Posts Tagged ‘event permits’

What’s the deal with hyperlocal campaigns? (And why you need to do more this year!)

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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 preferred, but expected. So it makes sense that there is no better time to take advantage of this trend and we are seeing brands do just that. From Ben and Jerry’s, MINI and Country Time Lemonade, hyperlocal campaigns have taken over the experiential landscape in the last couple of years.

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 and let’s chat!

Permitting a Star Ceremony: Simon Cowell Made it to the Hollywood Walk of Fame!

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By, April McCarty-Caggiano
Director of Client Services


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. 

Werther’s Builds Life-Sized Candy Land Pop-Up

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Celebrating National Caramel Day at the Santa Monica Pier

Werther's Candy Land
By Jen Respondi – Contributor
Partner, EventPermits, LLC
When I think of caramel, I instantly think of the delightful candy from Werther’s Candies every time. It’s just how it is! When I think of the board games I played as a kid and with my son when he was little, Candy Land is at the top of the list.  Combining these two memories is sweet in more ways than one.

In 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!

Read more about the activation here:

5 Tips for Event Planning in the Winter

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The where and the how to plan events in the cold and snow.

By, Stella Fitzpatrick – Contributor
Partner and CFO, EventPermits, LLC

Winter 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!

Providing Permits for Runners and Residents Alike

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times square event permits

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