Video: Event Innovator Mary Pat Heftman on Launching Groupon-Style Deals at the National Restaurant Show

March 14, 2012

For our second Innovation Issue, we interviewed the National Restaurant Association's executive vice president of convention Mary Pat Heftman, discussing how she implemented an online group buying service for the National Restaurant Show, the largest food and beverage trade show in North and South America.

At the smoothie stand, visitors could snag the Not-Your-$20-Strawberry-Glaze Smoothie, which was inspired by the viral smoothie from a popular LA grocery store.

No $20 Viral Smoothies Here—How ALDI Created an Outdoor Farmers Market Pop-Up

Universal Helios Grand Hotel, a Loews Hotel

5 New Venues in Orlando/Central Florida for Summer 2025 Meetings and Events

'Choose a location where you can offer respite for guests—whether that’s shade elements, indoor-outdoor flow, or partial coverage,' Carlisi suggests. 'It’s all about asking: How many options do we have, and how many ways can we use the space creatively?”

7 Smart Ways to Beat the Heat at Outdoor Events

The activation was disguised as an ordinary porta-potty.

See How Disney’s Phineas and Ferb Transformed a Porta-Potty into a Music Festival Activation

Experiential Marketing, Activations & Sponsorships

No $20 Viral Smoothies Here—How ALDI Created an Outdoor Farmers Market Pop-Up

The grocery store chain showcased its affordable products within a cute farmstand-like setting.

At the smoothie stand, visitors could snag the Not-Your-$20-Strawberry-Glaze Smoothie, which was inspired by the viral smoothie from a popular LA grocery store.

Orlando / Central Florida

5 New Venues in Orlando/Central Florida for Summer 2025 Meetings and Events

Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.

Universal Helios Grand Hotel, a Loews Hotel

Event Design & Decor

7 Smart Ways to Beat the Heat at Outdoor Events

Atlanta-based event designer Frank Carlisi shares pro tips for keeping guests cool, your food fresh, and the vibe polished when temps rise.

'Choose a location where you can offer respite for guests—whether that’s shade elements, indoor-outdoor flow, or partial coverage,' Carlisi suggests. 'It’s all about asking: How many options do we have, and how many ways can we use the space creatively?”

Experiential Marketing, Activations & Sponsorships

See How Disney’s Phineas and Ferb Transformed a Porta-Potty into a Music Festival Activation

At the Vans Warped Tour in Washington, D.C., the network offered the show’s superfans a fun secret spy lair.

The activation was disguised as an ordinary porta-potty.

Phoenix / Scottsdale

11 New Venues in Phoenix/Scottsdale for Summer 2025 Meetings and Events

Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Phoenix/Scottsdale.

Marriott Phoenix Resort Tempe at The Buttes

Cosm Opens Immersive Event Venues in LA and Dallas

Redefining immersive events through Shared Reality

Cosm transports guests to destinations around the world, wherever 'there' may be! Immerse in Shared Reality alongside your friends and family and experience an entirely new way of watching premium content across live sports, art, and entertainment. If you can't be there, be at Cosm!

Step Right Up: 10 Carnival Decor Ideas That Balance Whimsy and Elegance

Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity

See How Disney’s Phineas and Ferb Transformed a Porta-Potty into a Music Festival Activation

7 Smart Ways to Beat the Heat at Outdoor Events

Industry Innovators 2025: Sephora

Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA

Event Design & Decor

Inside Rosé Day LA: How This Luxe Lifestyle Event Became a Must-Attend for Brands

From over-the-top floral displays to a skydiving stunt next to a Formula 1 car, here’s how Rosé Day LA continues to raise the bar for experiential design, sponsor integration, and strategic luxury.

Rosé Day Los Angeles took place on June 14. The event is produced by an experienced hospitality team led by Ben Biscotti of 1iota Productions; nightlife visionaries Sylvain Bitton, JT Torregiani, and David Jarrett; Tony Schubert of Event Eleven; and culinary icon Marc Forgione.

9 New Venues in Atlanta for Summer 2025 Meetings and Events

Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Atlanta.

Renaissance Atlanta Midtown

Toledo's Unique Venues Will Thrill Your Guests

Enjoy experiences in the Glass City you can't find anywhere else.

Giraffe feeding at the Toledo Zoo

Event Design & Decor

Step Right Up: 10 Carnival Decor Ideas That Balance Whimsy and Elegance

Tackle this tried-and-true theme with decor ideas that walk the tightrope between fun and fashionable.

Talk about an over-the-top birthday party: In 2019, philanthropists Christine and Gabriel Chiu hosted a carnival-inspired bash at a children's museum in Santa Monica, Calif., for their son's first birthday. The Chius worked with Aliana Events to produce the event, inspired by the Santa Monica Pier, with carnival games, an arcade, puppets, and this oversized Ferris wheel filled with flowers. See more: This Toddler's Birthday Party Had a Gucci Claw Machine

What's New in Event Venues: Texas Flooding, New Hospitality Tech, and More

BizBash rounds up the latest news from hotels, convention centers, meeting spaces, restaurants, and other event venues around the world.

Southern California's Hotel del Coronado has completed a $550 million restoration, highlighted by the revitalization of its iconic Victorian building and a range of upgraded event and group offerings. Key event spaces—including the historic Crown Room, Coronet Room, and Ocean Ballroom—have been meticulously restored. The resort's broader transformation includes the Southpointe Event Center, featuring a 15,000-square-foot ballroom and adjacent lawn, plus updated guest rooms and amenities across the property.

How Over-the-Top Event Invites Can Make a Big Impact

In a world where inboxes are full and attention spans are short, an invitation can make or break your event’s perception.

This SNL50 mailer included a Marshall speaker—an homage to the decades-spanning musical guests on the show—a bottle of Chandon to toast the milestone, and a limited-edition crewneck.

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