one-night stay, the lucky guest enjoyed a guided tour of LA and a meet and greet with the singer. The winner also received dining at two of Nick’s favorite restaurants and transportation to and from the bus.
To read more about this activation click here.
By, Stella Fitzpatrick – ContributorWinter events can be tricky. Despite it being cold, cities are still bustling and lively. The same consumers that your brand desires to target are continuing their daily lives, heading from the subway to their place of work – regardless of the weather. As a matter of fact, the winter months are the best time of year to reach your brand’s exact demographics because of the decrease in travel around the winter months (minus holiday travel) and the concentration of local foot traffic.
This is a great time to focus on areas like city centers, financial districts, and local entertainment facilities such as sporting arenas and movie theaters. Here are a few ideas that can satisfy your brand’s needs through the cold days of winter.
1. Pop-up Stores
Pop-up stores are a great alternative to showcase a seasonal product or go inside from the cold. We have facilitated many pop-up shops for various brands throughout the years.
Many agencies think they need a huge budget when they think of “pop-up stores.” This can be the case in many events, as they often have a high-ticket price. If your brand wishes to take over a storefront, retail space or barebones warehouse location for many weeks, this can start to become pricey, especially when you factor in the load-in, build, props, event sets and load-out schedule.
An alternative to this could be partnering with an existing store, location or restaurant that will give you space within their current space. Another idea would be to create your own space by purchasing or renting a shipping container or outfitting a mobile vehicle. And, our experienced team can help to facilitate with all of these strategies.
2. Indoor Venues
Indoor venues are also a great idea; but where do you start?! We have an extensive and up-to-date list of locations that allow for the marketing and distribution of product. Some of these locations are sporting arenas, business lobbies and transportation hubs.
Alternatively, there are other opportunities such as “seat drops” on subways and train systems where at the end of the line, brand ambassadors are allowed on the train to set magazines or other distributed materials on the seats of commuters.
3. Heated Tents and Geodomes
Heated tents and Geodomes are a simple solution for outdoor marketing through the winter months, however this choice can be complex without the right resources. EventPermits can cut through the red tape of building permits for oversized tents, fire inspections, generator permits, occupancy permits, etc. as we are also a registered General Contractor with the City of New York, and other major US cities.
We typically suggest the rental of clear tent sides so the consumer can feel like they are still outside, especially if the location looks like a winter wonderland. The warmth inside the tent is always a welcoming break for shoppers and locals alike.
4. Partnerships
Partnering with existing events such as Christmas markets, New Year’s Eve celebrations in various markets, or the unveiling Valentine’s art installations are a great way to take advantage of built-in foot traffic.
Our past events have included gift wrapping stations, the distribution of hats and clackers to NYE event goers, and sign up programs for mail-to-home sampling programs.
Another opportunity would be to partner with Digital Domination Media (a sister company to EventPermits) and utilize our Street-to-Screen™ technology. This is a cost efficient and impactful way to interact, in person, with patrons, while plussing-up your online presence with our built in social media add-ons! The customer’s picture is taken via tablet or smart phone and instantly uploaded to our network of digital OOH screens in Times Square or any internet ready screen in the United States or the world. This is an effective way to communicate your brand’s message to the public.
5. Alternative Markets
Permitting in alternative, warmer markets is the simplest of all solutions. Sometimes, no matter how much planning has been put in place, your dream location is not available and the countdown on the clock begins. Your brand client is e-mailing you for updates and your weekly call-in meeting is coming up. What do you do? Call us!
EventPermits has venues and locations across the country and relationships that are 20+ years old. Because of this, we are able to respond quickly and get answers for your clients within minutes or hours, making you look like a rock star to your team.
Follow us on social media for more event marketing tips and ideas and let us help you stay warm!
We recently secured permits for an extremely successful and wildly popular American footwear manufacturer that held an event in New York City promoting a new line of running shoes. The event, a Shoe Show Truck that took place on October 31 on 52nd Street, was attempting to reach not only passersby, but also the thousands of runners participating in the annual New York City Marathon.
The location, between 7th and 6th Street, was within walking distance to the Sheraton New York Times Square Hotel. EventPermits strategically secured this area because of the many marathon participants that were staying in hotels nearby. The strategy paid off, with many runners coming by to see the latest in footwear advances from the manufacturer. The Shoe Show Truck was decorated by professional graffiti artists.
The company, founded over 100 years ago, is considered one of the world’s major sports footwear manufacturers. The limited-edition product on display at this Shoe Show Truck event was designed to reflect the colors and theme of the New York City Marathon and will be available for a limited time.
The product in question was developed using the very latest advances in technology—including 3D printing. While the specific running shoe being used for the event was made with the New York City Marathon colors, other color combinations are available. Running critics claim that these shoes are worth your consideration. They are light, fast and comfortably cushioned.
While promoting their new product was at the forefront of the company’s mind, an opportunity to do good deeds for others was also a priority. Consumers who were interested in purchasing the running shoes were encouraged to swap their used shoes so they could be donated to charity.
EventPermits was commissioned by this footwear manufacturer to secure an activity permit for the Shoe Show Truck. An activity permit must be acquired for any activity on city property. EventPermits has secured thousands of these permits, along with many others types.
The Shoe Show Truck event was a rousing success and we really enjoyed working with a company wanting to engage in charitable giving. If your company is interested in a public event, please contact us for more information on event permitting.
Permits by EventPermits: Activity Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes Security
Location: 52nd Street, between 6th and 7th NYC
EventPermits recently secured several permits that allowed a wildly popular online role-playing war game to promote a new expansion pack. The event, which took place November 11-12, was the online game’s attempt to boost its marketing efforts in a creative and relevant manner.
In honor of the online war game’s most popular weapon, a taxicab was placed in the middle of Times Square in New York City with an axe impaled in its roof. The axe is an exact replica of the weapon used by many players in the game’s online world. The game, which was created more than ten years ago, has more than 10 million avid and passionate subscribers who were thrilled with the display.
Classified as a massively multiplayer online role-playing game, or MMORPG, these types of web-browser based games enable a substantial amount of players to interact with each other inside of a virtual world. In successful role-playing games, users are capable of becoming a character in a fantasy world and assuming control of that character’s actions, words, decisions and more. Users who play in the online gaming world are required to pay a small fee, which has provided MMORPG companies with billions of dollars in worldwide revenue.
In the fifth expansion of this game, players were introduced to an increase in the amount of levels, fresh zones and also new character models. The expansion has received many favorable reviews from video game critics and currently has a rating of 85 on Metacritic.
In order for the event in Times Square to run smoothly, EventPermits was enlisted to acquire the required permits. These included a Times Square Event Permit, which is necessary for all companies wanting to have an event in Times Square to obtain. EventPermits also acquired a Generator Permit, which is needed for any event that requires the use of a generator on site for power supply.
The official release date of the expansion was on November 13, 2014 at midnight. The event garnered massive amounts of attention and was considered a huge success.
Permits by EventPermits: Times Square Event Permit and Generator Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes Security
Location: Times Square, NYC
We recently facilitated the location, site licensing, approvals and secured permits for an event in NYC’s Financial District hosted on July 21st by a leading Belgian beer company. Manhattan’s first paved road, the historical cobblestone Stone Street, served as the perfect location for an evening event celebrating Belgium National Day, complete with jazz music, food and beer. Belgium National Day commemorates July 21, 1831 when Leopold of Saxe-Cobourg became the first king by swearing allegiance to the newly created Belgian constitution.
We performed location scouting throughout Manhattan before settling on the location Stone Street and Mill Lane in the Financial District. To capture the client’s vision, we coordinated the contract with the managing party that allowed our client to activate in the space. We paid close attention to all details to ensure the historical cobblestone street was protected and residential regulations were observed. We also secured a sound permit for a live band performance during the event.
We oversaw and facilitated the entire event process, from securing the unique location, site agreement and permits, to the transformation of Stone Street and Mill Lane into an authentic Belgian Beer Garden. Firefly lights and beer chalice-chandeliers hovered over a long wood table, enhancing the magical feeling of summer. The invite list included about 80 bloggers and social media experts who enjoyed dinner and cocktails compliments of an iconic NYC restaurant and caterer. To ensure the event ran smoothly, we had 10 security staff onsite throughout the event, overseeing the safe and seamless production, management and breakdown of the event.
Our longtime relationship and alliance with managing parties on Stone Street assisted us to secure the best and most unique location for this special event. Our familiarity with the area ensured the event went off without a hitch. For more information on permitting special events in the Financial District, please contact us.
Permits by EventPermits: Sound Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes Security
Location: Financial District, NYC
TJ Griffin contributed to this post.
On June 27th, 2014 a major arts and crafts retail chain hosted an event in NYC to celebrate their return to Initial Public Offerings (IPOs) on NASDAQ. The IPO launch event took place on the newly refurbished Broadway Plaza in Times Square, between 43rd and 44th streets diagonally across from the NASDAQ digital sign. Our team coordinated all production elements, including obtaining the permits and security required to run the event. The company’s CEO arrived at NASDAQ to witness the 9:30 a.m. opening bell ceremony, which kicked off the event.
The client’s goal was to recreate a playful outdoor summer atmosphere for crafting. They accomplished this by installing a 30′ x 20′ piece of astroturf onto the footprint, which featured several craft tables, white and red beach umbrellas, and a photo booth.
Passersby had two exciting craft options to choose from: decorating felt mustaches for their photo booth moment, or creating sculptures with a unique kinetic sand sold by the company. Kinetic sand looks like wet beach sand, but only sticks to itself, so there’s no mess. This not only pleased the kids, but their parents as well! Needless to say, the event may not have left a mess in Times Square, but it certainly left a lasting impression on its attendees.
Part of our production coordination also included staffing 32 brand ambassadors and life-sized brand characters in costume, in addition to two security guards. The brand ambassadors and security were on-site until the end of the event, which was marked by the 4 p.m. NASDAQ closing bell.
Special events in Times Square and the surrounding area are an excellent way to kick off an IPO. In May, we supported the IPO of a take-and-bake pizza company by securing permits, a location and security for the event.
If your client is planning an event to commemorate an Initial Public Offering, please contact us today.
Permits by EventPermits: Activity Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes
Location: Times Square, NYC
On June 22-23, we facilitated permitting for filming a product launch with a major motorcycle company to premiere the new electric motorcycle model (the first of its kind). The project came to life on NYC’s most iconic thoroughfares, including the Brooklyn and Manhattan Bridges. Using our film permitting and logistics capabilities, we coordinated a 55-minute film shoot of the motorcycles traveling across the bridges, starting in Brooklyn and ending in Manhattan.
The bridges created inspiring and breathtaking catwalks for these revolutionary and quiet new motorcycle prototypes. B-roll of the picturesque city skyline combined with footage of the bikes, brought a carefree feeling to the viewer, and captured the true essence of the company’s culture of freedom and self-expression. The footage also incorporates close-ups of the motorcycles to provide customers a detailed and exclusive look at the new technology.
In addition to footage taken on the bridges, our film permitting and logistics team secured a helicopter and videographer to capture the journey across each bridge from a birds-eye view in HD quality. This provided a diversity of shots, enhancing to the already breathtaking imagery of NYC.
Additionally, our event permitting team secured the street permits to close the lanes around the company’s flagship dealership in lower Manhattan for a product launch reception and by-invitation-only test-drives of the new motorcycles.
This project was unique to us as there are very few companies that have the breadth and depth of experience to coordinate such an ambitious undertaking in America’s busiest city. The impact of the event will continue to live on every time someone views the content on the web.
Generating exclusive content is critical for brands to gain recognition in today’s modern digital age. We have the ability to facilitate the creation of strong and engaging content in major cities and iconic locations across the USA.
For more information about film or event permitting, please contact us today!
Permits by EventPermits: Film Permit, Street Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security: Marty Barnes
Locations: Manhattan Bridge, Brooklyn Bridge
Event Photo: © Ray Stubblebine/Harley-Davidson
On June 4th, photography enthusiasts gathered in Times Square for a consumer electronics product launch which we facilitated for a leading experiential marketing agency. The company introduced its new, revolutionary, internet-ready digital camera. Attendees were allowed to bring their old DSLR cameras and use them as technological currency in exchange for the new camera. The event required several permits from us including: street activity, business association, department of buildings, and sound amplification.
The location we secured was ideal to support both a large amount of attendees and attract passersby. There was never a dull moment for attendees waiting to experience the new technology, as the excitement of Times Square and overall buzz for the new product created a high energy atmosphere.
In addition to the permits, we also coordinated security which remained onsite throughout the duration of the event. Attendees were each given a wrist band once their cameras were approved by staff members. This allowed them to remain inside the barricade in the plaza until it was their turn to enter the tent. Despite the unexpected large turn-out (so many expensive cameras in one plaza!), we were able to keep effortless control over the crowd, due to our proactive planning and ability to quickly adapt as the event unfolded.
An onsite DJ kept the attendees, some who had been waiting in line since 10PM the night before, lively and aided in attracting passersby. This required an amplified sound permit, which we also obtained for the event.
At 12PM, the event kicked off with a countdown from the DJ and then four individuals from the line were led into the tent at a time.
Inside the camera exchange tent were additional products available for consumer testing and demonstration. Attendees beyond the first 250 people were given a $50 coupon to use towards any camera within the tent.
A group of celebrity look-alikes were also on hand within the experience for visitors to have their pictures taken with, similar to the famous 2014 Oscars selfie.
The event delivered on all major metrics with 300 cameras being ditched for new ones. For more information about permitting Times Square events, please contact us today!
Permits by EventPermits: Sound Permit, Special Events Permit, DOB Permit, Parking Permit
Security Coordinated by: EventPermits
Logistics and Coordination by: EventPermits
Security Provided by: Marty Barnes
Locations: Times Square, NYC