An event at Times Square Studios introducing the press to the city of Fort Worth was more than a little bit country. C.O.O. Segi Desta and marketing director Greg Staley of Fort Worth’s convention and visitors bureau marched a small herd of massive longhorn steer into Times Square, and penned them on 44th Street outside the venue to generate attention. Although an early-morning appearance on Good Morning America had to be canceled on account of the bovines’ weather-delayed arrival, plenty of onlookers ogled the spectacle. (After one tourist asked his wife to take a snapshot of him in front of the animals, we heard her gripe, “Like we couldn’t have taken that same picture back home in Minnesota?”)
Equine Express transported the herd—five steer, along with four horses and their handlers—from Fort Worth in a 70-foot tractor-trailer. After a 36-hour trek, they arrived at the Karl Bauer Training Center in Pompton Plains, New Jersey, where they rested overnight before making the journey into Manhattan. Then it was back into the truck, over the George Washington Bridge, and along Amsterdam, Broadway, and eventually West 44th, where they were unloaded into their paddock for the event.
Inside, the Tomik-produced party had a Western theme, with large stand-up structures featuring images of Fort Worth throughout the room and a Nascar racecar adding color—and plenty of blatant branding. Park Avenue Catering’s menu included Tex-Mex fajitas and barbecue, served on buffets covered with brown and white cow-printed linens. A classical trio performed for the cowboy hat-dotted crowd. The venue’s Jumbrotron ran video of Fort Worth alongside the city’s tagline, “The destination with everything.”
—Alesandra Dubin
Equine Express transported the herd—five steer, along with four horses and their handlers—from Fort Worth in a 70-foot tractor-trailer. After a 36-hour trek, they arrived at the Karl Bauer Training Center in Pompton Plains, New Jersey, where they rested overnight before making the journey into Manhattan. Then it was back into the truck, over the George Washington Bridge, and along Amsterdam, Broadway, and eventually West 44th, where they were unloaded into their paddock for the event.
Inside, the Tomik-produced party had a Western theme, with large stand-up structures featuring images of Fort Worth throughout the room and a Nascar racecar adding color—and plenty of blatant branding. Park Avenue Catering’s menu included Tex-Mex fajitas and barbecue, served on buffets covered with brown and white cow-printed linens. A classical trio performed for the cowboy hat-dotted crowd. The venue’s Jumbrotron ran video of Fort Worth alongside the city’s tagline, “The destination with everything.”
—Alesandra Dubin
The Fort Worth convention and visitors bureau marched a herd of massive steer into Times Square, and penned them in on 44th Street in front of Times Square Studios.
The venue’s Jumbotron showed images of Fort Worth alongside the city’s tagline, “The destination with everything.”
A Nascar racecar added color—and plenty of blatant branding.
A cowboy hat-dotted crowd mingled in front of Tomik Productions’ stand-up structures featuring images of Fort Worth.
