May 17, 2016: Why Brands and Designers Are Changing Fashion Week Strategies, NBC Holds Biggest Upfront Presentation Ever, Pepsi Opens New Content Creation Studio

1. WHY BRANDS AND DESIGNERS ARE CHANGING FASHION WEEK STRATEGIES: Whether it's brands like Gucci and Tom Ford combining men's and women's shows, Balenciaga holding its first-ever men's runway show, or Karen Walker canceling a New York Fashion Week show, more and more brands are changing their Fashion Week approaches. The reason is simple: Their current business strategy hasn't been effective. Racked: "Earlier this year, the Boston Consulting Group issued a report for the Council of Fashion Designers of America identifying a few common pain points. One is that thanks to the proliferation of live streams and editors Instagramming runway looks from the front row, consumers are now familiar with designers' work up to six months before it hits stores. That’s not only a problem because shoppers are bored with the styles by the time they’re actually available, but because it gives fast fashion brands ample time to copy the looks while the originals are in production. … As for bringing men's and women's collections into the same show, that could be a useful cost-cutting measure as the expenses associated with putting on an extravagant experience mount. Besides, it makes sense for designers who steer away from sartorial traditions associated with a gender binary—boys in suits, girls in skirts." http://bit.ly/1ssGHCh

2. NBC HOLDS BIGGEST UPFRONT PRESENTATION EVER: By combining its two broadcast networks, 15 cable networks, and digital ventures into one presentation, NBCUniversal hosted the biggest upfront event ever on Monday, according to network president Steve Burke. The event, which took place at Radio City Music Hall, ran just under two hours and was chock-full of sizzle reels and celebrity appearances. Adweek: "Before the event, Linda Yaccarino, chairman of advertising sales and client partnerships, insisted to Adweek that combining the NBC, Telemundo and NBCUniversal Cable upfront 'really has nothing to do with a money-saving exercise.' The company clearly spent truckloads of money to assemble nearly 150 of its stars, including Jennifer Lopez (whose NBC drama Shades of Blue will return for Season 2), Mariah Carey (who arrived on a throne, Cleopatra-style, to promote her E! reality series, Mariah's World) and Arnold Schwarzenegger (who is taking over for Donald Trump as the host of The New Celebrity Apprentice, due in midseason). There was also an elaborate dance number themed to the upcoming Summer Olympics in Rio with dancers and drummers scattered throughout the theater. But underneath all the glitz was a pointed message. Yaccarino pushed back against the claims from various digital video players during the NewFronts, claiming that 'the average American spends 7 times as many hours watching television as they do on Facebook' and watches television 15 times as much as YouTube, she said. 'I don't care what those Silicon Valley guys say. There is no algorithm for heart-pumping, blood-racing, breath-holding, premium content.'" http://bit.ly/1TFez4F

3. PEPSI OPENS NEW CONTENT CREATION STUDIO: In an effort to expand its footprint in the world of both branded and unbranded content, PepsiCo has opened a state-of-the-art entertainment creation studio in Manhattan. Called the Creators League, Pepsi plans to use the new venue for production of scripted series, reality shows, films, and music-related content, which it can then sell during events like the NewFronts. Advertising Age: "The Creators League has been in the works for years and PepsiCo executives have previously discussed the concept. But with the recent opening of the 4,000-square-foot content creation studio in the heart of SoHo, PepsiCo has kicked the initiative into a higher gear. The studio occupies the same office building floor as PepsiCo's two-year-old design and innovation center, which Mr. Jakeman also oversees. It was designed by architect and acoustician John Storyk, whose credits include designing studios for the likes of Jay Z and Bruce Springsteen. The space includes a 2,300-square-foot, multiuse recording studio, five editing and production bays, and a theater-style screening room with 10 oversize leather chairs. There's even a green room for celebrities, which last week was stocked with bags of Doritos, Lay's and Cheetos." http://bit.ly/1Ow5qiK

* LOCAL NEWS *

BOSTON:  Eat Boston's seventh annual Bacon and Beer Festival will take place June 12 at Fenway Park. The event, which will feature more than 50 restaurants and brewers, benefits the Red Sox Foundation, Community Servings, and Lovin' Spoonfuls.

CHICAGO:  The seventh annual Chicago Craft Beer Week will be held May 19-29. Events include beer tasting event Beer Under Glass at Garfield Park Conservatory on Thursday, and the Welles Park Craft Beer Fest on May 28.

LAS VEGAS:  The second annual Rise Lantern festival will return to the Moapa River Reservation and expand to two days, running from October 7-8.

LOS ANGELES:  The Museum of Contemporary Art, Los Angeles, gala on May 14 honored Ed Ruscha and raised $3 million.

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

NEW YORK:  The Brooklyn Museum's renovated and renamed restaurant, the Norm, will open on Thursday.

Brooklyn Brewery has signed a 40-year lease for 75,000 square feet at the Brooklyn Navy Yard, which will be used for offices, a brewery, and a rooftop beer garden and restaurant. Eater: http://bit.ly/1TFZ3Wg

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

ORLANDO/CENTRAL FLORIDA:  The two-story Under Armour Brand House opened at Disney Springs on Sunday. Orlando Business Journal: http://bit.ly/1XvlCCA

SAN DIEGO:  Pier South Resort will celebrate Global Wellness Day on June 11 with a free wellness expo at Imperial Beach.

SAN FRANCISCO:  The San Francisco Street Food Festival will take place August 20-21 at Pier 70. The event will be produced by Noise Pop, the Midway, and food entrepreneur program La Cocina.

TORONTO:  The Christie Pits Film Festival has announced its summer-long Stranded in Christie Pits! program, which will run from June 26-August 28 at Christie Pits Park. This year's films will explore themes of isolation and perseverance, beginning with a screening of Oscar-winning space drama Gravity. The festival will also hold its first-ever Pride Toronto event on July 3, with a screening of My Prairie Home, a documentary about transgender musician Rae Spoon.

WASHINGTON, D.C.:  Rock & Roll Hotel will celebrate its 10-year anniversary with a week of concerts, running from August 21-27. 

YOUR NEWS: What are you doing? Tell us: [email protected]. 

JOB BOARD: Post a job or find a job: http://jobs.bizbash.com

With contributions from Jenny Berg in Chicago, Alesandra Dubin and Claire Hoffman in Los Angeles, Mitra Sorrells in Orlando, and Beth Kormanik, Michele Laufik, Jill Menze, and Ian Zelaya in New York.

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

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