The Summit ideas festival, which held its flagship event in Los Angeles Nov. 2-5, revamped its culinary program this year by creating a food court for attendees catered by celebrity chefs, a night market, full buyouts of local restaurants and a dedicated programming track for culinary. Another key component to the upgrade were brand integrations, including The Glenlivit House of Hospitality and an eight-course kaiseki dinner sponsored by adidas and Mercedes-Benz and prepared by Chef Jasmine Shimoda.
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With culinary as one of the event’s key pillars, the time was ripe for reinvention. “People have come to expect a lot of hospitality at our events. It had a great impact on the experience,” says Alex Weaver, marketing manager for Summit. “All of our partnerships have geared toward the experience and value for attendees. At a Summit event you wouldn’t notice overt brand positioning. It’s more about creating an environment or specific activation that really gets people excited and wanting to engage with brands.”
Check out this photo tour of the event’s culinary program as well as our deep dive into an activation from sponsor Fords Gin. Agency: Parade Agency, Los Angeles.