July 27, 2017: Solar Eclipse Gives Hotels and Vendors a Boost, Ralph Lauren to Host New York Fashion Week Show in His Garage, Coveteur Debuts Branded Content Studio for Events

By Ian Zelaya July 27, 2017, 8:42 AM EDT

1. SOLAR ECLIPSE GIVES HOTELS AND VENDORS A BOOST: With the Great Solar Eclipse happening in less than a month, hotels and vendors across the country are taking advantage of the historic event. Los Angeles Times: “With more than 12 million people living in the so-called path of totality, and millions more traveling to see the historic Aug. 21 solar eclipse, companies and enterprising individuals are sensing opportunity. ‘Of course people are taking advantage,’ said Jaci Hill, who is helping her mother rent her Idaho Springs home on Airbnb for $1,000 on the night before the eclipse. ‘It is definitely a situation of supply and demand.’ Economists say it is difficult to gauge how much revenue will be generated from the eclipse because it is such a rare event—it’s the first total solar eclipse to traverse America in 99 years, and the first time the path of totality will eclipse only over the contiguous U.S. Cities from coast to coast are expecting a windfall of business for hotels, restaurants, gas stations and retailers—even Porta-Potty rental companies. Merchandise sales have been brisk on, said Polly White, the website’s business manager. … The eclipse market is not only limited to viewing glasses and apparel. Frey Vineyards in Redwood Valley, Calif.—which isn’t even in the path of totality—has released an Eclipse 3-Pack Special that includes a bottle of sparkling wine, a bottle of organic Zinfandel and a bottle of organic Chardonnay for $88. The Frey family are eclipse chasers and met people working on the Great American Eclipse website who suggested they make a special wine for the event.”

2. RALPH LAUREN TO HOST NEW YORK FASHION WEEK SHOW IN HIS GARAGE: While certain designers are moving their shows to different cities, Ralph Lauren is taking his New York Fashion Week show to his garage in Bedford, New York, this September. Grazia Daily: “It is believed that the brand is looking to go in a new direction under the newly-appointed CEO Patrice Louvet, and transporting NYFW to Bedford will be a big moment. ‘Ralph’s Garage’ is where Lauren famously houses his rare automobile collection, which includes 1938 Bugatti Atlantic, a 1929 Bentley Blower and multiple Ferraris from the ’60s, ’70s, and ’90s. It is believed that the cars will serve as a backdrop to the show, and the occasion will be the first time Ralph’s Garage will be opened for an event. In conjunction with the dramatic change of location, Lauren’s show will represent another first: the Ralph Lauren Purple Label menswear collection will be shown alongside its womenswear on the runway. After the show there will be a private formal dinner with guests expected to be dressed in black-and-white attire.”

3. COVETEUR DEBUTS BRANDED CONTENT STUDIO FOR EVENTS: Fashion and lifestyle website Coveteur, which is known for its original photography, has launched Coveteur Creative, a branded content studio that will house the company's projects and events. Business of Fashion: ‚ÄúCoveteur Creative will focus on advertising campaigns, editorial and social media projects and events. Prior to the launch of its dedicated branded content arm, Coveteur was already creating commercial campaigns, including a video series for Reebok starring Gigi Hadid in 2016 and an editorial shoot with Louis Vuitton for L'Officiel Singapore starring three influencers in 2015. In April, Coveteur saw 426,000 monthly unique US visitors, according to ComScore, and 800,000 monthly unique global visitors, according to Google Analytics via the company. And it boasts a total audience of over 3 million across all its platforms. Based in New York City and Toronto, the site is currently focused on expanding its editorial coverage beyond fashion to beauty, health and wellness. The company also recently named Cindy Crawford, Bobbi Brown and Prabal Gurung as advisors to the brand."


COAST TO COAST:  Associated Luxury Hotels International has expanded its worldwide portfolio and A.L.H.I. Convention Collection with four new member hotels: the new 278-room InterContinental Washington, D.C.—The Wharf, slated to open in October; the 834-room refurbished Omni Shoreham Hotel in Washington; the 1,059-room Omni Atlanta Hotel at CNN Center; and the new 612-room Omni Louisville Hotel, opening in spring 2018 in downtown Louisville, Kentucky.

Vail Resorts, Inc., a global mountain resort brand that operates 11 mountain resorts and three urban ski areas in the U.S., Canada, and Australia, has announced plans for a sustainability commitment called “Epic Promise for a Zero Footprint.” The program will commit to zero net emissions and zero waste to landfill by 2030, and zero net operating impact to habitats and forests. 

CHICAGO:  The fourth annual Great American Lobster Fest will take place September 1-3 at Navy Pier. The family-friendly event will offer a variety of lobster dishes, live music performances, and crafts from local vendors. 

DALLAS/FORT WORTH:  The second annual Fortress Festival will take place April 28-29, 2018, in Fort Worth. The first edition of the music festival this year drew 9,000 people from more than 33 states. 

LOS ANGELES:  Swedish chef Christer Larsson is slated to open Scandinavian concept ALTA Nordic Kitchen on Melrose Avenue next month. Eater:

For information on upcoming events in Los Angeles, visit Masterplanner:

MIAMI/SOUTH FLORIDA:  The Overtown Performing Arts Center will celebrate its grand opening on Friday. The event will feature a performance by Jazz in the Gardens artist April Raquel and food from vendors including Jackson Soul Food, Lil Greenhouse Grill, and Two Guys Restaurant. 

NEW YORK:  Popin, a new fitness app, is hosting a free fitness event led by Real Housewife Jacqueline Laurita, TV personality Jene Luciana, and fitness trainer Jolene Matthews. The event is open to the public and takes place August 10 at 7 p.m. at the Clare terrace.

The Independent Filmmaker Project’s 27th annual Gotham Independent Film Awards will take place November 27 at Cipriani Wall Street. 

The Harold and Mimi Steinberg Charitable Trust’s 10th annual Mimi Awards will take place December 4 at Lincoln Center Theater. The event honors the accomplishments and artistry of American playwrights. 

For information on upcoming events in New York, visit Masterplanner:

TORONTO:  The Toronto Public Library’s fifth annual Hush Hush fund-raiser, hosted by the young professional collective New Collection, will take place October 21 at the Bloor/Gladstone branch. The event will celebrate Canada’s landscapes.

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With contributions from Claire Hoffman in Los Angeles, Mitra Sorrells in Orlando, and Beth Kormanik, Michele Laufik, Jill Menze, Rayna Katz, and Ian Zelaya in New York.

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