August 28, 2014: Famous 'Friends' Coffee Shop Opens Pop-Up, Why Event Marketing Works Better Than Facebook Ads, Company Plans to Drop Grilled Cheese From Sky

By Beth Kormanik August 28, 2014, 8:11 AM EDT

1. FAMOUS 'FRIENDS' COFFEE SHOP OPENS POP-UP: To mark the 20th anniversary of Friends, Warner Brothers Television Group will open a recreation of the show’s Central Perk coffee shop with Eight O’Clock Coffee. Entertainment Weekly: “Visitors to the decorated storefront will be able to take photos on the actual orange couch from the show, along with a myriad of signature props and a show-themed backdrop. Weekly performances will add some occasional musical flair. … Fans can also expect daily giveaways, trivia contestants, and other various contests and merchandise behind the Central Perk counter throughout the month.”

2. WHY EVENT MARKETING WORKS BETTER THAN FACEBOOK ADS: Event-driven marketing is a better strategy than Facebook ads, says Forbes columnist Mark Fidelman. A strategy that gets so-called influencers involved—from social promotions to events with highly vetted guest lists—will achieve better results: “Once a product is recommended by a person that influences you—you are 16X more likely to buy it. And if you have an emotional connection with that person and perceive them to have expertise on the subject, that number jumps significantly. Further, if that influential person is a celebrity or athlete with large social engagement or email lists the numbers are off the chart.”

3. COMPANY PLANS TO DROP GRILLED CHEESE FROM SKY: The Australian cheese company Jafflechutes is planning a bizarre promotion in which it will parachute in about 40 grilled cheese sandwiches to customers waiting near a Brooklyn restaurant below. Brokelyn: “The actual day itself will be announced on Jafflechutes’ Twitter page, after which you can order a sandwich through their website. You pay in advance via PayPal, show up to The Diamond the day of the drop, and wait for your cheese sandwich, or ‘Jaffle’ in Australian terms, to be thrown from the roof and parachute safely into your arms.”


BOSTON:  The sixth annual Flavors of Boston event will be held at the Seaport Hotel on September 12. Benefiting the American Liver Foundation, the event will offer fare from area chefs and have a 1920s theme.

CHICAGO:  Lil Epic Event Design, a new event design and planning business, will launch on September 21 with “A Wedding in Wonderland Tea Party.” At Mignonette Bridal Boutique, the event will also offer a vendor showcase with participation from Chykalophia Design, Shadowbox Dreams Vintage Rentals, and more.

David Rothstein Music has launched a new website,

LAS VEGAS:  Tropicana Entertainment is selling River Palms to Nevada Restaurant Services in a deal expected to close next month. The 1,000-room hotel and casino will close for a renovation.

The Downtown Las Vegas Events Center will host the Great Vegas Gridiron Grill-Off BBQ and Tailgate Festival September 6-7.

LOS ANGELES:  The Los Angeles Convention Center detailed its water conservation strategies as the state struggles with drought. Starting in February, it replaced sprinklers throughout its outdoor areas with leak-preventing nozzles, switched to a new irrigation plan, and now monitors irrigation meters weekly, which the center estimates yields a 10 percent water savings monthly.

Local event listings from Masterplanner:

MIAMI/SOUTH FLORIDA:  ME by Melia will open its first U.S. location of the hotel brand in Miami, taking over the Casa Moderna Hotel. The hotel will have 129 rooms, two rooftop pools, and more than 5,000 square feet of dining and event space. It will also be home to the first STK Rebel steak house.

The Home Design and Remodeling Show is Friday to Tuesday at the Miami Beach Convention Center.

NEW YORK:  New York’s Advertising Week is planning to add more celebrities to its festivities to compete with Cannes Lions and other international advertising events. New York Post:

Local event listings from Masterplanner:

PERTHSHIRE, SCOTLAND:  The Ryder Cup, held September 26-28 at Gleneagles Hotel, will be the first international golf tournament to use R.F.I.D. bracelets. Provided by Intellitix, the bracelets will invite fans to participate in a number of activations on the grounds from brands such as BMW, Johnnie Walker, and Standard Life Investments—and share their experiences instantly to social media.

TORONTO:  The first Made in Canada event will take place on September 27. In celebration of Canada’s maker movement, the event will offer marketplaces selling Etsy goods in 23 locations throughout Canada.

WASHINGTON, D.C.:  The third annual Chefs for Equality, a five-course meal benefiting the Human Rights Campaign, is September 23 at the Ritz-Carlton, Washington D.C.

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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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