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July 7, 2015: What Brands Are Missing in Sports Marketing, Music Fest Offers Free Drug Testing, Microsoft's New App Turns Users Into Event Planners

1. WHAT BRANDS ARE MISSING IN SPORTS MARKETING: The Women's World Cup final on Sunday set the record for the most-watched soccer telecast in United States history, the 25.4 million viewers topping the 18.2 million that tuned in for the 2014 World Cup's U.S.A. versus Portugal game. But Greg D'Alba, president of global partnerships at WME-IMG, argues that brands are missing the opportunity to make emotional connections with consumers surrounding such sports events. Adweek: "Unfortunately, too many of today's sports marketers remain content with traditional tactics. Chasing quantifiable metrics, we follow the formula of classic sponsorships and media that is priced by CPM. We endorse programmatic buying as the answer to our desire for greater efficiencies. But in the midst of all this data and targeting-enabled technology, we still don't know which 50 percent of our marketing spend is wasted….Live events begin with the brand and end with the fan, but we should start with the fan and build the event with and for them."

2. MUSIC FESTIVAL OFFERS FREE DRUG TESTING: In an effort to reduce drug overdoses, the Evolve Music and Awareness Festival will give concertgoers the opportunity to test their drugs. Attendees of the event in Nova Scotia will be able to submit a sample to festival staff to determine its chemical makeup. CBC: "Jonas Colter, the festival producer with Evolve, said drugs are expected and giving attendees the chance to be more aware of what they're using is part of a harm reduction mandate. ... Colter said he's spoken to organizers from other festivals who have used the same kits and have had success. He said Evolve organizers hope to learn about what drugs are out there, and plan to share that information."

3. MICROSOFT'S NEW APP TURNS USERS INTO EVENT PLANNERS: Tossup, a new app from Microsoft, combines social polling with the ability to plan group get-togethers. TechCrunch: "With Tossup, the focus is largely on simplifying event planning. To use the app, you first have to register with both your phone number and Facebook or your email. Then, you can create the question or questions you want to send out to friends, either using Tossup’s own polling options (e.g. “Where should we go for lunch?”) or you can write your own. In the case of determining a venue, the app lets you pull up nearby restaurants via Yelp to include in your poll."

4. MARVEL EXPERIENCE TOUR CANCELED: Billed as the world's first hyper-reality tour, the Marvel Experience has been abruptly cut short. The $30 million high-tech traveling theme park included 360-degree projections, holograms, and other attractions. The Hollywood Reporter: "No reason was given for the show's abrupt cancellation. It's another black eye for co-producers Michael Cohl and Jeremiah J. Harris, whose Spider-Man: Turn Off the Dark was a costly failure on Broadway. Hero Ventures, a Los Angeles-based entertainment company, and Marvel Entertainment also produced the tour."


ATLANTA:  The Atlanta Ice Cream Festival will take place July 25-26 at Piedmont Park.

AUSTIN:  The city collected more than double the previous year's amount of money from the Austin City Limits Music Festival ticket sales last year, thanks to a new fee schedule that applies to tickets for special events in city parks. Austin Monitor:

BOSTON:  Taste of Cambridge at University Park Common will take place July 14, offering tastings from more than 100 restaurants and food and beverage purveyors. There will also be lawn games, mini golf, and a dance party.

CHICAGO:  The closing ceremony for this year’s Great Chicago Fire Festival will take place at Northerly Island on September 26. The event will include a bazaar with products from local artisans, several performance stages, and fireworks. The event is produced by Redmoon in partnership with the Chicago Park District and the City of Chicago.

LAS VEGAS:  United World Sports, the owner of the USA Sevens International Rugby Tournament, and World Rugby announced that the tournament will return to Las Vegas through 2019. The three-day tournament will take place March 4-6, 2016.

Life Time Athletic Green Valley, in partnership with Corner Bar Management, announced a lineup of weekend entertainment at Life Time’s new resort-style pool. The July schedule includes Cory Brown and DJ Chuck Fader.

LOS ANGELES:  ESPN announced Monday it is moving its ESPY Celebrity Golf Classic from Trump National Golf Club to Pelican Hill Golf Club in the Los Angeles area. Organizers opted to relocate the July 14 tournament, which takes place the day before the ESPYs, in response to Donald Trump's recent comments about Mexican immigrants. ESPN:

Louis J. Horvitz, Danette Herman, Bob Dickinson, and Baz Halpin have joined the production team for the 67th Emmy awards. The telecast airs live on Fox at the Microsoft Theater September 20.

The Courage & the Craft, a boutique spirits, wine, and beer shop, is set to open at Grand Central Market this fall.

Local event listings from Masterplanner:

MIAMI/SOUTH FLORIDA:  Patricia and Phillip Frost Museum of Science will host Curious Vault Collaborations 002, an event that combines science and art, on July 14. The affair will have a flight theme and pairs sculptor Robert Chambers with University of Miami professor GeCheng Zha. The ticketed event will include burgers from Shake Shack and Gramps and cocktails provided by Tito’s Vodka.

MONTREAL:  Montreal has been certified as an eco-friendly event destination, meeting A.S.T.M./APEX standards. Montreal Gazette: "That means the city meets global standards that establish performance criteria for sustainable practices and responsible management systems for tourism stakeholders in the meetings sector, according to a statement issued Monday morning."

NEW YORK:  The Periscope Community Summit will take place September 22-24 at New World Stages. The event is billed as the first-ever user-generated conference for and by Periscope users.

On Monday, Studio Museum Harlem revealed plans to build a $122 million home to be designed by the British architect David Adjaye on West 125th Street. In addition to increased gallery space and a more welcoming entrance, the proposed design includes a café, dedicated areas for education, and a roof for events. Construction is scheduled to start in 2017 and completion slated for 2019. The New York Times:

The Children's Museum of the East End's seventh annual Family Fair will take place July 18 at the museum in Bridgehampton. Guests including Dan Abrams and Jane Krakowski will attend the event, which has an outer space theme.

Time Hotel Nyack, a 133-room hotel in Nyack, New York, is slated to open in October. The property, designed by Glen & Company Architecture, will have 3,500 square feet of meeting and event space as well as a restaurant and lounge.

Local event listings from Masterplanner:

ORLANDO/CENTRAL FLORIDA:  "Florida Forever," the annual exhibit of Florida-theme artwork, kicks off with a free reception at Artisans on Fifth in Mount Dora. The exhibit runs through July 31. Orlando Sentinel:

PHILADELPHIA:  The N.A.A.C.P. will hosts its 106th annual National Convention at the Pennsylvania Convention Center July 11-15.

SAN FRANCISCO:  The Digital Kids Summit, an event that focuses on children's digital media and game development, will take place September 9-10 at the Children's Creativity Museum.

TORONTO:  The Gentlemen’s Expo will take place September 25-27 at the Metro Toronto Convention Centre. The event will feature an interview with pro boxer Manny Pacquiao.

WASHINGTON, D.C.:  The 25th anniversary of the Rosslyn Jazz Festival will take place September 12 in Gateway Park. The event will feature a food truck row, an expanded beer and wine garden, and several fashion trucks.

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

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