December 8, 2014: Event Trends for Brands in 2015, What It Costs to Sponsor the New Year’s Eve Countdown, Chicago Convention Disrupted by Chlorine Gas

By Beth Kormanik December 8, 2014, 8:05 AM EST

1. EVENT TRENDS FOR BRANDS IN 2015: Event production company Jack Morton Worldwide shares insight on brand trends for 2015 in a white paper, among them the smart use of data at events, the new way to use mobile technology at events, and, moving in the opposite direction, the desire to take a “digital detox” at some events. Jack Morton blog: “What ties them all together? It’s people’s expectations, needs and desires that are driving these trends—that will determine their impact and longevity. The brands that understand this and interpret the trends through a people-centric lens will have a much better chance of intuitively connecting with people to foster brand love and steer the path to purchase.”

2. WHAT IT COSTS TO SPONSOR THE NEW YEAR’S EVE COUNTDOWN: Cosmopolitan magazine and CoverGirl are presenting sponsors of this year’s New Year’s Eve countdown in Times Square, taking over for Nivea. The brands are using the deal, estimated at a cost of about $2 million, to mark big events: the magazine’s 50th anniversary and a major lipstick launch for the beauty company. The New York Times: “The countdown is ‘a live event, televised and online,’ [CoverGirl’s Esi] Eggleston Bracey said, that with social media provides marketers ‘more opportunity to break through and create engagement. … ‘We like to call them high-impact events where beauty matters,’ she added. ‘You will not be able to miss CoverGirl or Cosmo if you’re in Times Square, or if you’re watching at home.’”

3. CHICAGO CONVENTION DISRUPTED BY CHLORINE GAS: The Midwest FurFest convention was evacuated and 19 people were hospitalized after a chlorine gas incident that police called “intentional.” Chicago Tribune: “Disrupted was an annual weekendlong convention called Midwest FurFest, which celebrates art, literature and performance based around anthropomorphic animals, draws thousands of people every year, according to the Midwest FurFest website. Hazardous materials technicians found the source of the chlorine gas, what appeared to be powdered chlorine, in a stairwell at the ninth floor, according to a statement from police. … Many conventiongoers were dancing and partying in groups in different parts of the hotel when the incident happened.”

4. ROYAL VISIT BEGINS IN NEW YORK: Want to keep up with Prince William and Duchess Catherine on their visit to New York and Washington? Here’s their schedule as well as video of their arrival at their New York hotel. CNN:


BOSTON:  The Boston Wine Expo will return to the Seaport Hotel & World Trade Center February 14-15, 2015. The lineup will feature international wines, culinary tastings, reserve lounges, seminars, chef demos, and more.

CHICAGO:  The Allis at Soho House Chicago has launched an afternoon tea service. Available for groups, the service takes place from 3 to 5 p.m. every day and offers a tiered serving tray stocked with citrus-poppyseed cake, smoked-salmon sandwiches, and more.

Food for Thought has acquired 19 East, the venue formerly known as the Chicago Illuminating Company. Marta Michulka will operate the property immediately adjacent, which will be marketed under the name of the Chicago Illuminating Company.

LAS VEGAS:  The 17th annual Punk Rock Bowling & Music Festival is slated for May 23-24 in downtown Las Vegas and will feature headliners Rancid, Refused, and Dropkick Murphys.

LOS ANGELES:  The SAG Awards Holiday Auction, whose offerings include a V.I.P. package to attend the award ceremony and gala on January 25, is live through December 14. The auction benefits the Screen Actors Guild Foundation’s Children’s Literacy and Assistance programs.

Local event listings from Masterplanner:

MIAMI/SOUTH FLORIDA:  The Miami premiere of the HBO film Saving My Tomorrow is December 14 at the Colony Theatre with a screening followed by a Q&A session with the young environmental activists featured in the film.

NEW YORK:  The Galapagos Art Space, a performance venue in Williamsburg, Brooklyn, announced plans to relocate to Detroit, citing rising rents. Its final night is slated to be December 18. The New York Times:

The 12th annual More Magazine/Fitness Magazine Women’s Half-Marathon is scheduled for April 19 and will raise awareness of the impact of climate change and the importance of sustainability.

Local event listings from Masterplanner:

TORONTO:  The Toronto Notable Awards ceremony and after-party took place at 99 Sudbury on December 4. Winners included Lindsay Klein in the category of “Event Planning,” Tara Mobayen for “Best DJ,” and Steve Georgiev for “Hospitality Management.”

WASHINGTON, D.C.:  The 37th Kennedy Center Honors were held Sunday night and will be broadcast on CBS on December 30.

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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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