Festivals & Fan Cons Archives

Stagecoach 2025 Experiential: Canteens, Styling Saloons and Boot Bars

Following two pop-filled weekends of Coachella, it was country music’s time to shine at Stagecoach 2025, held April 25-27 in Indio, CA. Western culture permeated The Empire Polo Club, as festivalgoers showed up in fashionable cowboy hats and boots, colorful bandanas, and shiny belt buckles to catch their favorite artists perform at stages spread across […]

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B-to-C Events

Coachella 2025 Experiential: Pit Stops, Perfume Pods, Glimmers and High Tea

The desert was hot, but the sets were hotter at this year’s Coachella Valley Music and Arts Festival, hosted April 11-13 and April 18-20 at the Empire Polo Club in Indio, CA. Once again serving as the unofficial launch of festival season, the event boasted headline talent including Lady Gaga, Green Day and Post Malone; […]

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B-to-B Events

Crowd Safety: How One Nonprofit is Improving Training for Event Profs Globally

The Pink Bows Foundation, launched after the Astroworld Festival tragedy, is co-producing training events across the world in partnership with leading safety experts On Nov. 5, 2021, 23-year-old Madison Dubiski was one of 10 concertgoers who lost their lives in the Astroworld Festival tragedy. About 50,000 people gathered at NRG Park in Houston to watch […]

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Three Ways Tullamore D.E.W. Uses St. Patrick’s Day as a Business Opportunity

For Tullamore D.E.W., St. Patrick’s Day isn’t just a cultural celebration—it’s also big business. Irish whiskey continues to see explosive growth, particularly in the U.S., which accounts for 40 percent of exports. And as the second biggest brand in the category, Tully is leaning on experiential to stay relevant and score mindshare at events like […]

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SXSW 2025: FX Teases ‘Alien: Earth’ with an Immersive Wreckage Pop-up

A mysterious space-vessel crash appeared in Austin, TX, during SXSW. Curious (and brave) passersby who stumbled upon FX’s The Wreckage activation had a chance to step inside and uncover details from the upcoming “Alien: Earth” series, a prequel to the 1979 film “Alien” that started the franchise. Before receiving credentials and instructions to enter, participants […]

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SXSW 2025: The Top Experiential Stunts, Activations and Events Taking Over Austin

It’s business as usual at the 2025 SXSW Conference & Festivals in Austin, but the 38th annual event, March 7-15, may mark the end of an era for the tentpole. As hundreds of thousands of global attendees explore sessions, artistic showcases, expos and, of course, larger-than-life brand experiences this year, the city is preparing to […]

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SXSW 2025: Lush Tackles Gun Violence with its ‘Bloom A New Day’ Activation

Lush Cosmetics has deep roots in activism, even billing itself as a “campaigning organization fronted by a soap shop.” And at SXSW 2025, the brand proved as much. From March 9-10, Lush and nonprofit partner Change the Ref set up shop in Austin, TX, to raise awareness of school shootings and educate consumers on the […]

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B-to-C Events

The Brief: Lay’s Lights and Parking Lot Coffees

This week’s hot takes on hot topics in events cover Lay’s Lights, fancy parking lot coffees and the debut of Ulta Beauty World.

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B-to-C Events

Super Bowl LIX: The Sights, Sounds and Flavors We Took in Around the Big Easy

This year marked New Orleans’ 11th time hosting the Super Bowl—tying with Miami for the most NFL Championship games—and, as expected, the Big Easy certainly showed it knows how to party. What else would we expect from the home of Mardi Gras? Local food, music, architecture and traditions shined through the events and experiences presented […]

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Events

Auto, Finance and Tech: 9 Brands at Sundance

How nine brands showed up for the film industry this year, from Chase’s glass chalet to Acura’s energy house to Audible’s listening lodge.