New York magazine held the second iteration of its Vulture Festival May 30-31 at New York City’s Milk Studios. Vulture Festival began last year as a way to bring the magazine’s culture and entertainment website, vulture.com, to life. The festival is the latest in the magazine’s portfolio of events, which includes New York Taste, New York Weddings and New York Culinary Experience, and continues the trend of magazines looking to experiential marketing to reach new audiences and increase revenues.
“We’ve been doing events for many years, and are always looking for ways to grow our business,” says Sona Hacherian, executive director, creative and marketing services at New York magazine. “Events are a great opportunity to bring our brand to life and highlight certain verticals within the company where we have real strength.”
Vulture Festival this year doubled its programming and included conversations with authors, stand-up comedy routines, Sunday brunch with Broadway stars, film screenings and more, curated by Vulture’s editors. Attendance grew from 3,500 in its inaugural year to this year’s 5,000. Fifteen sponsors, some of whom are the magazine’s advertisers, participated. Hulu, Bananagrams, Vitaminwater and Squarespace each activated custom lounges; Stella Artois sponsored a beer lounge; Tito’s Handmade Vodka sponsored a cocktail lounge and Bridge Lane Wines, a wine lounge. Agency: In-House.