Call Sheet #378: SXSW’s Techy Expansion, The Importance of Storytelling, Twitter Drives Event Shares

October 25, 2012, 10:16 AM EDT

BIZBASH CALL SHEET — #378 — Thursday, 10.25.12

++ Sponsored by Event Leadership Institute ++

Compiled today by Melissa Ward Schorsch in New York
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 Austin's South by Southwest festival is expanding to Las Vegas' Cosmopolitan Las Vegas next August with a new event called SXSW V2V. The event will be focused on tech startup companies. Christine Auten, SXSW V2V producer, said, “With the growth and popularity of the startup-related programming across the SXSW family of events, it is clear that there is enough momentum to create a wholly unique and independent event focused on entrepreneurs." Las Vegas Review-Journal: 

 Direct Marketing News forecasted that 2012 would be “the year of the story,” and London agency BergHind Joseph also noticed the trend among Global Fortune 500 companies. Fast Company took a look at why storytelling is so important in branding and who is doing it well. Fast Company: "[S]torytelling is not an internal exercise alone; rather, it is an exercise that should engage the consumer. Brand stories need to now live day to day with the engagement of consumers to create strong, long-lasting bonds across all touchpoints from packaging to video to visual and verbal content. Such a requirement transforms how marketers need to think about their role. It becomes less about directing and more about curating a brand and consumer journey." 

3. SOCIAL PARTY: A study conducted by online ticketing company Eventbrite found that not only has the number of people who click on events shared on social media platforms increased, but that also events shared via Twitter garner more clicks than Facebook or LinkedIn. Tamara Mendolsohn, VP of marketing at Eventbrite, said, “Because events are inherently social, it’s not surprising that we see a compound effect of sharing. And it’s interesting to see the values and traffic driven from a share continue to rise despite the increase in volume of sharing across social networks.” B2B Marketing: 

4. RESPECTABLE GIGS: Adobe and research firm Edelman Berland conducted a study of 1,000 people in the U.S., China, and Japan that found most people think the job of marketing and advertising executives isn't a valued profession. Adobe C.M.O. Ann Lewnes said, “We're typically seen as the creative types who make flashy ads. We have a bad rap as the folks who spend money but don't care about the bottom line. This just isn't the case anymore. At least it shouldn't be." Ad Age 

5. ODD TWITTER TACTIC: Instead of bombarding Twitter followers with promotional tweets, pizza shop Mellow Mushroom has launched a “Follow Me and I'll Follow You” campaign. And the shop really means it. The brand sent its Mellow Mushroom mascot to follow its Twitter followers in real life.Ad Age 

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Here are the winners of our New York Readers' Choice Awards, which were presented Wednesday afternoon at the New York BizBash IdeaFest:
* Association Event Planner of the Year: Dale Shumanski, New York Road Runners
* Caterer of the Year (In-House): Bobby Stern, Riviera Caterers
* Caterer of the Year (Off-Premise): Michele Pokowicz, Mary Giuliani Catering & Events
* Corporate Event Planner of the Year: Alicia Schiro, JWT
* DJ of the Year: Whitney Day
* Entertainment Act of the Year: Heliummm Aerial Dance & Entertainment
* Event Designer of the Year: Matthew David Hopkins, 360 Design Events
* Event Producer of the Year: Robert Hulsmeyer, Empire Force Events
* Fund-Raising Event Planner of the Year: Sharon Abramzon, ALSAC/St. Jude Children's Research Hospital
* PR Professional of the Year: Susan Magrino, Susan Magrino Agency
* Reality Show Event Planner of the Year: David Tutera, My Fair Wedding
* Social Event Planner of the Year: Danielle Bobish, Curtain Up Events Inc.
* Venue Manager of the Year: Maura Buckley, New York Water Taxi and Circle Line Downtown


BOSTON: A french bistro by Mistral owner Seth Greenberg will open on Melcher Street next June. 
CHICAGO: This week Antique Taco launched a new catering menu that includes Mexican cookies, habanero popcorn, and taco salads.

LAS VEGAS: The Nevada Taxicab Authority voted to allow additional cab service for next week's Specialty Equipment Marketing Association show, which is expected to draw 130,000 people to the Las Vegas Convention Center and Sands Exposition Center.
MIAMI/SOUTH FLORIDA: James Beard award-winning chef Michelle Bernstein will open a pop-up theatrical restaurant called Orchid on November 14.

NEW YORK: The owners behind the famous Ibiza nightclub Space plan to open a 13,000-capacity club in Midtown Manhattan.
 Local event listings from Masterplanner:

TORONTO: Montreal personality Geneviève Borne will host the We Do Less conference at the ALT Hotel Toronto Pearson on November 1.

WASHINGTON: Arlington Drafthouse and Art Whino will partner to produce the Halloween Zombiefest on October 27 at the Fairgrounds. The event will feature a zombie costume contest, an outdoor bar and food trucks, and screenings of zombie movies. 

YOUR NEWS: What are you doing? Tell us:

JOB BOARD: Post a job or find a job:

With contributions from Jenny Berg in Chicago, Alesandra Dubin in Los Angeles, Mitra Sorrells in Orlando, and Melissa Ward Schorsch and Anna Sekula in New York.

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