August 27, 2014: Massive Bud Light Activation Divides Colorado Town, N.F.L. Plans New Experiences to Get Fans to Games, Burning Man Opening Delayed by Rain

By Beth Kormanik August 27, 2014, 8:08 AM EDT

1. MASSIVE BUD LIGHT ACTIVATION DIVIDES COLORADO TOWN: In advertisements all summer, Bud Light has been teasing its upcoming takeover of a city. Now that the residents of Crested Butte, Colorado, know it’s their city Bud Light plans to invade from September 5-7, residents are having mixed reactions about hosting the massive activation. Denver Post: “The ‘Are You Up for Whatever’ Bud Light campaign calls for bringing more than 1,000 up-for-anything revelers from around the country to a town that will be made over into a fantasy Bud Light-drinking community called ‘Whatever.’ Townspeople—including a few in costumes—jammed a public hearing Monday night to cheer for those commenting that the giant beer party could be a great, money-making event, and to cheer equally loud for those saying that it would be an image-damaging sellout.”

2. N.F.L. PLANS NEW EXPERIENCES TO GET FANS TO GAMES: The N.F.L. and TV networks have made it almost too comfortable to watch a game from home or a sports bar rather than live in a stadium, so the league is launching initiatives geared to improve the experience. Adweek: “The league and teams are sprucing up the in-stadium experience by cracking down on abusive fans through its ‘Fan Code of Conduct,’ showing RedZone highlights on Jumbotrons and improving WiFi reception so fans can stay connected via smartphones. But they are also ramping up their marketing efforts with more advertising, more access, more technology.”

3. BURNING MAN OPENING DELAYED BY RAIN: Burning Man—a festival that takes place in the desert—did not open its gates on time because of rainy weather, leaving some 70,000 attendees to figure out what to do during the delay. Sacramento Bee: “Black Rock City, the northwest Nevada venue that hosts the weeklong arts and music festival annually, was struck with heavy rain Sunday evening. Event organizers have released information about the gate closures through a series of tweets. … Hundreds of Burning Man attendees, or ‘burners,’ checked into Reno hotels every hour on Monday, said Chris Baum, president and CEO of Reno-Tahoe U.S.A. Hotels and nightclubs are accommodating Burning Man attendees with discounted room prices and free events.”


BOSTON:  Faneuil Hall Marketplace is sponsoring the St. Anthony’s Feast in the North End this Labor Day weekend. Billed as the largest Italian festival in New England, the event turns 95 this year and includes a 10-hour grand procession of a a Saint Anthony statue.

CHICAGO:  SOFA Chicago will return to Navy Pier November 7-9. The art fair will feature five special exhibits with museum-style presentations curated by artists, directors, and curators.

The Chicago Innovation Awards Nominee Reception is September 3 at Park West. The venue also is holding the Medication-Induced Suicide Education Foundation's second annual fund-raising event September 4.

LAS VEGAS:  Tropicana Las Vegas—a DoubleTree by Hilton announced that it expects to complete construction to expand the Tropicana Pavilion by March 1. The project will increase the resort’s total meeting and convention facilities to 100,000 square feet and will include enhancements to the existing pavilion.

NEW YORK:  The International Restaurant & Foodservice Show of New York has changed dates for the 2015 event to March 8-10 at the Jacob K. Javits Convention Center to allow more time for loading in the show, according to producers Urban Expositions.

Career Transition for Dancers’ 29th Anniversary Jubilee is October 6 at New York City Center,  followed by dinner at the Grand Ballroom at New York Hilton Midtown. Angela Lansbury will receive the 2014 Rolex Dance Award.

The 24th annual Komen Greater NYC Race for the Cure is September 7 in Central Park. To mark the event, 23 buildings, including the “21” Club, New York Stock Exchange, 30 Rockefeller Center, and Time Warner Center/the Shops at Columbus Circle, will switch to pink lighting at night, starting Tuesday.

Local event listings from Masterplanner:

ORLANDO:  Renovations at the Church Street Exchange could add an event space for 450 people. Orlando Business Journal:

TORONTO:  Hugo Boss, an official sponsor of the Toronto International Film Festival, is hosting a festival event at an undisclosed location on September 6. The event will follow the premiere of The Riot Club, and the film’s cast and director will attend the function.

WASHINGTON, D.C.:  The Boys & Girls Clubs of America hosts the National Youth of the Year benefit September 16 at the National Building Museum. 

The National Conference Center announced today that Geoff Lawson has been named as the conference center’s new vice president and general manager.

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With contributions from Jenny Berg in Chicago, Alesandra Dubin in Los Angeles, Mitra Sorrells in Orlando, and Beth Kormanik, Michele Laufik, Jill Menze, and Anna Sekula in New York.

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