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October 1, 2018: False Gunshot Alarm Triggers Chaos at Global Citizen Festival, See Inside a Penthouse Designed Solely for Instagram Stars, Target's Store Opening Fail Made Brand Rethink Event Strategy

By Ian Zelaya October 1, 2018, 8:59 AM EDT


1. FALSE GUNSHOT ALARM TRIGGERS CHAOS AT GLOBAL CITIZEN FESTIVAL: At least seven people were injured at the Global Citizen Festival in New York on Saturday after a security barrier fell and made a sound that resembled gunshots, which sent attendees running. New York Daily News: “Scores of people scrambled out of the concert area, pinning a handful of people against a fence. 'NYPD choppers in the air, scary situation,' tweeted one witness who goes by the handle Rakshak. ... 'A lot of people were stampeding over each other real nervous and anxious to get out of there. They were coming out by the few hundred,' said Jerry Cruz, who was working a food stand at the corner of West 86th St. and Central Park West. Coldplay's Chris Martin came on the stage to calm the crowd, according to NBC News. 'Nobody is trying to hurt anybody,' Martin said. 'You're all safe, OK?' Martin then brought up an NYPD captain to assure everyone that everything was fine before the concert resumed. Police sources said the reported injuries were minor, and included cuts and scrapes, a twisted ankle and bruised ribs. At least one concertgoer suffered an asthma attack, sources said. Everyone was treated at the scene. Roughly 60,000 people attended the festival. It was estimated that a small percentage ran off." https://nydn.us/2P00TH0

2. SEE INSIDE A PENTHOUSE DESIGNED SOLELY FOR INSTAGRAM STARS: A new penthouse in Manhattan's SoHo neighborhood features millennial pink-hued furniture, spotless walls, a wine fridge, and a library with carefully curated books. The 2,400-square-foot space looks so pristine because no one actually lives there. The penthouse, which rents for $15,000 a month, was designed to be a backdrop for Instagram stars, who've already booked it through October. The New York Times: “It was opened in August by Village Marketing, an agency that connects advertisers like the eyewear company Warby Parker and the Equinox fitness company to the social media personalities known as influencers. The ones who work with Village Marketing—mostly stylish young women who are paid to promote products on Instagram—have amassed huge followings with images that capture an idealized version of daily life. Vickie Segar, the 35-year-old founder of Village Marketing, came up with the idea for an apartment tailored to social media after noticing that many influencers—especially those living in New York, with its cramped, dim living spaces—were having a hard time getting the shots they needed. Some were even booking hotel rooms or making covert visits to furniture stores to get their work done. Village Marketing, which has an all-woman staff of 17, invited a number of social media stars to make use of the apartment in recent weeks, and their posts have already racked up tens of thousands of likes. The photographs of the apartment taken for this article, when viewed alongside the Instagram posts that resulted from photo shoots in the same space, give an idea of how the social media sausage is made. The apartment points to a future where Instagram moves further away from a do-it-yourself aesthetic toward a look that is more staged and polished. The apartment itself is something of an advertisement. It was furnished by the online furniture company Wayfair and designed by Wayfair Design Services in exchange for the inevitable social media impressions, Ms. Segar said. Village Marketing plans to eventually charge brands for installations and events in the space, so that it can remain free for those who reserve it for photo shoots." https://nyti.ms/2NUWOrq

3. TARGET'S STORE OPENING FAIL MADE BRAND RETHINK EVENT STRATEGY: Target drew swift backlash this past summer when it celebrated the opening of a New York store with a facade that paid homage to historic East Village with a Target-inspired design. The criticism, which was mainly directed toward the brand's mock replica of former live music club CBGB, forced Target to rethink its event marketing strategy. Adweek: “It’s the sort of viral moment a C.M.O. hopes will never happen. 'Our intention was to celebrate the community,' Target C.M.O. Rick Gomez said at Brandweek. But in trying to do so, the team realized it had 'made a big mistake' because it had 'tried to be the community rather than being Target.' After coming to that realization, Target came out with an apology. ... Gomez also took the gaffe as a learning opportunity, he said. Target had another store slated to open in another historic New York City neighborhood, the Lower East Side, just a few weeks later. The experience in the East Village helped inform planning for the opening celebration, so it would go off more like the ones in Tribeca and Herald Square did—without a hitch. To do so, the company spoke with and showed its plans to representatives from community relations, government affairs, and Lower East Side residents, and incorporated their feedback. 'All of this led to a great event focused on Target and summer fun,' Gomez said. 'The rain held off; the crowds were big.' Most importantly? The event got no national news coverage; what coverage it did get was “strictly local” and focused on the arrival of the new store. And for Gomez, that kind of attention was just what he was hoping for." https://bit.ly/2QmM3uF

* LOCAL NEWS *

LOS ANGELES:  The JetBlue Long Beach Marathon & Half Marathon will take place October 5-7. A health and fitness expo will take place October 5-6 at the Long Beach Convention Center, and the race will take place October 7, starting at East Shoreline Drive. 

For information on upcoming events in Los Angeles, visit Masterplanner: http://www.masterplanneronline.com/losangeles

MIAMI/SOUTH FLORIDA:  International design fair Design Miami will take place December 4-9 at Meridian Avenue and 19th Street. The event announced Pedro Reyes and Carla Fernández as the recipients of the 2018 Design Miami Visionary Award. 

NEW ORLEANS:  The sixth annual Uniti Fiber Charity Golf Tournament will take place November 15 at English Turn Golf & Country Club. 

NEW YORK:  Storm King Art Center’s Annual Gala and After-Party will take place October 9 at the Rainbow Room. The event will honor Storm King Art Center trustee and former board chair James H. Ottaway Jr. and artist Sarah Sze. 

Housing Works will hold its 15th annual Fashion for Action benefit on November 8. Hosted by Patricia Clarkson, the event will have a V.I.P. cocktail hour at Freds in Barneys Downtown and a shopping party at Housing Works’ flagship store in Chelsea. 

For information on upcoming events in New York, visit Masterplanner: http://www.masterplanneronline.com/newyork

SAN FRANCISCO:  Hyatt Regency Sonoma Wine Country has debuted a rebranded and redesigned property, with 90 additional guest rooms and 40,000 square feet of renovated event space. The property will also debut a new restaurant, called Brasserie, in late October. 

TORONTO:  The Canadian Opera Company’s sixth annual Center Stage: A Night at the Opera gala will take place November 1. 

Chef Kyle McClure from Vantage Venues was named senior champion of I.A.C.C.’s Canadian Copper Skillet competition, which took place at event industry IncentiveWorks at the Metro Toronto Convention Centre in August. 

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With contributions from Claire Hoffman in Los Angeles and Beth Kormanik, Michele Laufik, and Ian Zelaya in New York.

BizBash Daily is the must-read digest of event industry news from BizBash.com.

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