July 27, 2016: How a Women's E-Commerce Site Pulled Off a High-Profile Hamptons Activation, SXSW Expands Attendee Access, Music Industry Seeks to Embrace Virtual Reality

1. HOW A WOMEN'S E-COMMERCE SITE PULLED OFF A HIGH-PROFILE HAMPTONS ACTIVATION: Women's e-commerce site Revolve hosted a series of four weekend events at a Hamptons mansion in July, and managed to reach millions of shoppers on social media when it nabbed high-profile party hosts including Nicole Richie, Chrissy Teigen, and Kim Kardashian, as well as guests including some of world's most influential style bloggers. Fashionista: "In what can best be described as a sorority house for social media stars, influencers from 12 different countries—in addition to their photographers and select guests—were given one of the Water Mill, NY mansion's nine rooms (or one out back in the fully loaded, two-story pool house) for an activity-filled weekend stay. Planning this activation was no small feat on Revolve's part — logistically or financially. According to Zillow, the 6,363 square-foot home rents for an estimated $37,500 per month, and preparations for the summer event began in the early spring. In addition to taking care of their travel and accommodations, Revolve gifted each influencer with a sizable clothing credit — a source close to the participating talent tells us $2,000 is standard — in addition to paying his or her appearance fee. Each guest was required to post using the designated hashtags twice per day; although, with the property's ample manufactured opportunities for Instagram 'moments,' most invitees seemed to far exceed that post count. Throughout the summer, social media buzz about the retailer spread like wildfire. To keep up said buzz, each weekend saw a different mix of personalities, events and activities; but throughout the month, group dinners, organized workouts and jaunts out to Montauk or Shelter Island for beach time or sailing were standard on the itinerary. … Clearly, Revolve knows what it's doing. This is the second year that the retailer has rented a house in the Hamptons, and according to Raissa Gerona, Revolve's vice president of brand marketing and strategic partnerships, it's set to far outpace the company's first outing in terms of sales metrics, press and social media impressions. With more and more consumers discovering new products on Instagram and the like, Revolve is heavily investing in these experiential brand activations jam-packed with bloggers; and according to Gerona, the buzz surrounding them converts directly to sales, in real time — and that's helped to turn Revolve into a $400-million/year business." http://bit.ly/2auSZG4

2. SXSW EXPANDS ATTENDEE ACCESS: Next year’s South By Southwest will expand the access attendees get with badges by allowing them to attend events in all three of its programs—interactive, music, and film—even if they’re in Austin for one. Billboard: “Beginning in 2017, an attendee in Austin for one portion (say, music) will also get secondary access to most other events as well. ‘When SXSW Music added Film and Interactive, it was relatively easy to understand and differentiate between the three components of music, film, and technology,’ said Roland Swenson, SXSW co-founder. ‘Today, these elements are very much intertwined and the lines that once separated them have become blurred. The popularity of our convergence programming, and the increasingly cross-industry nature of our SXSW speakers and registrants make this a natural progression as we look to the future.’ In addition to expanded access, SXSW announced its first wave of keynotes and speakers for the 2017 event, being held March 10-19. The keynote speaker at Interactive will be geneticist Jennifer Doudna while Transparent creator Jill Soloway will speak at the Film portion.” http://bit.ly/2ahUwy9

3. MUSIC INDUSTRY SEEKS TO EMBRACE VIRTUAL REALITY: An interactive virtual reality game involving a Deadmau5 concert is being released today, and is just one of many VR experiences making an impact on the music industry. The New York Times: "The project, a mix of game-engine graphics and 360-degree video, is a collaboration between Deadmau5 and Absolut Labs, the liquor brand’s idea incubator. It’s one of a number of virtual reality projects in the music industry, which wants to stake its claim in a growing form of entertainment that could become an avenue to additional revenue and a new approach for musicians in connecting with fans. But until the public fully embraces virtual reality, partnerships with brands like Absolut have become a path to helping finance projects and put headsets in the hands of viewers.  Only a few acts have delivered live concerts in virtual reality. Coldplay recorded a show in virtual reality in 2014, and the start-up JauntVR has released several concert clips, including Paul McCartney singing “Live and Let Die.” Absolut Labs streamed a concert by the Canadian electronic act Bob Moses in virtual reality last year. … NextVR recorded the Coldplay concert in 2014 and announced in May that it had teamed with Live Nation to broadcast more concerts in virtual reality. For NextVR, which specializes in streaming live sports events in virtual reality, the deal helped it expand its offerings, said David Cramer, NextVR’s executive vice president for corporate strategy. Universal Music Group, which puts out music by Kanye West and Taylor Swift among others, and iHeartMedia announced a similar partnership in January. 'To their credit, U.M.G. has been extremely open to experimenting with this new platform, which makes them the perfect partner,' John Sykes, president of iHeartMedia Entertainment Enterprises, said in an email. Interest in the technology is outpacing actual VR music products, however, and few virtual reality performances have been released. Despite originally announcing a plan for six to 10 virtual reality experiences this year, Mr. Sykes said iHeartMedia was focused on bringing at least one virtual reality element to its annual music festival in September." http://nyti.ms/2arOH0P


* INDUSTRY NEWS *

Bizly, a platform for on-demand booking of private meeting rooms at leading hotels, launched its website, Bizly.com, on Tuesday. The site will initially service New York, Chicago, and San Francisco. Los Angeles, Washington, D.C., and Boston will be added in coming weeks.

* LOCAL NEWS *

ATLANTA:  Integrated Capital has purchased Atlanta Marriott Perimeter Center. The 16-story hotel, originally built in 1976, has 341 rooms, and has been completely re-imagined through $23 million in recent renovations. Davidson Hotels & Resorts will manage the venue.

CHICAGO:  Blue Plate Catering has promoted Daniel G. Joseph to operating partner.

Red Robin Gourmet Burgers will open a new outpost August 8 in Champaign. From August 8-14, Red Robin will donate all sales of its signature Freckled Lemonade to its national charity partner, Alex's Lemonade Stand Foundation, a non-profit organization dedicated to finding cures for kids with cancer.

DALLAS/FORT WORTH:  The comic convention Infinicon will take place August 5-7 at Crowne Plaza Hotel. The event includes cosplay, performances, gaming, and discussion panels.

LAS VEGAS:  Beer Park at Paris Las Vegas and the cast of 53X will host a second lip sync battle between cast members from Jersey Boys and performers from Cirque du Soleil on July 28.

Lindsay Davenport, John McEnroe, Martina Navratilova, and Andy Roddick will headline World TeamTennis Smash Hits, an annual charity night of tennis. This year's event, co-hosted by Elton John and Billie Jean King, will take place October 10 at Caesars Palace.

Smart City Networks, an Internet and Wi-Fi provider for the convention industry, has appointed Terry Funk as senior director of business development.

LOS ANGELES:  On Monday, Etihad Airways opened a new First and Business Class Lounge in the Tom Bradley International Terminal at Los Angeles International Airport. The space has appointed seating, an a la carte dining area, a showcase bar, a TV area, shower facilities, and complimentary high-speed Wi-Fi.

The Hello Kitty Cafe Pop-Up Container opened July 15, beginning its year-long residency at the Irvine Spectrum Center. The cafe's menu consists mainly of pastries, including apple pies, sprinkle-covered cakes, and chocolate opera cakes.

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

MIAMI/SOUTH FLORIDA:  Canon USA and Image Pro International will host a photography event at the HistoryMiami museum on August 4. The all-day program, called "Capture to Print: A Day with Canon at HistoryMiami," will have professional photographers and other industry experts sharing tricks and techniques.

NEW YORK:  The fifth edition of the Global Citizen Festival will take place September 24 on the Great Lawn in Central Park. The event will be hosted by Chelsea Handler, Hugh Jackman and wife Deborra-Lee Furness, Salma Hayek, Neil Patrick Harris, and Seth Meyers. Headliners include Rihanna, Kendrick Lamar, Metallica, and Selena Gomez.

The Cue Art Foundation's gala and benefit auction will take place November 15 at Metropolitan Pavilion.

James Corden will host the 63rd Annual Public Service Award Dinner, which will take place November 16 at the Waldorf Astoria Hotel. The ceremony recognizes the industries and individuals who support the Ad Council and its public-service campaigns.

Aloft Syracuse Inner Harbor is now open. The hotel has 132 loft-like rooms, live music at W XYZ Bar, and 690 square feet of meeting space.

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

OMAHA, NEBRASKA:  Courtyard by Marriott Omaha South—Bellevue at Event Center opens today in Bellevue. The 121-room franchise hotel is owned and managed by Kinseth Hospitality. The hotel has more than 18,000 square feet of flexible meeting and event space, including a 9,400-square-foot ballroom that can accommodate as many as 740.

ORLANDO/CENTRAL FLORIDA:  Omni Orlando Resort at ChampionsGate has promoted Robert Stanfield to managing director.

PHOENIX/SCOTTSDALE:  Peach Springs-based Grand Canyon Resort Corporation has named Brian Siegel as C.E.O.

SAN DIEGO:  Carey Watermark Investors 2 has acquired San Diego Marriott La Jolla. The 14-story hotel includes 372 guest rooms, three eateries, and 24,000 square feet of meeting and event space. The hotel recently underwent renovations that include refurbishing the guest rooms and lobby, as well as adding a new meeting/event space.

SAN FRANCISCO:  The annual Dreamforce conference will take place October 4-7 at the Cow Palace.

Farm-to-table concept One Market Restaurant has hired three new events personnel. Nicole Held, Matthew Lamos, and Serena Collins-Isiah will help enhance and expand the restaurant's private dining program.

TORONTO:  The inaugural Toronto Jewish Comedy Festival, "Jews on the Roof", will take place August 14 at the Regent Theatre. The event is hosted by Simon Rackoff.

WASHINGTON, D.C.:  Capital Solstice will have a summer soiree August 5 at a location to be announced 48 hours before the event. WPGC-FM personality Guy Lambert will host the event, which will have a nine-course dinner and will be a charity gala for Becky's Fund.

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 Carla Hay, 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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